Episode 62: Chris Schultz

Chris Schultz, CEO of Portland, OR-based Voodoo Doughnut, has four decades of restaurant industry operations and growth experience. Before joining Voodoo Doughnut in 2017, he was Senior Vice President of Operations for MOD Pizza, where he led the concept’s expansion from a single unit to 350-plus locations.

 

In this episode, Chris shares the story of two friends’ desire to fuse hospitality with a bold and edgy product to open the first Voodoo Doughnut in 2003. At their first location, squeezed between two nightclubs in downtown Portland, they joked about “world doughnut domination”. In 2008, they opened a second unit. Today, Voodoo Doughnut boasts 17 locations in six states.

 

Chris shares with the Corner Booth his plans for product innovation, business culture, and growth. “Although there will be 24 units in operation by the end of the year,” says Chris, "I see us creating a series of stores rather than a chain." He explains, “It’s important [for the units] to be similar rather than identical," adding, “We win when we adapt to the neighborhoods we serve." As far as product, says Chris, "we must remain crave-able." 

 

Chris takes a hire-for-attitude approach to staffing. "We hire interesting people with the will because we can teach the skill." He reminds all he works with, however, not to take themselves too seriously. "We make doughnuts after all."