Expanding and Building on a Barbecue Brand With Micha Magid, Co-Founder and Co-CEO of Mighty Quinn’s Barbecue
Micha Magid is the Co-founder and Co-CEO of Mighty Quinn’s Barbecue. A graduate of NYU Stern School of Business, Micha started his career as an Associate in the mergers and acquisitions department at JP Morgan Chase. He then moved on to the hedge fund industry and spent 10 years managing investments. What started as an investment later became a full-time position with Mighty Quinn’s, which now has 15 locations, including a presence in iconic sports venues like Madison Square Garden and Yankee Stadium.
Here’s a glimpse of what you’ll learn:
Micha Magid explains the genesis of Mighty Quinn’s Barbecue
What does Micha’s vision for expanding the concept look like?
How Mighty Quinn’s pivoted during the pandemic
The best reason for restaurants to adopt a digital-first emphasis
Why Micha sees economic conditions and prime costs as major upcoming challenges
What is the worst advice Micha has ever received?
What you’ll learn in this episode:
Can a restaurant use its mobile app to build customer relationships that go beyond ease of ordering? How can a venue transition from a transactional relationship to a value-based relationship?
According to Micha Magid of Mighty Quinn’s Barbecue, his restaurant uses its app for ordering and transactional purposes; however, as the brand continues to expand, Micha is excited about connecting with customers through the magic of the mobile phone. The mobile app includes a guest feedback channel where customers can text comments as the restaurant uses it to build direct communication and further develop and deepen customer relationships.
On this episode of From Persona to Personal, Roger Hurni welcomes Micha Magid, Co-founder and Co-CEO of Mighty Quinn’s Barbecue, to chat about operating, scaling, and marketing a digital-first restaurant. Micha talks about how Mighty Quinn’s got started, the ways the brand leverages data to make menu decisions, how it uses its mobile app, and what gives him the most excitement and the most anxiety. He also discusses his new ghost kitchen, Sugar Wing. Don’t miss it!
Resources mentioned in this episode:
This episode’s sponsor:
Today’s episode is brought to you by Off Madison Ave. At Off Madison Ave, we create meaningful moments of brand trust and influence how people interact and engage with brands.
There is a science behind tapping into your audiences’ desires and motivation. After all, if you’re not changing your audiences’ behaviors, you can’t truly unlock all of your brand’s potential.
The proven models and methods of Behavior Design is the strategic foundation for your brands’ success.
Episode Transcript
Intro 0:02
This is From Persona to Personal podcast. Today's episode is brought to you by Off Madison Ave. Off Madison Ave creates meaningful moments of brand trust and influences how people interact and engage with brands. The science behind their approach taps into your audience's motivations and desires. After all, if you're not changing your audience's behaviors, you can't truly unlock all of your brand's potential. Now, let's get started with the show.
Roger Hurni 0:31
Hello, everyone, I am Roger Hurni, the host of From Persona to Personal where I get to speak with top leaders changing customer behavior so they can propel their brands forward. Before we get to today's guest. This episode is brought to you by Off Madison Ave. At Off Madison Ave, they use behavioral science to create meaningful moments of brand trust, which influences how people interact and engage with companies. Our behavioral approach taps into your audience's motivation and prompts them to shift behavior. And if you're not changing your audience's behaviors, you truly can unlock all of your brand's potential. These proven behavioral models and methods are the strategic foundation for your brand's success. Visit offmadisonave.com to learn more. Today I'm really really excited to have with me, Micha Magid. Hopefully, I'm pronouncing that correctly. He is the co-founder and co-CEO of Mighty Quinn's Barbecue. Micha started his career in the M&A group at JP Morgan before moving on to a hedge fund business clearly great background for starting a restaurant. But he opened Mighty Quinn's in the East Village in New York after a very popular mobile smoker operation in Brooklyn. Today, Mighty Quinn's has 15 stores or units, including a presence in the iconic stadiums like Madison Square Garden and Yankee Stadium. So Micha, welcome to the show.
Micha Magid 2:01
Thank you so much for having me. I appreciate being here.
Roger Hurni 2:04
Did I get anything wrong in the introduction? Did I screw anything up?
Micha Magid 2:08
The intro was spot on, couldn’t have said it better myself.
Roger Hurni 2:13
All right, well, I'm getting good at that. I'm feeling like maybe I should do voiceovers for people like bio reads now. So I have to start this off with you don't have a traditional restaurant entrepreneur kind of background. So I know the smoker business was in that bio but what was the real road and the inception for the idea for getting Mighty Quinn's Barbecue started and off the ground?
Micha Magid 2:42
Yeah, sure. So the brief, the brief backstory is that there's the three co-founders, and one of our co-founders Hugh started smoking meat at an outdoor market in Brooklyn on the weekends. And that was really the beginning of Mighty Quinn's. So it was really it was a two-menu operation, a two-menu item operation rather than brisket and pulled pork, you know, smoking meats on the back of a pick off the back of a pickup truck and a mobile pit. And people really came out in droves. When, when that started back in 2011. And my part, my second, my third partner, Christos Gourmos. And I got involved to bring this concept to life in a brick-and-mortar restaurant, you know, with the expanded menu and being open seven days a week, just, you know, versus the weekend only. So that's how we all got started. And, you know, both you and Chris, you know, had restaurant backgrounds. So we kind of went into this with some operational experience. It wasn't just, you know, money in a dream that there were there was some teeth there, so to speak, and the business plan.
Roger Hurni 3:41
But that's, that's great. And it's been around since 2016. I think.
Micha Magid 3:47
So the first location opened in the East Village in 2012. So we just, you know, just had our 10-year anniversary? Yeah.
Roger Hurni 3:55
Well, congratulations. I tell anyone who's had a business more than five years that you're a miracle, because seriously, 99.9% of them fail in the first five years, particularly in the, in the restaurant space. So you've got 15 units, locations, what does expansion look like? Where are you hoping to take the concept?
Micha Magid 4:18
Yeah, so we've been very fluid and how we've thought about growth, you know, originally was only corporate locations, corporate-owned restaurants. Then we pivoted into franchising business when we thought that, you know, we had a good operational foundation to teach this to other you know, aspiring restaurant-tors or experienced restaurant-tors, who wanted to open a new brand. And then after that, you know, the stadium started asking if we would be willing to, you know, open up in their venues. So then that kind of grew the licensing business for us. So, we've really, I think, done a great job of just responding to consumer demand. You know, the business when it first started was the one brick and mortar restaurant most of the, most of the eating happened in the four walls of the restaurant and as you fast forward to today, you know, we're about a 50-50 mix, you know, digital orders that leave the door versus, you know, guests that stay in to eat.
Roger Hurni 5:08
Did you see a big change in that during the pandemic? With the whole digital or, I mean, it sounds like your business is fairly easy to pivot during that time. But how are you working?
Micha Magid 5:19
Yeah, no, we were in a fortunate spot, because we really saw the big delivery and off-premise trend early. And so we started developing that business and 2016-2017. So when we were forced to pivot to, you know, take out only and delivery only, it wasn't too much of a heavy lift for us. And you know, COVID really just pulled that demand forward. And I don't think we're gonna be seeing any steps backward. So this new kind of in-store, digital delivery mix is kind of the new foundation, and I think it's even gonna get more skewed towards, you know, digital and off-premise going forward. It's just the way people want to, people want to eat.
Roger Hurni 5:55
Yeah, were there any major lessons learned during that time? Or was just accelerating what you had already been doing?
Micha Magid 6:05
Well, yeah, I think COVID, you know, definitely was a teacher in the sense that we learned how to become much more efficient with our operations just through just by nature of needing to do that, you know, working with fewer people in a, in a more restrictive environment. So we, you know, we really kind of took a look at the business, a hard look at the business, and figured out, you know, what were, what were the nice to haves versus the need to have components of our operation. And when you kind of, you know, burn it down to just need to have, it's kind of like a refreshing start to kind of throw away all the things that you, that you thought were, was needed, and really understand what was required to grow here. And then so we came out of COVID. With that ethos, and I think it served us well, as we've kind of continued to open up new restaurants. It's been a very efficient and education educational process for us, and our franchisees just kind of developing this business model, as we've seen kind of COVID and, you know, become more and more in the rearview mirror. So it's, I think, overall, it's been a very positive journey.
Roger Hurni 7:08
That's, that's fantastic. And you were definitely one of the, one of the lucky ones I’ve spoken to the other QR, QSR concepts, and you would think all of them would, would be able to pivot very quickly, but it was, it was surprising how many of them didn't do a great job. You, you have this, this digital-first, you know, emphasis if you will, are you finding what like marketing tangibles digitally are you finding to be the most valuable?
Micha Magid 7:43
Up from the marketing side, I would say it's still primarily social. That's where we see kind of the, the highest level of engagement with just consumers and potential new customers is the social channels. So we've been on that the most. And then, you know, beyond that, we are getting more into data analytics. Now, as we have, you know, "two kiosks only” ordering restaurants that are open, the amount of data that's coming to us, and also the kind of increased transparency of what third-party delivery platform is allowing us to really understand, you know, who's buying what, when is it selling, what also they're buying when they buy certain things, it allows us to kind of better refine our marketing messages and what we're focused on, you know, an easy example would be, you know, “We're barbecue place and we always want to increase the amount of the, you know, the guest’s frequency that comes into our restaurants.” And originally, we thought, okay, let's maybe add some healthier options, right, that's kind of the trend of the day. And that really didn't resonate with the people who are coming to Mighty Quinns. And we made a very quick pivot to some more kind of indulgent LTO to the indulgent side dishes and they did tremendously. So you know, you look at data and we really cut, you know, we really tried to understand the message in that, you know, it teaches kind of what you're doing well, and what you should be focused on and kind of, leave aside all the preconceived notions and ideas of things that don't jive with the data.
Roger Hurni 9:05
You know, that's kind of the behavioral modeling that I've done for a lot of my clients where they think there's going to be an audience that's going to buy from them. I, I have a mouth and I get hungry therefore, you know if I give you something you're gonna buy from us, but the thing is, is that we're motivated by different kinds of things. You're so well known for the barbecue, that the healthier option just is, is not desired or really believable. There's lots of motivation to go, you know, to a Mighty, to a Mighty Quinn's, you know, yes, it's like, yeah, there's, there's another audience out there who, you know, they eat meat, they like barbecue, but they're not going often enough, getting a small percentage of them to be to get to your place, either inducing trial or getting them to come more frequently. Like that changes your business in profound ways. You don't have to attract an audience that doesn't eat meat. Right? Be who you are, be true to yourself.
Micha Magid 10:04
Absolutely.
Roger Hurni 10:08
You said something interesting. Because there's one channel you did not mention. And that is your mobile app. And I know that literally, like every restaurant, even beyond the QSR has one. And they are finding value at varying degrees. What are you doing in terms of your mobile app? And what kind of value are you seeing from that?
Micha Magid 10:30
Yeah, that's a good question. So just in the last few years, we've synced up our mobile app with our online web ordering platform, so that now they're one in the same before they were destroyed, which is frustrating. So, you know, if you look at our channel mix, you know, the Mighty Quinn's native ordering channel is growing share, not at a very fast rate, but it is growing year over year. And I think you really need to get to a certain scale, and just that that user database before you see really impactful marketing ideas come to life, through you know, whether it's push notifications or loyalty programs, and we're still scaling up in that regard. So my guess is by like this time, next year, we'll be in a much stronger position to start really leveraging people that are utilizing our data ordering channel and will be able to kind of speak to them and talk to them in a more immoral kind of positive return on investment or return on time rather than when we can right now.
Roger Hurni 11:32
Yeah, I will, some unsolicited advice and some stats. I was, I've seen some people in your situation. I've interviewed CEOs in your situation where it is a, it's a channel that allows us to people to order it's kind of utilitarian. And they're, they're growing into more strategic data analysis when it comes to behavioral data, and stuff like that. On the other end, I had a conversation with, with one, I'll just mention them on air. That's White Castle, Jamie Richardson, where they look at that behavioral data. And instead of just doing like generic push notifications, they individualize anything that happens in the conversations that happen through the app, beyond utilitarian into something that becomes its own mobile marketing automation structure. And I know that's a utopian place that a lot of people, you know, would like to get to. But I will say this, because you talked about scale. And this is just advisor when listening out there. There's been several QSRs, where they've had only 3-5,000 downloads of their ad. But they've driven so much more revenue by embracing the technology as opposed to having it just be an ordering platform. So food for thought. Yeah, for you down the road.
Micha Magid 12:54
Absolutely at I'll add that, like we're very excited about anything we can do that gets to a customer's phone. So for example, like right now we have a guest feedback channel where they're literally texting comments back. So we can respond in real-time. Yeah. So I think anything that touches the phone is definitely a positive step, but just easing that kind of transactional time or the burden of figuring out how to order from us.
Roger Hurni 13:21
Yeah, you're getting there, you're getting to get there on that is it's, it's all about moving from a transactional relationship to a value-based relationship. And the more you can do that, you're going to turn one-time behaviors in from like trial to get once a month, we go to Mighty Quinn's into a habit. And when you can get that then you really get to spur that frequency and that word-of-mouth recommendation. So interesting learning, I'd say interesting to see sort of where it is where you are on the growth stage, a year from now you're probably gonna be sitting with like, you know, 10 times as many locations. I don't know what that growth plan looks like but you definitely, you know, just for what it's worth, compared to, like other CEOs I spoke with are definitely on the right track. So kudos to you on that. No, because personalization is the key I can get there. So what, what, what keeps you up at night now? Like, what are like, your business seems to be going well, you're on the right path, you're doing a lot of great things like what's your major challenge that you're facing?
Micha Magid 14:24
So right now, I think it's everything that's happening kind of below the sales line, you know, cost inflation, did ease up a bunch, you know, starting in late November, we'll be starting to see a little bit of a tick back up and that, you know, labor costs are high and will remain so you know, I don't think we're no one's expecting kind of the labor inflation to do any givebacks anytime soon. So when you just think about your prime costs, you know, that's a constant thing that we're always trying to figure out, you know, try to figure out ways to manage be more efficient. So that's one, and I think the second would just be we know we're heading into a very unusual economy right now. Where the labor market remains tough, you know, the Fed is on a mission to break inflation, which almost means like a are destined to increase unemployment that's the only way to break inflation seems right now. And then so you know, what does that mean, just as interest rates reset, and people kind of maybe curtail spending, it seems very, there's a lot of uncertainty. And I think more so now than there have been probably in the past 10 years. So we're trying to make sure that we have a still a value menu, a value-focused menu, and we're obviously not competing with fast food pricing, but, you know, be offering just a great value on the plate. And the dollar is kind of our prime modal, we just launched combo meals for the first time and really our history. So now you can get, you know, a fully composed meal for under 20 bucks, which in the barbecue category, which you know, is very protein central plate heavy. That's, that's definitely a value compared to, you know, you can get probably something similar at salad place, right, where you're primarily eating, you know, shredded lettuce, right. So, I think that's, that's our focus. And that's kind of our hedge that is uncertain means making sure that you know, whatever happens, we are still a value to the customer.
Roger Hurni 16:07
That's, that's, that's fantastic. And I know those kinds of challenges can be a little daunting but it seems like you've got a good plan getting, getting through it. Let's, let's put that onto the other side of that coin. What do you what are you most excited about at this stage of your growth?
Micha Magid 16:24
Yeah, so expansion is just really exciting. You know, we have, we just opened our first one of our first few markets down in Florida late last year. And that franchisee is actually working on a deal to potentially open for more in the near term. And we're about to open in Maryland this year. Back to back, we have two locations that are about to break ground with a very, very passionate franchisee. So that'll be another new market for us. And that's very exciting and then the second thing I would mention is we are you know, we've been kind of incubating this digital, digital, digital-only brand called Sugar Wing, which is a chicken wing and crispy chicken sandwich concept. And we've just really been happy with the results of that. So we are exploring ways to potentially pivot that to a brick-and-mortar.
Roger Hurni 17:12
You running out of like a ghost kitchen kind of thing.
Micha Magid 17:15
So right now Sugar Wing runs out of Mighty Quinn's kitchens on a ghost basis that's right. Good.
Roger Hurni 17:22
Interesting concept on that? Well, it seems like it's, a it's a natural fit for the organization.
Micha Magid 17:29
Yeah, there's, there's a lot of a lot of inventory overlap, and no incremental labor. So it's been, it's been a great kind of incubation of a new brand, just to see it go from idea to sales, you know, with very little cost. It's been great.
Roger Hurni 17:44
Awesome. That's fantastic. You've been really great with your time, I just have one question for you. I wrap up every show with it. And I always tell every guest that what you don't do is as important as what you do sometimes. So my question to you, Micha, is what's the worst advice you've ever gotten?
Micha Magid 18:04
Worst advice I've ever gotten..
Roger Hurni 18:07
You know what, I'm gonna just give you a speak so that you have a minute to think about this. But everybody reacts the same way. They laugh, they tilt their head like that and then, and they're like, this was a good question.
Micha Magid 18:19
Yeah, look, I think when we first started franchising, we had a lot of people giving us kind of unsolicited advice, which is fine. And I remember I met with this one CEO who has a, you know, probably a 400-unit concept, very passionate guy and his advice, which we didn't really follow was, find the deals, find them, whoever shows up, sign those deals and sign more of them. So just kind of like, you know, get as many on, on the tape as possible, right, get as many in the pipeline as possible. And I think like that probably worked better for his concept because it was simpler, simple to execute in the kitchen. Ours is a little bit more complex. But maybe, maybe I throw that one out. There is not, not great advice for us that we, fortunately, did not follow.
Roger Hurni 19:06
Well, that actually makes a lot of sense. I'm glad you didn't follow it. I'm also glad you didn't say my parents said don't start a barbecue place. That would be very bad. My mom gave me that advice. One time when I first started my first company, she's like, don't start your first company. How are you gonna make money like shouldn’t you work for somebody?
Micha Magid 19:29
I understand. Most parents are risk-averse, I guess.
Roger Hurni 19:33
I think they are risk-averse. They can be a doctor, be a lawyer. It's like make a little something for yourself. Well, it's been a wonderful conversation. I really appreciate your time today. And I think there's some really great learning for people wanting to grow a good restaurant concept of what you've done, and I thank you very much for being on the show.
Micha Magid 19:56
Thank you so much. I appreciate it.
Roger Hurni 19:58
I had been speaking With Micha Magid, who is the Co-founder and Co-CEO of Mighty Quinn's Barbecue, Micha, one last thing where can people learn more about you and Mighty Quinn's Barbecue?
Micha Magid 20:11
Sure our social handles are all @MightyQuinnsBBQ and I myself probably most active on LinkedIn. And just under my name Micha Magid M-A-G-I-D.
Roger Hurni 20:23
Okay, that's fantastic. Thank you so much. I am Roger Hurni, the host of From Persona to Personal and we will see you next time.
Outro 20:32
Thanks for listening to From Persona to Personal, the podcast that takes a closer look into how organizations personalize their marketing. We'll see you again next time and be sure to click Subscribe to get future episodes.
