We’re excited to introduce you to the always interesting and insightful Derreck Johnson. We hope you’ll enjoy our conversation with Derreck below.
Derreck, thanks for taking the time to share your stories with us today Let’s kick things off with talking about how you serve the underserved, because in our view this is one of the most important things the small business community does for society – by serving those who the giant corporations ignore, small business helps create a more inclusive and just world for all of us.
I hire the unemployable. Most of my applicants are returning citizens and come from marginalized communitites. By giving second and third chances to those who are often left out of the employment arena, has been one of the most rewarding aspects of my life. Watching an individual with no hope and aspirations, turn their life around and become a productive citizen in their community is tranfromative. That’s who we are the transformative employer.
Derreck, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?
My name is Derreck B Johnson, a native of Oakland, Ca. It was never my intention to go into the restaurant business and a bad investment to assist other family members turned bad, hence I became a restaurant owner that has never worked in a restaurant before! 21 years later I’m still here and thriving in the city I love dearly. The Home of Chicken and Waffles known formely as a franchise of LA”s iconic Rocoe’s House of Chicken and Waffles has served, employed and been a staple in the city for over two decades. We have a huge customer base that ranges from all economic levels, ethnic backgrounds and ages. This alone for a black owned business is an accomplishment and what I’m most proud of, the melting pot we have created for those who might not interact with one another a space where you can. Through our employment practices, by giving everyone a chance we have set ourselves apart long before hiring returning citizens became fashionable. A trend we are proud to have initiatied for other employers to follow.
Have you ever had to pivot?
Covid was crushing to our industry. Most restaurants did not make it and those of us who pivoted did. We are known for our late night dine in business which made up 50% of our sales. When no one else was open we where. We had to adjust our strategy and reduce our operating hours, go to a TOGO only business and really rethink who we are as a company. Fortunately we have been a beaken in the community and we shifted to a contracted base business, providing meals for the city and county. Non profit organizations and other contracted work to stay afloat. We downsized our staff and created a pick up window for our loyal customers when indoor dinning was not an option.
Can you share one of your favorite marketing or sales stories?
We created a “Free Waffle” coupon with no obligaiton to purchase anything. My team did not agree at first with my logic. However, I assured them it’s a tool to get butts in the seats! It worked. No one was coming in to just eat a waffle. By luring customers in by giving something away, increased sales and we gained new customers.
Contact Info:
- Website: https://homeofchickenandwaffles.com
- Instagram: _thehomeofchickenandwaffles