The Gregg Majewski Playbook: Scaling Restaurant Brands from 33 to 300 Locations

Gregg Majewski is a name synonymous with rapid growth and strategic revitalization in the restaurant industry. From his pivotal role in scaling Jimmy John's from a regional player to a national powerhouse to his current venture, Craveworthy Brands, Majewski has consistently demonstrated a knack for identifying, nurturing, and scaling restaurant concepts. This blog post will explore the strategies, operational standards, marketing shifts, and leadership tactics that have fueled his impressive growth, offering valuable lessons for anyone looking to make their mark in the competitive food and beverage world. Be sure to check out our latest episode "Building a Restaurant Empire One Emerging Brand At A Time | Season 9, Vol. 12" where we sat down with Gregg himself to discuss these topics further. Listen to the full episode here to dive even deeper into the mind of a restaurant scaling expert.

Introduction: From 33 to 300 - The Gregg Majewski Story

The story of Gregg Majewski is one of ambition, strategic thinking, and a relentless focus on execution. While many aspire to build successful restaurant chains, Majewski has repeatedly proven his ability to not only grow brands but also to transform them. His journey from overseeing a small Jimmy John's footprint of 33 locations to leading its expansion to over 300, with an additional 600 sold, is a testament to his understanding of the restaurant business and his ability to implement effective scaling strategies. His career isn't just about numbers; it's about creating sustainable systems, fostering a strong company culture, and identifying opportunities where others see challenges. Now, with Craveworthy Brands, he's setting his sights on building a portfolio of unique and scalable concepts, further solidifying his legacy as a leader in the restaurant industry.

Gregg Majewski's Background and Early Success at Jimmy John's

Gregg Majewski's career is rooted in a deep understanding of restaurant operations and a passion for building brands. Before his tenure at Jimmy John's, he honed his skills in various roles within the food and beverage industry, gaining valuable experience in everything from franchise development to menu innovation. This diverse background provided him with a holistic view of the business, allowing him to approach challenges with a comprehensive perspective. When he joined Jimmy John's, he recognized the brand's potential but also saw areas that needed improvement. His early focus was on standardizing operations, enhancing the customer experience, and refining the brand's marketing message. These efforts laid the foundation for the rapid growth that would soon follow.

One of the key factors in Majewski's early success at Jimmy John's was his ability to identify and leverage the brand's core strengths. He understood that the "Freaky Fast" delivery promise was a major differentiator and doubled down on marketing efforts to reinforce this message. He also focused on improving the quality of ingredients and streamlining the ordering process to ensure that customers received a consistently high-quality product and experience. By focusing on these fundamentals, Majewski was able to build a loyal customer base and create a strong foundation for future growth.

Operational Standards: The Foundation of Scaling

According to the episode's show notes, Majewski implemented and restructured company-wide operational standards. Scaling a restaurant brand requires more than just adding new locations; it demands a robust and standardized operational framework. Gregg Majewski understood this principle intimately and made it a cornerstone of his scaling strategy. He focused on establishing clear and consistent operational standards across all Jimmy John's locations, ensuring that customers received the same high-quality experience regardless of where they were. This involved standardizing everything from food preparation and service protocols to inventory management and employee training.

To achieve this level of standardization, Majewski implemented a comprehensive set of operating procedures and training programs. He developed detailed manuals outlining every aspect of the restaurant's operations, from opening and closing procedures to food safety guidelines and customer service standards. He also invested heavily in employee training, ensuring that all staff members were properly trained on these procedures and that they understood the importance of consistency. By creating a culture of accountability and continuous improvement, Majewski was able to ensure that all Jimmy John's locations were operating at the same high level.

In addition to standardizing operations, Majewski also focused on optimizing efficiency and reducing costs. He implemented new technologies and processes to streamline operations and improve productivity. He also negotiated favorable contracts with suppliers to reduce food costs and improve profitability. By continuously seeking ways to improve efficiency and reduce costs, Majewski was able to increase the profitability of each Jimmy John's location, making it more attractive to potential franchisees.

The 'Freaky Fast' Marketing Shift

The "Freaky Fast" delivery promise became synonymous with Jimmy John's, and Gregg Majewski played a crucial role in amplifying this message. He recognized that speed and convenience were major drivers of customer behavior, and he doubled down on marketing efforts to reinforce the brand's commitment to fast delivery. He launched advertising campaigns that emphasized the speed of Jimmy John's delivery service, and he implemented systems to ensure that orders were delivered as quickly as possible. The show notes detail that Majewski is credited with shifting the marketing strategies to emphasize the brand's "Freaky Fast" delivery.

One of the key elements of Majewski's marketing strategy was his use of humor and irreverence. He created advertising campaigns that were funny and memorable, and he wasn't afraid to push the boundaries of what was considered acceptable. This approach helped Jimmy John's stand out from the competition and capture the attention of a younger, more digitally savvy audience. He used social media to engage with customers and build a loyal following. By creating a strong brand identity and a loyal customer base, Majewski was able to drive sales and increase brand awareness.

Majewski's "Freaky Fast" marketing strategy was a resounding success, helping Jimmy John's become one of the fastest-growing restaurant chains in the country. By focusing on speed, convenience, and humor, he was able to create a brand that resonated with customers and stood out from the competition. This strategy not only drove sales but also helped to solidify Jimmy John's position as a leader in the fast-casual restaurant industry.

Revitalizing Legacy Brands: The Mongolian Concepts Turnaround

Gregg Majewski's expertise extends beyond scaling existing brands; he also has a proven track record of revitalizing struggling concepts. One notable example is his turnaround of Mongolian Concepts, a company that had been facing significant challenges. Majewski recognized the potential of the Mongolian barbecue concept but understood that it needed a fresh approach to succeed. He implemented a number of changes, including menu enhancements, operational improvements, and marketing initiatives, to revitalize the brand and attract new customers. According to the episode's show notes, Majewski successfully sold 24 franchises for Mongolian Concepts, marking a first since 2011.

One of the key elements of Majewski's turnaround strategy was his focus on improving the customer experience. He invested in employee training to ensure that staff members were providing excellent service, and he implemented changes to the restaurant's layout and decor to create a more inviting atmosphere. He also introduced new menu items and promotions to attract new customers and keep existing customers coming back for more. By improving the customer experience, Majewski was able to increase customer loyalty and drive sales.

In addition to improving the customer experience, Majewski also focused on streamlining operations and reducing costs. He implemented new technologies and processes to improve efficiency and reduce waste. He also negotiated favorable contracts with suppliers to reduce food costs and improve profitability. By continuously seeking ways to improve efficiency and reduce costs, Majewski was able to turn Mongolian Concepts into a profitable and sustainable business.

Craveworthy Brands: Building a Portfolio of Unique Concepts

Craveworthy Brands represents the next chapter in Gregg Majewski's career, showcasing his commitment to building a portfolio of unique and scalable restaurant concepts. The company's portfolio includes a diverse range of brands, each with its own distinct identity and culinary focus. This strategic approach allows Craveworthy Brands to cater to a wide range of tastes and preferences, while also diversifying its risk and maximizing its growth potential. As detailed in the show notes, Craveworthy Brands' portfolio includes Wing It On, The Budlong, Krafted Burger + Tap, Lucky Cat Poke Company, Genghis Grill, BD's Mongolian Grill and Flat Top Grill.

One of the key principles driving Craveworthy Brands is a focus on creating "crave-worthy" food that customers will love. This involves using high-quality ingredients, developing innovative menu items, and delivering a consistently excellent dining experience. Majewski understands that in today's competitive restaurant landscape, it's not enough to just offer good food; you need to create a truly memorable and craveable experience that keeps customers coming back for more.

In addition to creating crave-worthy food, Craveworthy Brands also emphasizes the importance of building a strong company culture and fostering a positive work environment. Majewski believes that happy employees are more productive and more likely to provide excellent customer service. He invests in employee training and development, and he creates a culture of teamwork and collaboration. By building a strong company culture, Majewski is able to attract and retain top talent and create a more positive and productive work environment.

Aiming for Number Two: A Strategic Advantage

Gregg Majewski's strategic approach to building Craveworthy Brands includes a unique and somewhat counterintuitive goal: aiming for the number two position in industry segments. Majewski believes that by focusing on delivering better products, service, and operations, Craveworthy Brands can capture market share from the industry leaders without having to shoulder the burden of educating the market. This approach allows Craveworthy Brands to focus on execution and customer satisfaction, rather than spending resources on creating awareness and demand. As stated in the show notes, Majewski believes that the number one brand is responsible for educating the market.

By aiming for the number two position, Craveworthy Brands can also learn from the mistakes and successes of the industry leaders. They can observe what works and what doesn't, and they can adapt their strategies accordingly. This allows them to avoid costly mistakes and to focus on implementing proven strategies. This approach also allows Craveworthy Brands to differentiate itself from the competition by offering a superior product or service. By focusing on quality and customer satisfaction, they can attract customers who are looking for something better than what the industry leaders are offering.

Greg Creed Joins as Advisor: A Vote of Confidence

The addition of Greg Creed, former CEO of Yum! Brands, as an advisor to Craveworthy Brands is a significant vote of confidence in Gregg Majewski and his vision for the company. Creed's extensive experience in the restaurant industry, combined with Majewski's operational expertise, creates a powerful synergy that is sure to drive growth and innovation at Craveworthy Brands. According to the show notes, this role marks Creed's first advisory position in the restaurant industry.

Creed's advisory role will provide Craveworthy Brands with invaluable insights and guidance on everything from strategic planning to marketing and operations. His experience in leading one of the world's largest restaurant companies will be particularly valuable as Craveworthy Brands continues to expand its portfolio and grow its footprint. His involvement will also help to attract investors and partners who are looking for a company with strong leadership and a clear vision for the future.

Key Takeaways: Lessons in Restaurant Scaling and Leadership

The Gregg Majewski story offers a wealth of valuable lessons for anyone looking to build a successful restaurant brand. Some of the key takeaways include:

• Standardize Operations: Implement clear and consistent operating procedures across all locations.
• Focus on the Customer Experience: Deliver a consistently high-quality product and experience.
• Embrace Innovation: Continuously seek ways to improve efficiency and reduce costs.
• Build a Strong Brand Identity: Create a brand that resonates with customers and stands out from the competition.
• Foster a Positive Company Culture: Invest in employee training and development, and create a culture of teamwork and collaboration.
• Be Strategic: Identify opportunities where others see challenges, and develop a clear plan for achieving your goals.

By following these principles, you can increase your chances of building a successful and sustainable restaurant brand.

Conclusion: The Majewski Playbook for Restaurant Success

Gregg Majewski's journey from 33 Jimmy John's locations to building Craveworthy Brands is a testament to his strategic vision, operational expertise, and unwavering commitment to customer satisfaction. His playbook, which includes standardizing operations, focusing on the customer experience, building a strong brand identity, and fostering a positive company culture, provides a valuable roadmap for anyone looking to scale a restaurant brand. By learning from Majewski's successes and avoiding his mistakes, you can increase your chances of building a thriving and sustainable business in the competitive restaurant industry. This blog post only scratches the surface of Gregg Majewski's experiences and insights. For a deeper dive, be sure to listen to our full episode "Building a Restaurant Empire One Emerging Brand At A Time | Season 9, Vol. 12" on The Hospitality Hangout!