Interview with Luciano Gonzalez of Salad Creations

Please tell us about Salad Creations, and explain your personal mission. To have each guest experience the highest quality of fresh food and the highest level of hospitality in the cleanest environment possible. To open Salad Creations across the Metro Detroit, thus spreading the love of chopped fresh salads to all.

What is your background and what lead you to this business? I grew up in Belo Horizonte, Brazil’s third-largest city, until my family moved to West Bloomfield when I was 12. I attended Saginaw Valley State University, where I majored in marketing and international business, and graduated in 2004. I got involved with Salad Creations in 2006 when I visited a store in Florida and realized that there was nothing like this in Michigan. Consumer eating habits are moving toward a healthier lifestyle and an alternative to fast food.
How does holistic health apply to your business and your lifestyle? I think Salad Creations caters to many types of lifestyles and holistic would be one of them. We currently carry a few all natural items and we recently just started using an all natural chicken. Salad Creations offers every guest the opportunity to create their own salads by choosing from over 40 ingredients and with that one single option on the menu, I feel that we are the perfect place for all types of life styles.
What makes your business unique and sets you apart from your competition? Salad Creation restaurants feature more than 40 ingredients, including lettuce, vegetables, fruits, cheeses, meats and more than 15 homemade salad dressings. Employees prepare salads behind the counter, similar to a Subway, and add ingredients requested by the customer. A basic salad costs $4.99 and takes about three minutes to assemble. Adding a protein costs $2.50 more. In addition to salads, the restaurants feature wraps, soups, dessert and a panini line will be rolling out this week at both of our locations in Michigan.
Has the recession impacted your business, and if so, how have you adapted? The recession has definitely impacted our concept and restaurants, our restaurants have adapted by offering daily specials, with 2 different options that are priced at $5 and on Tuesdays we do a buy one get one free all day long. As far as the franchise sales of the business we have lowered our franchise fee from $25,000 to $20,000.
Is there anything you wish people knew about your business that they probably don’t know? Salad Creations was voted #1 by Restaurant Business magazine’s 2009. Category; Future 50, is the magazine’s annual ranking of the fastest growing restaurant chains between $25 million and $50 million in annual sales.

What are you looking forward to for your business in the future? My goal is to have 2 new franchisees signed by the end of 2009 and to have 4-5 open and operating stores in 2010, and doubling that number in 2011.

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