WIENERSCHNITZEL tidal wave of opportunity could be for the Express concept ,” said Milburn . “ For my development team , to put dedicated resources toward going after that market is definitely a consideration for 2016 if these test locations go as we expect . We couldn ’ t be more excited about that arm of the business .”
Building the future With a new website , new franchisee brochures , and new location models already proving successful , Wienerschnitzel is ready to ramp up its expansion efforts even further and take the brand nationwide in the new year .
“ We are very aggressively wanting to open up new markets in the South and Midwest ,” said Milburn , noting that the restaurant chain is exploring trade shows like October ’ s NACS Show and the upcoming Multi-Unit Franchising Conference in April to build its national presence , especially among multi-unit franchisees .
“ Our number one priority is to attract good operators ,” he added . “ For people with experience and knowledge , who understand the matrix of this business model , we have a winner to share with them in what I consider to be a category that we own .”
Respecting the past For all its growth plans , perhaps the most crucial puzzle piece is ensuring that Wienerschnitzel never loses sight of what makes it an iconic brand . “ The chili cheese dog , chili cheese fries , soft serve and corn dog — as simple as they are , our proprietary products are a phenomenal offering ,” said Milburn . “ It ’ s a great product , it ’ s value priced , and it ’ s one we do better than anybody else . We stay true to that and don ’ t get outside of our lane — you ’ re not going to see us doing kale salads — because it ’ s what works .” As plans continue to build on such a strong foundation , Wienerschnitzel is ready to face the future head-on . “ Through the end of December , it ’ s been the trial of getting things put into place — making sure our marketing is going in the right direction , that we ’ re putting dollars in the right places , that we ’ re getting the right people ,” said Milburn . “ We ’ ve done a really good job — we have hit the momentum , or at least have our shoes laced ”
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