Consumers prefer to spend their hard-earned money on fun yet familiar dining experiences. It makes sense. If they have a choice between a run-of-the mill restaurant where servers are aloof and the food is mediocre, and an exciting concept where servers treat guests like family and the food is unique, the latter typically wins.
Both of those scenarios are built on company culture. At Angry Crab Shack our culture starts at the corporate level and extends throughout the rest of the Angry Crab family. That’s why Angry Crab Shack guests keep coming back and why our restaurants are growing. But, that growth requires everyone to buy into the culture.
“If you don’t believe in the culture, guests notice that,” said Andy Diamond, president of Angry Crab Shack. “Our guests are coming to forget about their problems. They’re coming to get a little entertainment and to have a little fun… and they’re spending hard-earned dollars to do that. If you’re not passionate about the company culture, it gets noticed.”
The Angry Crab Shack Company Culture
Angry Crab Shack promotes job enjoyment and enrichment by working like a family. We work together and support each other. We want this to extend to our guests who enjoy their dining experience at Angry Crab Shack because they feel like an important part of the family.
“We want people to enjoy their job,” Andy said. “That goes for bussers, dishwashers, managers, home office employees, Franchise Owners – everyone. We want our employees to enjoy their lives and what they do for a living. People should think of us as a family they can come to if they need anything. We want our employees to be comfortable with us and feel that there’s trust between us. We want them to feel like this is their company, their brand and they are helping it grow.”
Familiar Feel Appeals to Franchise Owners
Just like diners are attracted to a place where they feel comfortable and welcome, the Angry Crab Shack culture appeals to franchise prospects as well.
We start by establishing a sense of familiarity at our Discovery Day. We make sure we put names to all the pictures of employees they see during the opening presentation. Later in the day, when we visit the restaurants with the prospects, they recognize the employees and feel connected to them.
“We want franchise owners to realize how family oriented we are,” Andy said. “Once you become part of Angry Crab, you become part of our family. We do not call our franchise owners ‘franchisees.’ We call them franchise owners because they’re really our business partners. If they’re going to take the time, money and effort to invest in us, we want to make sure they feel good about us and trust us. That comes through familiarity.”
Culture Helps Grow the Brand
We are confident some of our employees will become Angry Crab Shack franchise owners one day due in large part to our company culture. Of course, the $3,479,866 average net sales in our corporate restaurants might have something to do with that too. If they can be profitable where everything is familiar, sticking with the Angry Crab Shack family is a no-brainer.
Our guests are part of the Angry Crab Shack family too because they feel like they belong – like they have ownership of their favorite Angry Crab Shack location. “That’s why they tag the walls or take selfies and put them on social media,” Andy said.
It’s no secret that happy diners contribute to restaurant brand growth. At Angry Crab Shack, that happiness stems from experiencing a genuinely good time. And that authentic pleasure of pouring out a bag of Asian Cajun flavored seafood onto the table, cracking open crab and lobster, eating with their fingers, writing on the walls, laughing and taking pictures with friends is fostered by the restaurant staff, manager, owner and corporate office.