Eric Roy Jr., who has lived in the Windy City all his life, founded Surf's Up 12 years ago when he was a corporate tax auditor for the state of Florida, living in Chicago and traveling to Tallahassee for work.
"I adored Gulf shrimp in Florida, and there was nothing like it in Chicago," he said. "My wife, Denise, is a chef, and we took some ideas from the restaurants we loved in Florida and brought them back to Chicago. This inspired us to open our first Surf's Up location in 2012."
By 2014, the couple added two locations, including a franchise that his sister, Vanetta Roy, owns in Chicago's South Shore area. They sold an additional four stores in 2019, and when the pandemic hit in 2020, they took time to network, build infrastructure, generate funding, work with mentors and think about how they wanted to grow the brand. The chain now has eight locations.
I had the chance to interview Eric Roy recently:
Q. First off, how has business been at your Soldier Field location?
A. So far, business at Soldier Field has been amazing. In addition, to working in all Chicago Bears home games, we will also be working in Chicago Fire games and some concerts. Business has been great and growing every week. It has also been a great experience for our staff.
Q. Building this network of support and mentorship was brilliant in my opinion. Why did you feel this was the correct approach and how long did it take?
A. When I first began selling franchises, my wife and I immediately sold multiple franchises and after the pandemic hit, we ran into some challenges. It was then that I realized that we did not have the infrastructure to support a large franchise group and that I would need the right infrastructure to grow the brand properly.
Q. How did you meet your mentors and how will they support you?
A. I originally met my mentors by going to all industry events and conferences that I could. What I found out that there are some genuine people out there in the industry that are happy to help you and guide you towards success. Once I began to meet the industry veterans, I started learning from them the blueprint of how they did it and I also learned that there's more than one way to scale the business.
Q. Describe the infrastructure of support that you have built through developing relationships?
A. I have aligned myself with industry rockstars like Scott Redler, Co-Founder of Freddy's Frozen Custard and Steakburgers, Ray Johnson, former VP of Operations at Cracker Barrel, Scott Redler, former CEO of Walk Ons Sports Bistreaux and other who in the industry who have been happy to help me with guidance and by leveraging their networks to help Surf's Up restaurants scale.
Q. Can you provide wisdom or advice to up and coming Franchisors?
A.
The best advice that I can give would be to keep going and learn from your mistakes. Also, do as many conferences as you can to create a village around yourself of like-minded people in the industry who want to see you win. Also, eat more seafood. Thank you!
Roy Jr. is also selling franchises in Nashville and Las Vegas and hopes to secure locations in additional stadiums around the country.
About the Author
Rick Morgin is a Consultant with The Franchise Consulting Company and alumnus of Santa Clara University. He assists clients with the educational process of researching and selecting available franchise businesses that best suit desired lifestyles and financial goals. Contact Rick at
rick@thefranchiseconsultingcompany.com.
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