Young Ones To Watch: Jonathan Weathington, CEO of Shuckin’ Shack Oyster Bar

At only 35 years old, Jonathan Weathington’s team has built a small empire with the laid-back oyster bar Shuckin’ Shack. Already with 16 total locations, Shuckin’ Shack Oyster Bar has created a serious imprint within the full-service restaurant segment with a unique, fresh and sustainable seafood-driven concept. 

It wasn’t always smooth sailing for Weathington. In fact, he has, in his own words, “worked every job you can imagine, from pumping septic tanks to packaging mail to bartending.” The now-CEO says younger folks shouldn’t stress about not knowing exactly what they want to do—it will all come together. In an interview with 1851 Franchise, Weathington shares what drew him to franchising, his advice for other up-and-comers and the advice he would give to his younger self.

1851: What initially drew you to franchising?

Weathington: My very first official job was working for a packing and shipping company that was a franchise. As a 15-year-old kid, I didn't know that the things I was doing then would be applicable to me today. Working for a franchisee instilled in me the idea that one day, I wanted to be an entrepreneur or work in an entrepreneur-driven system. I love the idea of having systems and procedures in place and being around other people with a passion for business. There is something for everyone in franchising, and finding the right fit is almost like being a matchmaker. Franchising can really change someone’s life for the better. 

When I was in graduate school, I was working a few jobs, one of which was at a business a few doors down from where Shuckin’ Shack was being built. One of the guys I was working for turned out to be Sean Cook, one of Shuckin’ Shack’s founders. I loved the laid-back vibe about it. I’ve always loved the customer service sector, and I saw how immediately successful Shuckin’ Shack was. It was very simple and it was very genuine. 

1851: Where do you see the most opportunity in franchising and why are you excited about the future of the industry?

Weathington: I think the most opportunity lies within its continuity. Franchising is very old—much older than people would expect. There are always going to be certain people who desire to do something beyond a typical office job. There is unlimited potential for virtually everyone out there, from all walks of life. It doesn’t matter if you’re coming straight out of school, or at the end of a 50-year career—the potential in franchising is virtually limitless. 

Of course, any business can reach carrying capacity, and I understand the limitations in that sense, but we’ve always found that in the customer service industry, there is a way to evolve. There is always a new way to react. That evolution portion is very exciting to me. Franchising today is very different than it was 10 years ago, and I think it will look different in another 10 years. You can simply throw geography, tech, and wage laws into the mix, and we always adapt. That’s part of the entrepreneurial mindset. It’s very exciting because this industry is filled with a lot of very intelligent, driven people. 

1851: What advice do you have for other young up-and-comers in the space?

Weathington: Don’t be afraid to make mistakes. I think people come into the industry with this mindset of “I can’t mess up.” It makes you want to change who you are because you think you only have one shot. That’s not true at all. Don’t let your fear of making mistakes stop you from making good decisions. When you get out into the real world and into your first job, you learn so much just by experience. Not everything is going to be easy, and you can’t let that fear paralyze you.

One of my core beliefs is that people our age, especially the under-40 crowd, get ragged on a lot, but our B.S. meter is really good. More than anything, millennial business owners and consumers value authenticity and transparency, and every industry is evolving to accommodate that. 

1851: What advice would you give your younger self?

Weathington: It’s okay to not know what you want to do, especially when you’re 17 or 18 years old. It’s okay to not go straight into college and work 100 different jobs instead. Don’t worry about it. I’ve worked every job you can imagine, from pumping septic tanks to packaging mail to bartending, and I have learned something valuable from every single job I’ve ever had.

1851: Who is someone you look to for inspiration?

Weathington: Obviously, my parents have been a huge source of inspiration for me. They’ve always been supportive and honest yet still let me do what I wanted to do. The founders of Shuckin’ Shack, Matt Piccinin and Sean Cook, inspire me, too—I’ve never worked with harder-working, more driven people. As far as the industry as a whole, I don’t want to single anyone out, but there are a number of people in franchising who are incredibly impressive business people and also incredibly humble. You can rub shoulders with some of the more brilliant minds in this industry, and they’ll still talk to you like you’re the only person in the room.