If building a brand from scratch is hard, preserving one that has been loved for more than 90 years, too, comes with tons of challenges.
As CEO of Swensons Drive-In Restaurants, Dan Mesches brings a wealth of restaurant experience to his role, which he has held since August 2024. He discovered his passion for the restaurant business while working his way through school at Union College in Schenectady, NY. He later attended the Master’s of International Studies Program at the University of South Carolina.
Before Swensons, he served as President and CEO of Sprinkles Cupcakes from 2017 to 2024, and prior to that, as President and CEO of Hopdoddy Burger Bar, where he led their expansion efforts into other markets and built a team of 100 to 1000 members, including the executive team.
Prior to Hopdoddy, Dan was President, Founder, and CEO of Star Restaurant Group, responsible for some of Washington, D.C.’s most acclaimed restaurants, including Red Sage and Penn Quarter’s landmark Zola. During this time, Dan also developed a multi-unit concept called “Raku, an Asian Diner.”
Under Dan’s leadership, the restaurants he has led have been the recipients of numerous awards and accolades, including Food & Wine’s “Best Burgers in America”, Esquire Magazine’s “Best New Restaurant” for Red Sage, Condé Nast Traveler’s Zola as one of the top 75 new restaurants in the world, Thrillist’s “33 Best Burgers in the Entire Country,” The Daily Meal’s “101 Burgers in America,” and one of CNBC and MSN’s “10 Brands to Watch.” His concepts have also proudly participated in a number of dinners at The James Beard House in NYC.
As of today, Swensons Drive-In, which was founded back in 1934 by Wesley T. “Pop” Swenson, has 26 stand locations (brick and mortar, nontraditional, and mobile) spread throughout Ohio, and continues to grow under the thoughtful leadership of Mesches, and the said man has many lessons to share.
“I do think Goodyear and Firestone had a lot to do with that. It created such a car culture,” says Mesches. “Were there drive-ins around the country? Sure. But people weren’t so vehemently supportive as they are here.”
About Swensons’ & Dan Mesches’s Role Within
Pop Swenson’s drive-in empire started at Akron’s Buchtel High School in 1933 when he began serving burgers from the back of his station wagon. A year later, he opened his South Hawkins Avenue location, which was then a small building with plenty of parking around it for customers to cruise in, order food, and enjoy it from the comfort of their vehicles.
Over 90 years later, nothing essential has changed.
It’s still very much about having customers park their car, turn on the lights for service, and enjoy classic menu items like the Galley Boy (two patties with cheese, two special sauces, and garnished with an olive), milkshakes, and Potato Teezers, served on a tray attached to the rolled-down car window.
“What I love about this business is we’re like the theater,” Mesches says. “Every day you start from scratch, and that’s a big responsibility but also a wonderful opportunity.”
The brand has evolved with the times (for example, ordering via app is now an option too), but the work is the same. Most recently, the chain teamed up with James Beard Award finalist and Akron native Vinnie Cimino, executive chef at Cordelia on Cleveland’s East Fourth Street, for a limited-time collaboration menu.
The collaboration featured the Cordelia Pimento Burger, topped with the chef’s pimento cheese recipe and Kool-Aid Pickles, and needless to say, it was a win.
Sprinkles Before Swensons
Mesches spent seven and a half years as President and CEO of Sprinkles, the brand co-founded by Candace and Charles Nelson in 2005. He’d first encountered it while consulting in Los Angeles in 2008, after a friend urged him to sample the cupcakes. That encounter sparked a love for the brand that eventually led him to become its chief executive.
During his tenure, Sprinkles marked a milestone with the launch of its first franchise in Riverton, Utah. The company grew to 24 bakeries and over 35 cupcake ATM locations across the nation, with a strong presence at major airports, including Los Angeles International, Chicago O’Hare, Dallas-Fort Worth, and Houston Hobby. Before its franchising journey, the company honed its technological capabilities, refined its flavors, and streamlined store development. Beyond its iconic cupcakes, cakes, and cookies, Sprinkles also diversified into chocolates, mini chocolates, cupcake truffles, and baking mixes, as well as a CPG line that includes signature chocolate, batter mix, and national shipping.
Among the brand’s proudest innovations was the cupcake ATM, launched in March 2012. These machines attached to physical stores allowed the chain to reach more customers directly and increase revenues cost-effectively.
Lessons in Growth, Leadership, and Longevity
After decades in the restaurant industry, Mesches has developed a clear perspective on what separates “successful” brands from the rest. Here are ten lessons from our conversation.
Passion is Key: Mesches emphasizes the importance of having a genuine passion for the restaurant industry. Loving what you do is not only essential for personal fulfillment but also a driving force behind success. Whether it’s the joy of creating culinary masterpieces or the satisfaction of providing exceptional service, passion fuels dedication and commitment.
Embrace Change: The restaurant landscape is constantly evolving, and successful restaurateurs must be adaptable and open to new ideas and technologies. Mesches highlights the need to embrace change and innovation to stay relevant and meet evolving consumer preferences. From integrating new technologies to reimagining operational strategies, embracing change is a vital aspect of long-term success.
Trust in Your Team: Hiring talented individuals and empowering them to shine is crucial in the restaurant industry. Mesches emphasizes the importance of building a culture of trust, collaboration, and support. Trusting your team members to deliver outstanding results fosters a positive work environment and creates a strong foundation for success.
Consistency is Vital: Consistency is a cornerstone of success in the restaurant industry. Guests expect consistent quality in food, service, and the overall experience. Mesches underscores the importance of adhering to recipes, training programs, and maintaining high standards in every aspect of the business. Consistency builds trust, establishes a strong reputation, and keeps guests coming back.
Customer-Centricity Drives Loyalty: Mesches stresses the significance of genuine interactions and exceptional service in building customer loyalty. Going above and beyond to create personalized experiences and making guests feel valued and appreciated establishes emotional connections. While loyalty programs can be beneficial, they cannot replace the power of authentic engagement and positive guest interactions.
Technology Enhances the Guest Experience: Integrating technology into restaurant operations can streamline processes, improve efficiency, and provide valuable insights into customer preferences. Mesches shares how Sprinkles and Swensons have embraced technology to enhance the guest experience.
Foster a Positive Work Environment: Mesches highlights the importance of creating a supportive and engaging work environment for employees. Investing in employee well-being, growth, and professional development leads to higher job satisfaction, reduced turnover, and ultimately, better service. Building a positive work culture that values and appreciates team members is instrumental in creating a solid and motivated workforce.
Actively Listen to Customer Feedback: Gathering and actively addressing customer feedback is vital for continuous improvement. Mesches stresses the need for a structured system to manage customer feedback and complaints promptly. Taking customer concerns seriously and acting upon them demonstrates a commitment to customer satisfaction and shows that their opinions are valued.
Balance Work and Personal Life: Achieving a healthy work-life balance is challenging but essential for overall well-being. Mesches acknowledges his own shortcomings in this area and encourages others to prioritize personal moments and quality time with loved ones. Striving for a balance between professional commitments and personal life leads to greater fulfillment and long-term success.
Collaboration is Key: The industry is moving towards collaboration and support among establishments. Mesches highlights the importance of working together, sharing knowledge, and helping each other succeed. Collaborative efforts can range from strategic partnerships to community engagement, fostering a more vibrant and innovative restaurant community.
The interview with Dan Mesches provides valuable insights for aspiring restaurateurs and industry professionals. Passion, adaptability, trust, consistency, customer-centricity, technology integration, positive work environments, customer feedback management, work-life balance, and collaboration are key elements to focus on when navigating the dynamic.
