Doug Guller Coffee Meeting
It all started with a friend’s recommendation. Olga, a mutual connection from EO – Entrepreneurs’ Organization, suggested I meet Doug Guller for my project. She described him as a “great guy,” which immediately piqued my interest. Then came the curveball: “Do you know Bikinis Sports Bar and Grill?” she asked. I’d heard of it, of course. “Doug owns it,” she revealed. Suddenly, the “great guy” introduction took on a whole new dimension.
To say I didn’t have preconceived notions would be a lie. Owner of a “breastaurant”—a term I hadn’t even used before hearing about Doug—conjured up certain images. But as is so often the case with first impressions, I was completely wrong about Doug Guller.
Before we delve into Doug’s story, let’s get some quick insights into the man himself:
Common Grounds:
- Food you can’t live without? Pizza. A classic comfort food, highlighting his down-to-earth nature.
- Guilty pleasure? Massage. Who doesn’t appreciate relaxation? It hints at a recognition of the need for self-care amidst a busy entrepreneurial life.
- First buck made? Picking up dog poop. A humble beginning, showing a strong work ethic from a young age.
- Last thing fixed? Kitchen cabinet. Relatable and practical, showcasing his willingness to handle everyday tasks.
- Best gift ever received? A photo album from his brother’s wife filled with family pictures and quotes. This speaks volumes about his value of family and sentimental nature.
- Best place to eat in Austin? Eddie V’s. A high-quality choice, suggesting an appreciation for fine dining and excellent service.
- Most impactful book? Atlas Shrugged by Ayn Rand. Revealing an intellectual side and an interest in individual achievement and philosophy.
Doug’s Midwestern roots are in Ohio, where he grew up in a family of five children. His parents instilled in him and his siblings the importance of hard work. “Nothing was just given to us,” Doug explained. “We learned that if you want something, you have to go get it.” This upbringing fueled his entrepreneurial spirit from a young age. From his neighborhood pooper scooping gig to running the largest paper route and lawn service in town with his siblings, Doug was an entrepreneur in the making. This early exposure to business, alongside his siblings, highlights the family-oriented foundation of his work ethic.
Philadelphia and Villanova University were Doug’s next stop, where he earned a finance degree. He stayed on the East Coast, and in 1996, during the dot-com boom, he became a high-end technology recruiter in New York. A pivotal moment occurred during a conference call. “One day,” Doug recounted, “I was on a call with Jeff Bezos…” Jeff Bezos of Amazon, he clarified, back when it was “just the world’s biggest bookstore.” Being in that orbit sparked something in Doug. He wanted to “get in the game,” to find an industry ripe for internet disruption.
Inspired by James McCann’s success with 1-800-Flowers in consolidating a fragmented industry, Doug aimed to do the same with pizza. He saw a $30 billion market where customers relied on yellow pages and coupons. For 18 months, he pursued this venture, attempting to revolutionize pizza delivery. Unfortunately, the idea didn’t pan out. However, true to entrepreneurial resilience, Doug extracted valuable lessons from this experience, lessons that would pave the way for future success.
Two key rules emerged from this pizza venture: #1 – No outside capital, and #2 – No partners. These rules shaped his future approach to business, emphasizing self-reliance and control.
Rule #1 meant years of diligent saving and working to build capital for his next venture. Doug, like many entrepreneurs, kept a list of business ideas. He sought a recession-resilient industry, recalling Lee Iacocca’s observation that if not automobiles, he would have entered the restaurant business – people always need to eat.
Further research into recession-proof sectors narrowed his focus to four areas: food, booze, sex, and sports. This led to the 2006 launch of his first restaurant, Bikinis Sports Bar and Grill. The concept was simple yet effective: bikini-clad servers, food, and drinks catering to sports fans. “Brilliant, really,” as he put it. This wasn’t just about business; it was about understanding consumer desires and creating an experience.
Since 2006, Bikinis has expanded to 14 locations, now offering franchise opportunities. In a move that garnered significant attention, Doug famously purchased a small Texas town and renamed it Bikinis, Texas. He also trademarked the term “breastaurant,” solidifying Bikinis Sports Bar & Grill as “America’s ONLY breastaurant.” These bold moves demonstrate his marketing savvy and willingness to push boundaries.
Beyond Bikinis, Doug’s Austin-based hospitality company, ATX Brands, LLC., encompasses a diverse portfolio: Pelóns Tex-Mex Restaurant, 508 Tequila Bar, Historic Scoot Inn, Parish, Parish Underground, Chicago House, Upstairs on Trinity, and Vinyl. His expanding empire showcases his versatility and ambition within the hospitality industry.
Considering his vast business interests, one wonders how Doug manages his time. “If you surround yourself with great people, and we have a real solid core team, you can make a whole lot of mistakes and still recover from them,” Doug explained. He admits to initial inexperience in the restaurant business, but his ability to build a strong team and learn quickly propelled him to success.
Regarding competition, Doug acknowledges the “800-pound gorilla in the room,” referring to Hooter’s. “If they’re Microsoft, we’re Apple. We try harder.” This “try harder” ethos translates into a focused approach based on the five “P’s”: people, profit, product, promotions, and physical (the welcoming environment and cleanliness of the venues). He emphasizes continuous improvement, “We’re not trying to reinvent the wheel, we just tweak things a bit and make them better.” At Bikinis, managers are “coaches,” meetings are “huddles,” and they operate with a “playbook,” framing the work environment in a motivating, team-oriented way. This reflects a leadership style that values people and performance.
Doug has successfully maintained his initial rules of no outside investors and no partners, allowing him to retain full control and direction of his ventures. This independent approach aligns with his self-made entrepreneurial journey.
He credits EO – Entrepreneurs’ Organization as his informal board of directors. “Everyone has great ideas and there are so many resources. People are willing to give. Just ask and they will tell you all you need to know.” He particularly values EO’s Gestalt protocol for feedback, which focuses on “experience sharing” rather than direct advice. “As someone who is very prideful, I like the way the feedback comes to me,” Doug admits, highlighting his openness to learning and growth, even while valuing his independence.
Operation Turkey this Thanksgiving was a recent highlight for Doug. Bikinis has sponsored this organization, which provides hot meals to those in need on Thanksgiving, for seven years. This year, they served 12,000 meals, a significant increase from 5,000 the previous year. This philanthropic endeavor showcases a deeper side to Doug, emphasizing community contribution and giving back.
When asked what might surprise people about him, Doug immediately said, “I’m a big family guy, and that’s probably not people’s first assumption.” He understands the “B word” (Bikinis) can be polarizing, leading to instant judgments. “Nine times out of 10, the story is already made up before they meet me.” He acknowledges the preconceived notions and contrasts them with his reality. “I’m a midwestern family guy with four siblings and 15 nieces and nephews. I love my role as ‘Uncle Doug’.” His family involvement in his business is significant and a source of pride. “My whole family gets involved in the business and I love it! Once you peel back the layers with me, you’ll see there’s more substance there.” This emphasis on family is a core part of his identity, despite the public image of his business.
As for bucket list items, Doug embraces new experiences and is an “adrenaline junkie.” “You only have one life to live, so I say, ‘go for it!’” He recounted reaching out to Michael Dell for a meeting, which turned into a much longer and impactful conversation than initially planned. This illustrates his proactive approach to networking and seeking out connections with influential figures.
If happiness were currency, Doug would earn his living “with family and when I’m traveling.” He shared a story of running a marathon in Ireland with his family and plans for a Scotland trip to play St. Andrews and tour Scotch distilleries. He also planned a month-long solo trip to Southeast Asia, revisiting his past six-month hitchhiking adventure through Australia, New Zealand, and Fiji. These travel stories reveal a desire for adventure, personal growth, and quality time with loved ones. “Every experience you have is because of a decision you just made. When you open yourself up and take risks, it leads you to so many amazing things.” This reflects a philosophy of embracing life and seeking new horizons.
Doug believes a major societal issue is the desire for “instant gratification.” He encourages focusing on real conversations and disconnecting from constant smartphone use. “Tone it down a little and make sure you’re not hustling the whole time. You know everyone you need to know. Everyone you know is connected to a lot of people. Everyone’s always looking for the next big thing. A lot of times, it’s right in front of you.” This wisdom speaks to the importance of presence, relationships, and appreciating the present moment.
The best advice Doug ever received came from his grandfather, who passed away recently. “He was my mentor. Everyday was the best day for him. He was so positive.” His grandfather’s positivity and encouragement were formative. The advice was simple yet powerful: “Take risks. You’re a smart kid. Go do it. It will all turn out.” His grandfather also gifted him The Greatest Salesman in the World by Og Mandino in 8th grade, a book Doug reads twice a year. “He taught me to live life with no regrets,” Doug concluded, summarizing his grandfather’s lasting impact.
If given 30 seconds to address the world, Doug’s message would be: “Take risks, but make sure you are taking into account people – and investing in people.” Referencing Dig Your Well Before You’re Thirsty by Harvey Mackay, he emphasized networking and relationship building. “Create your network now. You can’t expect to go to people when you’re thirsty if you haven’t nurtured that relationship. Get involved with people. Investing in people always will come back to you tenfold.” This final piece of advice encapsulates his philosophy of business and life – prioritize people and relationships.
Living life without regrets is a shared aspiration. Doug Guller’s story offers insights into how to achieve this. It’s about community involvement, giving back, and nurturing meaningful connections. It’s about taking calculated risks and learning from both successes and failures. And perhaps most importantly, it’s about looking beyond surface appearances to understand the substance of individuals. Doug, the “family guy” behind Bikinis, defied my initial assumptions and served as a powerful reminder to give everyone a fair chance and to appreciate the depth and complexity of each person’s story. It’s a lesson worth carrying into the new year and beyond.
