Jason Rusk, Senior Vice President overseeing operations at Wonder and a former executive at Red Robin, will be sharing insights on expansion and management in the ever-changing landscape of fast casual dining establishments.
As the importance of innovation and growth continues to rise for restaurants’ success, it is crucial for leaders to understand how to guide brands into a new era. Jason Rusk, the Senior Vice President of Operations at Wonder, will be the main speaker at the Fast Casual Executive Summit, taking place from October 13th to 15th in Denver. Drawing from his experience as a former executive at Red Robin, he will engage attendees in a discussion on the expansion of fast casual dining in his keynote speech on Sunday, titled “Shaping the Future of the Restaurant Industry and Its Workforce.”
“I aim for attendees to recognize that change can be positive and that consumer preferences are steering these changes,” expressed Rusk in an email interview with FastCasual. “As an industry, we must adapt to meet the evolving demands of consumers, leveraging technology to enhance guest experiences while not forgetting that it all begins with our employees.”
Wonder, a concept consisting of 11 food hall units founded by former Walmart eCommerce CEO and Jet.com founder Marc Lore, emerged five years ago. Originally planning to prepare and deliver food through 500 food trucks showcasing chef-driven brands like Tejas Barbecue, Yasas by Michael Symon, and Fred’s Meat & Bread, Lore pivoted away from the mobile kitchens last year to concentrate on establishing what he terms a “mealtime super app” through physical locations emphasizing takeout and delivery services.
The company, which has secured $900 million in venture capital and was valued close to $3.5 billion last year, inaugurated its first site within Walmart in Quakertown, Pennsylvania. Its expansion strategy will target locations in New York, New Jersey, Pennsylvania, and Connecticut, with imminent openings scheduled for the East Village and within Walmarts in Teterboro and Ledgewood, New Jersey.
While operating Wonder as a mobile food service was effective, Rusk and his team determined last year that substituting the mobile kitchens with physical outlets offering delivery, takeout, and dine-in options would facilitate a more efficient scaling process.
Operating Model
In contrast to conventional virtual kitchen setups where restaurant brands recruit and train their staff, Wonder operates on a vertically integrated model, maintaining control over every stage from sourcing and preparing food to cooking, delivery, and the app interface. Additionally, Wonder collaborates closely with its partner chefs and restaurants when replicating dishes.
“We seek validation at each phase,” stated CEO Daniel Shlossman. “This ensures that when our staff prepare these dishes per order, they consistently meet the chef’s standards every time.”
Regarding revenue sharing, there are no ongoing royalties; all collaborations adhere to the same structure.
“Our agreements comprise an upfront cash payment and equity (stock) in Wonder for perpetual brand licensing rights,” explained Shlossman. “This fosters a mutually beneficial arrangement where the value gained by the chef or restaurant partner from the deal grows alongside Wonder’s success. It engenders a scenario where these exceptional chefs and brands contribute to Wonder’s prosperity. It’s a genuine partnership.”
Delving into his experiences at Red Robin and Wonder, Rusk will delve into the specific obstacles of expansion, best practices in leadership, and workforce development, offering attendees insights on:
- Strategies for addressing growth and profit margins as consumer preferences evolve.
- Utilizing technology to enhance operational consistency and efficiency.
- Guiding the next wave of team members effectively.
