Multi-Unit Franchisee Magazine Issue III, 2013 | Page 24

2013 MVP
chopper roaring, bringing fans to their
feet and cheering the Blaze team on.”
Bruce has been in the foodservice
business a long time, starting with tossing
pizzas at a beachside restaurant when he
was 16. His restaurant experience also
includes top leadership roles with Paradise Bakery & Cafe, Souper Salad, and
Souplantation & Sweet Tomatoes. He’s

been with Abundant Brands since 2008.
His self-described operating philosophy
of “good and human progression,” or
“good vibrations,” he says, is fitting for
a guy who grew up surfing every day in
Southern California and whose parents
owned a consumer marketing company
that rated restaurant quality and service.
His recipe for success includes a

belief in strong operational systems,
checklists for all facets of a restaurant,
and hiring and training the best people.
“My main thing is loving our people,”
he says. “We hire great people with the
same vibration I have, that our company
has, and our culture has. We have low
attrition, and that is a win for us in all
our restaurants.”

MANAGEMENT
Business philosophy/management style: When associates ask, “Can
you do this?” and your experience says you know how, always speak up and
say, “Yes, I can!”
Greatest challenge: Following. I have a competitive drive to be first down
the ski mountain, ride the biggest waves, be first on the bus for more seat
choices, and lead teams to always win.
How I give my team room to innovate and experiment: Innovation keeps people moving. Rarely do I say, “Do it like this!” Innovation means
asking your folks, “How would you do this?” Now you are working as a team,
synergizing. You may have the right answer, but with all that input the idea
may develop into a brand builder.
How close are you to operations? Very close. There is not a cash register in the home office. No money being made there!
What do you rely on/expect from your franchisor? Partnership
with integrity.
What do you need from vendors? Nicholas & Company and their executive leaders like Craig Romney create open communications. If you have a problem,
the channels to talk are open. Vendors play a significant role in all restaurants.

How is social media affecting your business? We use Facebook and
others. I believe social media was really big in 2009 and 2010. We have begun to see slumps. Perhaps the Facebook IPO is drowning our Facebook love.
Our Costa Vida and Roxberry brands get laughs on YouTube with “Mr. Costa
Vida” and “Dr. Roxberry” videos (I am the star—take a peek!). We play
these during our Utah Blaze arena football games on the NFL channel. We get
a lot of comments from these spots on cable TV, even though they are really
designed for social media.
How do you hire and fire? In hiring and terminations, I feel company
culture can have a vibration of good and human progression. When people are
being interviewed, you want to feel they vibrate at the same level as you and
your organization. When employees are demonstrating something other than
great performance, they vibrate themselves out; they really fire themselves.