WEBVTT - Blaze Pizza CEO on Partnering with LeBron James

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<v Speaker 1>Well, it's Friday pizza night at my home. It has

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<v Speaker 1>been for years. Love love love pizza, as do many Americans,

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<v Speaker 1>and that is definitely something our next guest knows all

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<v Speaker 1>about as the CEO of Blaze Pizza, which has restaurants

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<v Speaker 1>around the country, also in Canada and can lay claim

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<v Speaker 1>to one very well known investor in French hise Z owner.

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<v Speaker 1>We're talking about Lebron James. Let's bring in the company's

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<v Speaker 1>president and CEO, Mandy Shaw. She is with us on

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<v Speaker 1>the phone in California. I'm thinking about my pizza, which

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<v Speaker 1>is why I can't speak. Mandy. Nice to have you here,

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<v Speaker 1>Welcome to Bloomberg. Thank you so much for having me.

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<v Speaker 1>Delighted to be here and love to hear that you

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<v Speaker 1>have your weekly pizza. That sounds like the majority of Americans.

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<v Speaker 1>I think it's a number of thirteen percent of the

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<v Speaker 1>population is eating pizza on any particular day. So that

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<v Speaker 1>is what we'll tell me about the last the last year, Like,

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<v Speaker 1>how has that been for you? I mean go back,

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<v Speaker 1>first of all, a year. What was going through your

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<v Speaker 1>mind as the pandemic was kicking off? Yeah, it's not funny.

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<v Speaker 1>A year. It feels like it and then it feels

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<v Speaker 1>like ten years if you think back to that first

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<v Speaker 1>week of shutdowns when everything is sort of solidified. No

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<v Speaker 1>one knew if this was the apocalypse, right. So the

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<v Speaker 1>first thing that we had to do is make sure

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<v Speaker 1>our franchisees were financially secured, were franchise organization uh So,

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<v Speaker 1>we gave an industry leading release package for nine weeks.

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<v Speaker 1>We coached them on p PP. We had individual coaching

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<v Speaker 1>sessions with franchisees to make sure they could get those

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<v Speaker 1>dollars that as they became available. We provided other forms

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<v Speaker 1>of relief. We got tons of vendor donations for hand sanitizer, masks,

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<v Speaker 1>a lot of the things that had to go into

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<v Speaker 1>the restaurant to make sure that safety was paramount for

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<v Speaker 1>our team members as well as our guests coming into

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<v Speaker 1>the restaurant. And then really where we deepened what is

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<v Speaker 1>really important to me anyway from a franchise perspective, is

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<v Speaker 1>transparency and communication. We had daily calls with our franchise council.

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<v Speaker 1>We had weekly franchise all hand franchise e calls where

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<v Speaker 1>we said here's what we know, here's what we don't know,

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<v Speaker 1>here's what we're gonna tell you next week, right. And

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<v Speaker 1>so if you think about the business are dying in.

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<v Speaker 1>Sales were still eighty percent of our top line pre pandemic,

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<v Speaker 1>and then they all just shut off. So we had

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<v Speaker 1>to what I called get gorilla and figure out how

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<v Speaker 1>we raise awareness that we were still open. You could

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<v Speaker 1>still come into a blaze, walk down the line, make

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<v Speaker 1>your pizza and take it out. You just couldn't sit

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<v Speaker 1>down in the restaurant. And you know, we already had

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<v Speaker 1>delivery with two providers UH and other other um like

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<v Speaker 1>purpose excuse me, carry out and walk out service, but

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<v Speaker 1>we introduced curbside carry out in three weeks time. I

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<v Speaker 1>just said, we gotta get it up. We gotta figure

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<v Speaker 1>out how to do this and move quickly and make

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<v Speaker 1>it happen. We added Uper Eats as our third delivery

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<v Speaker 1>provider and those were incremental sales UH. And so we

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<v Speaker 1>just put together a lot of programs to make sure

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<v Speaker 1>that we were taking care of our franchises and getting

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<v Speaker 1>those sales back in the door as fast as we

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<v Speaker 1>possibly could. You know, it's interesting, there's a lot of

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<v Speaker 1>conversations that we have had um with restaurants that you

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<v Speaker 1>know had a digital strategy perhaps, but all of a

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<v Speaker 1>sudden because they had to ramped it up dramatically. Tell

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<v Speaker 1>me about the digitization of your business and how that

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<v Speaker 1>strategy has maybe changed because of the pandemic, or or

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<v Speaker 1>has been ramped up. Uh, ramped up you called it?

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<v Speaker 1>What's the word you would use? Yeah, I mean it's

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<v Speaker 1>we're up a hundred. Yeah. We started um in the

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<v Speaker 1>summer of nineteen. We launched two specialty crusts, the cauliflower crust,

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<v Speaker 1>and we were the first national chain to launch a

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<v Speaker 1>Keto crust six Graham's Net carbs, and so right on

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<v Speaker 1>the heels of that, we also launched a large pizza,

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<v Speaker 1>a shareable family office space, you know, more like what

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<v Speaker 1>a legacy pizza looks like. And it delivers better because

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<v Speaker 1>it's engineered to hold heat. And so we had a

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<v Speaker 1>three sixty degree media campaign to build a digital business

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<v Speaker 1>and it was growing. We had an eight point comps

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<v Speaker 1>wing from call it all of of figure prior to

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<v Speaker 1>just before the printed pandemic. Uh, and then it dropped out.

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<v Speaker 1>So from great pain comes great reward at times. What

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<v Speaker 1>this has done for us is build that digital business.

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<v Speaker 1>We range week to week from fifty fifty to sixty

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<v Speaker 1>forty in terms of digital versus dining, and what that

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<v Speaker 1>means for us is greater total top line coming out

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<v Speaker 1>of the pandemic. Might be a slightly painful way to

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<v Speaker 1>get there, going through all the things that we had

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<v Speaker 1>to do, but the mass of people who came to

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<v Speaker 1>off premise dining, you know, I've read some statistics at

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<v Speaker 1>one point about there's a six increase of people over

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<v Speaker 1>the age of fifty adopting app ordering right deliveries or

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<v Speaker 1>party delivering, those sort of things that we saw it

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<v Speaker 1>in the numbers and what these players have been able

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<v Speaker 1>to accomplish. So we got our piece of that, and

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<v Speaker 1>now as we get dining rooms reopened again, we're retaining

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<v Speaker 1>eight percent of that business or so, which means our

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<v Speaker 1>volumes are much higher than they were previously, which again

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<v Speaker 1>is it's a win for the brands. I mean, they

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<v Speaker 1>kind of ask you it's like to have Lebron James

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<v Speaker 1>as an investor, as a franchise e, a franchise e owner,

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<v Speaker 1>someone who's actually been a lot of videos, viral videos,

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<v Speaker 1>um for Blaze Pizza. What is that like? One word? Fun?

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<v Speaker 1>So exciting? You know, Lebron Is is a great partner

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<v Speaker 1>in that he actually cares and he makes selective choices

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<v Speaker 1>about who he quote gets in bed with right and

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<v Speaker 1>years ago he decided to come to Blaze because of

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<v Speaker 1>our philosophy of clean ingredients, better food, better for you,

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<v Speaker 1>you know, a new way to pizza upgrades. And so

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<v Speaker 1>it's it's a rather informal partnership that just really it's fun.

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<v Speaker 1>Anything that we offer up to him, like those viral videos,

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<v Speaker 1>he just says, yeah, let's have a good time with

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<v Speaker 1>us and and see what we can do. And it's

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<v Speaker 1>really just part of his portfolio. And Blaze wins when

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<v Speaker 1>he wins, and vice versa. So it's a it's a

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<v Speaker 1>very nice additive part too with the Blaze persona is

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<v Speaker 1>for sure. Well, it's interesting to you talk about kind

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<v Speaker 1>of things that are important to him in terms of

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<v Speaker 1>how you guys make your pizzas it's real ingredients, not frozen,

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<v Speaker 1>they're made in house every day, no chemicals, no additives,

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<v Speaker 1>no nitrates in the meats. I mean, this is a

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<v Speaker 1>huge trend in the food industry and we just see

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<v Speaker 1>it continue to pick up momentum. How is that shaping

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<v Speaker 1>kind of how you guys continue to move forward, how

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<v Speaker 1>you uh you know supply out ingredients. Tell us a

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<v Speaker 1>little bit about that. Yeah, our chef, chef Rad Kent,

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<v Speaker 1>was one of the founders of Blaze, and honestly I

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<v Speaker 1>rely on him quite a bit and the concept does

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<v Speaker 1>because his background is really unique. He's got a business degree,

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<v Speaker 1>he's a food scientist. He has worked as a personal

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<v Speaker 1>chef and was a food designer for some large brands

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<v Speaker 1>across the country. So he's a very unique chef in

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<v Speaker 1>that he understands what corporate R and D is about,

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<v Speaker 1>but he really makes amazing food. So he's one of

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<v Speaker 1>the first people who worked directly with providers to do

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<v Speaker 1>things that you would never think of, like take additives

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<v Speaker 1>and preservatives out of banana peppers. All other banana peppers

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<v Speaker 1>have some kind of preservative in them to keep that yellow, bright,

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<v Speaker 1>vibrant color, and we have none of that. So the

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<v Speaker 1>list is long of things where he is just decided

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<v Speaker 1>it's important and he really wants to change the world.

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<v Speaker 1>He wants to have an impact on food supply and

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<v Speaker 1>the food system and showing that you don't have to,

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<v Speaker 1>you know, compromise when you eat things. It's not we

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<v Speaker 1>don't do it in a luxury way. We're not here

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<v Speaker 1>to you know, tell people how they should eat. To us,

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<v Speaker 1>just the cornerstone of how we want to present ourselves

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<v Speaker 1>and what is important to the consumer. So anything we

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<v Speaker 1>put in the restaurants, we put it through that lens

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<v Speaker 1>of does it meet this criteria of really being a

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<v Speaker 1>better product and tasting amazing? Right, We're not out just

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<v Speaker 1>chasing trends just for the sake of chasing them. So

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<v Speaker 1>it actually is thank you for mentioning it a really

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<v Speaker 1>important part of of what we do. Well, it's a lot,

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<v Speaker 1>and I got to say it's a bigger and bigger

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<v Speaker 1>conversation that we are having, um when it comes to

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<v Speaker 1>anything with food. I mean, I think back to conversation

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<v Speaker 1>sations we've had with John mackew over at Whole Foods,

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<v Speaker 1>conversations I had for years with Steve Els about what

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<v Speaker 1>they were doing at Chipotle, like this whole idea of

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<v Speaker 1>how can we make kind of the whole food supply

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<v Speaker 1>chain better and provide people with food that is better

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<v Speaker 1>for them? Ultimately, UM, going forward, tell me about growth

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<v Speaker 1>plans and has the pandemic sped them up, slowed them down?

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<v Speaker 1>How has it changed maybe you know the expansion or

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<v Speaker 1>any kind of cop ex spending going forward. Great question. Really,

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<v Speaker 1>the slowness that came from the pandemic was related to

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<v Speaker 1>just COVID delays, not necessarily anyone having trepidation about opening

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<v Speaker 1>a restaurant. So we opened twenty restaurants last year. We've

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<v Speaker 1>got thirty in the pipeline this year, which means people

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<v Speaker 1>might have been a little slower to pull the trigger

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<v Speaker 1>on new opportunities, but real estate is opening up, so

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<v Speaker 1>that means this is where the growth moment comes, and

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<v Speaker 1>particularly after large economic disruptions or life changing economic situation,

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<v Speaker 1>franchise these tend to win people who might be displaced

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<v Speaker 1>from their jobs and have always had this dream of

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<v Speaker 1>running a restaurant, to have some involvement or have an

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<v Speaker 1>operating partner who has some experience, actually will come seek

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<v Speaker 1>out brands like us. We have over a hundred fifty

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<v Speaker 1>people in our pipeline who are interested in opening Blazers.

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<v Speaker 1>We have territories available in some really hot markets because

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<v Speaker 1>we need to build some density. There's still an awareness

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<v Speaker 1>proposition for fast casual pizza across the country where a

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<v Speaker 1>lot of people need to figure out what that is.

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<v Speaker 1>And to your point, a moment ago figure out what

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<v Speaker 1>better pizza tastes like. Um, so are we have a

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<v Speaker 1>rough sencil to eight and that's based on sustainable growth.

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<v Speaker 1>I think there's a lot of concerns with franchisees occasionally

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<v Speaker 1>about other just opening a restaurants to open them. Uh,

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<v Speaker 1>I'm I am more about franchise profitability. Right. The more

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<v Speaker 1>I can get you to open a restaurant that has

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<v Speaker 1>a great return, you will open more restaurants and then

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<v Speaker 1>my pm L takes care of itself. So yeah, we

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<v Speaker 1>have a we have a gre eight track record ahead

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<v Speaker 1>of us of um getting to that eight hundred number,

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<v Speaker 1>but in a really sustainable way. Yeah, really interesting. Um

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<v Speaker 1>is it all going to stay US Canada or their

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<v Speaker 1>thoughts overseas expand the overseas network or how do you

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<v Speaker 1>see it? Oh? Definitely, yeah, definitely. We're actually already in

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<v Speaker 1>Dubai boxing. Um yeah, no worries stories um, and I

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<v Speaker 1>think this brand has legs almost universal. Any pizzas just

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<v Speaker 1>one of those fiquitous food groups, right, but certainly India,

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<v Speaker 1>South Korea is a tremendous market. China, Um, yeah, sky's

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<v Speaker 1>the limit. We have a little bit of work we're

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<v Speaker 1>doing this year on some of the domestic footprint. Really

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<v Speaker 1>optimizing franchise the profitability again, because it's the better you

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<v Speaker 1>can get that machine to work, the faster the proposition

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<v Speaker 1>sells itself. So there's a lot of investment that we're

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<v Speaker 1>making this year from a corporate perspective to make sure

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<v Speaker 1>that happens. But we absolutely have our eye on other

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<v Speaker 1>international markets to think of pizza's a main food group.

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<v Speaker 1>I'm just going to put that out there. Um, what's

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<v Speaker 1>the plan? Though? Do you stay private? There's lots of

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<v Speaker 1>money floating out there, there's companies going public through a spack.

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<v Speaker 1>I've talked to folks with restaurants backs who are looking

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<v Speaker 1>for properties to snap up. What's the plan? Is there

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<v Speaker 1>anything on that horizon? I get a lot of calls

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<v Speaker 1>from there. I bet you do. Um, yeah, I think eventually, right,

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<v Speaker 1>But the franchise model is pretty capital light, so there's

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<v Speaker 1>not a burning need for me right now to raise

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<v Speaker 1>a ton of money. But it's one of those things

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<v Speaker 1>that we are I I described laze as we're at

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<v Speaker 1>the Harvard business case pivot point of where restaurant companies

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<v Speaker 1>get right. You get three four hundred units and you

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<v Speaker 1>either invest like I was referring to a moment ago.

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<v Speaker 1>Put some money into it, do consumer research, some brand work,

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<v Speaker 1>make sure you're pricing is aligned, focus on profitability, and

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<v Speaker 1>put any infrastructure such that you can grow to five

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<v Speaker 1>hundred thousand, or you get really fighting about your own

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<v Speaker 1>PNL and how spect everybody thinks you are and you

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<v Speaker 1>might go too soon. Uh, and so I say yes,

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<v Speaker 1>but it's not what I lay away to think, you know,

0:12:09.880 --> 0:12:12.280
<v Speaker 1>lay awake at night thinking about right, It's more about

0:12:12.320 --> 0:12:14.319
<v Speaker 1>this idea of just growing the concept. So where I

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<v Speaker 1>believe that. She well, this was a great conversation. Do

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<v Speaker 1>come back and tell us how things are going, and

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<v Speaker 1>we'd love to hear updates. Have a good weekend, Mandy Shaw,

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<v Speaker 1>she's president CEO of Blaze Pizza, joining us from California.

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<v Speaker 1>I did a quick pull. Pepperoni is the favorite topping?

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<v Speaker 1>Kevin Cirelli coming up with soundown, what's your favorite topping

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<v Speaker 1>on pizza? Opperoni? You know, I know what I'm having

0:12:33.800 --> 0:12:37.600
<v Speaker 1>for dinner and Congressman Brendan Boyle is joining me. Pizza.

0:12:37.760 --> 0:12:41.240
<v Speaker 1>That's I'm definitely having pizza tonight. Definitely have a good show.

0:12:41.320 --> 0:12:43.840
<v Speaker 1>Looking forward to it all right, Sona with Kevin's really

0:12:43.880 --> 0:12:46.080
<v Speaker 1>coming out. From our whole Blueberg Business Week team, thank

0:12:46.120 --> 0:12:48.520
<v Speaker 1>you so much. Everyone, have a good and safe weekend.

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<v Speaker 1>This is blue Berg