Today we’d like to introduce you to Douglas Sanders.
Thanks for sharing your story with us Douglas. So, let’s start at the beginning and we can move on from there.
My wife and I moved to the Rockwall area in 2014 when we purchased a foreclosure with the intent to rehab and eventually sell. After living in the house for a year, we determined we liked the area due to the “rural” feel and the phenomenal growth around us.
We both had Corporate careers and were trying to start a family. We noticed that the services were severely lagging behind the residential growth when we would sit down after a long day and try to figure out what we wanted for dinner. The only delivery option we had was 17 miles away and after the first delivery, they understandably let us know that we were just too far out to justify delivery. Some days we just weren’t in the mood to cook and without delivery options, we had to drive 8 or more miles from our home to pick up food.
After a year or two of not seeing any growth or imminent development in regard to food options, we began discussing the feasibility of us creating a business to fill the need that was lacking for us and a significant population nearby. We did around two years of due diligence looking at costs, demographics, etc. and determined that we had a very high level of confidence that delivery and take out options were feasible and desperately needed.
We began to search for a location within our target market to rent or purchase but due to the lack of sewer (everything is on septic) and the population growth, we could not find anything that fit our business plan. We were keenly aware of how our house just didn’t “fit” the neighborhood and that the value was in the acreage, so we began to research building on our current property. With my background in real estate, development and construction we determined that if we built it onto our house, it would not only fit our budget, but it would place us directly in the center of our target market.
In the meantime, we had already had our first (and currently only…) child and were both working full time as well as taking care of a 2 yr old so finding the time to build a 1,300 SF addition with limited help was a large undertaking. We began construction of the addition in August of 2018 and targeted an early 2019 opening.
We overcame all the obstacles including the IRS shutdown (couldn’t get our EIN for weeks) and with the support of family and friends, we made our 1st quarter opening goal on March 25th, 2018. There was a huge buzz and the communities around us were extremely excited to have a local option for delivery. Eight months later, we have still yet to exceed the sales from our first week but are extremely happy with the response and support from the community.
We now have 20+ great employees and an enthusiastic and driven manager. We are continuing to grow and are doing everything we can to support and take care of the community that has allowed us to succeed.
Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
Most were typical for any project/small start up business. Not being able to find contractors to fit within our budget so essentially building it myself with some help from a friend. Trying to convince wife my design was better than hers… Being unable to find a place within our target market so literally attaching an extremely busy restaurant to your house. Finding vendors (both food and equipment) that would deliver to what is considered a residential address in their system.
Marketing to an extremely targeted audience. We had to try to market to the areas surrounding the municipalities without marketing inside the city limits of four different cities that we didn’t service with deliveries. Ex – a lot of our customers (including us) have a Rockwall address but we didn’t want to market inside the city limits of Rockwall.
Trying to find time to build and start a business with a toddler while both the wife and I were still working full time Corporate jobs. Finding employees – We only had one employee identified and hired the week before we were scheduled to open.
Risking our careers and savings on a gamble after just having a child. No matter the research and due diligence, it is still difficult to give up great careers and risk significant savings on an unproven concept. IRS shutdown delayed our Federal EIN for weeks. Couldn’t set up accounts, order equipment or food from vendors, permits, etc.
Please tell us about your business.
We offer pizza, pasta, subs and salad for delivery and carry out. We are extremely proud of our pizza and make the dough fresh daily in house. We are most proud of our employees and the community for their support. Throughout the entire process we have said: “If we can’t do it the right way, we won’t do it at all”. We love our employees and want the best for them even if it isn’t with us. We have helped update resumes to try and find other jobs, given recommendations, etc and are happy to do so as long as it is in the best interest of the employee.
What sets us apart is that we do care about the customer on a personal level due to being a part of the community and focusing on doing the right thing.
This “delivery insurance” I see from some of the Corporate competitors makes no sense. Our customers pay for a service. Quality food within a reasonable time. If we don’t meet one of those criteria, the customer doesn’t pay. You shouldn’t have to start a program offering “insurance” for a service you did not receive. You wouldn’t pay for any other service you did not receive so if we don’t deliver what you ordered within a reasonable time, we can’t feel right charging you. No gimmicks. We will do whatever we can to “make it right” and ensure the customer is satisfied with their food and experience.
What is “success” or “successful” for you?
Our success would be defined as being a profitable company while not taking advantage of others. We love watching others succeed and to grow both personally and professionally. We are open and willing to do anything we can to help both our customers and employees without hurting the success of our business or compromising our ethics and morals.
We love to build relationships with both our employees and customers to the extent that we can and do consider most of them friends and some family. Our success must include friends and family and will be measured not just by our successes but also by those we help succeed along the way.
Contact Info:
- Address: 14775 S. FM 548
Rockwall, TX 75032 - Website: www.italianvillagerockwall.com
- Phone: 972-563-7992
- Email: italianvillagerockwall@gmail.com
- Facebook: www.facebook.com/italianvillagerockwall
- Yelp: https://www.yelp.com/biz/the-italian-village-rockwall
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