Eric and Scott Slaymaker Apply Lessons Learned from their Dad in Building Wingers Restaurant & Alehouse
Eric and Scott Slaymaker, co-founders of Wingers Restaurant & Alehouse, grew up around franchising. Their father, Norm Slaymaker, created the family legacy as a franchisee with some of the most popular brands of the day, including Sizzler, Chi-Chi’s Mexican restaurants, TGI Friday’s and Tony Roma’s.
“He was always looking for what’s new, what’s hot, what’s really happening in the industry, and looking to bring that to the Mountain States or Utah, as we were based in Salt Lake City,” Eric Slaymaker says. “He grew up dirt poor and was raised by a single mother, and he was probably one of the most driven people just to prove he could be successful.”
Creating the Family Legacy in Franchising
Norm Slaymaker had worked in insurance before partnering in a small fast-food restaurant called Scotty’s in the 1960s. “That really gave him the bug to start looking into franchising,” Eric says. “He went to California and convinced the Sizzler restaurant group to give him the territory of Alaska. It was kind of crazy because we were in Salt Lake City, but he had a brother who had moved up there and the oil industry was starting to boom in Alaska and he saw some opportunity there.”
As Norm was growing his franchise portfolio, Eric and Scott were paying attention, eventually investing in their own restaurants with the ultimate goal of developing their own brand. “I think I caught the entrepreneurial bug from him. He always challenged us to challenge ourselves, to try to do new things, break new ground,” Eric says.
“All the things that Scott and I learned – what does it take to be a great franchise or how does a great franchise treat its franchisees and continue to create a great system that more and more people want to be involved with – it all started with our father and how he developed his organization. We wouldn’t be the type of franchise or organization that we are today if it hadn’t been for all the experience that we had thanks to our father and as franchisees.”
Norm Slaymaker passed away in 1995, about a year after the first Wingers restaurant, then called Wingers American Diner, opened in Bountiful, Utah. “He was so proud to see it,” Eric says. “He was the No. 1 cheerleader. Whether it was me or any of his kids, he was the No. 1 guy to say, ‘Chase your dreams.’”
Today, Wingers Restaurant & Alehouse is in about 25 locations and expanding throughout the Mountain West and Midwest. The popular brand offers a diverse menu featuring fresh, hand-breaded wings and signature Sticky Fingers, as well as 40 beers on tap, in a comfortable sports bar-like environment.
Lessons from Dad
Norm Slaymaker’s work ethic, enterprising spirit and love for people made a lasting impact on his sons. Here are a few of the life and business lessons he imparted.
- The Restaurant Business: “The restaurant business can be fun if you let it,” Scott Slaymaker says. “It’s critical to keep your eye on the big picture and not be sidetracked by the little things.”
- Resourcefulness: “A lot of potential entrepreneurs say, ‘I can’t do that. I don’t have enough money to open my own restaurant,’” Eric Slaymaker says. “I remember when our dad did his first restaurants up in Alaska, he would sell limited partnerships to different small investors. It was quite creative, particularly back in the day. “One thing I learned from him is if you really want to do something, and it’s the right thing to do, there are always ways to get it done. If you’re a hard enough worker and if you want it bad enough, you can find the capital and backers and supporters to make things happen.”
- Work Ethic: “There will always be someone smarter or better looking. Be willing to work harder than anyone else and you will succeed,” Scott says.
- Leadership: “Dad used to always say, ‘All the brick and mortar in the world does you no good unless you have great people.’ Great leaders develop great people,” Scott says. “Our dad truly cared about the people in our organization. He loved to drop in to the restaurants on a Saturday morning and just talk with the team. Whether you were the general manger, cook or server, he always made you feel like you were his best friend.”
- Franchising: “A franchisor often doesn’t have the same perspective as a franchisee who is working their business every day. Choose your brand and the brand steward – the franchisor – carefully. It’s a long-term relationship that needs to be harmonious and productive to succeed,” Scott says.
Lessons for the Next Generation
Now building their own family legacy in franchising, Eric and Scott share words of advice for the next generation. “I think the biggest lesson I’ve passed along to my kids is to continue to shoot for the stars and think big,” Eric says.
“Follow your passion,” Scott says. “Always strive to be your very best and have some fun along the way.” For more information about the Wingers Restaurant & Alehouse franchise, visit https://wingerbros.com/franchising-opportunities/.
