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Executive Chat: Mike Repole, managing partner, Energy Kitchen

Mike Repole is jazzed about the
future of Energy Kitchen.

The former president and co-founder of Glaceau Vitamin Water is spearheading the growth of the 10-unit, fast-casual concept, intending to turn it into a national chain within the next decade.

Repole, who sold Vitamin Water to The Coca-Cola Co. in 2007, said the time is right for consumers to embrace food that tastes good and is good for them, too. He currently has area development deals in play in Boston, Miami, New Jersey and Washington, D.C.


Hometown: Middle Village, N.Y.

Age: 41


Education: Bachelor’s degree in sports management, St. John’s University in Jamaica, N.Y.

Hobbies: horse racing — “I own more than 50 thoroughbreds and hope to one day enter a horse at Churchill Downs;” basketball; New York Mets baseball


Career highlights: Selling Glaceau Vitamin Water to Coca-Cola in 2007


How did you get involved in Energy Kitchen?

I was the president and co-founder of Glaceau Vitamin Water, and the first year [we started] in 1998, we did $100,000 in sales. But when we sold the company, we’d gotten up to almost $1 billion in sales. I see the same kind of potential for Energy Kitchen.


Why does it appeal so much to you?

I really like the concept. Whenever I was in the city, I’d always go there. At night I’d sometimes send someone over there to pick it up and bring it back to the office. I really liked the idea of everything being steamed, baked or grilled — clean and healthy. It was a small company. One day I met Anthony Leone [Energy Kitchen’s founder and president], and he picked my brain to get ideas about how to grow the brand. I was a customer and huge fan before I became a huge investor. I now own a majority stake. The deal has been complete for about 18 months now. I am in love with this concept. Not only does it have city appeal, [but] with a little rebranding, it could have national appeal.


What kind of rebranding
efforts have you initiated?


For one thing, the [interior was] very masculine, the colors were orange and blue. It seemed to appeal more to gym rats who had just gone to work out. It seemed a lot more male prominent, and I thought there should be as many if not more female customers. So we softened up the [decor to include colors like] green and blue and changed the logo. Now all 10 of our stores feature the new look.


What operational changes did you make?

For me, the most important thing was that every menu item should be less than 500 calories. Items that were over were taken off the menu. I am always looking at the competition, so one day I went into a Five Guys [restaurant] and ordered a cheeseburger, fries and a Coke. The burger had 800 calories, the fries were 640 and the Coke was 400. At Energy Kitchen, you could have three meals and two snacks for the same amount of calories. At the end of the day it all comes down to calories, but it should still taste great. And that’s what we’re doing. There’s no oil, butter or frying, nothing. We’ve also redone our beverages to feature only low-calorie or zero-calorie drinks. You can’t really make any bad choices.


What kind of reception would Energy Kitchen receive nationally? Would it be as successful in Middle America as it is in an urban location?


Not every city is going to accept the concept overnight. It took 10 years for us to make Vitamin Water a success. We’re starting by focusing on urban cities, trendsetter [areas]. That’s how you build a brand. Eventually, it will go national. Is it going to be in Pittsburgh or Kansas City tomorrow? No, but my vision is to have an Energy Kitchen in every city across the country within the next 10 years. I see us speaking [in the year] 2020, and there’s 1,000 Energy Kitchens in all 50 states and internationally. I see it as clear as anything. 


In other words, if you build it they will come?

Consumers will decide what tastes good, but at the same time, they want and need to be healthy. If they can get healthy food that tastes good, what do you need unhealthy for? You can’t eat at those other restaurants five times a week unless you’re on a weight-gain program.


Contact Elissa Elan at [email protected]

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