Grumpy’s Restaurant, CEO Daniel DeLeon featured in “How to Reopen During COVID-19: Lessons From Entrepreneurs Who Have Done It” on Business.com.

By: Adam Uzialko, business.com writer Jul 02, 2020

One of the most important things to do is make sure your employees are all on the same page when it comes to new workplace safety policies designed to mitigate the spread of COVID-19. Provide personal protective equipment (PPE) for your employees, and offer specific training on the policies you've put in place.

"In addition to reinforcing good hygiene practices recommended by the CDC with our team members, we have also adopted the CDC recommendation for a detailed health screening and temperature check prior to each employee shift," said Daniel DeLeon, owner of Grumpy's Restaurant in Jacksonville, Florida. "We have even extended this to all of our vendors, delivery and maintenance personnel."

Consider taking these measures:

• Require employees to wear masks or face coverings, even if not required by law in your state.

• Provide sanitation stations throughout the workplace.

• Require employees to wear gloves and regularly sanitize them.

• Increase the frequency of cleaning for all your facilities.

• Require social distancing measures for all employees and customers.

• If possible, establish outdoor spaces for customers (such as outdoor dining areas) and curbside pickup options.

For more information, visit: www.GrumpysRestaurantCo.com/Grumpys-Blog

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Grumpy’s Restaurant, CEO Daniel DeLeon featured in “Why do they keep coming back?” with Fotis Georgiadis & Daniel DeLeon on ThriveGlobal.com.

Put yourself in your customers’ shoes — why do they keep coming back? This helped me figure out which aspects of the brand needed revitalizing and which aspects needed to stay. People kept coming back to Grumpy’s because of the community it cultivated. This defined the messaging we wanted to push when rebranding the restaurant.

By Fotis Georgiadis, Passionate about bringing emerging technology to the market.

Put yourself in your customers’ shoes — why do they keep coming back? This helped me figure out which aspects of the brand needed revitalizing and which aspects needed to stay. People kept coming back to Grumpy’s because of the community it cultivated. This defined the messaging we wanted to push when rebranding the restaurant.

As part of our series about “Brand Makeovers” I had the pleasure to interview Daniel DeLeon.Daniel is the President & CEO of Grumpy’s Restaurant & Grumpy’s Restaurant Franchisor, a traditional Americana diner located in Jacksonville, Florida. Before taking on Grumpy’s, Daniel has grown six local and diverse businesses from the ground up. After owning multiple franchise units for various food concepts, Daniel continued pursuing his passion for the restaurant industry and worked on the franchisor side with Restaurant Brands International. When he found Grumpy’s, he saw all the potential the well-loved local brand had and decided to grow the business. After a top-to-bottom rebranding and renovation, Grumpy’s has launched its franchise opportunity and has big plans for expansion. Because of his hard work and expertise, Daniel was voted as one of the most influential restaurant CEOs in the country by Nation’s Restaurant News.

Thank you so much for doing this with us! Before we dig in, our readers would love to “get to know you” a bit more. Can you tell us a story about what brought you to this specific career path?

When I graduated college, I had dreams of becoming an Investment Banker and took a job with Merrill Lynch as a Financial Advisor. I quickly realized my entrepreneurial mindset would drive me to want and do much more and ultimately open my own business. In 2007 I opened my first franchise business and that set the course for the rest of my professional life.

Can you share a story about the funniest marketing or branding mistake you made when you were first starting? Can you tell us what lesson you learned from that?

When I first purchased Grumpy’s Restaurant, I quickly realized I was doing things a bit backwards. I was trying to create a logo and marketing content to appeal to the masses. Ultimately, I should have focused on our core values, mission and vision and worked outward from there. I learned that developing our brand the right way easily set the tone and path for all things marketing and branding.

Are you able to identify a “tipping point” in your career when you started to see success? Did you start doing anything different? Is there a takeaway or lesson that others can learn from that?

I don’t think I can honestly say there was an exact tipping point, but I defiantly became more successful as I gained more experience all while I continued my learning and education. A huge takeaway for me was to always be evolving, innovating and learning!

Are you working on any exciting new projects now? How do you think that will help people?

Right now my biggest project is growing Grumpy’s. It’s become such a local staple in our community and I know that, now that the brand is freshly rejuvenated, new areas would welcome us with open arms. We have multiple new locations in development and are already eyeing new markets for where to go next. One of the biggest components of our brand, from the very beginning, was that it is a welcoming place for everyone. We say we serve a hungry man’s portion at a working-class price; we always want to make sure that anyone is able to come in and enjoy our food and hospitable atmosphere. I think Grumpy’s helps people feel a part of something — our waitstaff know all of our regulars and they even have their own personal mugs. We have a local veteran group that comes in every week and we get to watch people become lifelong friends before our eyes. It’s all about community and family here.

What advice would you give to other marketers to thrive and avoid burnout?

You need to go into an industry you love. Even then, it can be tough sometimes, but my passion for the restaurant business has always pushed me to keep going. It’s nice working in an industry that is so diverse, because if you do get burnt out with one type of restaurant, there’s always going to be a million other concepts out there waiting for you. When you find the one that’s a perfect fit for you, you’ll know.

Ok, let’s now jump to the core part of our interview. In a nutshell, how would you define the difference between brand marketing (branding) and product marketing (advertising)? Can you explain?

Advertising gets the word out there about what your business is, where it is, what it sells, but branding is more about the experience you get when you walk through our doors. People know Grumpy’s to be a feel-good, hospitable place because our branding emphasizes that. Everything from the comfort food menu items, to the amazing staff who build relationships with the customers, to the affordable prices shows people that we want them here. An advertisement might show you how good our food looks, but in my opinion, good food means nothing if the person serving it isn’t going above and beyond for you.

Can you explain to our readers why it is important to invest resources and energy into building a brand, in addition to the general marketing and advertising efforts?

When I took over Grumpy’s, the brand was on the brink of closure. Even though the food was delicious and the restaurant’s history made it an important aspect of the community, the lack of branding and innovation caused the restaurant to slowly lose a lot of business. When we revitalized the brand, we brought new fresh energy into the business that people already knew and loved, and it completely changed the way our community viewed Grumpy’s.

Let’s now talk about rebranding. What are a few reasons why a company would consider rebranding?

Rebranding is not something any business should take lightly. It’s a long road to get there and you have to be really confident in your vision for the brand. Companies may consider rebranding if they feel their messaging is falling flat or if there are many pieces do the brand that to not integrate and promote similar messages. Speaking with the restaurant specifically, we noticed that Grumpy’s menu was way too limited. We wanted people to feel welcome at Grumpy’s, but the menu didn’t depict that because there weren’t necessarily options for everyone. Now we have expanded the menu and added creative items that are classic options with a twist, to keep things fresh and inviting.

Are there downsides of rebranding? Are there companies that you would advise against doing a “Brand Makeover”? Why?

While doing a brand makeover, I think people need to be cautious of going too far. If there are things your brand lacks, you can implement them, but to completely change every aspect of your business can often be too much, and you may lose a lot of your current clientele in the process. We knew going into rebranding Grumpy’s that it was an old brand in need of sprucing up, but we never let go of our traditional roots. It’s more about refreshing your brand instead of completely changing it.

Ok, here is the main question of our discussion. Can you share 5 strategies that a company can do to upgrade and re-energize their brand and image”? Please tell us a story or an example for each.

• Put yourself in your customers’ shoes — why do they keep coming back? This helped me figure out which aspects of the brand needed revitalizing and which aspects needed to stay. People kept coming back to Grumpy’s because of the community it cultivated. This defined the messaging we wanted to push when rebranding the restaurant.

• Visualize your business after rebranding. What about this change will bring in fresh faces? You have to determine how to keep your current customers happy while also bringing in new people. This is why, as I explained earlier, you have to make sure you’re not going too far, but far enough that people can really see the changes.

• Add menu items or products that have a purpose. I decided that Grumpy’s needed to stay true to its traditional no-nonsense breakfast menu, but we could put a spin on classic items to spruce it up. We get experimental with our waffles specifically and have created flavors like fruity pebbles, red velvet, and strawberry cheesecake to get people excited about the food, without it reaching too far off-brand.

• Create a better environment. Many diners typically have an old-fashioned, greasy spoon feel, but they don’t have to. Our atmosphere is fresh, well-lit, and modern, making customers feel comfortable when they walk inside. A good environment creates positive energy from both the customers and the staff.

• Don’t try to change your brand’s history, embrace it. Grumpy’s has been a staple in the community for many years before I stepped in, and to try to erase that history after building such a loyal following would be unfair. Even though the business needed a lot of help, we had to stay loyal to certain aspects of the original Grumpy’s.

In your opinion, what is an example of a company that has done a fantastic job doing a “Brand Makeover”. What specifically impresses you? What can one do to replicate that?

I started my franchise journey in the quick serve space, not with this brand, but I have recently seen Subway rebranded themselves after years of bad press and falling sales. They rebranded their logo and are re-position themselves as a fresh and healthy restaurant. We are yet to see how well this will turn out, but I think they have done a good job thus far.

You are a person of great influence. If you could inspire a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. 🙂

Tome it would have to be a movement around feeding the less fortunate.

Can you please give us your favorite “Life Lesson Quote”? Can you share how that was relevant to you in your life?

“Give everything to everything.” Inky Johnson

This quote by Inky Johnson perfectly and quickly hits home to everything in anyone’s life. Its not about doing something in life, its about doing something the best way you possibly can in life.

How can our readers follow you online?

https://www.grumpysrestaurantco.com/

https://www.instagram.com/grumpysrestaurant/

Thank you so much for these excellent insights! We wish you continued success in your work.

— Published on July 2, 2020

For more information, visit: GrumpysRestaurantCo.com/Grumpys-Blog

Check out Grumpy’s Restaurant and the whole article at “ThriveGlobal.com” hosted by ThriveGlobal.com .

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Grumpy’s Restaurant & Grumpy’s Restaurant’s, CEO Daniel DeLeon featured infeatured in “Grumpy’s Maintains ‘Traditional Americana’ Identity Amid Crisis” on FSRMagazine.com.

BRAND IS MAINTAINING A 100 PERCENT INCREASE IN OFF-PREMISES SALES.

By BEN COLEY 07/01/2020

The game changed for Grumpy’s Restaurant in March when Florida Gov. Ron DeSantis closed dining rooms. 

It was especially jarring for Grumpy’s, a breakfast and lunch diner with little takeout business and no third-party delivery partners. 

“[Off-premises] is not a huge business for us, given our industry—breakfast and lunch,” says Daniel DeLeon, co-owner of the emerging brand. “How many times have you went out and picked up breakfast unless it’s a drive-thru at McDonald’s or some quick fast-food option? You’re not really going to a hometown diner often for to-go.”

DeLeon says staff transitioned well to the new off-premises only model, although business started slow. Consumer confidence was at an all-time low and sales initially dropped 80–85 percent. But numbers sequentially improved each week until dining rooms were allowed to reopen. Grumpy’s implemented off-premises only for about six weeks until it was allowed to reopen at 25 percent. Capacity was eventually increased to 50 percent and now 75 percent. DeLeon notes the brand has maintained a roughly 100 percent increase in off-premises sales compared to pre-COVID figures. 

However, Grumpy’s separated itself from other brands in how it carried out the pivot. Even though operations shifted, DeLeon says, the company’s main goal was to maintain the status quo. 

One part of that objective meant no changes to the menu. Revamping the food was part of the restaurant’s turnaround when DeLeon and his wife, Megan, took over in 2017. All orders are made to order and made from scratch, whereas before, there were six or seven freezers onsite.

“We didn’t want to eliminate someone’s favorite item, especially during this time,” DeLeon says. “I know a lot of people like the limited menus. I’m not a believer in that. I get why they did it—ease of operation, limited food costs—lot of reasons why that would be helpful. But for us, it really was not about it being easier or cheaper. We wanted to maintain the system for our guests.”

Additionally, Grumpy’s has no plans to delve into the third-party delivery market. DeLeon explains that business is doing well, and the last thing the company wants is to be inundated with delivery orders and have customers waiting inside the restaurant. 

So, in a break from most other restaurants, Grumpy’s isn’t going to push that particular channel. 

“We don’t want to negatively impact the in-restaurant dining experience,” DeLeon says. “… For us being full-service family casual dining, we really focus on the in-restaurant dining experience. Now of course, with that said, we’re always going to try to fine tune and upgrade our takeout and carryout model, but right now we’re really not looking to add delivery.”

A third leg of the status quo has been maintaining all staff members throughout the pandemic. 

DeLeon forwent his salary to ensure everyone had some form of employment. He adds that Grumpy’s had a three-day notice to prepare for the reopening of dining rooms, but the transition was seamless since operations never ceased. 

“We knew there would be an end,” DeLeon says. “We would come to a point where we’d roll this back out, and that’s why we wanted to maintain that status quo because just given my experience with store openings and things of that nature, it’s very hard to shut down an operation and then open it right back up. It’s almost like a new store opening. We have to gear back up, prep all the food.”

“ … A lot of the places just furloughed or straight laid people off,” he continues. “They’re scrambling trying to call people back. What type of loyalty do you have at that point where you just kick them to the curb in one hour?”

Despite the pandemic, Grumpy’s, which was founded in 1999 by a U.S. Navy cook known as Chef Grumpy, still plans to expand for the first time in its history later this year. 

Externally, Grumpy’s used the pandemic as an opportunity to strengthen its bond with the community, which is part of the diner’s DNA, DeLeon says. 

This included produce drives and a campaign in which customers could purchase a breakfast for first responders, emergency workers, or anyone in need. The restaurant has delivered more than 700 meals to hospitals, police departments, fire departments, and even Winn-Dixie. 

“We did the grocery workers, and they loved it,” DeLeon says. “They’re silent heroes where they’re working hard and stocking the shelves. We brought them food, and they were ecstatic.” 

Despite the pandemic, Grumpy’s, which was founded in 1999 by a U.S. Navy cook known as Chef Grumpy, still plans to expand for the first time in its history later this year. 

The brand launched a franchise program last year. DeLeon, who has experience as a multi-unit franchisee for multiple foodservice brands and as a franchisor for Restaurant Brands International, says franchising gives Grumpy’s the opportunity to quickly scale into other communities. 

The brand currently has two developments in progress in St. Johns and Middleburg, Florida, and is eyeing Amelia Island and New Smyrna Beach, Florida, for expansion—areas that DeLeon says could comfortably hold two Grumpy’s locations each. 

He says Grumpy’s hasn’t marketed franchising amid the pandemic, but there’s still been a high level of intrigue in the brand from potential franchisees. 

“The interest is there,” DeLeon says. “People want traditional Americana. People love our brand. It’s something you connect with and really, it’s where you want to be during anything like this. … People want that nostalgia. They want to go to a place where they feel comfortable at and know the employees and servers.”

Looking toward the rest of the summer, Florida remains a hotbed for COVID-19 cases. The Sunshine State saw a record 9,585 new cases on Saturday and 8,530 more on Sunday. On June 1, there were 667 new daily cases. 

DeLeon says there is a level of concern, but he is confident that Grumpy’s has instituted sufficient and effective sanitary measures. The restaurant has nine hand sanitizing stations and all employees are required to wear masks and gloves. Also, both workers and vendors must undergo a temperature and wellness check prior to entering, and all door handles and high-touch surfaces are placed in anti-microbial wrap to minimize spread of germs. 

To him, restaurants are probably the safest place to be with the heightened sanitation and social distancing requirements. 

“I feel safer at the restaurant than I do at the grocery store. At the grocery store, you have people touching things,” DeLeon says. “… Every restaurant I’ve been to has been on it. And I give them credit, because they’re not always on it with the food or service, but they’ve been on it with the sanitation.”

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We Won!

Best Place To Work 2020!

Back-2-Back Best Place To Work Winner 2019 & 2020!

by: Jacksonville Business Journal #BPTW

It's Hard To Tell By Looking At Grumpy, But He Loves His Grumpy's Restaurant Family! He Thanks All Of You For Your Commitment To Excellent Home-Style Cooking, Attention-To-Detail And Sweet Southern Hospitality! Thank You For Voting Grumpy's Restaurant As One Of The Best Places To Work For In Jacksonville, Florida.

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We Won!

Best Breakfast & Best Brunch 2020!

Back-2-Back Best Breakfast Winner 2019 & 2020!

by: The Clay Today & ClayTodayOnline.com

Thank you to everyone that voted for Grumpy’s Restaurant!

For more information, visit  GrumpysRestaurantCo.com/Grumpys-Blog

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Grumpy’s Restaurant featured in “Good News: May 13, 2020” on KATC.com.

Amid the coronavirus pandemic, there are still good news stories making headlines nationwide.

By: Dave Baker 05/13/2020

A restaurant owner in Florida is finding a new way of doing business amid the pandemic. Grumpy's in Orange Park is providing meals to frontline employees and grocery store workers.

Those meals are paid for by sponsors who want to support the business and give back to the community.

For more information, visit  GrumpysRestaurantCo.com/Grumpys-Blog

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Grumpy’s SHRIMP & GRITS

Chef Grumpy has been hard at work making our Specials even better. Grumpy’s latest addition to our specials menu is: Grumpy’s Shrimp & Grits!

We start with making our famous Southern Style Grits Infused With: Smoked Gouda Cheese & Roasted Poblano Peppers. Topped With: 6 Sauté Jumbo Shrimp & Smoked Sausage. All In A Light House Sauce Made With Lemon Juice & Louisiana Hot Sauce. We finish Grumpy’s Shrimp & Grits With Scallions, Fresh Bacon, Tomatoes & Freshly Grated Smoked Gouda Cheese.

For more information, visit our blog at:

https://www.grumpysrestaurantco.com/grumpys-blog

Grumpy’s Restaurant & Grumpy’s Restaurant;’s, CEO Daniel DeLeon featured infeatured in “How Restaurants Will Be Different When They Reopen After COVID-19 Closures” on HuffPost.com.

The coronavirus pandemic will change how you dine out, with curbside pickup, socially distanced seating, and more.

By Taylor Tobin 05/13/2020

As stay-at-home orders elapse in the wake of the coronavirus pandemic, restaurateurs will need to formulate plans for when, how and whether to fully reopen to the public. But what will the restaurant world look like then, and how will businesses adjust to an entirely new set of expectations and norms?

Restaurant reopenings will undoubtedly be trying endeavors, given the state of public health and the natural apprehension many Americans are feeling right now. But the food and beverage industry has a track record of resilience and determination, and that’s why plenty of chefs and restaurateurs feel confident in their ability to weather this storm.

Restaurant staffers will undergo regular health screenings and wear protective gear for the foreseeable future.

Social distancing and the willingness of guests to wear masks will contribute to a safer post-pandemic dining experience, as will screening policies and protective equipment for restaurant employees.

“In preparation for our reopening, we put new measures in place and held a meeting with all of our employees to address any concerns and discuss new policies,” said Daniel DeLeon, owner of Grumpy’s Restaurant in Jacksonville, Florida.

“We made the decision to implement temperature checks on all staff members every morning before they clock in, as well as a health screening to make sure they are feeling well before interacting with any customers or fellow employees,” DeLeon explained. “As always, everyone wears gloves and all kitchen staffers are now required to wear masks. We have also put in five new hand sanitizing stations for both guests and employees throughout the restaurant, positioned by entrances and high-contact areas.”

For more information, visit  GrumpysRestaurantCo.com.

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