Restaurateur Mark Parmerlee purchased the Golden Fried Chicken chain in 1989. He went on to rebrand the company as Golden Chick and expand it to more than 200 locations in five states. Parmerlee says a recent win is the brand’s double-digit increase in same-store sales growth. “Overall sales increased tremendously,” he says.
In his extended 2023 Dallas 500 Q&A, he talks more about that growth, his involvement with the Boy Scouts, and how he would utilize Dallas’ Trinity River.
Education: Cornell University (BS)
Birthplace: Troy, Ohio
First Job: “I started work young and took on a variety of jobs including two paper routes, shoveling snow, and mowing lawns throughout my neighborhood. From an early age I learned that if I wanted to buy things beyond my allowance, I’d have to work and earn money myself. I like to think it instilled a sense of hard work and drive.”
Best Advice: “Many years ago, at a lunch with Sam Barshop, the founder of LaQuinta Inns, I suggested that he build more rooms than usual at a particular location that was successful. While he appreciated the input, he shared a very well-known line in business that he took to heart: ‘If it ain’t broke, don’t fix it.’ The location was already efficient using the set standard plan and he was right—if you have something that is working well across the board, you don’t have to implement changes just to say something is ‘new.'”
Dinner Party: “If I could have dinner with any to leaders in DFW, I would have to choose two well-known leaders, Jerry Jones and Mark Cuban. Throughout their careers, I’ve been so impressed by how they used their wealth in one industry and used it to grow in another. Not only did they have that initial success, but they were smart and determined enough to leverage that into additional success in the sports industry. And I’m fortunate to have been able to be on the receiving end of that with championships and titles for Dallas.”
Destinations of Choice: “Our family has a ranch just north of DFW which is one of my favorite places to visit. It’s quiet, filled with nature, and spacious for the entire family to visit. Beyond that, I love going anywhere where I get to share a good time with dear friends and family.”
Nonprofit Cause: “The Boy Scouts has always been an organization near and dear to me. Growing up I was involved in the pack and then as an adult, was able to participate on a troop level. I’ve also been on the board of the local council for many years. My friends Jack Furst, Jay Novacek, Rob Hoffman and I started a Sporting Clays tournament through the Boy Scouts, benefiting inner-city scouts. This year will be the 26th year that we’ve held this tournament and since its inception, we’ve raised millions of dollars for well-deserving youth. Additionally, I frequently volunteer at Baylor Hospital, as they have personally saved my life on several occasions.”
Hobby/Passion: “Being outdoors and making improvements at my ranch.”
Industry Change: “There’s a frustrating misconception within the food and beverage industry that those who work at fast food or fast casual restaurants should be looked down upon. And want to change that perception. Some of the hardest workers I’ve ever met were those who worked tirelessly and for long hours flipping burgers or frying chicken. All restaurant work is honest and worthy work, whether it’s a starter job or a career.”
Local Fare: “In terms of full-service restaurants, I love to visit Fireside Pies, which happens to be under our brand umbrella. My favorite items are Texas Bibb salad, lasagna with homemade pasta, and our homemade cheesecake. You can’t go wrong with comfort food.”
Fun Fact: “I have thrown out the first pitch at a Texas Rangers game three times.”
Toughest Challenge: “The toughest business challenge I’ve had to overcome was one that was completely out of my control. In one of my first entrepreneurial endeavors, the road in front of the restaurant was torn up for widening and construction. Because it was in such disarray, it was difficult for customers to come and go from the restaurant, deterring anyone from coming in.”
First Car: “The first car I drove was a used Mustang fastback. The first new car I ever had was a Honda Civic with manual transmission. I paid $3,600 for it and sold three years later for $3,000.”
Proud Moment: “Besides opening multiple new restaurants and expanding our menu offerings, Golden Chick’s biggest recent success would have to be its double-digit increase in same-store sales. Despite a year of supply chain and labor hiring issues, our restaurants had continued success and overall sales increased tremendously.”
A Better DFW: “I would work to make the Trinity River similar to San Antonio’s Riverwalk and Oklahoma City’s Bricktown. This would include more walkable areas, restaurants, and activities for visitors.”
Pivotal Moment: “I’ve had two liver transplants along with several other significant health issues over the years. While these took a toll on my attitude and overall life, I tried to remain as upbeat as possible. I believe that changing my perspective on things played a significant role in my miraculous recovery.”
Walk-up Song: “‘Walking On Sunshine’—I make sure to enter the office with a positive attitude and try to pass that along to the team, even when times weren’t always bright. I like to believe one person’s positive attitude can create a domino effect and can have an effect on the rest of the team.”
Must-read: “For anyone in the fast-casual and restaurant business, McDonald’s: Behind the Arches by John F. Love gives fantastic insight into the brand’s growth and success.”
Spirit Animal: “I would say ‘younger me’ would be described as a monkey, eager to make things happen and a talker. But I’ve made a focus as I’ve grown older to evolve into someone who listens more than they speak. And in that sense, I’d like to compare ‘current me’ to an owl.”
Alternate Reality: “If I wasn’t in my current role I’d be house flipping. I love seeing older homes with character brought back to life.”
Bucket List: “This is a big one: a photo safari excursion in Africa while staying in a luxury tree house. The ultimate experience.”
Key Leadership Strategies: “I personally value servant leadership the most and look for this in my business partners, employees, and executives. When leaders treat coworkers with respect and take a genuine interest in their lives, they are generally rewarded with loyalty and great satisfaction.”
Future Forecast: “I’m excited to continue my work with my two sons and down the line, plan to help them take the reins and phase myself.”
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