Doughnuts, Hustle, and Hospitality: Chris Schultz on Scaling an Iconic Brand
In this episode of Hospitality Hangout, hosts Michael Schatzberg, “The Restaurant Guy,” and Jimmy Frischling, “The Finance Guy,” welcome Chris Schultz, CEO of Voodoo Doughnut, for a conversation packed with brand innovation, fan-driven marketing, and the art of scaling while staying true to your roots. From wild doughnut creations to expansion into Miami and LA, Chris shares what it takes to grow an iconic brand without losing its cult-like appeal.
The Hospitality Hangout | Restaurant Industry Trends & Hospitality Leaders · Chris Schultz
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Show Notes
Chris shares how his unexpected first job in a Mexican restaurant set the foundation for a lifelong career in hospitality. From 13 years at Starbucks, where he witnessed its explosive growth, to leading operations at MOD Pizza, Chris has been instrumental in scaling iconic brands. Now at Voodoo Doughnut, he’s keeping the brand’s counterculture roots alive while navigating expansion into Miami, Los Angeles, and beyond.
The conversation gets deliciously deep, covering everything from Voodoo’s wild doughnut innovations (hello, NyQuil Doughnut) to the 24/7 culture that keeps fans coming back. Plus, find out why Judge Judy is a must-watch for Chris and why Voodoo is committed to staying fresh, funky, and fan-driven—even without delivery!
Key Takeaways:
- From Dishwasher to CEO: Chris Schultz’s 40+ year journey in the restaurant industry.
- Building Iconic Brands: His role in Starbucks' growth and MOD Pizza’s rise.
- The Magic of Voodoo Doughnut: Keeping a counterculture brand authentic while scaling.
- Innovation & Fan Engagement: Monthly doughnut drops, wild flavors, and social media-driven campaigns.
- Breaking News: Voodoo Doughnut is heading to Miami & LA!
- The Tech Evolution: From cash-only to digital-first with Toast & Tattle.
- Hot Takes: Cannabis-infused menus, 24-hour dining, and why some trends aren’t it.
Thanks for hanging with us on Hospitality Hangout, powered by Branded Hospitality Ventures! Stay tuned for more insider scoops, industry shake-ups, and the boldest moves from the trailblazers redefining hospitality.
Episode Credits:
- Sponsored by: DirecTV
- Produced by: Branded Hospitality Media
- Hosted by: Michael Schatzberg, Jimmy Frischling
- Producer: Julie Zucker
- Creative Director: Adam Levine
- Show Runner: Drewe Raimi
- Post Production: Three Cheers Creative
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