We’re excited to introduce you to the always interesting and insightful Will Shuff. We hope you’ll enjoy our conversation with Will below.
Will, looking forward to hearing all of your stories today. Let’s start with what makes profitability in your industry a challenge – what would you say is the biggest challenge?
The restaurant industry is very challenging and profit margins are thin in good times. The current economic climate and changes in consumer behavior post pandemic have created an almost impossible situation for small businesses not just restaurants. All of our costs have increased while volume is down. Food costs, labor, and maintenance/repair costs have skyrocketed with no relief in sight. Prices like to go up but not come down.
Will, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?
I am was born and reside in Nashville, TN. I started the 12 South Market and Deli in 2003 which transitioned into the 12 South Taproom in 2006. In 2017, my business partner, Jamy Borda, and I opened the 51 North Taproom in The Nations neighborhood in West Nashville.. Though I have a degree from the University TN in Environmental Science, I have always enjoyed cooking, great beer and good times with friends which led me on my current career path. Upon moving back home from Durango, Co in 2000, I saw an opportunity to expose Nashville to craft beer which was abundant in CO. Nashville only had a couple local breweries at that time and very few places that featured craft beer. I saw an opportunity and took a chance on a location on 12th Ave. S in what has now become one of the hottest areas in town. Never would I have imagined what this rundown neighborhood would evolve into today. It is now filled with tourists, restaurants, and boutique shops. We pride ourselves on our friendly staff with many long time employees at both locations. Our staff is the heart of our business and help build our relationships with our communities. We also are dedicated to providing house made fresh food with options for everyone including vegetarian, vegan and gluten free for those with dietary preferences or restrictions. I am most proud of our relationships with the community and our regulars. The relationships that we have built through the years as well as the opportunity to give back are the things one doesn’t really consider when trying to build a business but in the end have proven to be the most gratifying.
We’d love to hear about how you met your business partner.
I met my business partner, Jamy Borda, through a mutual family friend. Jamy came to work for me at the 12 South Market & Deli. We quickly became close friends. The deli was a little ahead of its time and the up and coming 12 South neighborhood was not quite ready for that concept. When faced with folding up the tents and giving up, I decided to shift to our current model which is craft beer and fresh food in a friendly, laid back atmosphere. Jamy, along with her husband Hernan, joined me to create the 12 South Taproom which will turn 19 in June.
How about pivoting – can you share the story of a time you’ve had to pivot?
The pandemic is probably the most stressful and trying time of my business journey though there have been many. Being a small business without access to a lot of capital is not an easy road. Restrictions due to the pandemic and having our business facing shutdown to the public or finding a way to survive. Our core team at both locations worked our tails off putting in many long and uncertain days in an effort to persevere. In addition to take out food we started selling groceries such and produce, meat, cheese, and prepared family style meals. With the ever looming toilet paper shortage, we included a free roll in every grocery box we sold. Without the dedication of my team and a will to survive, we would not be here today.
Contact Info:
- Website: www.12south taproom.com www.51northtaproom.com
- Instagram: @12southtaproom @51northtaproom
- Facebook: 12 South Taproom 51North Taproom
