Greer's OC

20qs

Dennis Tase

11.16.12

We met up with Dennis Tase at Wienerschnitzel in Newport Beach, the President and COO of Irvine-based Galardi Group, Inc., the parent company of Wienerschnitzel as well as Tastee-Freez and the Original Hamburger Stand to ask him our 20 Questions. Tase, who eats a hot dog just about every day, was hired as Director of Marketing in 1981 and was named president in 1993.

In his 31 years with the company, Tase has guided the flagship Wienerschnitzel concept through tremendous growth and increased profitability by developing new franchise programs, implementing innovative marketing strategies and initiatives. completely redirecting the chain’s marketing focus from a mass-audience approach to a niche strategy that targeted hot dog lovers.

The bottom line is that Tase had much to say about what makes a Weinerschnitzel’s chili dog so craveable, and even more about his love for his wife, her insatiable margarita, his family, his dream to live in Italy, and his inspiring mother who was shot when he was just one and left paralyzed, but never let it hold her back from anything. He said it was always he and his mom and she did everything for him. Not only was she an incredible mother, she was also a successful businesswoman. She was the city's tax assessor for 36 years in Memphis, as well as a radio singer.

1. First of all tell us a little about Wienerschnitzel.

Well it’s the world’s largest hot dog chain and the most successful hot dog stand in the country. Some of our locations are bringing in more than million bucks a year in hot dog sales. Our chili cheese dog is really a cult dog. Our chili is outstanding and we make our own everyday. You cannot duplicate this secret recipe, people have tried but it’s impossible.

2. If the chili is made at each location, how do they keep the recipe a secret? Is it a secret ingredient they add? Where is that recipe locked up?

Wienerschnitzel’s secret-recipe chili hasn’t changed since 1961. It’s John Galardi’s recipe and it’s stored securely in a safe where only few have access to it. The proprietary chili sauce with the secret blend of spices is shipped to each restaurant and the chopped beef is added to new batches for fresh chili every day.

3. Since you've been with the company long before there was Social Media, how has that changed your job?

Social media has opened up another communications channel allowing us the ability to have a conversation with our guests, rather than just talk at them. Facebook allows us to tap into our fan’s interests and lifestyles and communicate creatively using fun (and tasty) images. It enables our guests to instantly rate and review their experiences and we recognize the power of these personal accounts in shaping the public perception of our brand. We can instantly reward our fans with promotions and giveaways, address a concern and answer questions quickly and effectively. I learn something new every day but the one thing I do know without a shadow of a doubt is that social media isn’t going anywhere. We’re exploring new ways have some fun with our fans in 2013.

4. What advice would you give to someone marketing a brand?

Stay focused on your brands and chase your own tail, not someone else's. Stay true to your niche and what you do best; this has worked tremendously in our favor. It’s so easy to be influenced by industry trends so try to concentrate on what your company is doing right rather than what others are doing. If something is working well, keep doing it.

5. If you had to begin a different career, what would you do?

I really love working with people, I have a gift for gab, but I really don’t sit around thinking I wish I had done this or that. Working at Wienerschnitzel has been a tremendous experience. I’ve been able to spend time with my kids, coach their teams. It’s been a great 31 years.

6. What’s your most prized possession?

Well, obviously my two kids (son, 37, and daughter, 35). I’m not into cars, trucks, boats and planes. Really, my most prized possession is living life and having a good time.

7. Favorite drink?

Definitely my wife’s margaritas, she makes a margarita that tastes so good. I just know that she adds orange juice and I can’t get enough of them. I also really love Pinot Noir, it doesn’t even matter what brand it is; I just love it. My first job was in the wine business and I’ve really grown to love Pinots.

8. What are you cutting out because of the economy?

My wife and I have always been very careful about not spending too much, so it hasn’t affected us too much.

9. Fantasy purchase?

I guess it would be a G4 (Gulfstream IV), and I’d like to load it up with 16 of my best friends and travel around the world for a year on my nickel. That would be the only way to do it, and I just love to travel.

10. What can’t you live without?

My wife.

11. What’s next on your “to do” list?

My bucket list just keeps going on an on. I really want to go on another river cruise. We went on one from Budapest up the Danube to Vienna and Nuremberg. It was spectacular. Now we are planning a cruise in May from Basel to Amsterdam. Really being 50 yards away from the land, experiencing the culture and just sitting on the roof of the boat and watching the sights is incredible.

12. Biggest regret?
I have no regrets in the business world, whatsoever. My personal regret? When my son was in college he was a baseball player, and I would have encouraged him to not focus on sports at all. I think that getting a great education is more important.

13. Cause that you’re most interested/involved in?
I was on the board of City of Hope so that is a big cause for me, and we worked with Orangewood for a long time. Right now it’s anything to do with kids, my wife and I support CHOC.

14. Your dream day in Orange County?

Really just sitting in my backyard and watching the sun come up and the fog roll in. I like to do my thinking in the early morning and we really live in a fantasyland.

15. Favorite place for breakfast?

I love the Cuban place in the Orange Circle (Felix Continental Café); everyone in my family loves it. I order the Cuban eggs, meat and potatoes, sweet pancakes with raspberry syrup. It’s just great to sit outside in Orange.

16. What was the best day of your life?
When the kids were born, even though I missed both births. I really have a lot of great moments. I recently had a meeting for a Korean franchise and that was a great moment.

17. Last concert that you went to?

I’m really not a fan of concerts, but it was probably Clint Black, and he was very good. I always take a Wienerschnitzel napkin to stick in my ears.

18. Favorite vacation spot?
Italy, I especially love Florence. I love Italian food, wine and culture.

19. Favorite books?
Ever since the Kindle came out I’m reading even more. I’ve probably read 13 or 15 books this year. I like Navy Seals stuff from Brad Thor, mystery stuff, business books, and a lot of non-fiction.

20. Favorite restaurants in Orange County?
I really love Pina's Bistro in Tustin. Pina is from Italy and everything she makes is delicious. Her stracciatella soup is incredible. I also really like Houston’s, when you go it’s consistently good. I like the Yard House and Opah in Tustin too.

20qs

Dennis Tase

11.16.12

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