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Meet Jon Glaser of Shell Shack in North Dallas

Today we’d like to introduce you to Jon Glaser.

So, before we jump into specific questions about the business, why don’t you give us some details about you and your story.
Shell Shack is a one of a kind seafood restaurant experience in the casual dining segment specializing in proprietary infused seasoned crab and seafood of all shapes and sizes. The Shell Shack family strives to better our customer experience each and every day through operational excellence.

Founded in 2013 by Dallas Hale and Matt Saba after a couple years of research, planning, and development. After the Uptown Dallas location became the goto “Texas Crab Boil” spot in Dallas, it was clear that a 2nd location was inevitable. Shell Shack Plano opened in mid-2015 and was a welcome edition to the dining in North Dallas area. By early 2016, Shell Shack had selected sites and was preparing to open it’s 3rd and 4th location, this was a pivotal point for our company and if we were going to get serious about growth outside of DFW we needed to focus all efforts on improving and streamlining our processes and procedures, which we did. By mid-2016, the decision was made to spread our wings and develop our franchise program, that’s when I joined the Shell Shack family. My 10+ years in franchising paired with the owners 40+ years of operational experience make this decision more viable than ever. We are looking for key multi-unit operators looking to expand their portfolios, strong financial entrepreneurs and real estate developers that can be paired with a strong multi-unit operator throughout North America.

By early 2017, we had signed on our 1st Franchise Group and only a few months later our 2nd Franchisee, taking the entire Houston market, which entails 8 locations over the next 4 years. Our corporate team spent most of 2017 preparing for the upcoming growth the lied ahead. As of today, in 2018 we have opened 1 new corporate locations in DFW and our first two franchises are scheduled to open by end of July. We also have 2 additional locations in DFW opening later this year, this will bring our system total to 9 Shell Shack locations in 3 cities across Texas. Currently, we have no less than 7 opening on the books for 2019.

We’re always bombarded by how great it is to pursue your passion, etc. – but we’ve spoken with enough people to know that it’s not always easy. Overall, would you say things have been easy for you?
“Smooth” is probably not a word commonly used in the restaurant industry, let’s just say that we have learned some very valuable and costly lessons along the way! We have all worked diligently to create solid processes, implemented some amazing software to help create a solid brand that we are all very proud of. We have spared no expense on training and technology, we feel strongly about execution and our customer experience, which means everything for continued success and growth plans.

We’d love to hear more about your business.
“The Boil” bag, whether it be Crab, Shrimp or Crawfish, each can have corn, potatoes and is covered with a proprietary wet marinade with options of flavor and heat levels.

Shell Shack is a one of a kind seafood restaurant experience in the casual dining segment specializing in proprietary infused seasoned crab and seafood of all shapes and sizes. The Shell Shack family strives to better our customer experience each and every day through operational excellence.

I’m personally most proud of our company leadership, vision and ability to weigh in on all sides prior to making decisions. We work closely as a team and most brand decisions are made based on whats best for our Shell Shack Brand DNA today as well as moving forward.

Shell Shack’s menu is shorter and more quality focused, we’re not really trying to be everything to everybody, but what we do, we do well. Our wet marinade is a proprietary mix of seasoning and goodness which can only be found at Shell Shack. We bring in only the finest quality seafood and other protein, like our locally sourced beef and chicken.

Oh, yeah and we have the coolest “Hand Washing Machine” in town, hands down our guest love it and talk about it all the time.

What were you like growing up?
I grew up in a small town in North Texas, the population was less than a 1000 people and there were certainly no secrets that couldn’t be heard at the local store or post office. Everyone knew your name and who your parents were, so that was just the norm. My family had a small farm in Ector, TX. I was the youngest of 5 boys and my father worked hard 24/7 to support such a big family. He was a programming engineer by trade, a part-time farmer for enjoyment, I think, but most of all he was a great father that anyone would be proud of. We all pitched in and did our part on the farm and other ventures which included rental properties and even a small restaurant. That may have been more Moms idea than Dads! Dad worked for himself most of my life, that wasn’t always easy and I really admired that about him. To me, he was fearless and did whatever needed to succeed, but always made time for us.

Like most kids in a smaller town, I was very active in all sports; mainly basketball, tennis, and golf. I was always a good student, I think mainly because honor students were able to attend regional events allowing us to get out of class more than most. My close friends and I pretty much were involved in everything the school offered. We loved leaving our small town and venturing out and seeing new things.

By the time I was 15, I had gotten my first real job off of the farm at Walmart. My brothers used to drop me off and pick me up, I’m sure they hated that, but that’s was just part of being the older brother and I landed at the bottom. At 16, it was time to move on to my next job, so when Braums Ice Cream came knocking, I jumped right in! Within a year, someone thought it was time for me to be the kitchen manager, but what I didn’t realize is, this just meant having more duties, more weekend closings and about the same pay. I really enjoyed that role and kept that job throughout high school before heading off to college. I knew I would not stay in Ector, although some of my fondest memories and dearest friends are still there today. I wanted to see the world and explore new opportunities, and I did just that.

Pricing:

  • We have gourmet burgers, chicken, and Catfish all under $10
  • Most seafood boils are $20-$30 depending on type, portions, and size

Contact Info:

Image Credit:
Tim Leslie Photography

Getting in touch: VoyageDallas is built on recommendations from the community; it’s how we uncover hidden gems, so if you know someone who deserves recognition please let us know here.

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