24/01/2012
Interview with Founder Jill Summerhays
It has almost been 30 years since you and Jeff started Maui Wowi in 1982. Can you tell me a little bit about how you guys got started?
There was no long term master plan. We developed an idea, a formula and a theme and conned our way into the Utah State Fair. At the time, that was like having your first event be an air show or a Woodstock type event. We had no idea that it would work because the idea of a 'smoothie' was not really known in 1982. We had a branding issue and had to teach people who and what we were. We had to create a demand by building awareness. This was when, and why, we started sampling the smoothies and working the crowds. How else could we get them to pay 1.75 for a drink? That was very pricey at the time. Thankfully Jeff, having grown up in the restaurant business, knew a little bit about speed and professionalism. We hoped the concept would fly but really had no idea.
The Maui Wowi formula really was developed on our honeymoon and then 'tweaked' later. For our own integrity we needed all the ingredients to be as wholesome as possible. There were lots of cheap compromises we could have made, but we knew we would never be able to stand behind anything less than our best efforts. It was a labor of love and we feel it was one of those magical serendipitous things that happen in life.
What was your vision for the company in the early days? Did you ever think it would become what is has?
There was no vision; I just wanted to have lots of free time so I could ski. Very quickly we realized we had created a monster that needed to be fed or it would die. It forced us to make some decisions - give all our time and attention to growing it, or keep it small and eventually lose interest. We grew from one kiosk (wood shack) to two shacks, started doing indoor events through the winter, hired more people, focused on evolving into more of a kiosk design, streamlining production, and acquiring events. Two shacks became 3 kiosks, then 4 and on and on.
What are the benefits of the Maui Wowi Franchise system?
Originally, as the idea of franchising started to nudge us, we felt like it would be a concept that would be taken on the road. We thought it might work for retirees or those who were free enough to travel. We had taken it to Australia, serving up smoothies from mini-kiosks on the Gold Coast for six months, so we knew it could be appreciated worldwide.
In Utah, as we expanded with more kiosks and events, we were gaining a loyal following. It was clearly time to grow. Watching the 'Ohana expand has been stunning. It has been remarkable to see the strong co-operation between franchise owners. We're all in this together and it's important that everyone succeed.
Most rewarding of all, to me, is to be able to help support the lifestyle changes this franchise provides - a drastically different career, dumping the long commute, more family time, freedom to build your business the way you want to do it.
Do you think we are the best in the events and venues business? Why/How?
Of course I think we are the best in the events and venue business! Admittedly, I am a bit biased. Kind of like a proud mom watching her kid dance on stage - her child is always the cutest.
What are some areas we could improve on? Strengthening the brand, more awareness, etc.
I think we could be more aggressive in securing venues and special events. I think we need to be more cautious about acquiring locations. I really like the strong push to 'give back' to the community or a cause. I think we need to put time and energy into training our employees to develop a rapport with customers, taking care to ensure perfection in a cup - both in smoothies and coffees, and nurturing our vendor relationships. Most of all, I think we can't forget to have fun!
What would you say is the thing you love the most about Maui Wowi?
Is there another franchise concept so flexible? We're nearing 30 years of Maui Wowi. There have been many economic ups and downs in those 30 years but Maui Wowi keeps rolling along. I believe the reason is because of its unusual flexibility and mobility.
What do you think sets us a part from other franchise systems, be it coffee or smoothies?
Extreme devotion to all Maui Wowi products, dedicated franchise owners, great Mainland support, superb training, mobility, strong brand, fun image.
Where would you like to see Maui Wowi in the future, as a company?
As each franchise owner reaches their individual goals, we grow stronger as an 'Ohana and as a company.
Any other additional comments?
At this time of year, as we reflect on our loved ones and blessings, Jeff and I are grateful to have been involved in such an amazing organization! We wish you all a Merry Christmas!
Mahalo!
~The Mainland
