Can an Iowa-based drive-through brand focused on energy drinks survive? Can it take on the likes of Starbucks? Apparently the answer is yes. After building numerous stores across Iowa, the founder of Hyper Energy Bar, Chris Whalen, is expanding throughout the midwest.
Service runs in Whalen’s blood. As a kid he was surrounded by hotel and restaurant operations all under the Heart of America Group brand which is father Mike Whalen started. Hyper Energy Bar, partly owned by Heart of America, is growing because of what he learned about service. It turns out, creating unique experiences have given Whalen the edge he needed to build a growing brand.
Quick serve opportunity in Iowa?
Chris Whalen leveraged his family’s deep background in the hospitality industry to launch Hyper Energy Bar, a drive-up energy drink concept. Recognizing a gradual slip in general customer service right before the pandemic, Whalen saw an opportunity to pair a popular, highly-caffeinated product with exceptional face-to-face guest connection. By elevating the service experience, Whalen aimed to create something special, noting, “You can make anything a commodity, but how do you actually have that play towards people? Build a culture”.
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Recruiting retail workers in Iowa
Defying common industry complaints about the younger workforce, Whalen has built his company’s culture around hiring and developing teenagers and young adults. While he initially shared some generational doubts, his experience changed his perspective. Whalen stated, “I have reversed course on that. There are hardworking, wonderful kids everywhere”. He emphasizes the importance of mentoring, and this investment has paid off; currently, more than half of the company’s leadership team started out as hourly employees.
Growth during volatility
Despite fluctuating construction costs and a volatile market, Hyper Energy Bar is expanding rapidly. Starting with a single location in Iowa, the company now boasts 13 locations, expanding into the Nebraska and Missouri markets. Whalen attributes his aggressive growth strategy to both his natural optimism and the nature of the drive-up concept. He explained that their specific build-out is “not as variable as some of our other projects, you know, these long, full scale projects”.
Changing health trends impact on quick serve
When asked if evolving health trends and new dietary guidelines impact his business, Whalen remains unfazed. The brand adapts by offering fully customizable beverages, including sugar-free and caffeine-free options. Whalen ultimately believes that consumers will always make room for indulgences, saying, “I think treats are not going away… you get a treat, right? But you can also customize that treat to be healthier”.