It has been 11 years since Magic Johnson wowed fans as a professional basketball player. Now, he’s courting them in a different arena: a growing foodservice and entertainment empire made up of coffeehouses, restaurants and movie theaters.
Diagnosed in 1991 as HIV-positive, Johnson has devoted life after basketball to family, philanthropy and growing his business interests into the conglomerate it is today. Last June he partnered with Gaithersburg, Md.-based Sodexho USA to form SodexhoMagic, whose mission is to create institutional foodservice concerns in urban locations. Johnson is gearing up to introduce the first of those concepts to a number of markets later this year.
What is the latest news concerning SodexhoMagic?
We’re doing great right now. We’re excited about having a lot of business [lined up] and pleased to be exceeding everyone’s expectations. We’re moving along at a faster pace than we thought we would at this time. This is a truly exciting time for us; there are a number of [requests for proposals] out right now, and we’ll have exciting news shortly.
You will be introducing both a sports bar concept and sub sandwich outlets soon. Why do you think customers will relate to those better than other types of establishments?
The sub shops [originated from Sodexho’s] Sub Connection concept. And what’s best about them is they already have been out in the marketplace. We’re just adding a little “magic” to it and expanding the product.
I personally eat a lot of sub sandwiches; I’ve always loved them. I don’t know if I’m going to eat more of them than the customers buy. And the sports bar concept, I’m a big fan. I go to all of them myself. We want to do something different than the typical sports bars with jerseys [hanging on the walls]. We want it to be chic and cool and at the same time offer good food and a great atmosphere, bring it up to year 2007 and give the sports fan as well as the casual-dining fan something to enjoy.
AT A GLANCE Education: Michigan State University Age: 47 Birthplace: Lansing, Mich. Personal: married; three children
It’s important to mix the two because nowadays women are going [to sports bars] a lot more, too. We want to make it more like a meeting place with sports being the backdrop.
If guests feel like they’re getting a home-away-from-home experience, then they’re going to come to Magic Johnson’s sports bar three or four times a week.
What do you hope to accomplish?
You know, I’ve been in the quick-serve business for a long time. We just want to satisfy the customer, give them a great experience, serve outstanding food, and get them in and out the door. In the grab-and-go business [like the sub concept], people want to get their sandwiches and head back to work. They also want to make healthier choices as well as flavorful ones.
The main thing is we want to make sure our customers are happy with their selections.
How involved have you been in the planning of the concepts?
I’m a control freak. I couldn’t get this far without being one. Sodexho and I get along well because they have their input and I have mine. We’ve had many meetings already, and we’ll have more. There’s nothing I’m involved in that I’m not really involved in.
If you want passive, you don’t want me.
It sounds like you are really excited about the future.
I’m only getting involved in things I know about. It’s great for me. I feel like a little kid; can’t wait. It’s been fun working on the concepts and the menus. I’m raring to get going. When you’re passionate about something, it’s exciting and fun.
What kind of research have you done?
When I’m on the road, I live in sports bars in terms of enjoying basketball and football games. I’ve probably been to every sub shop around as well. I watch people, see what they’re eating, ask what they like and what they’d like to see done differently. I try to tailor all my businesses to meeting what the customers want.
Having been a professional athlete, I’m sure you are conscious of the foods you eat. What do you think is the secret to getting customers to embrace food that is better for them?
First of all, customers are smart. There are a lot of people in America who are eating healthier now. We know we have to have those kinds of items on the menu, whether it’s a turkey burger or a vegetarian sandwich or salad items.
At the sub shops, a majority of items on the menu—at least half—are pretty healthy for you. We’ll have lots of turkey items and salads and bread choices—regular and whole wheat. There’ll be healthy foods for the ones who want them and items for those who want other things, too. But people still want all of it to taste good.
So are you a proponent of eating foods that are good for you?
For me, it’s not just talking about [eating healthier]; I’m living it. I eat a lot of turkey sandwiches and turkey burgers. I’m not selling anything I don’t eat myself.
Is it tougher introducing more healthful menu items and concepts to urban locations than it is to suburban areas?
Not at all. That’s how I got my T.G.I. Friday’s [going]. I met a lady who said she couldn’t get a salad in her community. A lot of people in urban America are trying to eat healthier.
The challenge, more than anything, is to make the food taste good. They know they have to eat healthier. They just want it to taste good, too.