The Great Franchisee: Michael Mitchell, Shuckin’ Shack, Cumming, GA

Michael Mitchell has been in the restaurant industry for more than 40 years, going all the way back to his college days. In 2019, Mitchell took the leap into franchise ownership with Shuckin’ Shack, a 16-unit North Carolina-based oyster bar brand known for its responsibly sourced seafood and “seriously fun” vibe.

Last year, Mitchell’s Shuckin’ Shack was forced to close for two months due to the COVID-19 pandemic. Still, the industry vet knew how to make the most of the opportunities he had, finding an 80–100% year-over-year sales increase in the ten months his store remained opened.

1851 Franchise: Tell us your story – what did you do before franchising?

Michael Mitchell: I live in Cumming, GA and have been in the restaurant industry since I was 18-years-old. I attended the University of Texas-Arlington while working at On The Border. I spent an early part of my career with Grady’s American Grill for five or six years as a general manager, which is when I moved to Georgia in1995. From 1999–2001, I was a general manager of Joe’s Crabshack locations in the Greater Atlanta area and then worked with Ramano’s Macaroni Grill for a short time. 

At that time, my wife and I started a family, and I needed a break from the operations side of the business and went on to work in sales for 13 years with Edward Don & Company. After working in sales and my kids growing up, I wanted to figure out what was next for me. I knew my passion was in the restaurant business. That is when I started working with a franchise broker to help me find the right opportunity.

1851: How did you initially find out about franchising and what was your perception of franchising before becoming a franchise owner? 

Mitchell: Since I’ve been in the restaurant industry for most of my life, I was always aware of what franchising was. It was just a matter of if I wanted to become a franchisee or not as much of my time has been on the corporate side of brands. When looking at opportunities, I knew pursuing a restaurant franchise would be the best for me because of my knowledge in the industry.

1851: How did you decide you wanted to be a franchisee?

Mitchell: The biggest thing for me was wanting to be my own boss. I’ve never owned a restaurant before, so I knew the franchise route was the best for me due to the support and model that is provided by the franchisor. Once I met CEO Jonathan Weathington and Co-Founder Matt Piccinin, I knew I wanted to be a franchisee with Shuckin’ Shack 

1851: How did you perform your research?

Mitchell: I met with a franchise broker, and he had no restaurant options available. However, I was on Facebook one day and Shuckin’ Shack popped up, and I thought it was a neat concept that was different. More importantly, a concept that I thought could do incredibly well in Cumming.

1851: Why did you pick Shuckin’ Shack? What excited you most about the potential 

Mitchell: It really came down to knowing seafood through my previous restaurant experiences. When I met the team in Wilmington, everything seemed fun and casual. I knew we needed a seafood experience like this in Cumming at an affordable price point. There was actually a seafood restaurant that was in Cumming for 20–25 years called Norman’s Landing that closed. Our location is just about a football field away from where that restaurant used to be. Now, their owner comes into our restaurant and enjoys himself.

I can truly say this has been a perfect fit. I can’t say enough positive things about the Shuckin’ Shack corporate team. As a franchisee, when you can have conversations with the CEO & Co-Founder, it says a lot about the brand and how they are committed to your success. They will do whatever it takes, and I couldn’t be more grateful for that. When times got tough during the pandemic, they were there for me, and I will always remember that gesture.

1851: What are your dreams with the business? What does the future look like?

Mitchell: We’ve been successful since we opened our doors in June of 2019. We have our community to thank for that. Their support has meant everything to us at Shuckin’ Shack. They are the reason why our restaurant won best seafood in Forsyth County. Our sales show that as well. Despite having to close our doors from March 20th to the end of May in 2020, our sales are up between 80-100% from last year. We’ve followed all COVID protocols with staff wearing masks, proper distancing and having sanitation stations. I think our customers appreciate that, and that’s why they keep coming back, in addition to the delicious food we serve.

For me, I am focused on maintaining the success of this restaurant and growing my staff as we could use more workers due to the demand we are seeing.

1851: What do you do in your personal time?

Mitchell: While I am not at Shuckin’ Shack, I enjoy fishing and boating at Lake Lanier and grilling at home. I also like nights out for dinner with my wife and friends.

ABOUT SHUCKIN' SHACK

Shuckin' Shack Oyster Bar grew out of a vision for a local establishment that would appeal to families of all ages. A place where friends and family can enjoy fresh, delicious meals and creative cocktails in an environment that exudes relaxation. Shuckin' Shack offers its guests a "lifestyle experience" in addition to exceptional seafood. The brand started as a 900-square-foot shack in Carolina Beach, North Carolina, in 2007 and began franchising in 2014. Today, Shuckin' Shack has grown to 16 locations across five states, and soon to be six, with several more locations slated to open by the end of 2019. To learn more about Shuckin’ Shack, visit http://www.theshuckinshack.com.