Article

Q&A with Martin Sprock

The founder of Raving Brands takes a leap with Flying Biscuit Cafe.

January 14, 2008 by Valerie Killifer — senior editor, NetWorld Alliance

It's been an interesting year for the folks at Atlanta-based Raving Brands. The parent company of Mama Fu's, Shane's Rib Shack and Planet Smoothie said goodbye to flagship Moe's Southwest Grill and hello to the Flying Biscuit Cafe.

The Flying Biscuit is the first full-service restaurant to join Raving Brands' portfolio. Although the eatery has been an independently owned Atlanta institution since it opened in 1993, the chain has more freedom to grow under the Raving Brands umbrella.

We recently spoke with Raving Brands founder and CEO Martin Sprock about letting go of Moe's and what the future holds for the company's existing brands, also including Doc Green's, Boneheads, PJ's Coffee and Monkey Joe's.

1. The Flying Biscuit Cafe seemed to be a unique addition to Raving's portfolio. Do you get approached a lot to buy other independent operations?

We constantly have folks who want to turn or sell their brands over to us. We don't get too excited until we see a brand that fits our image. Right now, as we wrestle to get back to business as usual, we have some challenges that we have to work on and nurture.

Monkey Joe's (an indoor playground for children) has a few competitors — mostly mom-and-pop groups. It's growing very slowly and is not anything we can hang our hat on, but we're very solid with that brand. It is about fun and ambience and about the human spirit. We think it's a natural fit.

2. How difficult was the sale of Moe's Southwest Grill and how do you think the brand will perform under FOCUS Brands' leadership?

I was one of the original guys that founded the brand and we put our heart and soul into it. You get attached to things, but also, like a bird, you've got to let it fly.

I think the best thing for the brand was to bring in big brother. (FOCUS Brands) did have resources that we didn't have, and I think this is their shining star. They have a lot of great businesses and other great brands, but nothing like Moe's.

3. Where are some of Raving's other brands headed?

The Flying Biscuit almost falls into the category of fast casual for us. It's been around for 15 years, and the folks that sold it to us have lived and breathed this concept. The founding partner (Delia Champion) is still there. The Biscuit, as a casual concept, is a little bit of a stretch from day to day, but we think it just falls right into the restaurant gang.

With Shane's Rib Shack, I see us going national in a regional way. We will, as we expand, put the best stores in outlying markets. People love great food. That's just the bottom line. Shane's is our No. 1 growth brand.

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PJ's Coffee is a brand we love. We are still getting our arms around how to grow the brand. It has been an absolute warrior. Since Katrina, it has shot back. It's a tough brand to grow nationally. The bottom line is we're trying to win in customers' hearts. We've had that brand for five years and have done a lot of great things with it. We're sticking with it. For right now, we'll focus on steady growth and not try to be too big for our britches.

4.What about concept growth through nontraditional locations?

Ballparks and airports are tougher assignments for franchisees, because they have a lot of volume and it's difficult to get employees. We don't do a lot of that because we're franchise driven. Right now, we try to open every single unit with one thing in mind: make (the franchisee) money.

We've taken a head-on and more risky approach to real estate to help franchisees make money. You have to have great real estate. Otherwise, if you don't do well, it's hard to sell your business to someone else.

5. What do you think the future holds for the restaurant industry?

I'd love to have a crystal ball, but my head is sometimes close to the ground. All I know is, everybody I've talked to is tired of eating fast food. I think people go to fast food out of convenience and are sorry an hour later. We think there's a perfect niche for our restaurants. The niche is low-cost, healthy food.

(Casual dining) is a dinosaur business that I'm not going to get into myself. It's not something I want my family eating. I'm proud of those guys for making money, but it's just a whole different environment. We're excited about where we are.

6. If you were to give any restaurant-industry advice to those just starting out, what would it be?

Love the brand or restaurant you pick to run and only do the site that is absolute best! It will be hard enough if you don't love what you are doing and believe 100 percent in it and, of course, also an uphill battle if you have a "B" location.