Former Taco Bell Tax Director Leaves Corporate America Behind To Become a Paris Baguette Franchisee

Jim Osborn was successful as a Tax Director, but he decided restaurant ownership was a better fit for him and his family. As a multi-unit restaurant owner and a coach for his kids’ sports teams, he is continuing his passion and will be opening his own Paris Baguette* franchise location in Franklin, Tennessee. 

Osborn spoke to 1851 Franchise about his franchising journey, his decision in choosing Paris Baguette and his advice to potential franchisees. 

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

Osborn: I was in public accounting for five years and left to pursue the corporate world. I worked for Merisel, Inc., a wholesale distributor of computer products where I was head of their tax department for the US division. After that, I became the Tax Director for Taco Bell division based in California. During my tenure Taco Bell was owned by Pepsi, which was spun off and became Tricon. Eventually, they moved my position to Louisville, Kentucky, but we decided we didn't want to make the transition to Kentucky at that time. I received another opportunity with Worldwide Restaurant Concepts, Inc. as their Head of Tax. 

As Worldwide Restaurant Concepts decided to become a private company, I started to think about what I wanted to do. I decided to look into owning a restaurant, and I was given an opportunity with The Original Pancake House. I liked the concept due to its daily, freshly-made batters, its high quality ingredients and its hours because it was basically 6 or 7 in the morning until 1 or 2 in the afternoon. This meant that after my shift, I could pick up my kids, assist in coaching their sports teams and watch them grow up. It allowed me to be around a lot more. When I was at Tricon, I went back to Louisville, KY almost every month, among other places which resulted in lots of travel. This gave me an opportunity to be home with my family. 

After my due diligence, I was invited up to Portland, OR to meet with the franchisor, and, on the spot, they offered me a franchise agreement for the city of Orange, California. I still have that location today and have had it for 16 years. I still go back every couple of months to check in on the restaurant. My youngest son, Justin, runs it today, and he'll actually be moving here to Tennessee at the end of the year to be part of the Paris Baguette team. 

I had an additional location of an Original Pancake House in Norco, California which I have since soId. I also owned a steakhouse for over five years in Tustin, California. I have had multiple units, and they have all been restaurants.  I really enjoy the restaurant industry. It's a tough industry, but it has been really fulfilling to have the opportunities and flexibility that come with owning a business so I could be with my family.

I moved out to Tennessee about two years ago. I am considered semi-retired and just enjoying life, while running the restaurant from here with a few visits. Recently, I came across the Paris Baguette segment from the “Fox & Friends” program. I started researching the concept that very morning. There were no locations in Tennessee at the time, so I started doing my due diligence. During my visits to California I would check out some of the locations there. I traveled to Cincinnati, Ohio and to Colorado to meet with some of the current and new franchisees. After a few months I discussed the opportunity with my wife and son, and we were sold. 

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?

Osborn: I have worked for a couple corporate franchisor companies, have independently owned a steakhouse restaurant, and own franchises. There are pros and cons to both sides. In a franchise, there is a system with tools and you have to abide by their rules, but there is some latitude. However, the rules ensure consistency. Franchise concepts make sure the quality of the product is consistent and customers have the same, positive experience regardless of the location. As a franchisee, there are core items you have to offer. But if you feel a product is not doing well in your market, there is some flexibility to remove that particular item at your location. 

If you own your own restaurant independently, you don't have any support. Everything you do is on you. There is a lot more pressure to make sure you have quality food and consistency. If you can partner with a good chef and hire reliable staff, you can be successful without having to abide by corporate requirements, but it can be harder on you.

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

Osborn: One thing that my wife and I noticed was that the actual bakery items are not as sweet as typical bakeries in the U.S., which I think is good because then people are interested in trying more than one item. I also love the variety of the products, such as the sandwiches, soups and salads, cakes and various pastries Paris Baguette offers. This will allow us to focus on being a catering business for the Franklin area. We have the Nissan headquarters nearby and a few other big names in the area, as well as medical buildings, so we can provide catering for their breakfast and lunch meetings. 

I feel strongly that the Franklin area of Tennessee has a need and desire for this type of concept. I believe the community will embrace it once they hear about us. I think people will really enjoy it, and it will be a successful location for Paris Baguette. 

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

Osborn: My hope and desire is to open a place where the people of Franklin will be able to share moments of joy with their friends and family by providing world-class cakes, pastries, coffee, and many other delicious dishes. We want to invest in the community and contribute to good causes.

After opening our first location we want to open additional locations throughout middle Tennessee to bring joy to others in more communities.  We feel this will be a great opportunity for our son to take over in the future. My wife and I plan to work there with our son, so we can all get it up and running, but over time he will be able to earn it and/or purchase it from us. We plan to get it to the point where it can basically run on its own. This is what I’ve done with The Original Pancake House. We have had great success with the process as our staff enjoys the family feel and they end up staying with us. Some of them have been there for over 10 years. We have a good group of people as we treat them right and respect them, and that respect is reciprocated.

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

Osborn: You have to have some type of knowledge of the industry that you're going into. If you don’t, you're going to have to hire somebody that is more knowledgeable. Even with the franchisor’s support, you won’t have the tools to be successful trying to do it on your own at the beginning. 

I had the opportunity to work at a bakery when I was 14-15 years old, washing dishes and  years later, delivering wedding cakes. I had an idea of what went on in the back of the house. Knowing the operation side of the industry is the part of your key to success. Sure, you can hire someone to do that for you, but are they going to have the same mentality as you when they don’t have skin in the game? 

The other part of success is knowing your numbers. I came from an accounting background which was a big benefit in owning and running a business. If you don't know how to control costs, you’re not going to be successful in a restaurant/cafe or any business. 

I believe you have to be involved with the operations. I think the best way of leadership is if they see their boss doing it, they will do it. I still to this day go to my restaurant and help with dishes, seating guests as well as other jobs. I'm not afraid to do the work and the employees know that, as well as our guests. I have a vested interest in the business, as well as my employees. If you lead by example, you're going to get more out of your employees and you will be successful. 

ABOUT PARIS BAGUETTE

Paris Baguette is a bakery café franchise with more than 4,000 units across the globe. The brand first started franchising in 2015 in the U.S. and has since established more than 125 locations in markets across the country, making it one of the premier franchise opportunities in its category. Paris Baguette’s primary mission, executed every day by its expert staff of bakers, cakers and baristas, is to share moments of joy with customers and help customers share moments of joy with their friends and family by providing world-class cakes, pastries, coffees, breads and other French-inspired bakery café fare. For more information, please visit parisbaguette.com/franchising/.