We were lucky to catch up with Michael Holcomb recently and have shared our conversation below.
Michael, thanks for joining us, excited to have you contributing your stories and insights. What was it like going from idea to execution? Can you share some of the backstory and some of the major steps or milestones?
My restaurant, Peduncle, in Stone Mountain Georgia was a concept that was forced into existence by a “break-up” with my former landlord. A hasty exit of my successful former location left me 10 days to move until the end of the month. fortune landed me in a spot that had previously housed a “vegan BBQ” food spot. The only feasible location to move came with a restricted kitchen due to a small grease trap. So my budding concept for a plant-based fast food restaurant had a foothold. Peduncle is a botanical term that refers to the part of the plant connecting the stalk to the fruit or flower. That connection point seems symbolic to the fact that I was choosing to set aside my former brand : The Fountain, and subsequent familiarity in the community. Vital to bear fruit.
In my life as a graphic designer and sign shop operator, I was always ready to tackle a new corporate identity. And I had many brands swirling in my mind as well. But I spent a whole Winter researching and soul searching about the change. And how far to go… you see, I was known for BBQ pork and ribs, burgers & fries. And as trendy as plant-based foods are… that’s a vast difference from my base. ( Note that I have always served a veggie burger )
During that Winter I interviewed several Vegan chefs and operators… what I learned was NOT to try to court those consumers because my intention was to still offer meat options. A hybrid concept was birthed and has subsequently been validated by many customers eating healthy but living in a “mixed household” or meat and vegetarians. Peduncle has bridged that gap.
Phase One included all the permits and some buildout / interior finish. As usual this ran into more than bargained for. The great part of this story was all the support from friends and family and amazing benevolence of my contractor and friend Gordon Ross. He is 100% responsible for leading me out of that wilderness.
But too long of a story………. SHORT… it worked out.
I fortunately was drawn to one of my earliest logo concepts and ran with it. Wresting a menu concept into a printed form is a whole other thing. ( that I love to do also )
Months of being closed had customers pulling at the door in frustration… I felt the same.
A Year of “soft openings”, staff team building, signage and menu prototyping was all wrapped up in that” Phase One”
Seeing it get off the ground and actually discover new and old customers and get generally positive reviews was key to moving onward. Phase two would be about making solid choices on the menu and adjustments to how items were presented graphically. Things were “REAL” now and it was time to look at new ways to offer our food. Having survived the pandemic by tripling my business using curbside and delivery apps, I knew the future was here. Peduncle needed to excel at these technologies and customers desire to order online with ease.
I made decisions to use a new integrated POS system streamlining all platforms to one interface and ticket printer. And immediately started seeing positive results. I do want to monitor the overall profitability of the various delivery apps.
Continuing efforts to reach out through social media, and grass roots marketing has always yielded good results.
I enjoy doing a blend of all these activities from cooking sauce to ad layout…. social media to pit boss.
It’s still a small business…the “little guy” but I have lots of irons in the fire. Catering has me doing everything from feeding 250 kids daily to weddings and even funerals. Event vending keeps me out in the community and networking (always) at some phenomenal music and art events around Atlanta.
But it was asked… in order to move beyond the idea phase and actually launch WHAT was needed ?
My answer to that is FAITH. Keep manifesting that dream.
Michael, 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?
Downtown Tucker Georgia was a small railroad town northeast of Atlanta. I grew up there and started a storefront design business in the 90’s. I feel in love with a downtown property that was receiving some distress from the tenant who was tearing out the fixtures of the vintage soda fountain and drug store . In one phone call to the owner, an elderly lady who lived 10 hours away… I found myself the owner. After housing the graphics and apparel business there for 5 years longer – I finally bent my will back to the soda fountain… it belonged to the community, and they should get to use it.
So I developed a food program around my concept of American classics at a lunch counter.
I thought a commissary style almost snack bar type fare would work. But soon found out that everyone wanted to be a restaurant critic. Pride in the idea and brand kept me going many cold winters back then.
Over a 13 year run we grew a community based music program into The Fountain hosting live music of some sort 5 night a week. We had a 10 year run hosting a bluegrass picking circle family event. Hip Hop to fashion shows…we did them all. And I sold that dilapidated old building to a great outfit who needed it .
This accomplished many goals for my family.
It also left me with kitchen equipment and my brand. I chose to continue my work on the food program alone without the cultural space. In a gas station kitchen take away spot – I was able to triple my food sales over a seven year run.
Let’s talk about resilience next – do you have a story you can share with us?
a long cold winter on Main Street in Tucker was a chore of patience for a few years I’ll say.
Space heaters and helping raise my girlfriends kid while holding down the fort. What a life !
If there is any lesson in any of my pain – it is : Expect the Unexpected and roll with it.
We often hear about learning lessons – but just as important is unlearning lessons. Have you ever had to unlearn a lesson?
The food business has worn me down like a rock tumbler in dealing with people.
The more you deal with large groups of people – the more issues and temperament types you will encounter.
I think my patience has grown immensely. But judging people too quickly might have cost me a best friend.
One day I was picking up a free keg from a local brewery of some renown. My Friday had spit me out there just before 5 pm. The only one who hadn’t skedaddled for the weekend was “Mark” or so it said on the patch of his workshirt. He didn’t feel my urgency or really care or know too much. I was pissed and frustrated, but he came through with a keg of Sweetwater. And ever since then he has been coming through as a friend for years and years. I have gotten to watch his kids grow up and been blessed many times by this guy..
The lesson to unlearn is the one about assuming and ASS’s. Speak into the listening of your audience and relax.
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Grace Newton Music