Don't Ignore Grassroots Efforts When Building Your Brand With Lee Marcum, CEO of Jack’s Donuts

From Persona To Personal

Lee Marcum is the CEO of Jack’s Donuts, based in New Castle, Indiana. Founded by his grandfather in 1961, he is a third-generation owner of the business. Over the past decade, Lee led Jack’s transformation from a $250K-per-year single-store to a multimillion-dollar brand with more than 20 locations across the US.

What you’ll learn in this episode:

Would you like to establish your brand in a new market? Although your product may be popular in your community, it’s unknown in another location. You don’t have to come up with grand ideas or a massive budget because the fastest way to grow is through the customer experience.

Jack’s Donuts consisted of one popular location in Indiana from 1961 until 2007, when Lee Marcum purchased the restaurant from his father. Lee’s entrepreneurial spirit drove him to expand the brand through franchising, and over the past decade-plus, he added more than 20 locations in multiple states. When moving into a new market, Lee explains how Jack’s found success through grassroots efforts rather than throwing money into social media and advertising. Lee’s strategy is to designate one person to attend events (like farmer’s markets) in new communities, set up a Jack’s Donuts tent, and hand out free doughnuts to anyone who wants one.

On this episode of From Persona to Personal, Roger Hurni sits down with Lee Marcum, CEO of Jack’s Donuts, to discuss the keys to successfully franchising a small restaurant brand and breaking into new markets. Lee talks about the history of Jack’s Donuts since its inception in the early 60s, why he decided to expand through franchising, and how grassroots tactics won customers in new communities.