The Mother Plucker's Ramblings

So who came up with the name Pluckers, a Warner Brother Character and other musings.

There are many versions of this story, but the one that I remember goes something like this.  Mark and I were working on a name for our new restaurant concept sometime before the Silver Spurs Chili Cookoff during our senior year at the University of Texas.  During the previous year’s Chili Cookoff, we had served thousands of pounds of wings and realized that we had a solid idea on our hands.  This year we wanted everyone in the Greek system at UT to know the name of our soon to be open restaurant.  The only problem was that we couldn’t think of a good name or a good slogan.  We asked our friends, parents, teachers, classmates, etc. for their suggestions.  I remember that I was pushing hard for Bubba’s Wings to be the name of our new venture.  You see, I am from Georgia and I love a good bubba (definition: a good ole boy, usually from the southern United States who at the time loved anything to do with Billy Ray Cyrus, NASCAR, girls with big hair and would scream for “Freebird” at concerts even if Lynyrd Skynyrd wasn’t playing).  I had grown up with Bubba’s most of my life and it just sounded like a good name to me.  How can you not like a guy named Bubba?

I guess the answer to that question came from my mother who informed me that being a Bubba usually meant that you were a racist redneck as well.  I figured that this was a slight oversight on my part, but I am not one for political correctness so I kept pushing for it.  I can’t remember many other good names we had for our new restaurant until a girl I was dating came up with “Cluckers”.  Hmmm….that made sense, we were a chicken restaurant, chickens liked to cluck and it sounded kind of catchy.  The next step was to run the name Cluckers against all other trademarked names in the world.  Unfortunately, it came back that there is a chicken chain out of New York called “Cluck U” and our attorneys said that it was going to be “deceptively similar” to Cluck U (that’s lawyer speak for “don’t even think about using that name because you will get sued”). By the way, Cluck U is still around and although I have never tried it, I hear they make some pretty good wings. 

Unfortunately, we didn’t have any other solid alternative names for the restaurant.  Mark and I, being less than brilliant UT advertising majors decided that there was only one thing that could be done to name our restaurant…we needed to drink!  We surmised that in our drunken stupor, the name of our restaurant would magically come to us.  Have you ever noticed that you can remember answers to trivia questions or people’s names you haven’t thought of in years when you are inebriated?   So we put together our creative genius over either some Bud Ice or Icehouse, which one it was I can’t remember, but I do remember that the rage of “Ice” beers caused killer hangovers.  If you don’t believe me, ask any kid who went to college in the early 90’s.

I think after a while of getting nowhere, one of us suggested just changing “Cluckers” to “Pluckers”.  Aha….the light came on in our heads (or maybe it was the buzz from 6% alcohol beer) and we both agreed that was the answer.  If you knew Mark and I in college, you would know that we usually took the easy way out when it came to things like this.  We ran it by our attorneys and they told us that no one else had that trademark, so there it was….we had our name.

Now that we had a name, we needed a fun slogan and logo for our new wing joint.  I was telling my dad about our new name and he suggested that we use his graphic designer to create our logo.  Since we didn’t know any graphic designers and because at the time I thought my dad knew what the hell he was talking about, we paid some douchebag about $500 to come up with three different ideas for our logo.  Essentially what this graphic designer (and I use that term very loosely) came up with was Foghorn Leghorn from the Bugs Bunny cartoon and superimposed him in a circle, a diamond and a square.  Those were our three logo choices…Foghorn in a circle, a diamond and a square.  I guess you get what you pay for.

So we called up my dad and asked him how we were going to be able to use Foghorn Leghorn in our logo since our attorneys warned us about getting sued for using the name “Cluckers”.  He explained to me that as long as there was a 10% difference between our logo and Porky Pig’s buddy that we would be all right.  We must have spent a week studying our logo against Foghorn trying to determine if it was 10% different.  Eventually, we concluded that it could be argued that the beak and neck of our logo  were 10% different than Foghorn.  We also assumed that if Warner Brothers wanted to sue us, they weren’t going to win any money, so we threw caution to the wind.  We put ole Foghorn in a diamond in case you never saw our original logo.

So we had our name, Foghorn as our logo and it was time for us to come up with a slogan.  I remember that I was pushing for “Chicken is Chicken, but the Wing is the Thing”.  Mark thought that was only average, but neither of us could think of anything better.  So we went to our mothers for help.  In case you haven’t ever met either of our mothers, you need to know three things about them.  First, they are Jewish mothers.  Second, they think that their creative genius is a very close second to the likes of Martin Scorsese, Quentin Tarantino and Richard Pryor.  And finally, even if they have little to no knowledge at all on a particular subject, they think they are always right.

However, this time I think going to my mom for help actually paid off.  For twelve years my mom contradicts this story, but I swear it to be the truth.  I was on the phone with her throwing around slogan ideas and told her we wanted people to remember our restaurant in the future.  There was a restaurant in Destin, Florida called Fudpuckers that had a great slogan “You ain’t been Pucked, til’ you been Fudpucked”.  I wanted something like that, catchy and irreverent.  So we started playing on words that rhymed with Pluckers (you can come up with a few of them yourself) and finally I think she said “If you don’t like our chicken, we’ll shoot you a bird!”   I liked that and after a few minutes I tried morphing it into “If you don’t like our wings, we’ll give you the bird!”  Now she claims that she came up with the slogan we have been using for years, but that is not the way I remember it.  Then again, my mom drank a lot less Bud Ice in college so its possible she is correct.  I could be wrong, but if you reference the above three rules related to our mothers, you will see that I have a legitimate argument.

I ran the idea by Mark and some friends and everyone loved it.  The first unveiling of the new name, slogan and logo officially went out at Chili Cookoff our senior year.  I can’t even remember who designed the shirts, but to this day, they are the best shirts we have ever made.  I think there are only about 3 of those shirts left in the world, so if you have one, keep it as it may be worth something one day.  It was simple….Foghorn Leghorn shooting a bird and saying “If you don’t like our wings, we’ll give you the Bird!”  I think we printed about 100 of these shirts and handed them out to every hot girl we knew on campus and some of our friends as well.  Within minutes of the Chili Cookoff starting, the delicious smell of our wings and the harem of beautiful UT coeds had our booth hopping.  Everyone wanted to know when the restaurant was opening.  The only thing was, first we had to graduate…

To be continued….

We are asked all the time what is the real story behind Pluckers. Why did you want to be in the restaurant business? How did you think of the idea? Where did you get the recipes? So here is the first blog in a series of how Pluckers became Pluckers. Most of the facts will be true…from my perspective at least…which if you ask many of the people who know me is a skewed perspective. 

At First There Were Four

You’ve probably read the back of our menu where provides a shortened version of how Mark and I started Pluckers in our college dorm room. However, very few people know that there were actually four of us that were planning to start Pluckers.  These were our friends Marc and Andrew. Marc went on to an illustrious career as advertising creative and now works in the liquor and wine business.  Andrew has settled into corporate law in Chicago.

What really happened was that one night during our freshman year in 1991, we had all been drinking at our dorm called Castilian after a night on 6th street in Austin and wanted to find a place to deliver us chicken wings. Marc and I had worked at various wings restaurants in Atlanta during high school and assumed there must be plenty of wings restaurants in Austin. We were shocked when we couldn’t find a single restaurant that delivered wings or even served chicken wings on the menu. Growing up in the ATL, there were hundreds of wing restaurants and it seemed unfathomable that a college town like Austin had none. We started to talk about how much fun it would be to open our own restaurant. Mark and Andrew walked in the room and we all started throwing ideas around about how to make it happen.

We looked across the street and there was a 5 foot wide by 8 foot deep shack in the Castilian parking lot. We thought that would be the “perfect” place to open a little delivery and take-out restaurant. Little did we know that this shack (which still stands there today) had no air conditioning, little electricity and would get as hot as130 degrees in the summer. But being freshmen, we thought we knew everything about everything and started to devise a plan to work part-time at the restaurant and continue to go to school. Obviously we had no idea how hard it was to get in the restaurant business, had no management, marketing or accounting skills, but we didn’t care, we wanted some wings dammit!

Marc’s dad owned several restaurants in Atlanta so when we went home for the summer, we decided to sell him on our idea and see what he thought. I think the first thing he told us is that if we were smart, we would never get into the restaurant business. However, he was nice enough to humor us and using insight from Marc’s dad, we came up with the budget to build a wings restaurant while enjoying a Patty Melt Plate at the Waffle House in Atlanta. For the uninitiated, a Patty Melt Plate is a hamburger, between two pieces of heavily buttered toast, ketchup and chopped onions all griddled up and served with hashbrowns and may be one of my favorite things in the world to eat.  If you haven’t tried it, it may be second only to Pluckers wings when you are drunk or stoned…but I digress. Our budget was literally written on a Waffle House napkin and were probably about as accurate as could be expected for two guys with a freshman level education.

We were so excited about the prospect of opening this wings restaurant that Marc  and I flew up to Chicago, budget in hand and went to visit Andrew and sell his parents on our grandiose idea. Now Andrew’s parents, being typical Jewish parents thought the idea was horrible. Andrew’s dad wanted him to follow in his footsteps as an ambulance chaser (which he did for about 3 years out of law school) and didn’t want his son missing any of his valuable UT education. However, somehow we convinced them that we would each only have to work about 10 hours a week and that we could fit it in our schedules. Little did we know that wasn’t even remotely a possibility. When we came back to school that fall, we discussed everything with Mark Greenberg and during our sophomore year, we spent time together working on marketing ideas, figuring out how to raise capital, recipes, etc.

I can’t remember exactly when or what happened, but at some point, Marc and Andrew realized that this wasn’t their dream and sort of fell by the wayside. This was about the time that Mark Greenberg and I were both turned down by the business school at UT.  It seems that since we were students from out of state, we had to have GPA’s over 3.95 or above to transfer into the business school that year. Because we had been pledges during our freshman year and spent most of it locked in our fraternity basement, building a party, sleeping or drinking, we were just a shade away from meeting that requirement.  By a shade, i mean that I think we had a 2.5 GPA during  our freshman year. So what were Mark and I going to do?  Eureka! We will  be advertising students. Sure we knew nothing about advertising and didn’t even want to be in advertising, but it seemed easy and we didn’t have anything else we were interested in. The reality is that if either of us had gotten into the business school at UT, there probably wouldn’t be a Pluckers today. So we have UT to thank for that!

As advertising students, the one thing that Mark and I learned over our final three years of college is that we both agreed that most advertising was crap.  We wanted to devise advertising campaigns that spoke to people on a real-world level and weren’t full of fancy catch words or Shakespearean wit. Our teachers routinely gave us C’s in our classes and it pretty much embittered us to the ad game. It’s funny, but we both still harbor a little of that resentment to this day.  That’s partially why we voice a lot of our own radio commercials and have never used an ad agency.

At some point during our junior year, we decided that we were going to go for it and start a restaurant. Neither of us wanted to sit behind a desk or even have a boss for that matter, so the restaurant thing was looking pretty good. So where to start? The first idea we had was to come up with a bunch of wing sauces and try them out on our friends. The annual Silver Spurs Chili Cook-off seemed as good a place as any. There would be plenty of drunk and hungry people at the event and since everyone else was serving chili, we figured that we might have something fun and different to offer. So we went to our fraternity house and cooked up several thousand pounds of wings and brought them out to the Chili Cook-off.  I think the first sauces we had were mild, medium, hot, teriyaki, BBQ and Honey BBQ.  For those of you that were out there that day I apologize. You see, we didn’t realize that cooking wings in the morning and serving them 8 hours later would give you a case of the runs.

The reaction we received at the Chili Cook-off was outstanding and encouraged us to keep moving forward with the idea. I think the Chili Cookoff  was officially the day that we knew we had something special and weren’t going to let anything get in our way of opening a wings place.  At this point we started looking around the campus area for a location, but learned quickly that no landlords wanted to rent space to two college juniors with no restaurant experience. It was going to take a bank loan, more money than we had and a landlord that believed in our concept before we were going to find a space. Luckily, we found one at the corner of 23rd and Rio Grande.

The Original Pluckers was a converted from Armen’s Mediterranean restaurant. Armen’s was a hokey little place that served good food and was a favorite haunt of the UT faculty. Back in those days, UT students weren’t eating sushi, Indian food or anything called cous cous or hummus.  We all lived on Pizza Classics, Gumby’s and Mad Dog and Beans. After 11 years of being in business near campus, Armen wanted to move his operations to a place 5 times the size up on Parmer and Mopac. Side note: Armen failed in that location in about 6 months.

We bought Armen’s restaurant all of the equipment in it for $11,000 and assumed his lease. The next step was finding a bank that would believe in us so we could secure a loan. Mark and I had each saved about $25,000 and our parents gave us another $25,000, but we still needed $25,000 from a bank to be able to finance the business. We spent weeks vistiing different banks all over Austin trying to find someone that would give us a shot. After about the first 10 banks, we were really discouraged because it seemed that no one wanted to lend money to two college kids with a business plan and no restaurant management experience. Luckily, we found a man named Gary Ashby at Liberty Bank. Gary saw how hard we were willing to work and believed in us enough to finance the $25,000 loan.

Because we were operating on a shoestring budget, Mark and I basically had to renovate the restaurant ourselves.  We knocked down all of the old walls in Armen’s and built new ones, painted the restaurant, waxed the floors and pretty much rigged the place together enough to pass health, fire and building codes. We had a lot of help at that time from Mark’s future wife Niffer and Mark’s brother and our future partner, Sean.  Sean was still in college and would round up a bunch of his buddies and they would come down to the restaurant to paint and build. It’s funny to think that his involvement and hard work would eventually pay off down the road.

One of my favorite stories before we opened is how we decided what items were going to put on the menu. We already what we felt were solid recipes for chicken wings, but we needed to add other items for some diversity. So we called all of the potential food distribution companies in the area and asked them to bring us all of their fried appetizers and side items. Fortunately or unfortunately they brought us about 100 different items. As college students, we were in heaven….or so we thought. We set up a little Fry Daddy one summer evening at Mark’s house and started frying up batches of every fried food known to man, 20 kinds of fries, 12 jalapeno poppers, fried zucchini, chicken tenders, taquitos and on and on. Instead of being smart and eating  a small bite of everything, Mark and I would eat  an entire portion of each item. Within 2 hours, I swear we had put down about 3 pounds of fried food each and had only gotten about 20% of the way through the items. I have never felt so sick!

A couple of days later, we set up the Fry Daddy again and this time were a little smarter about it…we only ate half of everything we cooked. At the end, we got through about half the items and then just gave up. So if you are wondering how we decided our initial menu, it was as much a product of us not being able to eat another bite of fried food as it was a process of elimination. I think the final decision on us choosing to serve our soon to be signature Waffle Fries was mailny because we didn’t want to try any more french fries. 

To be continued…..