Surround yourself with great people. Otherwise, it’s impossible.
Simon Wanler CEO of Bastard Burgers
Simon would be a successful leader in any industry. He has a sharp mind, clear vision, and drive. But that is not what makes him different. Many CEOs have those qualities.
It is his self-awareness. He is confident but also aware of his limitations. And be bold in asking for help. Not everyone dares to show vulnerability. To illustrate this, when Bastard Burgers started to grow, Simon gathered his leadership team around the table and said:
“If we want to do this right, we may face a moment when we realise we lack the necessary skills. It could mean stepping aside for new talents. Is everyone comfortable with this possibility?”
Company over ego–That’s strong leadership.
Carl Jacobs, CEO of Apicbase, talked to Simon on The Food Service Growth Show podcast. Below are the highlights of that conversation.
However, I encourage you to listen to the full episode on your favourite podcast channel or watch it on YouTube (There is a link at the bottom of the page).
It is jam-packed with fantastic insights from a young CEO of a fast-growing food service company.
💪 Fast Facts about Bastard Burgers
Founded in 2018
75 restaurants strong and growing
900 employees
Goals: Be the best burger in town and a brand that employees proudly wear.
✨ Key Insights
Culture = Team
Simon focuses on his employees’ happiness. The Employee Stock Ownership Plan (ESOP) aligns staff interests with the business’s success.
Be ready to adapt
The world is changing, and restaurants need to change with it. Simon has made flexibility a core quality of Bastard Burgers. That is, from an operational point of view, the brand and the values it stands for have always remained the same.
Feedback = Progress
Simon implemented feedback mechanisms for customers, employees, and stakeholders. It ensures that Bastard Burgers remains relevant and competitive.
Efficiency = Scalability
Simon recognised the importance of strong systems, processes, and efficiency in driving growth. With this in mind, Simon decided to hire an experienced operational expert to join his team.
Sustainability = Growth
The Bastard Burgers brand stands for great food burgers and street culture. In today’s business world, simply having a unique brand focusing on a particular product or segment isn’t enough to ensure long-term success. A strong brand identity is critical, but Simon Wanler understood that being proactive on important issues such as sustainability and inclusivity is equally essential.
Future = Digital
“Digitalisation is priority 1, 2, and 3 for us,” Simon says. This statement highlights the importance of digital transformation in their organisation. He understands the significance of digitalisation in today’s world, where technology is rapidly advancing, and businesses need to keep up with the pace of change to stay competitive. Bastard Burgers is committed to making the most of the opportunities and benefits offered by technology and innovation.
👉Tune in to the full episode of The Food Service Growth Show with Simon Wanler.
Geert Merckaert is the Content and Research Director at Apicbase and the producer of The Food Service Growth Show. He specialises in operational excellence, sustainability, and digital transformation in the restaurant and catering industry. Geert has a diverse background in content marketing, writing, and research, with previous roles in corporate finance at Bank van Breda, food marketing at VLAM, and the trade association Bakkers Vlaanderen. He holds degrees in Communications and Journalism from Plantijnhogeschool, as well as Art History from the Kunsthistorisch Instituut. During his studies, Geert spent nine years working weekends as a restaurant chef. He is dedicated to helping foodservice companies achieve sustainable growth through engaging and insightful content.
