Operations
For Happy Joe's CEO: This time, it's 'personal'
A lot of people have a lot of fond memories that whirl around the Happy Joe's Pizza and Ice Cream brand. That's one major reason its CEO Tom Sacco views his leadership of the chain as a very personal role.
July 14, 2021 by S.A. Whitehead — Food Editor, Net World Media Group
After 30 years in the restaurant industry, helping to improve brands as diverse as Ponderosa and Ghirardelli, Tom Sacco is very clear about his current work as president, CEO and chief happiness officer at Bettendorf, Iowa-based Happy Joe's: As he put it, "This last time it's personal for me."
In other words, he has drunk the proverbial Happy Joe's Kool-Aid and not only believes in this combination pizza and ice cream brand, but believes in the magic it works with kids and their families. And by all outward appearances, that kind of commitment is paying off with equally committed franchisees and a renewed love for all the nostalgia that this brand — first launched in 1972 by former Shakey's Pizza manager, Joseph "Happy Joe" Whitty — is infused with.
As Happy Joe's website explains, Joe Whitty was not only one very astute entrepreneur, but he had the heart of a kid, in that he had that kind of innate confidence that youngsters have that allows them to believe that even the craziest ideas can work with the right intentions.
One of those ideas, of course, was the thought that the seemingly diametrically opposed restaurant concepts of the pizzeria and the ice cream parlor could be even greater together. After all, ask any kid what his or her favorite food is, and they are bound to say one of those two items most of the time.
"If you can park your ego at the door and lead with a servant's heart, you will find that leading is so much more enjoyable and success comes so much sooner."
-Tom Sacco
Now, Tom Sacco has jumped right into his leadership role at the 50-unit brand and he is completely saturated with that kind of spirit, along with a firm commitment to so-called "servant leadership." It's the kind of energy that may serve him well in leading the chain to a goal of doubling of its unit numbers by the end of next year.
After all, Sacco has some years into this business, during which he previously was able to breathe new life and growth into Ponderosa Steakhouse, as well as in the Bonanza Family Restaurant chain, while also helping to spearhead expansion of brands as varied as Red Robin and Ghirardelli Chocolate & Ice Cream.
But as mentioned at the start of this story, Sacco sees Happy Joe's and his role there differently. And one of the primary reasons for that is the chain's rich history, which sets it apart as a nostalgia brand, which Sacco said kind of gives the restaurant a whole different layer of meaning in people's lives.
"I would define nostalgia, as it relates to Happy Joe's, as a sentimental yearning to return to, or to rekindle the happiness in, a former time in one's life today," Sacco said in an interview with Pizza Marketplace.
"I recently met a guest in our Muscatine, Iowa restaurant when I was touring with a few out-of-town guests. The woman heard me discussing Happy Joe's business and asked if I was with Happy Joe's and I responded, 'Yes.'
"She proceeded to tell us that Happy Joe's is the best restaurant! She went onto say, 'I'm 50 years old and I've been coming to Happy Joe's since I was 6 years old. I celebrated every birthday at Happy Joe's, and I still do. My two daughters come home from college so they can celebrate their birthdays at Happy Joe's.' She told the out-of-town guests we were hosting that whatever they are doing with Happy Joe's, Happy Joe's was the best thing that had ever happened to her."
Some of the brands in Sacco's past have also had strong legacies behind them, including those previously mentioned steakhouses. Sacco said he feels that there is a difference in the way these types of nostalgia brands are managed and led. He described it as a role that requires an openness to emotion and the ability to listen really well to what the brands and its customers are feeling and saying.
"In my opinion, to lead a nostalgia brand successfully, an emotional connection needs to be made with the brand," Sacco said. "It's very challenging to successfully lead any brand in today's business climate. Having an emotional connection with the brand, understanding and appreciating the heritage, along with valuing the patronage before your time, makes it easier to lead and succeed.
"If you can park your ego at the door and lead with a servant's heart, you will find that leading is so much more enjoyable and success comes so much sooner."
 |
| A lot of kids — young and old — associate Happy Joe's with very fond memories, including great birthday parties. (Photo provided) |
Some of the most intensive listening Sacco has done on the job thus far, occurred at the very beginning of his role there last October. That's when he realized some issues at the chain needed triaging before any other good could be accomplished.
"First, the franchisee community needed a leader they could trust, that they would trust, and that they would eventually follow," he recounts. "Second, Happy Joe's was caught in a time warp. It was a victim of its own historical successes. I had to tread softly, but be laser-focused on updating the brand by moving it forward in time without forsaking its nostalgia and history."
Part of that was updating the brand's technological systems, which he said had to happen, but without "significantly without changing who we are." As an example, he said the brand added digital menu boards with larger graphics and a greater assortment of choices for the guest.
"In addition, we are adding a Happy Joe's app to our tool chest, because many of today's guests are using their smartphones to order their meals and this technological advancement does not change who we are or take anything away from our nostalgia," Sacco said.
On a daily basis, Sacco said execution of his approach to the brand is simply a matter of keeping his eyes on the prize by keeping mission front-and-center, then relentlessly pursuing where that leads. Part of that is staying committed to that offbeat combination of pizza and ice cream, as the brand's dual-focus. In fact, the two menu categories almost fall in such opposing corners to each other that they form a sort of perfect pair again, like opposites on a color wheel.
"Ice cream is such an antithesis to pizza," Sacco said. "But at the same time, these two opposites are paired together at Happy Joe's for the singular purpose of bringing smiles and joy to families and children. The challenges we face are to continually evolve our pizza and ice cream flavors so the youth of America and their parents, are always elated with their Happy Joe's dining options."
Over the next five years, Sacco said unlikely combinations like that will help Happy Joe's spread across 30 states and even a few international markets as well and he expects to do that by creating a firm foundation of trust with franchisees. But personally, he sees this as kind of the cherry on top of a great ice cream sundae of a restaurant career. Yes, it's certainly a lot to handle, but when you're committed to the cause, it's a delight.
"This challenge is a personal one," Sacco said. "I, too, have made an emotional connection with this iconic brand. And, as we navigate these uncharted waters along this journey, I want my grandchildren to experience the lifelong 'Fairy Dust' that children from the Midwest have enjoyed because of their memorable experiences at Happy Joe's Pizza & Ice Cream Parlor over the past 48 years. This last time is personal for me!"
About S.A. Whitehead
Pizza Marketplace and QSRweb editor Shelly Whitehead is a former newspaper and TV reporter with an affinity for telling stories about the people and innovative thinking behind great brands.
Related Media
Subscribe
Get the latest news and resources from Pizza Marketplace.
