Strategies That Made Friends & Brgrs a Top Burger Chain in Finland

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About The Episode

Welcome back to another exciting episode of the Food Service Growth Show, where we dive deep into the stories, strategies, and secrets of some of the most successful food service brands across the globe. Today’s episode is an absolute treat for food industry professionals and enthusiasts alike, as we’re joined by two prominent leaders in the food service industry: Carl Jacobs, CEO of Apicbase, and Isak Fagerholm, COO at Friends & Brgrs, one of Finland’s most beloved burger chains.

Isak will take us through their journey, highlighting the key decisions, growth phases, and milestones that helped them scale their operations. From humble beginnings to operating 29 locations, the growth story of Friends & Brgrs is nothing short of impressive.

Read The Interview

Carl: Hello, I’m Carl Jacobs and I’m co-founder and CEO of Apicbase. At Apicbase, we are building the world’s best food and beverage management platform. But in this podcast series, it’s all about finding answers on how to grow and scale your food service business. I’m talking to experts and industry professionals who are passionate about building a healthy food service industry. Join me on this fascinating journey of entrepreneurship in food. Hello everybody! Welcome back to another episode of the Food Service Growth Show. Today I have with me Isak Fagerholm, who is the chief operating officer at Friends & Brgrs, who is in Finland. And hello, Isak. Thanks for joining us.

Isak: Thank you for the invitation, Carl, and I’m happy to be on. I like what you’re doing with the podcast.

Carl: Thank you very much. Thank you for those kind words. I’m sure that in the next 30 to 40 minutes we will have a fantastic conversation. 

Carl: And as always, I am very interested in the person that is sitting in front of me because I like to understand, you know, how does somebody become a chief operating officer at a burger joint? So first question, as always, is who Isak is and where do you come from?

Isak: Yeah. So. Well, my roots are in Jakobstad, a small city on the west coast of Finland. But I’ve spent most of my life in the Helsinki region. my background, my professional background. I started to work when I was quite young. I worked with food. Well, in a food factory actually, since I was 14. And then when I was 19 to 20, I had my military service, which is mandatory in Finland. And after I left, I was looking to do some work with people as I had only worked in factories before. And then I heard that a couple of people were planning to start a restaurant chain, Friends & Brgrs, and one of them is my father. So that’s how I came across it. And they were looking for people, and I put in an application and said that I want to work with people and I want to be a part of building something new. And I joined the company a couple of months before we opened the first restaurant. And then that’s ten years ago now. And it’s been a really, really interesting journey with a lot of mistakes and a lot of lessons learned, but mostly, mostly good memories.

Carl: Yes, that’s what we are going to do. I hope you will share a little bit about those challenges, mistakes and also the lessons learned. But before I go in there, I have a very specific question. You do military service for Finland. Can you tell us a little bit about that? Because I am from, we do not have any mandatory military services. Do you learn something there?

Isak: Yeah. I think well, in Finland we have. It’s for all men. It’s compulsory. So you have to do 6 to 12 months, depending on what kind of training you get. And I did it for 12 months. And I guess you can learn a lot from it. If you have the right attitude, I think it’s great. And I think what the Finnish are saying about operations specifically, I think it’s really great that they get that they, you know, I think it’s maybe like at least over 10,000 people each year. And then they, these young men and women, and then they teach them to fire a weapon and walk for 70km without hurting themselves. And that takes, you know, good training routines and a really clear role and a well built organisation. So I think for me personally, I learned a lot. I think there’s a lot of good things that you can learn from them. Yeah, from the military. But yeah, in Finland it’s for all men and then it’s voluntary for women.

Carl: And these things that you’ve learned there, especially from an operations point of view and, you know, learning to walk 70 km. And are these things that you carry along, throughout your life as a professional or is this more kind of a one off thing? And it was nice to do, but that’s it.

Isak: Yeah, I think I think there’s, well, you know, the early years of your adulthood, there’s a lot of things that impact you and, and make a difference. And I think for me specifically, I think I’ve been able to apply a lot of the learnings to Friends & Brgrs and for my work for example, I think one of the good practices they have is that when you’re going to have a training or you’re going to train something to a to to your group in the military, you have to make a plan before you you have the training and you have to specify where you’re going to have the training, what you’re going to say in the beginning, how you’re going to set up the, the, the whole whole session. And you have to do it so detailed that if you get sick or can’t make it in any way, you should be able to hand the paper to someone else, and they should be able to have the exact same training just by reading through your instructions. So I think these kinds of things are quite useful and it’s very, you know, structured the way that they lead and, and Yeah. Do they help?

Carl: All right. Fantastic. Of course then after the military service, the six friends come together and they decide to start a Friends & Brgrs. You say I joined a few months before opening the first. The first joint. What was your role back then?

Isak: So it was basically me and one chef that kind of managed the first location. And when I joined the, the product development was, was, had started, but there was still we started. Well, the first couple of tasks that I did was to help with recruiting, setting up the POS system and, you know, painting walls and opening shipments. Shipments of equipment and normal stuff that comes along with opening a new location. Yeah. And then, for the first year, well, the role was basically to just do the pilot restaurant and try to get the concept defined, the processes and the business.

Carl: So I hear this often when people start new businesses, it’s very operational, which is obvious. But one question that I had when preparing this talk was, all right, there’s six friends and then they hire you and you are basically running that restaurant with another chef and you’re doing the recruitment. What was the relationship between the six, let’s say founding friends then and your relationship and what was their contribution, compared to yours in the sense or were they just, let’s say the finance people?

Isak: Yeah. I think, well, it’s a small circle up north and one of the friends of the six founders is my father, and one is my uncle. And then, I do know the other ones as well in some way, but I think they’ve been really great and very hands on. I think the whole area where I’m from and where the founders are from is very entrepreneurial. And I think everyone has been in some way helped Friends & Brgrs very hands on throughout the years. And four of them have worked. No three of them have worked in the company for a couple of years. Yeah. And one still works. Yeah. So they have been really hands-on and you know, when we opened the second location and I’m sure we got to that, it was quite busy. And I know I remember a couple of the founders came in on a Friday and Saturday and ground beef with me because we have. Yeah, we were very busy. So that’s, that’s the kind of mentality that the group had. And yeah, and it was that we had a great relationship and they have been. I’ve learned a lot from them.

Carl: And when you talk about the beginnings and when they set this up, this idea and opened up the first, let’s say, concept store, was the idea immediately to grow into a chain, or was this kind of more accidental?

Isak: No, this was clearly meant to be a chain. From day one. We, you know, we had branded wrapping paper and the whole concept and brand was built for it to be. Yeah, for it to be a chain. And I think it was quite interesting actually, because we had just one location in Pietarsaari or in Jakobstad where we opened the pilot restaurant and some newspapers came to do a story on us. And when they published, they wrote that Friends & Brgrs, the new restaurant chain, and we only had one location. So that’s how.

Carl: That’s nice. Yes. And when you opened this concept store, what was the biggest learning that you did during those first 12 months? And, you know, maybe also the biggest challenge that you had in those early days.

Isak: Yeah, we could do a whole episode on just the first year, but I think, the biggest challenge was with quality, because we had done product testing and we had really, you know, refined the product and we had a great burger and we had great fries. But then when we and that was when we made only, you know, 5 to 10 burgers in a test kitchen. But then when we opened, you know, we had a couple of hundred people, people the first weekend and week and, and that turned out to be a quite more.

Well, much more challenging than we were prepared for. And I think a good way to illustrate this is, you know, opening day, you have a line out the door outside the door. And my, my brother, my twin brother was the second one in line. And, you know, we feel we think we’re ready, you know, and I’m standing behind the cash register and, and we have the chefs in the chefs in the kitchen are prepared. And he’s customer two. And he gets a burned burger. His is patty was burned. So that tells you about how unprepared we actually were to start. To start.

Carl: Did you get through the shift or did it?

Isak: It’s kind of a blur, I think, the first couple of weeks. But it was fun, but very intense. But we did have a really big, big struggle, especially with consistency in general, but more specifically with fries. we did triple cooked fries with, you know, with the freezing of the potatoes in between. And it was really demanding. And, we had huge quality issues. And I think then if that’s the biggest challenge, then go into the learning. I think the thing we did well was that we didn’t give up. We kept trying to improve and learn and develop the product and processes. And after a couple of months, in the fall of 2014, we kind of figured some things out in terms of, especially in terms of fries. And then I think the thing we really did well is that we realized that now we had a lot of disappointed customers. Some were happy with the product, but we were so inconsistent that we knew that we had a lot of people that didn’t really get the best experience.

So we actually when we got the new potato harvest in the fall, we had a free fries event. So we basically told the city that now we figured it out, we have fresh potatoes and we’re it’s on us, you know, come and have free fries for the whole evening. And we had a lot of people come in and, and, and give us another chance. And I think, I think that’s the way to go when you make a mistake, you know, you admit it and then and then try to, to repair the damage.

Carl: Yeah, that sounds like a big thing. It’s like, you know, your audience almost forgave you for the, let’s say, the early mistakes. And then they said, okay, let’s try this again. And, can you tell us, talk us through then the first, let’s say the next phase where you go from one to a few locations. What was what you did then? How did you manage to go from one to multiple locations? And by the way, how many locations are there today?

Isak: Yeah. So I’ll take the locations first. So we have 28 now. We opened one last week or a week ago on Thursday. And then we’re opening the next 1/29 next week, so. All right. So almost 30 now. I think if we take the net. So we did the pilot and we got it kind of working and we thought we had it figured out.

The next step was to to open location two. And we did that in Helsinki, very central location. and we were expecting, expecting it to, you know, feeling optimistic. But at the day of opening again, we had a we had a long line out the door. And that was maybe the moment when we realized that there’s something here, This will work. and that was a very positive feeling. And then we opened the door and we started to make the burgers and, and we thought that the line would end, but it didn’t end. It kept going for the whole week, and then a couple of weeks and then the whole So 4 or 5 months, we had a constant queue every day. And that was very challenging in terms of getting, you know, the restaurant up and running because we were always a bit behind, you know, trying to recruit more, trying to prep more and getting the, you know, investing in new equipment. and I think we only survived if the first was tough and we only did it because we had a great, great team. I think the team in, in the second location during the war, was really amazing. We had some great people who really pushed through a very hectic and I think Friends & Brgrs wouldn’t be here without the people who work those early years.

All right. So that was location two. And then after that we kind of quieted down maybe just a bit. And we kept improving. And then the next year we opened three more locations. So we had this, quite, quite rapid growth from just one location in a small city to, to five. And this was one of the most challenging times as well, because we didn’t really have the processes or the, you know, instructions or like the handbooks. we didn’t have any. No one in the team had any experience since we were all so new. we didn’t we didn’t have, you know, the possibility to put in a startup team to the new openings. So it was kind of like we were stretched quite thin.

But again, for some reason, we were really attracted to, you know, great people. And we had amazing teams in all the restaurants and that learned fast and, you know, were flexible and wanted to help out and make a success out of it. And I think that that was really I’m very thankful for. But I think, yeah. So scaling, scaling up, you know, from seven people to 140 in, in one and a half years, that was very a tough challenge. But we made a lot of mistakes throughout those years. But I think we were quick to adapt and react and try to learn. And I think the product and the brand was good enough. So customers also forgave us.

Carl: Yeah. And then you say you grow from 7 to 140 people. Obviously your role changes as well because in the beginning you are operationally involved in making sure that patties aren’t burned and that all of the tills are the orders are registered correctly. When you have 140 people, you need to manage them. And what were you in? How was your role evolving throughout that period?

Isak: Yeah. So when we went to three locations, my role or I started as a country manager and was more trying to build the organisation with, with having individual restaurant managers and my role would be more, well, operational active still, but more managing them and also developing the business. Mhm. but that’s maybe more like that in reality, of course, it was very hands-on. I remember when we opened the third location, I was there for three weeks and very hands on in the kitchen every day. Mhm. so, so it’s and I think that’s something that we, that’s a strength of Friends & Brgrs. So the whole team, the management team we have now, the majority of them have been with the company for a long time or, and have worked, you know, hundreds of shifts in the, in the, on the floor. And that’s something that’s been really key to us, you know, understanding the business and understanding our staff as well as I hope we do today. And I have to say, as even now with 28 locations, I still do shifts.

Carl: Are you still part of the operational team from time to time?

Isak: No. Yeah, you have to. Two weeks ago, I did my last shift and I always tried to pick the ones, you know, where there’s actually need for help. so you get, you know, the adrenaline, adrenaline flowing and get to be part of the action. I really like to work. Work shifts.

Carl: Yeah. And that keeps you closely attached to, of course, the operations itself. Do you feel it? and then, you had five outlets after three years. At what time did NoHo become a partner, actually?

Isak: Yeah. So we can skip ahead a couple of years. And we had ten locations in, in or 9 or 10 locations in 2019. And we had at some point, you know, the we have been looking for, for, for a partner and, and the NoHo deal was well, so some context now is one of the biggest or the biggest, restaurant group in the Nordics, and they have around 300 locations. and we had discussions with them and we signed the deal in 2020, early 2020, I think it was January and then the deal closed in April, 2020. So just after Covid had started, it was quite, quite a hectic time to, for, for the acquisition. Yeah.

Carl: So you signed the deal right before Covid and then Covid hit. How was the partner doing it? How did NoHo react to this, and then how did they support you?

Isak: Yeah, I think NoHo has been a great partner to Friends & Brgrs and we had a quite, you know stressful start of the integration and the and since it was very, very different in the spring of 2020 for the restaurant business. But I think throughout this there have been a good, you know, strategic partner and they’ve been we’ve learned a lot from them in terms of, you know, building the chain and putting in place better processes to ensure that we’re, we’re performing as well as possible. I think I think it’s been really, really good. And they also, they allow us to or we still operate as our own chain within the group. So I think the setup we have is very beneficial for both.

Carl: Yeah. So NoHo was actually brought on board to, to professionalize. Can I say it like that to let’s say change the procedures or improve the procedures? Or do I misunderstand?

Isak: No, that’s certainly one of the reasons and, you know, it was part when going into the next growth phase of Friends & Brgrs, it was the right time to look for a partner.

Carl: And if you then, if you then talk to a partner and because this is clearly a strategic partner, what are the, what were the goals that you set yourself together with the partner? And where are you in terms of executing on that? on that trajectory?

Isak: Yeah. So when we joined, we had ten locations, and the goal was to grow to 50 in Finland. And then, of course, that goal was set before Covid. So then, you know, maybe slowed down a bit there. However, we did grow throughout Covid, I think depending on when you say when Covid actually ended. I don’t know the exact date, but we opened about 15 locations during Covid, so we still kept growing, but maybe not as aggressively as we would have done without it. So yeah, 50 was the target set then? and now we’re at 29 and the plan is to keep going. So I think in terms of growth, we’re, you know, a bit behind, but for, for understandable reasons. Yeah, yeah, yeah.

Carl: And, and but these 50 locations are still, let’s say, the goal without going into specifics about when and etc., but the goal is still to get to 50.

Isak: Yeah. I think that what’s publicly shared is that the strategy is to grow at around five locations per year, right?

Carl: Okay.

Isak: That’s what we’re doing now.

Carl: All right. And, once, once you are at 28, locations or 30, almost, today, I guess the structure, the management structure, etc. changed again. Can you elaborate a little bit on the changes in management that came through after the investment happened?

Isak: Yeah. So, well, it’s been changing a couple of times throughout the last or well, throughout the whole, ten years here. I think what the stage we’ve gone through now is moving into area managers. So we have the restaurants and then they are managed or led by an area manager and then, they are part of the area managers and are part of my team.

So that’s one of the big steps we’ve taken in the last, actually just over a year. And that seems to be a good solution for us. and otherwise, we’ve strengthened the management team. As I said, most of the management team has been people that have joined Friends & Brgrs eight years or longer ago and have grown with the company. And I’m really, you know, personally, I’m very happy and thankful that we have a lot of colleagues that, you know, have been part of the journey. But then we also brought in some external hires to strengthen the different theory of the business.

Carl: And your role changed as well, I guess you are today. You’re the chief operating officer of the business. What are the KPIs? What are the metrics of success for you?

Isak: Yeah, I think, it’s a balancing act always, you know, you try to, of course, take care of your people, and then you can measure that in different ways, and then you take care of your staff, and then profitability. And if you can do all of these three, then, then that’s, that’s that’s all you. So it’s quite simple, but it’s not easy.

Carl: So can I, can I reiterate here, you say first the customer, then the staff, then the profitability.

Isak: Or staff customer profitability in that order.

Carl: Okay. All right. That’s a nice one. And how many people do you kind of, directly guide?

Isak: Yeah. So we had four area managers at the time.

Carl: Yeah. So you are the direct head of the area managers? Yeah. Correct. All right. And what are the KPIs? You steer them on.

Isak: So underneath all these three categories, you know, we have different ones, I would say in general for a chain, you know, you have for staff, you would have, for example, you can have the enps, which we also follow. That’s an important one. I can’t share specific but that’s what we look at. And then for staff, we follow the NPS score that they can. They give us and also scores on the delivery platforms. And then in terms of profitability, you know, you have the restaurant business. I think it is interesting in that way because it’s so simple. You have to make sure you know that the sales are growing and then manage your costs. So something’s left on the bottom line. And yeah, very simple but difficult.

Carl: Absolutely. I was smiling a little bit when you said it’s very simple because the theory is simple. But in reality of course, I guess there are quite some difficulties to overcome in managing a restaurant and making it profitable. Can you explain a little bit how you manage this and what measures you take to make sure that there is a bottom line, a positive bottom line? What are the what are the things you’re looking at to make sure that in the end, you know, you can report positive?

Isak: Yeah, I think yeah, that’s a great question. Friends & Brgrs. Historically, I think the whole team has been very interested in learning about the business and having data available and actually talking to customers and getting, you know, always having up to date information on what’s actually going on and how we can impact or improve what we’re doing. So I think that’s something that we’ve been working a lot on and, and has been a way that we have made sure to, to keep, a healthy profitability, even even during, you know, challenging times as Covid and, and the inflation in the last couple of years. So it’s been a lot about learning, about what customers, staff or customers and staff say or what they’re feeling and, and looking at the financial and then making that information as available as possible to the people actually working on the shifts.

Carl: So everybody is involved in making profit. It’s not just a management job. It’s everybody’s job.

Isak: Yeah, exactly. And I think we have some of the best people in hospitality working for Friends & Brgrs, you know, throughout the whole company. We have great, great people, you know, from the restaurant workers to the shift managers, assistant managers and restaurant managers. And we have, we have , we have great people. So we just need to make sure that they have the tools they need to to execute. And that’s what we try to do. And that’s why I do shifts. So I can actually see if we’re succeeding or not. I think that’s the main thing that we’ve been trying to do, and sometimes successfully.

Carl: And if you then look at, you know, the operational side, of running restaurants and especially 30 restaurants, how do you maintain and safeguard standardization of what you are offering because of course, every, every burger needs to be basically the same. How do you put that in place and how do you make sure that these things are happening the way you want it to happen?

Isak: Yeah, that’s the whole like the big challenge, right. Trying to standardize and get every experience to be as good as the next one. It’s a big challenge for us. And, you know, especially I think a big part of Friends & Brgrs brand is that we use local fresh products and then we make it in-house, we bake our buns ourselves, and we grind the beef in-house, and this, you know, it’s a it’s a great benefit to the customers. But also there’s risk to, to still have inconsistent quality. So for us, we’ve been working a lot with, you know, trying to make again the correct instructions and, you know, pictures of the products available and as accessible as possible. so that’s one thing. And then and then you know, working on trying to improve the training process, trying to make sure we’re we’re, you know, allocating enough, enough hours to training new staff. And then it’s done in a structured, structured way where everyone gets the correct and necessary training. And then, you know, then we follow up and try to have, you know, audits and see if we actually are succeeding. And if we’re not, then we look in the mirror and try to see what we can improve on, to make sure that the guest experience is getting better each day.

Carl: And, if you if you say that, you know, each restaurant is doing the, the baking of the buns and the, the grinding of the meat, have you ever internally discussions about opening a central production unit, where you do this for all of your locations and you just drive to these locations so you kind of eliminate the uncertainty of the standardization or the lack of standardization?

Isak: Yes, of course. You know, that’s many times throughout the years and actually, a funny thing is that when we opened the first restaurant, we did not grind our beef. We did not bake the buns. So that’s something we in-sourced in 2015 or 2016. And so we actually went the other way around and first brought the bakery into the restaurant. But we’re looking into that, of course. And the point with Friends & Brgrs is not that we specifically that we’re making our buns in house, it’s that we want to make a great product, a great burger and fries to as many people as possible and, you know, give them a better option compared to a traditional fast food and, and be a better place to work for, for the restaurant workers in Finland. And that’s the main goal. And then at this time the concept is like it is today. But if we can find a better way to make better burgers or make it better for the customers or the staff, then you know, we’re always evaluating options. But at this time, you know, we’re not. We like what we’re doing and it seems to be working. So it’s nothing. Nothing big is going to happen in the near future. But that’s not the main point of Friends & Brgrs. No, no. So yes, yes, we have, you know, always looking at all the options of trying to improve.

Carl: Yeah. All right. And oh and actually.

Isak: Can I add I would never I wouldn’t recommend to anyone to do as much in-house as we did do it. It’s a headache. But when we kind of maybe figured it out. So for us it’s working quite well. But, there’s a reason why very few burger chains do it this way.

Carl: Okay. And if, if you, if you can from a cost perspective, have you done the comparison between buying it or insourcing it or doing it yourself? And what could be the most profitable of the two.

Isak: Yeah, yeah. We’ve also done that math many times and, you know, you have to there’s a lot of things to take into consideration, but I think maybe, you know, I won’t comment too much on, on the specific but. No, no, you know, what’s clearly true, at least, is that when you do something yourself, you usually buy some raw material that’s less expensive. And then but then you put in, you have to put in, you know, working hours. Mhm. and that’s you really need to, you know, figure out the processes and, and, and the equipment you need and, and stuff like this to get it to work and it’s taking a lot of hard work by a lot of brilliant people in at Friends & Brgrs to, to get this and get this working.

Carl: Without going into specific Can you give us a little bit of a hint on whether or not it would be better to in-source or to do it yourself in terms of cost today?

Isak: I think there’s, you.

Carl: Know, you might choose the other one because of quality, etc. but from a cost perspective.

Isak: Yeah, for us the quality is there is the main driver here and we’re looking for the way to do the best. Give, give, give the customer what’s best. I think even, even when it comes to things like this and you think it’s quite easy to calculate. But then again you have to, you know, make a difference on the effect on brand and the effect on, you know, what’s the effect of, of removing complexity from the operations. So I won’t give you an answer that unfortunately you have to. There’s some hard work but then you have to, you know.

Carl: Yeah, I totally understand that you don’t want to go in there. We discussed this beforehand. No, no problem there. but I think in between the lines, I can maybe read that, you need to do some serious calculations and that there are some benefits to one and some benefits to the other.

Isak: So exactly, I think I think for us. Yeah, exactly. I completely agree. And for us, as I said, you know, we’re looking to do the best choice for our staff and our customers and, and that’s, that’s our, our, you know, our job. All right.

Carl: Something else. Obviously we know that you let’s say that the goal is still to get to 50 restaurants in the near future. what is, according to you, the key, to find and keep the talent in the business.

Isak: Yeah, I think that’s another really good question. For us, it’s been, one of our values is to treat people the way that you want to be treated. and this applies to everyone in the company. And, really, regardless of who you’re talking with or about, you know, if it’s customers or guests or partners. And I think that’s maybe the core of when it comes to retaining staff. You know, you have to do the basics right. You have to treat people with respect and, and get all the basics. You know, if we’re talking about restaurant workers, you know, get the shifts out on time and, and consider their, you know, wishes or, or, in terms of shifts, you know, have a safe working environment with a, you know, restaurant manager who listens to you and, and respects you and, and give everyone a chance to succeed, you know, just get the basics right and then you can add on, you know, staff parties or benefits on top.

But getting the basics right is the most important thing. And that’s what we have been really focusing on. And then I think an added benefit, this is like the main thing. But then another benefit is, if you have a brand or a product that, you know, customers like, I think at least for me personally, it’s been really much more interesting to work with Friends & Brgrs, since we know that our customers really like what we’re doing. They appreciate the decisions we made in terms of the product and raw materials and, and it’s so much more interesting and fun to sell something that people actually want and appreciate. So I think that’s maybe a I’ll add that as you know, as a small, you know, extra.

Carl: I get that. So, maybe to move on to another topic that I wanted to ask you is, how about technological innovation? running 30, 30 outlets? I probably think that not everything is on pen and paper. What is technology? What are the technologies you are using within the business today?

Isak: Yeah, there’s quite a lot. I think from the beginning we’ve been quite well with such a new company. So we don’t have any legacy systems lying around. And, and from the beginning we kind of did a lot of, you know, quick and dirty things. And one of the founders and, and who also worked in the company used to do some coding.

So we’ve had quite a different approach to this from the beginning. and we’ve built, for example, our own ERP system, together with a partner. And we’ve built, we also built our own shift reporting platform, which has now been retired. But we used it for eight years, and we built that quite early. And, and, you know, a lot of, you know, reporting models and, and, customer feedback survey surveys and stuff like this has been, you know, we’ve made a lot of these ourselves, which has been quite beneficial because, you know, then you can customize it. You can learn a lot along the way and you really get to dive into the data and, and build the tools in a way that’s suitable for us. So I think right now we are quiet and we don’t have a lot of pen and paper. I think it’s only a couple of things that we still do with pen and paper just and that’s because we’ve tried the technical or like the digital solution, and it hasn’t been as good for some things. You know, you really just need a pen and paper. Yeah, yeah.

Carl: Yeah, yeah. That’s like for some things Excel is still the best tool to do some calculations. So. So I totally get that. Yeah. Precisely. No, that’s interesting. maybe maybe a more personal question. you’ve been with the business now for ten years. Can you define what success means for you and when you feel accomplished and maybe in the past ten years, but also, what will success be for you in the coming ten years?

Isak: Yeah, I think for me, it’s really quite simple. I think two things come to mind. One is that I really, personally, enjoy solving problems. I think it’s very interesting when you have a challenge and at first you maybe don’t really know how to approach it or or what the right solution will be. But then, you know, you look at it a bit and maybe discuss with some other people and, and get some insights, some data, and then you try some solution. Maybe it works, maybe it doesn’t. And then you iterate and then you launch it and then you see how it can impact the business.

I think that’s really been very interesting for me and something that I think it’s been very enjoyable to see, you know, how we can find solutions to different problems and, and implement them. And then the second thing for me would be I really enjoy working with, you know, positive and, and driven people. And we’ve had so many of them at Friends & Brgrs and still have, you know, my colleagues in the management team and the restaurant managers we have and the people working in the restaurants, they are really doing an amazing job. And for me, that’s very motivating. You know, when I call a colleague, I can talk with someone who can challenge my ideas and give positive feedback. And together, you know, we’re sitting on the same side of the table trying to attack the problem. So this combination has, for me, been what’s been the best with Friends & Brgrs throughout the ten years. And if I can keep doing these two things, you know, solving difficult problems with great people, then I think that’s going to be a success.

Carl: All right. That’s a very nice one. we’re nearly at the end of our conversation. Isak. One last question I ask every business man in this show is, what about the next five years in food. What are the trends you are seeing and what is the next big thing in the industry?

Isak: Yeah, I don’t think I have anything very unique answer to this, but I think people are in terms of food, people are looking for better, for more local, maybe more sustainable as well. and I think that’s what we’re seeing in Europe. you know, people are choosing instead of the global brands. They want something that’s more, more fresh, more healthy, more local. And this trend has been it’s been going for at least, let’s say ten years. And I think it’s still a very strong trend that I see going.

Another one I would say is that the employer employee relationship has changed quite a lot. And I think I haven’t even seen maybe what it was like 20 years ago, but especially now, you know, with social media and everyone, you know, having access to, to better information. I think the employees demand more of the employer. I think this is a great thing. You know, there’s a balancing of power. And at Friends & Brgrs, we always understood that we need to treat our staff well. And that’s the way, the way we’re going to continue to work. But I think there’s been a shift in terms of the power dynamic over the last ten years. And I think it’s something that’s still going to keep balancing out throughout the next five years.

Carl: That’s an interesting insight. Most people talk about food, but I like this vision about the balance between employer and employee. That’s a very nice one to end on. Isak, thank you very much for this conversation. Thank you very much for being in the show. and, speak to you later.

Isak: Yeah. Thank you. Carl.

Carl: Goodbye. Goodbye.

Guest & Host

isak-fagerholm

Isak Fagerholm

COO
Friends & Brgrs
carl-jacobs-apicbase

Carl Jacobs

Co-founder & CEO
Apicbase

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