ANISFIELD SCHOOL OF BUSINESS

INTERVIEWING Gerald J Daniele: Owner The Great Wazu of E. Hanover, NJ

The Business

·         What exactly does your business do?

·         The Great Wazu is a restaurant that provides high quality breakfast, lunch and dinner. We specialize in delicious submarine sandwiches, gourmet salads and grilled items as well.

·         How did the idea for your business come about?

·         A sandwich shop is an old idea that I think we take to another level. What separates us from out competitors is our quality, speed and how we execute.

·         Describe your typical day? Also, how many hours do you work a day on average?

·              I work around 9-1/2 hrs a day, from 5:15 to 1:45. Others work later. Typical day consists of a whole lot of prepping for the “Lunch Rush”. Everything from cutting hundreds of large subs into pre-sliced halves, to making Chef’s Salad bases (romaine, iceberg, mixed greens, spinach), preparing all the salad toppings as well as the sandwich toppings and much more such as making catering and lunch orders that have been called in the day before, all while serving breakfast on our grill. Then there’s always all the cleaning that never ever stops as well as getting the bank order and receiving meat, produce, paper products and beverages delivered and put away, not to mention going to various other niche stores to pick up what we don’t get delivered.  We typically get most of our same-day catering and sandwich/salad orders called in by 11:00 and then its time to deliver those and what was called in previously.

·              The steady flow of patrons starts to get quite heavy around noon and that’s when we shine. We have an assembly line type of operation that lends itself to expedient service resulting in a line of customers that moves pretty quickly. Respecting the limited amount of time a customer has to get to our store, wait for their order and get back to the office is a service we provide that I’m quite proud of.

·              After lunch its clean up time as well as preparing for our dinner rush. Simultaneously we start our closing proceedings. When done correctly, we can have the place looking spit-shined and ready to leave about 15 minutes to a half hour after we are closed. Each close should look as though it’s the first day of business, with no cleaning left to do in the morning, only prepping for the next day.

·         How do you generate new ideas?

·         Generating new ideas generally comes from keeping my finger on the pulse of what’s happening now; what’s trending. Also once a new idea is generated there’s the challenge of making it fit into our existing business model without disrupting what is already working. Listening to my customers is the number 1 way of getting new ideas as well as asking them how they are doing as well as a secret question I’ll let you in on. That question is, “What would you change about this place?” Another great way to get your finger on the pulse of anything is by going to http://search.twitter.com/ where bye you can type any key words you’d like and get live tweets from people who have those words written within their tweet; see what they are talking about and why. Its almost like cheating.

·         What is the best way to achieve long-term success?

·               This is gonna sound corny. Be yourself. Think good thoughts of others. Be transparent. Be honest. Care about your customers. Be interested in them. Remember something about each one of them. Listen to them and shut up. Change with the times and don’t take one customer for granted. Each one is hundreds or thousands of dollars over time, not ten bucks.

·         Where did your organization’s funding come from and how did you go about getting it?

·              I took my business model in detail to a bank. They said yes.  

·         How did you decide on the location for your business?

·              Well the original location burned down and I wanted to retain my customer base so I searched and searched until something came up within a few hundred yards. The downside was that it was off of the main highway but the upside was that there was much more seating and parking.  

·         To what do you most attribute your success? What are the key elements for starting and running a successful business?

·               This answer could be endless but I’ll try to keep it short.  I attribute our success to providing high quality, generous portions, cleanliness, friendliness, fast service, consistency, changing with the times and freshness. Our customers have appreciated these attributes and have spread the word for us. I owe it to them. Period. I know that they pass several food establishments on the way to ours and I never forget that. I never forget that we’re not the only game in town and I’m also aware of what my competition is up to. The key to starting a business is putting it in a location with some foot and vehicle traffic while at the same time in a spot where there is little competition as possible. If there is competition in all the good spots then you’d better be the best and never stop promoting.

·         What has been your most satisfying moment in business?

·               My most satisfying moments have been happening every day for the last 20 years or so; getting home every single day in time to get my kids off the bus, help them with their homework, spend quality time, have dinner and enjoy time with my wife after they are all in bed. This is a quality of life that I cannot put a price on. Sure, I work on business at home as well but I’m with my family. Priceless. Having my own business is what has afforded me to have the opportunity to do this. I could have chosen to work longer hours, open more locations and make much more money but I chose quality of life over that. When you own your own business you can make your own choices and not all of mine were always the right ones, but they were mine.   

·         Excluding yours, what company or business do you admire the most?

·              I’d say Apple. They’re American, profitable, innovative and I admire them a great deal. I also admire a company called, The Wine Library based in Springfield, NJ. They’ve used social media and taken it to a previously unknown level and spun that into several offshoot businesses such as Cork’d and Vaynermedia, based in NYC as well as other companies. They’re all about what’s next and showing other companies how to capitalize on that. They also invest in cutting edge, innovative new companies such as Claim.io, VENMO and other companies.

·         Where you see yourself and your business in 10 years? 20 years?

·               Although I have never attended college, I’ve always had a passion for advertising; thinking of how to present and idea or product to the masses in a way that persuades them to act. I enjoy finding fault and making better existing advertising campaigns. I feel I’ve been out there in the trenches, talking to people for many years and that I have a good consensus of what people want and how they’d like it presented to them. I will either be working in that field or using my talents in that area to make my current business as good as it can be. It would be nice to have more of a mental job instead of a physical one.

Customers

·         How do you build a successful customer base?

·              Building a successful customer base is by having a good product, a good message, teaching; good content. Customers build your base for you when you are doing the right things. It’s better to have them feel like they are a part of the Wazu Family than just offering discounts all the time. Fan loyalty and giving customers the feeling that they belong that builds a secure, expanding customer base, as well as physically going to where your customers are to make sure that everything is going well with their orders. Often you will find that your customers have moved and that there are new businesses where their old businesses once were. You need to continually introduce yourself to your public a few times a year at least.

·         How do you go about marketing your business? What has been your most successful form of marketing?

·              Up till now the most successful marketing has been my going directly to where my customers work a few times a year with a menu and a discount or promotion. Word of mouth is always great too. Now, however I think that the proper use of social media is the only way to go. It’s the cheapest and it directly targets your audience. Using tools such as Facebook, Twitter, Tumblr, Wordpress, Foursquare, Gowalla and other mediums is the way to go these days. Teaching your customers about  your product and how its better than your competition is key. Use these mediums to spread the word and to give out free food, discounts, promotions and upcoming events. When giving the reward to the customer always get their information and or ask them to tell their friends in order to redeem their discount.    

Employees

·         How important have good employees been to your success?

·              You’re nothing without good employees. That being said, it’s the hardest part of any business. They are people and people have problems. When you are a business owner you are also a mentor, guardian, referee, buddy, father, advisor, disciplinarian and confidence booster. The problems with employees never change; just the names and faces. No two employees are alike and you’ll never get perfect ones so learn to accept some shortcomings as long as there are strengths to offset their weaknesses. Showing up for work consistently is 9/10ths the battle. The rest we can work on. Beware of the employee who brings the others down. Say goodbye immediately.

·         How do you find people to bring into your organization that truly care about the organization the way you do?

·              It’s total luck. You can have someone who interviews perfectly and find out that that’s about all they do right just like you can have someone who interviews marginally but turns out to be your MVP. LUCK.

·         What kind of culture exists in your organization? How did you establish this tone and why did you institute this particular type of culture?

·               I don’t know if I understand the question but I’ll try. I’d say the kind of culture is that a new customer would never be able to spot the boss. We are all separate, integral parts of the business, none more important than the other and together, when working in unison we pull it off seamlessly. It’s not about who makes the mistake of the day, its about how we handle it, and we all take turns at mistakes. Its what we learn that counts.

You and Your Career

·         What ignited the spark in you to start a new business?

·              My brother asked me to work there. He started the business in ’81. Then it was sold to me and my partner in around ’90.

·         If you had the chance to start your career over again, what would you do differently?

·              I would have gone to college and become an ad man but I regret not one thing in my life. I’m very happy and I’ve had a happy ride. Happy with what I’ve got, never dwelling on what I don’t or comparing myself to others. I hate that game.

·         What would you say are the top skills needed to be a successful entrepreneur?

·              To be able to see through the eyes of whom you are talking to, work hard, and promote. Also to have the ability to tell two different employees two different things in order to get the same result from both of them.

·         What motivates you? What makes you happy?

·              Having to feed 5 kids motivates me. My DNA is what motivates me the most. I like to win at whatever I do and I like to work hard and smart. Family is what makes me happy.  

·         How do you define success?

·              Being a good husband and raising respectable kids….that’s success for me. All the rest is replaceable and forgettable. Success is being liked and respected by the community and your friends without having to be someone you aren’t.

·         Do you believe there is some sort of formula to becoming a successful entrepreneur?

·              It’s not an exact science and the answer i

·         Who has been your greatest inspiration?

·              My parents, my kids and my friends, all of whom think I’m smarter than I am. I’m not so bright but I work hard and I think a lot.  They’ve been supportive and let me fall on my ass to learn my lessons instead of dragging me down before I even get the chance to explore what pumps my nads. Some will always try and drag you down but you gotta use  that as fuel. Also, although I am just an associate, not a good friend, Gary Vaynerchuk has been a tremendous influence on providing a new vehicle that can be driven by my natural promoting abilities and people skills. I highly recommend a short read called, “Crush It” that he wrote. If your competitors have read it and you haven’t, you will officially be beind the 8 ball instead of ahead of the curve.

·         What is your favorite aspect of being an entrepreneur?

·              I like to deal with problems. Especially people problems. I like to be the decision maker in very tough and stressful situations. I enjoy re-prioritizing on the fly to accommodate changing conditions. I like to turn lions into lambs too.

·         What do you feel is the major difference between entrepreneurs and those who work for someone else?

·              The major difference is that entrepreneurs can stomach taking risks and have the faith in themselves to bounce back from failure. CONFIDENCE.

·         What advice would you give to college students who want to become entrepreneurs?

·              Have an original idea. Have a plan to show how you differentiate yourself from your potential competitors or have a niche business. Become the best and most knowledgeable about what your business is. Have a game plan and a way to execute it. HOWEVER, do not try to be such a perfectionist that you never get your business off of the ground. Have a little bit of Ready Fire Aim.

Personal Cost

·         How has being an entrepreneur affected your family life?

·              Its affected my family life in a very positive way. I spend a lot of quality time with my children. I’ve been able to be involved with all 5 of my children’s lives and there is no price I can put on that. I don’t come home complaining about a boss that has personal issues that he takes out on me every day. I don’t worry if another company is going to merge with mine and wonder if I’ll be working there in the near future. On the flip side, I don’t have a 401k, a retirement plan, paid vacations, sick days, stock options and bonuses. Ya make your choices in life and I like the ones I’ve made.

·         What other sacrifices have you had to make to be a successful entrepreneur?

·              I’d say financial sacrifices but again, all choices. Could have made more and not been home every day with my family. There are less sacrifices than working for someone else. Having your own business does more for your ride in life and less for the destination. But the ride lasts soooo long and the average guy dies like 7 years after retirement. Again, choices. I’m enjoying my ride and when I sell what I have I’ll probably have a great retirement too.

·         What are your hobbies? What do you do in your non-work time?

·              I like to spend time with my wife and kids. I like collecting early American coins, fractional currencies, military payment certificates and bills. I also love American History and I live in a house that is 259 years old. I also golf and play manhunt! Don’t laugh. I’m good!

Fear and Failure

·         What is your greatest fear, and how do you manage fear?

·              My greatest fear of course is going out of business due to the economy and other factors that I have no control over. I manage fear by trying as hard as I can and trying to always be one step ahead of my competition. I try to do what they aren’t doing. For example, during this recent economic downturn when most of my competitors were holding on to their wallets I figured it was smarter to do the opposite. I painted the building, inside and out, put out two cable commercials, solicited my whole area, redesigned the menu, added a salad bar and a grill and now I’m using social media to ramp it up to a new level. I manage fear with the confidence that no matter what happens I have faith in myself that I will be a success where ever God lands me due to my work ethic and love for people.

·         What have been some of your failures, and what have you learned from them?

·              I should have gone to college. From that I’ve learned to work with my back instead of my brain. I should have used social media sooner. I’ve learned that its not too late and I’m doing it now. I shouldn’t have gotten hit by a car when I was 16. I now look   both ways.  I shouldn’t have invested in stock options in 86. I’ve learned to invest in things I have some control over. No regrets otherwise.

Twitter: @TheGreatWazu

http://www.TheGreatWazu.com

Recently, I was going through my son’s old homework papers from a few years ago. He’s 9 now. We save most of his homework and drawings and then pick and choose what we might want to put inside his scrapbook. Fishing though the large pile we came across a homework sheet entitled, “The Four Food Groups”. It seemed like one of the mini milestones of learning so I pulled it into the “save” pile. I then hid the paper behind my back and I asked him, “Judson, do you remember what the four food groups are?” To my satisfactory, he replied, “Breads, Meats, Vegetables and Dairy.” Surprisingly, he went on to say, “Just like a sub sandwich, right daddy?” I stopped and thought for a second and it dawned on me, “Yes, yes Judson, I guess so.”

    I started to think about my competitor’s food options and if they contained all four food groups. Lets see, Kentucky Fried Chicken? Nope. Sushi? Nope. Pizza? Nope. Burgers? Could be, but not much on the vegetables, if any, no whole grain bread choices, and very fatty meat. Bagels? Nah. Vegetarian Joints? Heathy, yes but seriously lacking in protein choices and then there’s the problem of taste and satisfaction. Salad Bars? Same thing, lack of taste, protein choices but you do get a whole grain roll with most salads…but again…can you eat one every day…and be really satisfied. Maybe.

   Then I started thinking about other positive reasons to choose having a healthy submarine sandwich, beyond meeting the “four food groups”  was the freedom of choices one has within each food group.

   Breads: Jalapeno Wraps, Honey Whole Wheat Wraps, Spinach Wraps, Flour Wraps, Garlic Wraps, Sun-Dried Tomato Wraps, Kaizer Rolls, Half-Subs, Whole Wheat Subs, 7 Grain Bread, Wheat Hard Rolls, Onion Rolls, Sliced Wheat Bread and more.

   Meats: Honey Turkey, Smoked Turkey, Oven Gold Turkey, Sliced Chicken, Grilled Chicken Strips, Buffalo Chicken, Honey Ham, Virginia Ham, Boiled Ham, Pressed Ham, Pepperoni, Salami, Proscuittini, Proscuitto, Roast Beef, London Port Beef, Chicken Salad, Tuna Salad, Seafood Salad, Taylor Ham, Bacon, Sausage, burgers, Steaks and more.

   Cheeses and Dairy: Pepper Jack, Cheddar, Mozzerella, Swiss, Provolone, Sharpe Provolone, American, Parmesan, Eggs, Egg Salad, Cream Cheese, Butter, Egg Whites, Milk and more.

   Vegetables: Lettuce, Tomatoes, Onions, Red Onions, Leafy Lettuce, Romaine Lettuce, Potatoes, Black Olives, Green Olives, Cuccumbers, Sliced Apples, Mushrooms, Carrots, Garbonzo Beans, Black Beans, Roasted Red Peppers, Bell Peppers, Sweet Peppers, Hot Peppers, Pickles…not to mentions Pumpkin Seeds, Sunflower Seeds, Sun-Dried Tomatoes, Sliced Almonds, Craisins, Walnuts and much more. 

   I’ve always thought that our professionalism, cleanliness, speed of production and friendly staff is what has always bought our customers back for more, but maybe I’ve given us more credit than deserved. Maybe its because its just a smart choice for your diet. A well rounded choice. All sandwiches and salads being made right in front of you can also allay some of the fears we all have about what happens “behind the scenes” of your favorite eatery but hey, being the owner… maybe I’m a little biased!

   I hope you found some value in this article. If so, please re blog and re-tweet this post to your friends. You can find us on Wordpress.com, Twitter (@TheGreatWazu), Our Group Facebook Page (weekly discounts) our Fan Page, Tumblr, Foursquare and Gowalla (Check In for FREE FOOD), Blogger, Xanga, Vox and other Social sites. Also find us on http://www.TheGreatWazu.com to link to all these sites and to give your customer feedback by emailing Gerald@TheGreatWazu.com. We are very interested in what you have to say.

Till next time, Be well and stay healthy……Gerald

I was talking to a friend of mine, Seay Ruizy (@SeanRuizy Twitter). I’ll tell you what I took away from his story with a story of my own. Years ago I used to go to the range to hit golf balls. This maintanence guy dressed in green coveralls would always give me tips on how to hit the ball. I’d see him raking, painting, mulching and mowing but mostly he’d be watching. I figured that he had picked up a thing or two from watching so many golfers taking lessons cause he had some tips that really made sense to me. At any rate, a few weeks went bye and I got to know the guy a little bit. In appreciation for his giving me tips and just being a nice guy I told him that I owned the sandwich shop down the road and that he’d never have to pay for the rest of his life. I liked him because all he wanted was to help me and never asked for a thing in return. His response was, “Actually, I own this golfing range and I also own the private country club in Florham Park called, Brooklake.” (Joe Pesci and other celebraties are members there…very exclusive) He went on to say, “Tell you what Ger, YOU don’t have to pay here anymore and you can golf on Mondays at Brooklake for nothing. You’ll have the course to yourself because it’s closed. My house is attatched to the course. I keep the key to the Ranger Cart under my front mat. You can use it at will.” From that point on we became good friends, both of us not paying for the other’s services. Remember, You NEVER know who you are talking to so always be nice. What goes around comes around.

I hope this blog has helped to educate you and that you found some value in it. If so, please reblog it and send it along to anyone who might be interested. Comments are always welcome.  The Great Wazu is located on 33 Ridgedale Ave, East Hanover, NJ 07936. Follow us on Twitter (TheGreatWazu), Foursquare, Gowalla, Tumblr, Facebook (Group Page and Fan Page), Yelp, Digg, WordPress, Blogger, AOL Journals, Windows Live Spaces, Xanga, Live Journal, Vox, Stumbleupon The Daily Record, Hot Potato and other mediums. “Check In” with Foursquare and Gowalla and get free food. No strings.
Gerald Daniele,
Owner, The Great Wazu (East Hanover Location)
Gerald@TheGreatWazu.com (inquiries)

http://www.TheGreatWazu.com

When I’m in the mood for a really good tuna salad sandwich, and I’m NOT by my own restaurant; I don’t get one. Do I sound stuck up? Perhaps, but I’ll tell you why. Tuna happens to be my number one best selling sandwich by over a 2:1 ratio, and mind you, I only use Boarshead and Thumann’s deli meats for the rest of the sandwiches I sell. Those 2 brands are the highest quality in my mind and I pay dearly for them but my customers are worth it. Why do people buy the tuna sooo much more? Taste, for sure and certainly the freshness; it wasn’t always that way though. Being that so many things can go wrong with a tuna sandwich from the time its made till the time you get it, people instinctively know its smarter to order something else if they go to a new deli. The thing is, the profit margin on my tuna is higher than on the other sandwiches so years ago I decided to educate each new customer that walked in my door about my tuna and my following grew and grew and grew and now I can safely say that we have the best tuna this side of the equator. The secret? Educating the consumer. I tell my customers to question my competitor’s tuna, to which they usually respond with, “Question what?” And then I tell them to ask…
“Is the tuna made fresh daily?”
Many deli’s make their tuna and sell it for the next two days. It’s a fact. At The Great Wazu we make tuna once a day, sometimes twice—-the second time a very small batch to get us through the rest of the day. It’s not unusual to be out of tuna towards the end of the day at my deli. At least my customers know it’s fresh.
“Do you wear gloves when you make your tuna?”
I can’t speak for other sandwich shops but if they aren’t wearing gloves, by the time they are done making the tuna their hands are cleaner than before they started. Gross.
“What kind of tuna do you use?”
Well, with tuna, Wikopedia says, “Due to their high position in the food chain and the subsequent accumulation of heavy metals from their diet, mercury levels can be high in larger species such as bluefin and albacore.” What does this mean to you and me? In the United States, only Albacore can be sold as “White Meat Tuna” and its the most expensive too. People think that they are getting the best tuna, when in most cases they are getting tuna that is higher in Mercury; not to mention that white meat has much less flavor than light meat, much like chicken breast meat has significantly less taste than dark. That being said, very dark tuna tastes like crap. Choosing and making great tuna is an art.
The quality of tuna largely depends on where it is caught and at what time of the year. Tuna is usually canned and cooked in the can right on the ships that catch it. All the bacteria is killed during this process but some tuna’s have higher levels of histamines in them that make them taste ‘fishier’ than those with less histamine. With tuna, it’s not the brand that counts, but rather the Lot number on the cans. The Great Wazu purchases large “Lot’s” of tuna after testing several (up to 8 to 10 brands and types of tuna) before choosing the best that can be purchased at the time. Ask the other deli’s. They will be dumfounded when you do.
“Do you grind your tuna into a sawdust like consistancy before mixing it with mayonnaise?”
Most deli’s don’t, and too bad for them because that’s where all the flavor comes from, not to mention the consistency is smooth and spreadable and delicious.
“Do you add anything to your tuna?”
A lot of sandwich shops add anything from Bread Crumbs, to Celery, to Mustard and everything in between. Whether its to add “filler” or to try and make it taste better, both reasons suck. Good tuna should stand on its own two fins. It’s always better to sell more of something and make a little less on it. No fillers of ANY kind at The Great Wazu. If you want celery, or mustard of anything else, you can add it when we dress it for you. The best tuna is un-fooled around with.
“Is the tuna in Oil, Brine, or Water?”
Again, un-messed with tuna is always the best choice. Great tuna needs no brine or oils.
“Is the tuna stored in metal or plastic containers?”
We always use plastic containers at The Great Wazu. Metals affect tuna’s flavor adversely.
“What kind of Mayonnaise do you use?”
If its not Hellman’s, the tuna isn’t as good as it can possibly be. There’s a reason why it cost twice as much money than some other mayonnaises.
There are other factors as well, such as storage temperature and having it not exposed to air when refridgerated.
As you can plainly see, a lot can go wrong with your tuna salad sandwich before it even finds a home on your sub roll or Chef’s Salad. If you can’t make it to The Great Wazu to taste our World Famous Tuna, make it a point to question the place you order it from. I hope this blog has helped to educate you and that you found some value in it. If so, please reblog it and send it along to anyone who might be interested. The Great Wazu is located on 33 Ridgedale Ave, East Hanover, NJ 07936. Please follow us on Twitter (TheGreatWazu), Foursquare, Gowalla, Tumblr, Facebook (Group Page and Fan Page), Yelp, Digg, WordPress, Blogger, AOL Journals, Windows Live Spaces, Xanga, Live Journal, Vox and other mediums. “Check In” with Foursquare and Gowalla and get free food. No strings.
Gerald Daniele,
Owner, The Great Wazu (East Hanover Location)
Gerald at TheGreatWazu dot com