684: Michael Peticolas on Be Better not Bigger

After over a decade of practicing law, Michael Peticolas left bailiffs and briefcases behind for barely and brews (at least that's what he thought) when he opened Peticolas Brewing Company in 2010. In the first year, Michael and wife, Melissa, were the sole brewers, sales reps, and distributors and they still managed to win gold at the Great American Beer Festival …and again in their third year. In 2013 Peticolas was elected to the board of directors of the Texas Craft Brewers Guild. Shortly after, the board elected Peticolas as co-chair of the legislative committee, which has been integral to changing Texas laws that have long hindered craft brewerys.

Show notes…

Favorite success quote or mantra:

• "We don't want to be big, we want to be great."

In today's episode with Michael Peticoles we will discuss:

• Don't try to be bigger, try to be better
• Passion for beer
• Branding
• When do you know a skill can become a business
• No hesitation!
• Learn as much as you can about business before opening one
• Writing a proper business plan
• Establish core values BEFORE formulating a business plan
• Your company should directly reflect your own values
• Avoiding the corporate structure
• Have a dialogue with your guests
• Honest, friendly, down-to-earth
• Genuine values are key
• Self-funding a restaurant/brewery opening
• Creating a market
•  Attention to details
• Fighting for your industry

Today's sponsor:

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Knowledge bombs

1. Which "it factor" habit, trait, or characteristic you believe most contributes to your success?
   • Unconventionality
2. What is your biggest weakness?
   • My knees
3. What's one question you ask or thing you look for during an interview?
   • Understanding of who we are, what we want to do, and an internal drive
4. What's a current challenge? How are you dealing with it?
   • Competition
5. Share one code of conduct or behavior you teach your team.
   • Have fun
6. What is one uncommon standard of service you teach your staff?
   • Treat everybody like family
7. What's one thing you feel restaurateurs don't know well enough or do often enough?
   • Take time AWAY from work
8. Name one service you've hired.
   • Method: CRM
9. What's one piece of technology you've adopted within your restaurant walls and how has it influence operations?
   • Method: CRM
10. If you got the news that you'd be leaving this world tomorrow and all memories of you, your work, and your restaurants would be lost with your departure with the exception of 3 pieces of wisdom you could leave behind for the good of humanity, what would they be?
    • Honest
    • Friendly
    • Down-to-earth

Contact info:

Website: www.peticolasbrewingcompany.com

Instagram: @peticolasbrewing

Thanks for listening!

Thanks so much for joining today! Have some feedback you'd like to share? Leave a note in the comment section below!

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Huge thanks to Michael Peticolas for joining me for another awesome episode. Until next time!

Restaurant Unstoppable is a free podcast. One of the ways I'm able to make it free is by earning a commission when sharing certain products with you. I've made it a core value to only share tools, resources, and services my guest mentors have recommend, first. If you're finding value in my podcast, please use my links!