Heather Wieland, a school teacher, and her family are set to open a Voodoo Brewery franchise in Salisbury, Maryland, this January. Together with her husband, and stepson, the group aims to transform a once-dormant space into a vibrant community hub. With plans to serve unique craft beer and locally-inspired dishes while supporting philanthropic initiatives, the team is excited to bring Voodoo’s eclectic charm to Salisbury.

1851 spoke with Wieland to learn more about how the venture came about, why she and her partners chose Voodoo Brewery and their plans for the future. 

1851 Franchise: Frame your personal story for us. What did you do before franchising, and how did you decide franchising made sense for you?

Heather Wieland: We were looking for a restaurant opportunity to fill a gap in Salisbury’s vibrant dining culture. After researching various food concepts and discussions within our group, we continued to return to the Voodoo Brew Pub concept. The unique atmosphere combined with the elevated pubfare menu items satisfied our long list of what we wanted to bring to the Salisbury community. We are excited about our decision to bring Voodoo to Salisbury. 

Salisbury has some great places to enjoy a beer, but we get to bring another taste to town.

I’m a school teacher, and my husband and his son own a commercial construction company. When the opportunity came up, it was something we couldn’t pass up. It’s a great plan for my retirement as a teacher.

1851: What was your perception of franchising prior to becoming a franchisee, and what do you want people to know about franchising now that you are in it?

Wieland: We did a lot of research to find a franchise that would work for us and the town. We visited different Voodoo locations and liked that we didn’t have to reinvent the wheel. The support system is already in place, so we don’t have to figure it out alone and risk failing.

1851: What made you pick this brand? What excites you most about this company?

Wieland: We went to several Voodoo Breweries during our summer vacation — kind of a driving tour. What really stood out was the dynamic people behind the brand. The ownership and management teams are incredible, the artwork is phenomenal and every location has its own local touch, even though it’s a franchise. It’s a tried-and-true system, but we get to add our own Salisbury flavor.

1851: What do you hope to achieve with your business? What are your plans for growth?

Wieland: I think we’re going to have a lot of fun with this for a while. The goal is to see this location thrive. We’d love to eventually open more. We’re only about 30 minutes from Ocean City, which is a beach resort, so opening a location there would be amazing. There are also several colleges nearby, which opens up a lot of possibilities.

1851: What is the one thing about your story you want us to know?

Wieland: We really like the philanthropic part of Voodoo. We want to make sure we’re giving back. We plan to work with students around Salisbury and create ways to give back to the community. That’s something that’s really important to us.

1851: What advice do you have for other people thinking about becoming franchise owners?

Wieland: The one thing we did right was visiting all the Voodoo locations and talking to the managers, bartenders, and food runners. It gave us a clear picture of what we were getting into. We did our demographic studies and dove into the data to understand potential volume and profit, but the real key was connecting with the people behind the franchise.

We loved their philosophies, openness and management style. They’ve built an amazing reputation, and we’re proud to carry the Voodoo name because of the groundwork they’ve laid. Visiting store to store confirmed that this was the right fit for us.

ABOUT VOODOO BREWING CO.

More than just a brewery, Voodoo Brewing Co. is a community of passionate beer lovers dedicated to pushing the boundaries of craft beer. Alongside world-renowned “liquid gold,” provided directly from the brewery, local owners offer killer food, craft cocktails and hard seltzer in their community-focused brewpubs. Each location has a customized logo, locally inspired menu and consistent local events, allowing Voodoo Brewing Co. franchise partners to become truly immersed in their communities. With 30+ locations across multiple states, Voodoo Brewing Co. has already captured the hearts of beer enthusiasts nationwide and has proven itself as the fastest-growing brewpub franchise in the world. Now, it is on track to quickly grow roots across the nation. For more information, visit https://voodoofranchising.com/.