Alex Lepe
Brent Tipps, CEO of BoomerJack’s restaurants, knows a thing or two about persistence. His restaurants are known for excellent service, great food and fun. Brent knows better than most that business is simple but not easy. His determination to break into the restaurant industry began when he needed a job. Brent was waiting tables at Steak & Ale when he realized he wanted to have his own unique restaurant. Through financial crisis, failed business ideas, and unthinkable living conditions, BoomerJack’s is now one of the top-rated restaurants and is continuing to grow.
From the opening of his first full-service store on West Seventh Street in 2008, Brent began creating a great company culture by building a great team. He does this by aiming to make the right hire on the front end. When you bring in people who are “undervalued” – which just means they haven’t tasted business success, but possess the right beliefs and consciousness – you are more likely to find and retain the right people. Eighty-five percent of companies have a below-the-line mentality. Their beliefs and attitudes are not aligned with their companies, and it shows. They are working for a paycheck. The other 15 percent play above the line. And BoomerJack’s possesses that.
Culture is what happens behind the boss’s back. When you have strong leadership, it trickles down to the rest of the company. Brent recalls times at the beginning where he would get on the restaurant floor with his staff and wash dishes. He set the example and the standard. This creates high accountability with your team. He has never had to worry about firing staff, because the ones who don’t fit in with BoomerJack’s standards of excellence, drop out. He calls this his self-correcting culture.
Providing a great work environment and culture, where employees feel valued and cared for, creates loyalty. Brent cares about his staff. Every few months, he will bring in a top chef to sharpen their menu and keep it fresh. Managers get a minimum of one, three-day weekend per month during summer hours, and he offers maternity leave. Such a strong company culture keeps turnover low and morale high.
Running Toward the Roar is about running toward the fear. A lion is not the true hunter of prey; it’s the lioness who does the killing. A lion will sneak up on prey and create an ear-piercing roar to scatter its prey, right into the trap of a waiting lioness.
Brent Tipps is a great example of not letting the fear win. He believed he could do what he set out to do and accomplished it. Brent remembers calling a headhunter in the newspaper and went on an interview to CiCis Pizza.
With no experience in the pizza business, the owner politely turned him down. He credits his mistake to saying in his interview that it couldn’t be that hard to run a pizza business, which probably wasn’t the best comment to say to a pizza owner. Liking the business model for the company, he called Joe, the manager, every day asking for a job until finally he got an offer.
He stayed 12 years. In the end, the founder of CiCis would be the one to back Brent’s restaurant and helped him purchase a franchise-type store.
There are two types of people in this world. Everyone goes through the same circumstances. But, it’s either happening TO them or FOR them. One of Brent’s most challenging moments was being out of money with no car and no place to live except in a warehouse for storing equipment. He created a living space, complete with a shower. For six months, he made the best of the situation while pursuing his restaurant dreams. Looking back, he now gives advice to be passionate about what you do, and do the best you can, where you are. Don’t let anything define or defeat you.
As for the future of BoomerJack’s, there is a new store under construction in Fort Worth, and they are looking forward to growing the company into $100 million in profit. Great companies create a “Unicorn Trifecta.”
Profit. Brent makes sure every BoomerJack’s gives people what they want. Its prototype for its stores are all full-service, with a full bar, great restaurant size and customer-driven menu.
Growth. Brent ensures accountability. Each store is its own team and is there to serve the guests. This has helped BoomerJack’s prosper financially by making customers want to come back. In turn, it created a need for more stores.
Best place to work. BoomerJack’s doesn’t work its staff six or seven days a week. Each person has at least two days off a week. It’s a big family with over 700 employees. He gives employee feedback questionnaires and even takes the time to have lunch with them, just to see how they are doing.
These three things can elevate your team and grow your business, exponentially. Brent Tipps is setting the example for other managers and CEOs and has established a restaurant business model that other companies should follow. It’s a simple process, but it’s not easy.