Discovering NFA Burger: The Future of Fast Casual Dining in an Unexpected Place

Picture this: A town of 52,000 people, 25 minutes North of Atlanta, Georiga and down the street from one of the nation's largest QSR conglomerates there sits an inconspicuous burger joint inside an independently owned gas station.

If you've been to Dunwoody, GA you probably know exactly where I'm talking about. NFA Burger!

This time last week Steve Lieber and I decided to take a hiatus from the Franchise Customer Experience Conference run by Franchise Update Media in Atlanta. We drove straight to NFA Burger.

The Billy's Classic burger was nothing short of exceptional! We arrived 25 minutes before opening to get a feel for the atmosphere and observe the preparations. This allowed us to appreciate the restaurant's vibe before our scheduled meeting with Billy Kramer, the founder of NFA Burger.

Here's a couple of things I noticed while at NFA Burger:

1. Exceptional Food & Guest Experiences-

We had the Billy's Classic, a mouthwatering creation featuring two 2.75oz Patties with American Cheese, French's Mustard, Mt. Olive Pickles, Sassy Sauce, all perfectly nestled on a Martin's Potato Roll. Needless to say the food was superb. The burger was crafted to perfection, reflecting the expertise that earned it the title of "Greatest Burger in Atlanta!"

However, what truly sets NFA Burger apart is the guest experience, Billy, the founder, is not just a name behind the brand; he is the heart and soul of the operation. During our visit, we observed Billy's Genuine interactions with his guests. He didn't just ask routine questions; he engaged in meaningful conversations, inquiring about how the food turned out and if there was anything he could do to enhance their experience. His genuine care and attention to detail create an atmosphere of warmth and hospitality that is rare in the fast-paced world of quick-service restaurants.

This level of personalized service is an intangible asset in the restaurant business. It's something you can't put a dollar sign on but significantly impacts customer loyalty and satisfaction. Billy's approach transforms a simple meal into a memorable dining experience, making each guest feel valued and appreciated. This dedication to both exceptional food and exceptional service is what makes NFA Burger a standout in a crowded market.

2. A Focus on Employee Engagement and Involvement -

Billy Kramer CARES about his people! His dedication to his team is evident in both small, everyday actions and larger, impactful initiatives. For instance, Billy had traffic cones in his parking lot to teach one of his employees to parallel park. We later witnessed that employee attempting to parallel park in the parking lot behind the restaurant. (She successfully parallel parked but it was tough to watch!) This simple yet thoughtful act demonstrates his commitment to supporting his employees beyond their job roles, helping them develop life skills and fostering a sense of community.

Moreover, Billy’s involvement with the Giving Kitchen, a nonprofit organization dedicated to assisting food service workers in need, highlights his broader commitment to the well-being of his team and the industry as a whole. Through this partnership, he ensures that his employees have access to essential resources and support during challenging times, reflecting a deep-seated care for their overall welfare.

Billy’s approach to employee engagement goes beyond typical managerial duties. He creates an environment where his team feels valued and supported, which in turn, enhances their dedication and performance. This focus on employee involvement not only builds a strong, loyal workforce but also translates into better service for customers. Happy, engaged employees are more likely to provide exceptional customer experiences, creating a positive cycle of satisfaction and loyalty.

At NFA Burger, it’s clear that the staff is more than just a team - They’re a family. Billy’s hands-on involvement and genuine concern for his employees’ personal and professional growth foster a culture of mutual respect and commitment. This unique approach to employee engagement sets NFA Burger apart, demonstrating that a successful restaurant isn’t just about great food, but also about the people who make it all possible.

3. The Future of the Restaurant Industry -

Gone are the days of the sprawling 2,300 to 3,000-square foot traditional fast casual and quick service restaurants. The current economic and operational landscape makes it challenging to maintain profitability in such large locations. The future of the restaurant business lies in smaller, more efficient spaces ranging from 800 to 1,400 square feet, with a strong emphasis on takeout and delivery.

Non-traditional restaurant setups, like NFA Burger inside a gas station, are poised to thrive in this evolving market. These compact, innovative spaces allow for lower overhead costs, quicker service times, and a more flexible response to customer demands. NFA Burger exemplifies this trend, providing that excellent food and service can come from the most unexpected places.

Restaurants like NFA Burger are leading the way, showing success doesn’t depend on a large, expensive location but on delivering high-quality food and exceptional service in a convenient, accessible manner. This model not only meets the needs of modern consumers but also aligns with the operational efficiencies required to thrive in today’s competitive market.

Empowering Employees for Quick Service Restaurant Success

“He who is not everyday conquering some fear has not learned the secret of life." -Ralph Waldo Emerson

In life, you have two options: you can live fearfully or you can live powerfully. This fundamental choice influences every decision we make, including how we manage and empower our employees in a quick service restaurant (QSR) setting. Are your employees making decisions from a position of power or from a position of fear? This question is crucial not only for personal growth but also for the success of your restaurant.

Power vs. Fear: The Core of Decision Making

Imagine you are flying a plane for the first time. If you're doing it from a position of fear, every turbulence will make you question your abilities, and every unexpected event will seem like a catastrophe. On the other hand, if you fly from a position of power, you remain calm and composed, navigating challenges with confidence and making informed decisions. Your instructor or Co-Pilot empowers you by his tone of voice, the words they use, and their body language.

This analogy is directly applicable to managing employees in a QSR environment. When you teach and support your employees, you empower them to handle their roles effectively. Conversely, if you throw them overboard without proper training and support, you're setting them up for failure, driven by fear and uncertainty.

The First Interview: Turning Fear into Power

It all starts with the first interview. The potential employee will likely be fearful, unsure of what to expect, and anxious about making a good impression. As an interviewer, your role is to transform that fear into a sense of power and confidence.

Begin the interview with a warm, welcoming tone. Use positive body language and open-ended questions that encourage the candidate to express themselves. For example, instead of asking, "Do you have experience in a fast-paced environment?" you could say, "Can you share a time when you successfully managed a busy situation?" This approach not only puts the candidate at ease but also gives them the power to highlight their strengths.

Speak at the interviewee’s level, meaning if they come in wearing a Chicago Cubs Baseball cap open up the conversation with that interest. Hot take: Managers are not spending enough time with the development of employees, getting to learn their interests, goals, and dreams. As a manager, you can make a massive impact on an employee’s life. It all starts with empowering your employees!

Teaching and Supporting: The Key to Empowerment

Empowering your employees starts with thorough training and continuous support. Just like a pilot who undergoes extensive training before taking to the skies, your employees need to feel prepared and confident in their roles.

Invest time in comprehensive onboarding processes. Pair new employees with experienced mentors who can guide them through the initial stages of their job. Provide regular feedback and opportunities for professional development. When employees feel supported and valued, they are more likely to perform at their best, contributing to the overall success of your restaurant. Employee empowerment leads to an enhanced food & guest experience.

Steve Wynn discussing the key to his success with his employees.

Adapting to Diversity: The Hallmark of Great Management

The QSR industry is diverse, with employees and customers from various ethnicities and generations. A key to a successful restaurant is great management that can adapt to the needs of this diverse workforce.

Effective managers understand that each employee brings unique strengths and perspectives. They create an inclusive environment where everyone feels valued and respected. This includes being culturally sensitive and open to different ways of thinking and working.

For instance, understanding that different generations may have varying communication preferences can enhance workplace harmony. Younger employees might prefer digital communication, while older employees might value face-to-face interactions. By adapting your management style to meet these diverse needs, you empower all employees to contribute meaningfully to the team.

Building a Culture of Empowerment

Empowering employees is not a one-time event but a continuous effort that involves building a culture of empowerment. This culture starts from the top and permeates every level of the organization.

Leaders must model the behavior they wish to see in their employees. This includes showing trust, providing opportunities for growth, and recognizing and rewarding achievements. Encourage open communication where employees feel safe to share their ideas and concerns. By fostering a culture of empowerment, you create a positive work environment that motivates employees to excel.

Conclusion

In conclusion, empowering employees is a vital strategy for achieving success in the QSR industry. By making decisions from a position of power rather than fear, providing thorough training and support, adapting to the needs of a diverse workforce, and building a culture of empowerment, you set the stage for a thriving restaurant. Remember, the key to a successful restaurant lies not only in the quality of your food but also in the strength and empowerment of your team.

Supporting Franchisees with Vett3d’s 5 Pillars

“You don’t rise to the level of your goals. You fall to the level of your systems.”

— Atomic Habits, James Clear

The Five Pillars of a Perfect Franchise weren’t created in isolation; they were imparted to us by Junior Bridgeman, the third-largest franchisee in the world. Since then, Vett3d’s Five Pillars have revolutionized Quick Service Restaurant (QSR) and Fast Casual Brands.

These Pillars are:

I. Exceptional Food & Guest Experiences

II. Simplicity of Systems

III. Strong Labor & Inventory Control

IV. Powerful Operation Systems & Marketing Support

V. Positive Unit Economics for Continuous Growth

Today, we will focus on how the core values and slogans of some exemplary brands translate into robust franchisee support:

Jersey Mike’s - “A Sub Above”

A Sub Above: This slogan epitomizes Jersey Mike’s Dedication to delivering superior sandwiches. The brand’s training programs, checklists, and action lists are designed to ensure every sub meets the highest standards. By instilling a mantra of “A Sub Above” in every aspect of operations, franchisees are empowered to deliver exceptional food and customer experiences consistently.

Support Provided:

Training Programs: Focus on sandwich artistry and exceptional customer service.

Checklists: Detailed guides for sandwich preparation and customer interaction.

Action Lists: Steps to maintain quality and service standards.

Jimmy John’s - “Freaky Fast, Freaky Fresh”

Freaky Fast, Freaky Fresh: This slogan highlights Jimmy John’s commitment to speed and freshness. The brand’s operational systems, training manuals, and checklists are crafted to ensure that franchisees can deliver sandwiches quickly without compromising quality. This focus on speed and freshness caters to a niche market, particularly college students looking for a quick meal.

Support Provided:

Training Programs: Emphasize speed, efficiency, and quality.

Checklists: Simplified systems for preparation and service.

Action Lists: Steps to uphold the “Freaky Fast, Freak Fresh” promise.

Shake Shack - “Stand for Something Good”

Stand for Something Good: Shack Shack’s Slogan reflects its commitment to high-quality food and ethical practices. The brand’s training programs, checklists, and action lists are designed to instill these values in every franchisee, ensuring that every guest receives a premium experience that aligns with the brand’s ethos.

Support Provided:

Training Programs: Focus on creating a premium burger experience and exceptional customer service.

Checklists: Protocols for food preparation and guest service.

Action Lists: Steps to maintain high standards and ethical practices.

Chipotle - “Food with Integrity” (Not Franchised)

Food with Integrity: Chipotle’s slogan signifies its dedication to quality ingredients and ethical sourcing. Although not franchised, Chipotle’s training programs, checklists, and operational systems ensure that each location upholds these values, providing a consistent and high-quality dining experience.

Support Provided:

Training Programs: Emphasize ingredient quality and ethical sourcing.

Checklists: Guidelines to maintain consistency and quality.

Action Lists: Steps to ensure sustainability and high standards.

By focusing on these slogans and aligning them with Vett3d’s Five Pillars, brands can create comprehensive checklists, training programs, and action lists that reinforce their core values. This alignment provides a clear “North Star” for franchisees, ensuring consistent operations and a strong brand image across all locations.

The integration of a brand’s slogan into its franchisee support systems ensures that every action taken within the restaurant is a reflection of its core values. This approach not only strengthens the brand but also provides franchisees with a clear guide to maintaining high standards and delivering on the brand promise.

The Pivotal Role of Conferences in Franchising Success

In the dynamic world of franchising, particularly within the restaurant industry, staying ahead of the curve is not just an advantage—it's a necessity. Vett3d, co-founded by Steve Lieber and Mitchell Nolan, underscores the essence of sustainable franchising and the franchisee-first approach. As part of our commitment to fostering success and growth, we recognize the indispensable value of attending industry conferences. Here’s why.

1. Education: The Foundation of Informed Decision-Making

At the heart of our mission lies the dedication to educating franchisees. Conferences serve as a vibrant platform for acquiring knowledge directly from industry leaders, successful franchisors, and franchisees. This immersive learning experience covers a broad spectrum of subjects, from operational excellence and financial management to customer service innovations. It equips attendees with actionable insights and best practices, ensuring they are well-informed to make decisions that align with their goals and values.

2. Networking: Building Meaningful Connections

The opportunities for networking at conferences are unparalleled. They offer a unique environment to connect with like-minded individuals, industry veterans, and potential collaborators. These interactions often lead to valuable partnerships, mentorship relationships, and even friendships that support personal and professional growth. For franchisees and franchisors alike, networking can uncover new opportunities, provide support through shared experiences, and foster a sense of community within the industry.

3. Strategic Planning: Crafting a Vision for the Future

Conferences are not just about what’s happening now; they're also about looking forward. Through keynotes, workshops, and panel discussions, attendees gain insights into market trends, consumer behavior, and regulatory changes. This information is crucial for strategic planning, allowing franchises to adapt and evolve in response to the shifting landscape. By understanding what the future may hold, franchises can better position themselves for long-term success and sustainability.

4. Learning New Innovations: Staying Ahead in a Competitive Market

The rapid pace of technological and operational innovation within the restaurant industry demands constant vigilance. Over the last four years, Quick Service Restaurants (QSRs) have increasingly moved towards integrating kiosks, a change that has significantly boosted the average ticket by 18% and increased tips by 4.4%. Such innovations not only enhance the customer experience but also improve operational efficiency. Attending conferences is key to discovering these new technologies and strategies. It provides a firsthand look at what’s driving success across the industry, offering the knowledge needed to continually transform and advance your QSR or fast-casual restaurant.

Conclusion: A Commitment to Continuous Growth and Community Impact

For Vett3d, the journey towards excellence is perpetual. Our five pillars—ranging from exceptional food and guest experiences to positive unit economics for continuous growth—underline the importance of constant learning and adaptation. Conferences embody the ideal setting to pursue these objectives, merging education, networking, strategic foresight, and innovation into a powerful tool for personal and professional development.

In embracing the opportunities that conferences present, we not only advance our businesses but also contribute to the broader community, setting new standards in franchising. It's this commitment to sustainable growth and community impact that will continue to guide us towards a future where every franchisee and franchisor can thrive.

Unfound Profits: Utilizing your Brand’s Data to increase Franchisees Profitability

In an age where data is as valuable as currency, small brands face the mammoth challenge of leveraging this goldmine for growth. Between tight budgets and the whirlwind of day-to-day operations, the luxury of deep-diving into industry trends and data analytics often falls by the wayside. Yet, nestled within this overlooked treasure trove lies the key to unlocking additional profits—ranging from an impressive $.50 to $1 per transaction. How, you ask? The answer lies in the realm of expert insights and a strategic approach to data utilization.

The Value of Expert Insights

Imagine having a crystal ball that could predict the flux of sugar prices, the hike in wages, or the impact of political elections on consumer behavior. For small brands, insights from industry mavens like Carlos Herrera, Chief Economist at Coca-Cola, are just that—windows into future market dynamics. Herrera’s expertise, for example, offers a panoramic view of factors influencing cost variables, from the price of high fructose corn syrup to global shipping costs. For a small brand, understanding these elements is crucial, as they directly impact the bottom line and operational resilience.

Data-Driven Decision Making

The crux of forging a path to unfound profits lies in harnessing the power of your brand’s data. It’s about evolving from reactive decision-making to a proactive strategy sculpted around sales trends, customer preferences, and operational efficiencies. Picture a small café that, through data analysis, identifies a rising demand for sugar-free options. By introducing homemade sugar-free lemonade, not only does it cater to this demand but also sidesteps the high costs associated with branded alternatives.

Practical Strategies for Small Brands

The journey to profitability enhancement begins with knowledge acquisition. Attending industry conferences and seminars is more than a networking exercise; it’s an opportunity to absorb expert wisdom and learn about upcoming trends and technologies. Furthermore, small brands should not underestimate the power of innovation. Transitioning to homemade products, such as flavored iced teas or lemonades, can dramatically reduce dependency on costly suppliers and enhance profit margins.

Implementing Change

The path to uncovering hidden profits doesn’t require sweeping reforms; rather, it starts with small, incremental changes based on informed decisions. For instance, a simple menu tweak incorporating a homemade product can test the waters before a full-scale strategy shift. Long-term, integrating expert insights and data analysis into strategic planning will not only insulate small brands from market volatilities but also position them for sustainable growth.

Conclusion

For small brands, the journey to enhancing franchisee profitability is intertwined with the strategic use of data and expert insights. It’s about peering beyond the horizon, anticipating market trends, and adapting with agility. The opportunities for profit enhancement are not just present; they are waiting to be discovered. By embracing a data-driven approach and valuing the insights of industry experts, small brands can navigate the complexities of today’s market to uncover those elusive, unfound profits.

Call to Action

To the small brand owners and franchisees out there—dive into your data, seek out the wisdom of experts, and attend those conferences. The path to discovering unfound profits and enhancing your brand’s profitability is within your grasp. Embrace it, act on it, and watch as your business transforms from surviving to thriving.

You Don’t Know What Your Customer Wants - But Neither Does Your Customer

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"Some people say, 'Give the customers what they want.' But that's not my approach. Our job is to figure out what they're going to want before they do. I think Henry Ford once said, 'If I'd asked customers what they wanted, they would have told me, 'A faster horse!'' People don’t know what they want until you show it to them. That’s why I never rely on market research. Our task is to read things that are not yet on the page." - Steve Jobs

This philosophy rings particularly true in the fast-evolving landscape of the restaurant industry, where innovation can significantly impact customer experience and business performance. A prime example of this is the journey of BurgerFi, a well-known entity in the fast-casual dining sector, and their decision to implement kiosks within their restaurants—an initiative that led to a notable increase in the average ticket by 18% and the average tip by 4.4%.

The Unanticipated Success of Kiosks in Enhancing Customer Experience

Initially, the leadership team at BurgerFi was skeptical about integrating kiosks into their service model. The prevailing belief was that such a move would detract from the customer experience, diminishing the personal touch and hospitality that cashiers offered. The fear was that it would transform the dining experience into something more transactional and less personal, negatively impacting customer satisfaction.

Contrary to these assumptions, the trial of kiosks at several corporate stores revealed an unexpected truth: the kiosks subtly but significantly enhanced the customer experience. The customers were indirectly telling BurgerFi that the kiosks increased their customer experience by increasing their tips by 4.4%. This initiative demonstrated a critical lesson—that customers might not always be able to articulate their desires or predict how a new service model can positively affect their dining experience.

How Kiosks Subconsciously Affected Consumer Behavior

The use of kiosks at BurgerFi revolutionized more than the speed and efficiency of placing orders; it fundamentally transformed how customers engaged with the menu and the brand itself. The absence of a line and a cashier waiting for decisions gave patrons the freedom to thoroughly examine the menu, tailor their orders to their preferences, and ultimately spend more. This wasn't merely due to higher-priced selections but reflected customers' empowerment to customize their meals, often opting for additional items they might skip when ordering face-to-face. The increase in tips indicates that this sense of empowerment and satisfaction with the ordering experience led to a greater appreciation for the service, even though it was less personally interactive.

BurgerFi's Strategies for Pricing and Sales:

Suggestive Selling: A technique popularized by Amazon, but at BurgerFi, it involves offering additional, complementary options through the kiosks, like suggesting a large fry or chocolate milkshake when a CEO Burger is added to the cart. This method leverages data on items frequently purchased together, significantly boosting average sale amounts.

Upselling: This strategy offers customers an upgrade to a superior product for a slight increase in price. At BurgerFi, for instance, adding a Cheeseburger prompts suggestions to enhance the order to an Ultimate Bacon Cheeseburger for an additional $1.60 or to include a regular fry with the fry and onion ring combo for $2 more.

Furthermore, kiosks ushered in a novel dining experience focused on efficiency and personalization, meeting the demands of contemporary consumers' busy lifestyles. This shift in service did not compromise hospitality but rather redefined it, showing that a personal touch can be achieved without direct human contact, through understanding and accommodating customer preferences.

Listening Through Innovation

BurgerFi's experience underscores a crucial strategy for businesses in any sector: stop deciding what your customers want based on preconceived notions and start listening to what they truly desire, even if they can't articulate it themselves. Sometimes, this means taking bold steps into uncharted territory, guided by the belief that innovation can unlock new levels of customer satisfaction and business success.

In essence, the story of BurgerFi and their kiosks is a testament to the power of listening through action. It reveals that, often, customers don't know what they want until they experience it. By daring to innovate and reimagine the customer experience, businesses can uncover needs that customers themselves were unaware of, driving growth and redefining what it means to be hospitable in the process.

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