{"id":31041,"date":"2023-04-12T15:37:30","date_gmt":"2023-04-12T10:07:30","guid":{"rendered":"https:\/\/www.posist.com\/restaurant-times\/?p=31041"},"modified":"2023-08-24T17:17:49","modified_gmt":"2023-08-24T11:47:49","slug":"geoff-alexander-wow-bao","status":"publish","type":"post","link":"https:\/\/www.posist.com\/restaurant-times\/foodpreneurs\/geoff-alexander-wow-bao.html","title":{"rendered":"Turning the Tide: The Inspiring Leadership of Geoff Alexander"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">In this episode, we welcome Geoff Alexander, President and CEO of Wow Bao and a seasoned professional in the restaurant industry.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Geoff Alexander is known as one of the key pioneers of technology and innovation in the food and beverage industry. From being one of the firsts to introduce online ordering to adopting Web3 and NFTs, Geoff has led the adoption of some of the most challenging innovations of our times.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As a CEO of Wow Bao, Geoff has take<\/span><span style=\"font-weight: 400;\">n the brand from three brick-and-mortar locations to over 600+ virtual kitchens across the U.S. and Canada. The company has also opened multiple new revenue channels by launching at airports and college campuses.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Hop on as we talk to Alexander about his journey to success and learn insights into the restaurant industry.<\/span><\/p>\n<h1><strong>In Conversation With Geoff Alexander, President &amp; CEO of Wow Bao<\/strong><\/h1>\n<p><span style=\"font-weight: 400;\">In this episode of F&amp;B Talks, we speak with Geoff Alexander about his journey into the hospitality industry \u2013 from an underdog to the president of Wow Bao.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We\u2019ll discuss how he adopted the concept of <a href=\"https:\/\/www.posist.com\/restaurant-times\/restro-gyaan\/self-ordering-kiosks.html\">self-ordering kiosks<\/a>, the importance of human touch and product quality in restaurants, and how to properly nurture staff. Don&#8217;t miss out on reading his tips on growth, effective management, and cultivating a nurturing work environment.<\/span><\/p>\n<p><iframe loading=\"lazy\" title=\"Rise to the Top: The Story of Wow Bao&#039;s Geoff Alexander | Restrocast\" width=\"696\" height=\"392\" src=\"https:\/\/www.youtube.com\/embed\/Jc5ZfAWDY9k?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" allowfullscreen><\/iframe><\/p>\n<h2><strong>Journey into the Hospitality Industry<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Geoff Alexander began his journey in the hospitality industry as a general manager at Lettuce Entertain You in 1993. He worked his way up from a number four manager to a number two manager at Big Bowl, a small Asian concept restaurant in Chicago. He eventually grew into an area director role overseeing all the GMs.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">He worked his way up and gained valuable experience in menu development and <a href=\"https:\/\/www.posist.com\/restaurant-times\/restro-gyaan\/restaurant-design-tips.html\">restaurant design<\/a> while working at Vong under Jean-Georges Vongerichten, eventually becoming the CEO of Wow Bao, a fast-casual Asian restaurant chain, w<span style=\"font-weight: 400;\">here he continued to apply his knowledge and experience in the hospitality industry<\/span>. One pivotal moment for Alexander was when he was given the freedom to make a bold design decision for the Minnesota kiosks.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">He recalls calling Kevin Brown, the CEO of Lettuce Entertain You, and saying, &#8220;I think we need to make this wall green. Kermit the Frog green.&#8221; Brown&#8217;s response, &#8220;It&#8217;s only paint,&#8221; empowered Alexander to take risks and make bold decisions.<\/span><\/p>\n<h2><strong>Embracing Self-Ordering Kiosks Early On<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Alexander adopted the self-ordering kiosk technology way before it was a common thing \u2014 in 2008. The inspiration to implement the technology at Wow Bao came when he was asked to wait in line or use a voting machine instead. He realized that technology could be a game-changer for his restaurant.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Lo and behold, post-installation, Wow Bao clocked in amazing changes:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">An immediate increase in check average (average amount of money that a customer spends at a restaurant) and tripled their flow through (incremental profit)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Eliminate a cashier and save on payroll<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Ordering and receiving time was cut down to 54 seconds<\/span><\/li>\n<\/ul>\n<h2><strong>Importance of Balancing Tech with Human Touch<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Alexander coined the term \u2018hospitechality\u2019 to describe the combination of tech in hospitality while emphasizing that the human touch \u2014 the essence of hospitality didn\u2019t need to be sacrificed.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Alexander believes that food is not just about sustenance \u2013 \u201cIf you think about food, we&#8217;re surrounded by food at all times. We celebrate with food, and we commiserate with food. You always have to have food available. And if you remove the hospitality factor that the connection that food brings, that&#8217;s a problem,\u201d he says.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">During the pandemic, the restaurant industry relied heavily on technology; human interaction was minimal or non-existent. However, Alexander did the opposite. \u201c&#8230; during COVID, when everybody was trying to stop having hospitality, right, and go to pick up and not have interaction, I actually ripped out all those machines and went back to counter service,\u201d he says.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">While AI and online reservations may be convenient, Alexander believes that a human can only handle special requests and personal touches.\u00a0<\/span><\/p>\n<h2><strong>Using NFTs in Restaurant<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Alexander sees NFTs as a way to create a community and a direct relationship with customers who invest in the restaurant by buying an NFT.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">By using NFTs, Wow Bao hopes to restore the connection between the restaurant and customers. The goal is to offer different tiers of customers with corresponding benefits and create a dialogue with owners of the NFT. Additionally, via NFTs, restaurants can:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Exchange ideas<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Share feedback<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Offer a personalized experience to a select group of loyal customers.\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Wow Bao plans to start slow by being there, possibly as a billboard on their journey. Gradually establish a presence by having a Wow Bao vending machine where customers can order food without leaving the metaverse. There\u2019s much to learn from his journey in the restaurant world.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">He recalls calling Kevin Brown, the CEO of Lettuce Entertain You, and saying, &#8220;I think we need to make this wall green. Kermit the Frog green.&#8221; Brown&#8217;s response, &#8220;It&#8217;s only paint,&#8221; empowered Alexander to take risks and make bold decisions.<\/span><\/p>\n<h2><strong>Envisioning Restaurant-Less Future for Wow Bao<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Alexander envisions Wow Bao to be available wherever its customers are. It has already established a significant physical and online footprint in airports, college campuses, stadiums, and Amazon\/Walmart.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Plus, they have expanded to over 400 grocery store locations and 1000 sushi counters through partnerships with sushi groups. It has 700 dark kitchens or virtual restaurants throughout the United States and Canada, further expanding its reach to potential customers.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Wow Bao\u2019s ability to manufacture their product and ship it frozen also opens various doors for the brand, something that cannot be said about other brands. <\/span><span style=\"font-weight: 400;\">This versatility allows the brand to be placed in even unlikely places such as a space shuttle or a Tesla charging sites. When asked about their next steps, Alexander believes that the potential for Wow Bao is enormous \u2013 &#8220;We&#8217;re at the beginning of where we could be,&#8221; he says.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When asked about their next steps, Alexander believes that the potential for Wow Bao is enormous \u2013 &#8220;We&#8217;re at the beginning of where we could be,&#8221; he says. There\u2019s much to learn from his journey in the restaurant world.<\/span><\/p>\n<h2><strong>Maintaining Product Excellence in Dark Kitchens\u00a0<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">The dark kitchen model is a delivery-only <a href=\"https:\/\/www.posist.com\/restaurant-times\/restro-gyaan\/decide-restaurant-concept.html\">restaurant concept<\/a> that operates out of a commercial kitchen without a storefront, and Wow Bao operates on the same concept. While the dark kitchen model offers benefits such as lower overhead costs, it also presents challenges such as maintaining quality control and brand consistency.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But some cons Wow Bao faces are:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Cooks at partner locations may not even be aware they are cooking Wow Bao dishes. This leads to inconsistencies in the quality of food.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Cooks may not appreciate working with Wow Bao and may not be invested in maintaining its high standards.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">\u201cSo this is the most dangerous thing a company can do. And all we can do is teach and share culture. And if someone&#8217;s not doing right, we can turn them off, and we have the right to turn them all at once,\u201d Alexander says.\u00a0<\/span><\/p>\n<h2><strong>Importance of Social Listening for a Restaurant\u00a0<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Social listening refers to monitoring social media platforms to gather insights and <a href=\"https:\/\/www.posist.com\/restaurant-times\/restro-gyaan\/tips-to-collect-restaurant-customer-feedback.html\">customer feedback<\/a> about a brand, product or service. At Wow Bao, Alexander stresses the need for pattern recognition when addressing customer complaints in the restaurant industry.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">He emphasizes the importance of understanding the problem before attempting to solve it, as external factors may be at play, such as third-party delivery fees. After that, responding positively to positive and negative reviews can help mitigate negative feedback&#8217;s impact.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">According to Geoff, the key is dedicating resources to social listening and understanding what is important to the brand. As he says, &#8220;It (Social media) is as simple. It&#8217;s just, are you dedicating resources to it?&#8221;<\/span><\/p>\n<h2><strong>Hiring and Nurturing Talent<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Alexander shares tips on<a href=\"https:\/\/www.posist.com\/restaurant-times\/restro-gyaan\/hire-better-restaurant-staff.html\"> how to hire <\/a>and nurture the right talent for your restaurant. He believes it essential to assess whether the candidate fits the company culture and if they&#8217;ll be good in the bullpen with all the other players. As Alexander puts it, &#8220;If I don&#8217;t get that emotional spark that you&#8217;re going to add value to the team, that&#8217;s the problem.&#8221;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Regarding nurturing talent, Alexander emphasizes connecting with your team members. He advises entrepreneurs to invest in their employee&#8217;s growth and development and give them opportunities to learn and advance.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">He says building a nurturing environment is key to retaining top talent. &#8220;People want to know that you care about them, that you&#8217;re invested in their growth, that you&#8217;re invested in them as a person,&#8221; he says.<\/span><\/p>\n<h2><strong>Conclusion<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Alexander\u2019s tenacity and vision have earned him industry-wide recognition as one of the Top 25 Executives in the Fast Casual Industry for six consecutive years (2014\u20142021).\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">He has also been hailed as one of the most influential restaurant CEOs in the country by Nation&#8217;s Restaurant News, cementing his status as a formidable force in the culinary world.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Beyond his love for the culinary arts, Alexander is a fitness enthusiast and doubles as a Spin Instructor, where he uses his passion for helping people stay fit and healthy with indoor cycling workouts.<\/span><\/p>\n<!-- AddThis Advanced Settings generic via filter on the_content --><!-- AddThis Share Buttons generic via filter on the_content -->","protected":false},"excerpt":{"rendered":"<p>In this episode, we welcome Geoff Alexander, President and CEO of Wow Bao and a seasoned professional in the restaurant industry.\u00a0 Geoff Alexander is known as one of the key pioneers of technology and innovation in the food and beverage industry. From being one of the firsts to introduce online ordering to adopting Web3 and [&hellip;]<!-- AddThis Advanced Settings generic via filter on get_the_excerpt --><!-- AddThis Share Buttons generic via filter on get_the_excerpt --><\/p>\n","protected":false},"author":16,"featured_media":31044,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":""},"categories":[810],"tags":[3131,3068,3132],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Turning the Tide: The Inspiring Leadership of Geoff Alexander<\/title>\n<meta name=\"description\" content=\"Geoff Alexander, CEO of Wow Bao, joins F&amp;B Talks to discuss his journey to success and insights into the restaurant industry.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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