Supple Restaurant Group says it works to meet all demographics with its restaurants, which provide memorable guest experiences from beginning to end.

When developing new restaurant concepts, CEO Jay P. Supple says Supple Restaurant Group looks at it as a process similar to making movies. “We create scripts within our concept,” he says. “When we create it, [we say] 'What's the movie? Now let's create the theme, let's create the plot, and how does it all lay out?'”

Just like movies, Supple says, the company tries to give its customers experiences that will keep them talking afterward. These experiences begin with the décor of its restaurants and end with the food. “We want to make sure we wow them with the food,” he says.

Based in Oshkosh, Wis., Supple Restaurant Group operates eight locations that not only include restaurants, but also banquet halls and a hotel. Its own concepts include Fratello's Waterfront Restaurants located in Oshkosh, Appleton and Green Bay, Wis.; Fox River Brewing Co.; and Wave Bar & Ballroom.

It is also a franchisee for Golden Corral Buffet & Grill and The Melting Pot, and operates a Hilton Garden Inn in Oshkosh. “We feel we cover all the demographics,” Supple says, noting that his company specializes in providing “cool, casual” dining that gives high value at moderate prices.

Although the franchisors set limitations on the company, “They supply us a lot of things from an operations and accounting perspective,” Supple says.

He explains that the company can take the lessons it learns from its franchisors and apply them in its own restaurant concepts. “For a restaurant group to grow, it is crucial to maximize your bottom line,” he says. “Controlling costs is a priority our corporate office controls with our general managers. Working closely with the accounting departments of our franchisor groups allows us to analyze profitability and breakdown cost in more constructive ways.”

'On Top'
Supple's parents, John and Dolores Supple, started the company in 1968, as a franchisee for Shakey's Pizza. Today, the company is in its second generation of Supple family leadership.
While Jay Supple oversees business development, marketing, menu development and management training in his role as CEO, his wife, Heidi Supple, is its corporate counsel and controller. She provides Supple Restaurant Group with legal expertise on employment and corporate law and financial analysis. In addition, she is a certified sommelier.

Jay Supple's brothers are also involved in the company. John Supple III is president and oversees operations, managing all equipment and purchasing. His wife, Doreen Supple, handles the daily accounting procedures, and Joe Supple is vice president, where he oversees the company's relations with customers. “Each one has part of the business that we stay on top of,” Jay Supple says.
He adds that these members of his family also started at “ground zero,” taking on such jobs in its restaurants as busing tables and washing dishes.

Branching Out
Over the years, Supple says, the company has operated in smaller populated areas of Wisconsin, as opposed to larger urban areas like Milwaukee. In order to grow within those smaller markets, while not competing with each other, Supple Restaurant Group has opened multiple concepts in each area.

However, that strategy changed with the Fratello's Waterfront Restaurant expansion into Green Bay earlier this year. The restaurant is exceeding all projections and has laid the foundation for the current development of Fratello's Waterfront Restaurant in Milwaukee.

The Supple Restaurant Group will open the latest Fratello's location in the Third Ward district of Milwaukee. “It's a new and up-and-coming area in Milwaukee,” Supple says. “It kind of reminds you [of] the meat-packing district of New York. [It has] a lot of warehouses that have been converted to boutique shops.” Next on the horizon for Fratello's are Madison, Wis., and Chicago.

In addition to holding the rights to open additional Golden Corral Buffet & Grills and another Melting Pot in the next few years, the company also plans to introduce a Canadian concept, which it will open first in Milwaukee and eventually roll out nationwide, Supple says.

Meeting Challenges
According to Supple, a challenge for the company is the increase in operating costs, from utilities to food prices. To cope, the company strives to adjust its menu prices and control spending. “We, as a company, have to always do better at buying,” he says, adding that Supple Restaurant Group monitors food trends to guide its buying.

Popular items currently include seafood and steak, as well as Italian dishes and its white chicken chili, which is served at Fratello's. “When we get travelers from all over the world, our white chicken chili is something they talk about all the time,” Supple says.

In addition, the company's customers are placing more importance on the atmosphere of restaurants. “[They] want to be wowed from the first step they [take] in your restaurant,” he says. Décor is crucial to the atmosphere of the restaurants. All the Fratello's Waterfront Locations have their own style depending on location.

One additional area of focus, Supple says, is the restaurants' restrooms. “Bathrooms have become a huge [area of] décor in a restaurant that sets the tone,” he says. “We believe strongly that you constantly [have to] be doing something unique within the bathrooms.”

For instance, at its Fratello's location in Green Bay, Wis., sinks are located on the outside of the restrooms, Supple says. The sinks are separated for men and women by a mirror suspended between the two sides. The guests are separated but they can see each other's hands underneath the mirror.

Knowing 'All Facets'
In addition to wowing customers with food and décor, Supple says the company intends to impress them with service. All of its employees undergo a two-week training program, where they learn all positions in the restaurants.

“We want to make sure when we put people on the floor, they know all facets of the business and how it runs,” he says, adding that this training allows its employees to answer the customers' questions about its kitchens.

In addition, Supple Restaurant Group provides a full wine training course for its employees.

When hiring, Supple says the company looks for personality in its restaurant employees, as opposed to knowledge. “If they have the personality, we can train them,” he says. “They'll have the knowledge to do anything they want to.”