Matt Shaffer was only 24 years old when he decided to open a franchised Tropical Smoothie Café location in Lititz, Pa. He had been working for his uncle in construction and remodeling and decided that he wanted to run his own business. Together with his mother, Cindy, he formed Shaffer Tropics Inc. and launched the company’s first location in January 2008. The business became even more of a family affair when he invited his 19-year-old brother Cody to help him run it. Now, two years later, Shaffer has the Tropical Smoothie Café area development rights for Lancaster, Chester and Dauphin counties in Pennsylvania, and plans to open a second outlet soon. He forecasts the opening of 10 to 15 units in his territory over the next five years.
What prompted you to get into the restaurant business?
I was working for my uncle and I wanted to own my own business, so I kept my eyes open. I knew that Tropical Smoothie was big down south and that there was nothing like it in Pennsylvania. It’s a cutting-edge brand, and it’s more fun than a lot of other [quick-service concepts.] So I decided to open one.
Did you have any restaurant experience?
None whatsoever.
Where did the financing come from?
My mother and I.
How is your mother involved in the company?
She’s the president, but she really just does the books. She’s not involved operationally.
Your brother is involved, too.
Yeah. Cody was getting toward the end of high school and talking about going to college. I thought it would be something cool to do with me. When we open our second location, he’ll run this one [in Lititz].
Describe the Tropical Smoothie concept.
FAST FACTS BIRTH DATE: Feb. 2, 1983HOMETOWN: Mercer, Pa.EDUCATION: bachelor’s degree in business administration, Florida Southern College, Lakeland, Fla.PERSONAL: married with two children
We have real fruit smoothies, gourmet sandwiches, wraps and salads…and we’ll be introducing grilled flatbreads to the menu. We’re open for breakfast, lunch and dinner, and we do a lot of catering.
How’s business?
Good. Sales are trending upward. We’re projected to do $450,000 by the end of the year.
You’re doing pretty well in a fairly mean recession. How do you account for that?
Well, we’re only in our second year, so there is a start-up curve. But I think we’re doing things the right way and building from the ground up.
What are you doing right?
My brother and I are pounding the pavement to market the store. We’re offering clippers. We’re doing on-screen advertising in a theater nearby. We print 400 or 500 fliers at a time and deliver them door-to-door. It’s an inexpensive way to do it, but it’s a lot of hard work.
What advice would you give to young entrepreneurs looking to get into the restaurant business?
People are skittish right now. But there are definitely opportunities out there for those who are willing to stick their necks out. But you have to want to work hard and have a real passion for what you’re doing. Otherwise, it will eat you alive.
