The franchise that isn’t
Photo: Trevor Nichols
Memphis Blues BBQ House is known for the near-hypnotic smell wafting from its kitchens and food so messy each table gets its own roll of paper towel.
Kelowna’s two Memphis Blues locations are just a few of the dozen scattered across the west, but not everyone realizes Kelowna’s iconic BBQ joint is actually a franchise.
Andre Thomas, the owner of the Kelowna franchises, likes it that way.
“Sometimes franchises can be very cookie-cutter. They have the same consistent look. With us, every single store has its own identity,” he says.
Thomas, who originally came from the world of fine dining (he was training to become a sommelier when he first learned about Memphis Blues), says has made his location his own by adding personal touches.
He decorated the walls with photos of his own trips to the heart of BBQ country, and got creative with localizing the drink menu. But, minor aesthetics aside, what really sets Kelowna Memphis Blues apart is the diligence with which Thomas runs it.
He’s remained hyper-involved in his store’s day-to-day operations, and still does most of the staff training, specials, advertising and marketing.
“As a franchisee you have to be involved, you have to be hands on. You can’t expect you’re going to open up a restaurant and you’re going to sit on a beach and collect a paycheck. It just doesn’t work that way.”
“I’m very much the general manager of my store,” he says.
Despite all the work he puts into his restaurants, Thomas still doesn’t really have control over the Memphis Blues brand as a whole. Being a franchisee, he says, can be both a benefit and a curse.
“What’s good about it. Well…” Thomas says, letting out a big sigh and looking at the ceiling.
He lets out a small chuckle and sighs again.
He explains that being part of a bigger system allows him to tap into the resources of the larger group. There’s more money to spend on marketing, more mass purchasing power and a wealth of experience between all the locations.
There’s also greater brand recognition.
Some people stop in because of the great experiences they’ve had at other Memphis Blues locations, he explains. Others might avoid him for the same reason.
“If they go to another store and they don’t have a good experience then they automatically assume it’s going to be the same here,” he says. “And unfortunately, to be honest with you, it’s not always good.”
Thomas says he combats that by being extra “paranoid” about quality and safety in his restaurant, and staying hyper-involved in day-to-day operations.
Whatever he’s doing, it seems to be working.
In 2015 his Bernard Avenue location was named one of Food Network Canada’s “12 Great BBQ Joints in Canada.” Last year Thomas opened a second Kelowna location in Rutland, and 2017 marks the business’ 10th anniversary in Kelowna.
And in a business as challenging and volatile as the restaurant industry, that’s no small measure of success.
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