
Jon () tells us about a man named Todd Graves bootstrapped a simple idea of a chicken finger restaurant into an empire. • His restaurant is called Raising Cane's • They've grown to 700 locations across the US • It's a private company — Todd...
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John Davids
There's this guy named Todd, and he sells chicken fingers. And last year he made $3.7 billion doing it. This is a wild story, and I spent three hours digging into it. I told you guys about this on LinkedIn. Hundreds of thousands of you saw it. Lots of comments, lots of spice. I'm gonna get into it all today.
Todd Graves
Let me give you the high level.
John Davids
So this restaurant is called Raising Cane's Chicken Fingers. I'm talking about the founder, Todd Graves.
Todd Graves
He's got 700 LOC, bootstrapped the whole thing.
John Davids
Very, very little capital raised. It's a private company, and Todd owns.
Todd Graves
90% of the business.
John Davids
I'm gonna tell you exactly how he built it and some amazing lessons you can learn from this business model, from this story that's coming up in just a sec. My name is John Davids. If you like the show, make sure you smash the subscribe button on Apple and Spotify. Leave a comment, leave a rating, leave a review. I want to know what you guys think. And of course, if you like my stuff, get on the newsletter@johndavids.com let's get to the show. You're listening to Making it with John Davids. So I'm going to tell you guys about the story, first of raising canes. Then we'll get into the comments. So many comments, and I want to get back to a few of them, and then we'll talk about the lessons, because there's a lot to learn and a lot that you could steal from this business plan and from this company and apply it to your business today. So let's go back to 1996.
Todd Graves
Todd's a student with a dumb business idea.
John Davids
That's what his friends are telling him. That's what his professors are telling him. But he's got this idea anyhow.
Todd Graves
He wants to open a restaurant serving.
John Davids
One single thing, chicken fingers. But he's totally broke. Guy's got no money, and no one's.
Todd Graves
Gonna lend him a dollar for this business.
John Davids
So he goes ahead and takes a few dirty jobs, and these are really dirty jobs. So Todd works as a construction worker, moves from Baton Rouge, Louisiana, down to Los Angeles, gets a job at Boeing and works as a construction worker.
Todd Graves
Pretty dangerous dirty job, actually.
John Davids
Then he goes and becomes an Alaskan fisherman. Goes onto these boats in Alaska. These guys earn a lot of money, but it's a very d. You could die. But this is how bad he needs to raise money. This is how hard he's working, gets the capital, scrounges up enough cash and he's about to turn his deep fried dreams into a restaurant reality. Let's Fast forward here. 1996, Todd opens his little chicken joint in Baton Rouge and he names it after his dog, raising Cane. On day one, there's a line out the door. Now keep in mind this is a college town, Baton Rouge, and these students want their chicken hot, they want it spicy, and they want it right now. So they open the restaurant. They actually were working up to the very last minute, like 6, 7pm and finally they just opened the doors. No grand opening, no signs, nothing like that. And people start trickling in. And then what happens is around 2am or 3am they get this rush of people because after the clubs, after the bar shut down, people want fried chicken. So they ended up staying open until the wee hours of the morning. And that's kind of how it went for a while. They would open the restaurant, I guess at like 9 or 10 in the morning and they'd be open until 2 or 3 in the morning that same day. And the interesting thing is they were working so much, and Todd himself was working so much he actually slept there, I think he said.
Todd Graves
They rented an apartment right next door.
John Davids
To that first location which he built himself. He built the location, he renovated it, did all the work and then leased.
Todd Graves
The apartment next door because he knew.
John Davids
He wouldn't have a chance to go home. So he's there working literally all day and all night. Now 18 months go by, Todd's been grinding away in the kitchen.
Todd Graves
And then he opens a second location not that far, kind of across campus in Baton Rouge. And again, the lines are still growing.
John Davids
There's a lot of room for growth here. So he opens a second location, a.
Todd Graves
Third location, a fourth location.
John Davids
He's using debt and sweat equity to fund growth. I'm going to talk more about the growth funding strategy in a minute. It's very shaky, but it's working.
Todd Graves
And within a decade he's got 150 locations.
John Davids
So let's just go a little deeper here. How is this dumb idea working so, so well? Well, raising Cane's is breaking all the rules of restaurants. First of all, it starts with this bare menu.
Todd Graves
Super bare menu.
John Davids
There's four things on it. Chicken fingers, crinkle cut fries, Texas toast and coleslaw. And yeah, if you want to be a purist, they got the cane sauce.
Todd Graves
And yes, they have drinks, but really.
John Davids
It'S the fingers, the fries, the toast and the coleslaw. Those are the core items. Compare that to 50 plus items, sometimes up to a hundred items at any.
Todd Graves
Given location of McDonald's.
John Davids
But less choice means you can do.
Todd Graves
One thing really, really well.
John Davids
These guys make chicken fingers, and they do it better than almost anyone. Plus, this restaurant is a community magnet. Fast food spots typically need to spend.
Todd Graves
Big money on advertising, promotions, discount specials.
John Davids
To get people in the door.
Todd Graves
Raising Cane's doesn't need to do any of that.
John Davids
They just open the doors and sell chicken. The community does the rest. And let's talk about that community. Because when Todd started, he started with one customer. Baton Rouge Collegetown.
Todd Graves
Raising Cane's was all about college students.
John Davids
But he quickly noticed other people coming in the door. Families with young kids would come in, church groups, tourists, little league office workers. They'd come in because they enjoy the simplicity, the convenience, and they would travel.
Todd Graves
Far and wide to come into Raising.
John Davids
Canes for this famous crunchy chicken. So he started to notice all these other people coming, and he expanded the horizon. Now think about this for a second.
Todd Graves
If you're opening a restaurant targeted to.
John Davids
One group of people, and all of a sudden, you start seeing new segments.
Todd Graves
Coming in, new types of community members.
John Davids
You all of a sudden start to.
Todd Graves
Realize, wait a second, there's a bigger opportunity here.
John Davids
Watching the customer figuring it out, that's how Todd started to notice that this.
Todd Graves
One restaurant could be a lot more.
John Davids
In fact, somebody in the comments when I posted the story on LinkedIn, said, what separates these companies from the ones that are stuck at like one or.
Todd Graves
Two locations to the one that scale to 100, 200, 500, 1000 locations?
John Davids
The answer is, obviously there's a lot.
Todd Graves
Of differences, and I'll get into some.
John Davids
Of them in a minute. But recognizing the customer appeal, you know, if this was just appealing to college kids, then there might be a much.
Todd Graves
More limited set of growth opportunities.
John Davids
But there's a lot of people that like this stuff. And the community building was a big part of it. He saw the mass appeal and he.
Todd Graves
Used it to catapult growth.
John Davids
Now let's get to the good part here, because underneath this crispy coated golden crunch is a cash gushing machine. Raising Cane's brings in over $4 million a year per location, and that is.
Todd Graves
A ton of money. Second only to Chick Fil A, which.
John Davids
I think brings in like 7 or 8 million.
Todd Graves
McDonald's is like under 3 million per location. So $4 million plus per location at Raising Cane's is a lot of money, and they have decent margins because of scale and simplicity. Again, they're not worried about sourcing a.
John Davids
Ton of different ingredients and a ton of different stuff. They have a very finite menu scale and simplicity. I think they buy something like 900 million tenderloins a year.
Todd Graves
That's the part of the chicken they use. I'd estimate they're operating at a net.
John Davids
Profit of about 13%. They save on training, they save on.
Todd Graves
Labor, because they're making just one thing again.
John Davids
900 million tenderloins a year across the system.
Todd Graves
Plenty of room for growth. 700 locations.
John Davids
What they have now, you know, these other restaurants, McDonald's obviously has like, 25,000, 30,000, some crazy number, but even, like, popeyes and other fried chicken joints, Chick fil a, you know, some of these places, you could easily have 2, 3, 4,000. So it's not hard to see how.
Todd Graves
Raising canes could double or triple from where they are today.
John Davids
A lot of people don't even know. The brand doesn't have the national recognition.
Todd Graves
Of a lot of these other national brands.
John Davids
So a lot of growth ahead. Take all these things, put them together, and that's how you make $3.7 billion a year selling chicken fingers. Quick break.
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John Davids
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John Davids
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Todd Graves
All right, let's go to the comments section.
John Davids
A lot of people here walking down memory lane. There's a guy named Chris Kimball who talks about how he actually went and ate on the LSU campus in the 90s at the original Raising Cane's restaurant. Fond memories of where it all started. Gary Druckenmiller wrote this really interesting comment about how raising cane is part of the problem. Check this out. This guy named Gary Druckenmiller wrote this.
Todd Graves
Comment about how raising canes is part.
John Davids
Of a very big problem, the fast food regime, which is quickly decimating our country's health. If Todd wants to get ahead of.
Todd Graves
Things, he should start making healthy fingers. Change the oil, flash fry instead of.
John Davids
Deep fry, bring in organic chicken, don't sell soda, et cetera, et cetera. All right, so here's my comment on all the people that are thinking, okay, this is a cool business story, but isn't this damaging to the consumer? Here's my take on that. There's supply and there's demand and cause and effect is an interesting thing because you could say, well, people are eating.
Todd Graves
It because it's available.
John Davids
But do you not think that if it wasn't available, people would find some other way to eat it? I mean, look at Prohibition back in the 1920s. In America, people couldn't buy alcohol like they can today. And they still figured out a way to make alcohol. People couldn't buy weed for a long time. They still smoked plenty of weed, right?
Todd Graves
Drugs, alcohol. When people want something, when society wants.
John Davids
Something, they're going to get it. So I don't know that you can put the cat that in the bag. People know what fried chicken tastes like and they know that they like fried chicken. Now, I personally don't, don't eat much fried chicken. I don't think I eat any fried chicken. I can't remember the last time. So I'm not the target customer here. But there's a lot of people that want this stuff.
Todd Graves
So when you say that the supply.
John Davids
Shouldn'T be there and the people who are supplying it are doing harm, I don't know if you can make that argument with fast food fried chicken because it's not like people can't make this stuff at home. If there's demand for it, then supply is going to be there. So appreciate the comment. And yeah, I'd recommend people watch their.
Todd Graves
Consumption of deep fried foods.
John Davids
But I'm not sure that the problem is the restaurants as a whole. I think that people want it, they're going to go get it. All right, let's talk about this comment from Chad MacKenzie. I always find it fascinating how some.
Todd Graves
Brands are able to open multiple locations.
John Davids
While others will maybe have one or two at most. So let me be clear about this.
Todd Graves
I think this actually has a lot to do with the entrepreneur.
John Davids
Yes, you have to have a concept that works. You have to have timing, you have to have a unit economic strategy. There's a lot of stuff that has to go into it.
Todd Graves
But aside from the timing and the.
John Davids
Good fortune, actually coming up with the business model is the entrepreneur. Because I'm sure that when this thing started, Todd's initial business could not have scaled.
Todd Graves
I'm sure he learned a lot along the way.
John Davids
I was listening to a conversation, an interview that Todd Graves did, and he said, you know, when you have one.
Todd Graves
Or two or three locations of a restaurant, you are not making money. Especially with a quick service restaurant, you're losing money.
John Davids
So the only way to make money is to scale. Now, what do a lot of people end up doing? They run an unprofitable zombie business for.
Todd Graves
A very long time.
John Davids
Most businesses, especially something like a restaurant, you guys have heard me talk about it.
Todd Graves
A single restaurant or a two restaurant.
John Davids
Business, that is a terrible, terrible business. The only way to make money in the restaurant game is to scale. Because when you have economies of scale, you can save on food costs, you can save on labor, you can save on rent. You can do all these kinds of things. Let me talk about specifically the funding strategy that Todd used to scale, because I think this is something that you could do today. In fact, I've done it, and it is a very, very smart and crafty thing to do at the beginning, not saying you do this later, you'll see why in a second. So at the beginning, what Todd did was he used cash, of course, to.
Todd Graves
Open the first restaurant.
John Davids
Maybe he raised a little bit of money, I don't know.
Todd Graves
Second restaurant.
John Davids
How do you get from restaurants 3 to 10 or 2 to 10?
Todd Graves
Going from 2 to 10 is very hard.
John Davids
Once you have 10, you have other challenges, but the grind gets a bit easier. Here's what he did in the early days. He would go out to angel investors and he would say, listen, don't give me equity. I don't want you to be an.
Todd Graves
Equity partner in my business.
John Davids
I want you to give me a loan, and I will pay you a 15% interest rate.
Todd Graves
You give me, let's say, $100,000.
John Davids
You lend that to me, I will pay you back 15% interest, and I'll pay you back a bit of the principal every single month at step one. And he said, that loan is subordinate only to the bank. And what that means is this is at the top of the stack. If anything happens, you have the collateral of the business and maybe there's even.
Todd Graves
A personal guarantee as well.
John Davids
With one exception, the bank comes first. So if I go to the bank and I get a credit card or a line of credit, they have first dibs if things go wrong and you have everything else.
Todd Graves
This is very common.
John Davids
Anytime you do private lending or private borrowing, I've done a lot of it. Any private money is subordinate to the bank. The bank is always at the top of the stack. This is why banks do not lose money, because they get their money back first. So he's got these private lenders lending him, let's say 100,000, a few hundred thousand dollars at a 15% interest rate. Then our boy Todd goes to the bank and says, hey, I'd like to borrow some money and check out my bank account. I've got all this money here right now. And he would use the money that he borrowed from the angel lenders as equity. So as far as the bank is concerned, this guy Todd has actual money. He's got a business. Even though that money in his bank was loaned to him, the bank doesn't need to know that. Right? So think about what he's doing here. He's borrowing money from two people, totally legal.
Todd Graves
So I'm going to borrow money from.
John Davids
One guy, I'll pay him back the money. I then go to the bank and use the money I just borrowed and tell them I have this money, can.
Todd Graves
You lend me more money?
John Davids
So he's almost like building a deck of cards on a deck of cards. But here's the linchpin. He had a strong cash flowing business. So by the time he did this.
Todd Graves
I think this was location three. He started to do this.
John Davids
He already knew soon as I start making chicken and selling the chicken, there's.
Todd Graves
Going to be lines out the door.
John Davids
I've already been doing this now for a couple years.
Todd Graves
I've got locations working.
John Davids
And sure enough, that's exactly what happened. He was able to scale 3, 4, 5, 6, 7, 8, 9 restaurants. Each time borrowing money from an individual or a group of individuals, 15% interest rate. Then taking that money, going to the bank and saying, look, I've got this money, can you loan me more money? And then he did that for a while. It was up until hurricane Katrina. So I think it was 2005 when he actually ran into some trouble because the restaurants that he was operating and depending relying on that cash flow to come in and pay the bills. And then what started to happen is those Restaurants shut down and the cash dried up, and all of a sudden he had a bunch of debt that.
Todd Graves
He couldn't pay off.
John Davids
Now, fortunately, they came together, his team pulled through, they opened the restaurants up before too long, and they were able to keep the cash machine running. But that's the problem with debt, and that's especially the problem with debt.
Todd Graves
On debt.
John Davids
On debt is that if your cash dries up and you don't have reserves, you can run into problems. Now, why do I love this funding.
Todd Graves
Strategy and why do I think it's.
John Davids
Important to know, especially if you're a small business owner, listening, an entrepreneur? Because there's way too much reliance on, like, the super easy, I'm going to go out and raise venture capital. I'm going to go out and raise angel investment. I'm going to do what I see on Shark Tank. I'm going to do what I read about in TechCrunch. There's so many creative ways to finance. I did something very similar to this in one of my previous businesses. And you know what?
Todd Graves
It worked.
John Davids
Was it a little bit risky?
Todd Graves
Yeah, it was.
John Davids
But you get out of that situation as fast as you can. You don't do it when you have.
Todd Graves
A lot to lose. Right. In the early days, it's move fast and break things.
John Davids
In the later days, it's be a little more conservative because you got a bunch of stuff you don't wanna break anymore. So after this 2005, Hurricane Katrina comes in, he actually smoothed out his cap table at that point, his debt structure. And so at that point, he wasn't doing this kind of risky borrowing anymore, but he was able to scale very quickly between the starting point and then with this more aggressive fundraising strategy. So I think you could actually take.
Todd Graves
This funding strategy and do something very similar.
John Davids
Rewind the tape, listen to what I said, how I described it. And if you're a small business, you could use the exact same strategy. This is not financial or accounting or legal advice. I'm just telling you what I've done.
Todd Graves
I'm telling you what Todd did.
John Davids
Do it at your own risk.
Todd Graves
Do your research.
John Davids
But this is how you do it in the early days. I want to talk a little bit about the community strategy a bit more because I talk about community a ton. At Influicity, we help brands build communities that drive a ton of revenue. And what I love about this is that Todd is just speaking to his audience. You know, all those people who think fried chicken's bad for you. I hate fried chicken. You shouldn't have fried chicken.
Todd Graves
There's an equal number of people, maybe.
John Davids
More, on the other side, who are saying, I love fried chicken. I have it as a snack. I have it as a treat. Maybe I have it as my daily meal. You know, to each his own. And so building a community around something that some people love and some people hate is a really powerful way to build a community.
Todd Graves
Polarization works.
John Davids
And fried chicken is a great example.
Todd Graves
People want their fried chicken, and you know what?
John Davids
They don't want other people telling them that they can't have fried chicken. So he went ahead and built these communities around these different groups.
Todd Graves
I mean, college students for sure love their fried chicken. Church groups love their fried chicken.
John Davids
Families want to go out and enjoy some fried chicken.
Todd Graves
Little league teams want to enjoy some fried chicken.
John Davids
Foodies. There are so many foodies who go these days on Instagram to Raising Canes and talk about what they're ordering and take photos of it, and it's like.
Todd Graves
A place to go and something to do.
John Davids
So the community growth around how they're.
Todd Graves
Doing it at Raising Cane's is very, very cool. And let's end off here on the.
John Davids
Best point of all, guys, and that's the simplicity of this business. There's no fancy technology. There's no fancy investors. There's no big crazy idea. There's just a phenomenal entrepreneur with relentless execution, persistence, a belief in an idea, incredible hustle, incredible grit. That's what entrepreneurship is all about. That's what growth is all about, and that's what success looks like. Guys. Get me@johndavids.com make sure to subscribe and leave a comment wherever you're listening to this, and I'll talk to you guys next time.
Making It with Jon Davids: Episode 148 - This Guy Made $3B+ Selling Chicken Fingers
Release Date: October 7, 2024
In Episode 148 of "Making It with Jon Davids," host Jon Davids delves into the remarkable success story of Todd Graves, the founder of Raising Cane's Chicken Fingers. This episode unpacks how a simple business idea transformed from a single dorm-room restaurant into a billion-dollar enterprise. Below is a comprehensive summary of the episode, highlighting key discussions, insights, and notable quotes.
Jon Davids sets the stage by introducing Todd Graves and his astounding achievement of generating over $3.7 billion in revenue from selling chicken fingers. He teases a deep dive into Todd's journey, emphasizing the community response and extensive research he conducted.
John Davids [00:00]: "There's this guy named Todd, and he sells chicken fingers. And last year he made $3.7 billion doing it. This is a wild story, and I spent three hours digging into it."
Todd Graves recounts his early days as a student with what many deemed a "dumb business idea"—a restaurant focused solely on chicken fingers. Despite skepticism from friends and professors, Todd's determination led him to bootstrapping his venture with minimal capital.
Todd Graves [00:38]: "He’s got 700 LOC, bootstrapped the whole thing."
John Davids [01:41]: "Todd's a student with a dumb business idea."
Facing financial constraints, Todd took on physically demanding jobs, including construction work and Alaskan fishing, to raise the necessary funds to realize his dream.
In 1996, Todd opened the first Raising Cane's Chicken Fingers in Baton Rouge, naming it after his dog. The restaurant's grand opening was unconventional—no signs or promotions, leading to an initial line outside the door. The location quickly became a staple for college students craving hot, spicy chicken fingers, operating late into the night to accommodate after-hours crowds.
John Davids [02:00]: "He actually slept there... He built the location, he renovated it, did all the work and then leased."
Over 18 months, the relentless effort paid off as Todd expanded to multiple locations, relying on debt and sweat equity to fuel growth.
Raising Cane's distinguishes itself by adhering to a remarkably simple menu—chicken fingers, crinkle-cut fries, Texas toast, coleslaw, and the signature Cane Sauce. This minimalistic approach contrasts sharply with competitors offering extensive menus, allowing Raising Cane's to excel in quality and operational efficiency.
John Davids [04:38]: "Less choice means you can do one thing really, really well."
The focused menu ensures consistent quality and simplifies training, contributing to higher profit margins and scalability.
A pivotal part of Todd's strategy was his innovative approach to funding. Instead of seeking equity partners, Todd secured private loans from angel investors at a 15% interest rate, which were subordinate to bank loans. This allowed him to leverage borrowed funds effectively, using the capital to open new locations while maintaining control over his company.
John Davids [14:16]: "He’s got these private lenders lending him, 15% interest rate."
This strategy enabled rapid expansion, scaling from a single restaurant to over 700 locations within a decade. However, it also introduced risks, as seen during Hurricane Katrina in 2005, when cash flow issues threatened the business. Nevertheless, the resilience of Todd and his team ensured the continuity and growth of Raising Cane's.
Raising Cane's boasts impressive financial metrics, with each location generating over $4 million annually, second only to Chick-fil-A. The company leverages economies of scale, purchasing approximately 900 million chicken tenderloins annually, and operates with an estimated net profit margin of 13%.
John Davids [07:22]: "Raising Cane's brings in over $4 million a year per location."
The streamlined operations and minimalistic menu contribute to significant savings on training, labor, and sourcing, further enhancing profitability and positioning Raising Cane's for sustained growth.
A cornerstone of Raising Cane's success lies in its exceptional community-building efforts. Todd recognized early on that his restaurant appealed to a diverse customer base beyond college students, including families, church groups, and food enthusiasts. By fostering a strong community presence and leveraging word-of-mouth, Raising Cane's minimized the need for traditional advertising and promotions.
John Davids [19:44]: "Polarization works. And fried chicken is a great example."
The brand cultivated a passionate and loyal customer base, with foodies actively promoting Raising Cane's on social media platforms like Instagram, further amplifying its reach and popularity.
The episode also touches on criticisms leveled against Raising Cane's as part of the fast-food industry contributing to health issues. Jon Davids discusses the balance between supply and demand, arguing that while fried chicken may be unhealthy, consumer demand ensures its continued availability.
John Davids [11:13]: "When people want something, when society wants something, they're going to get it."
He emphasizes the importance of consumer choice and the role of businesses in meeting market demands, while also acknowledging the responsibility to promote healthier options.
Jon Davids encapsulates the essence of Todd Graves' entrepreneurial journey, highlighting traits such as relentless execution, persistence, and strategic risk-taking. The Raising Cane's story serves as a testament to how simplicity, community focus, and innovative funding strategies can drive monumental business success.
John Davids [20:25]: "There's just a phenomenal entrepreneur with relentless execution, persistence, a belief in an idea, incredible hustle, incredible grit. That's what entrepreneurship is all about."
Jon Davids' exploration of Todd Graves' journey provides invaluable insights for entrepreneurs aiming to build scalable, community-driven businesses. Raising Cane's stands as a prime example of how dedication, strategic planning, and understanding market dynamics can lead to extraordinary success.
For more episodes and insights, subscribe to "Making It with Jon Davids" on Apple Podcasts, Spotify, or visit johndavids.com.