An Open Letter to Hogsalt Hospitality

Dear Team Hogsalt,

Ever since the Doughnut Vault's induction in 2011, I have been both physically and mentally drawn to the people behind this food frenzy. From a physical standpoint, on a twenty degree day, wind-rippling across my face, my mom and I trecked our way to this hot, new spot. Two dozen doughnuts later, I knew my loyalty lie with this delicious dessert--and the creators behind the Vault.

Flash forward to summer 2015, my mental curiosty peaked. I stayed in Ann Arbor for Spring Term for the months of May and June, and decided to bring home some friends for the weekend. My mom continually raved about Randolph and Green Street, exclaiming that this area of the city is up and coming, an understatement to say the least. Driving into the city, my friends and I made a dinner stop at Parlor Pizza (only because Green Street Smoked Meats and High-FIve Ramen did not take reservations). But, the street parked Doughbut Vault Van cured our sweet tooth cravings. Eight doughnuts later, I made it my summer goal to eat my way through Hogsalt's hottest spots.

July 2015, the Doughnut Vault and I meet again; I pass it everyday on my walk from the train to work at BCV Evolve. When I notice the line still forming outside the small shop, I immediately hopped on board to bring doughnuts to my fellow interns at the office. I could not pass up this opportunity, given there were only so many doughnuts to be sold. A dozen doughnuts later, I made my way towards Erie Street.

Come August, I was sent out on an intern mission: take as many photos as possible of Chicago's tourist hot spots, AND have lunch at Green Street Smoked Meats or Au Cheval (and document your dining experience). From Maggie Daley Park to the Shedd Acquarium to Soldier Field, another intern, Danny, and I Divvyed our way through the city. Our final destination was Randolph and Green Street. After putting our name down at Au Cheval, Danny and I biked over to Green Streat Smoked Meats where our hunger got the best of us. We passed over a burger for delicious barbeque, as our stomaches could not bear the long wait to be seated. My dissapointment of not eating the INFAMOUS AU CHEVAL BURGER quickly subsided when my pulled-pork sandwich got slopped onto my tray. Oh was this meal memorable.

November 2015. Surfing the web for job opportunities before leaving for Thanksgiving break, my searches draw me to Hogsalt's website. My roommate, Kate, encourages me to email the contact on the job application page. Without hesitation I express my curioisity in a job position, in which a response leads me to the Director of Marketing and Communications, Rachel, a fellow University of Michigan alum and member of Kappa Kappa Gamma. Fate can be funny sometimes.

In 40 Under 40 Class of 2014, Journalist Lauren Viera writes, "[Sodikoff] decided early to root Hogsalt's business model in product and people, not marketing." Hogsalt's Brendan Sodikoff goes on to say, "People are really special. If you find the right person with the right work ethic, attention to detail, management skills, that's really what opens up possibilities." Here and now, as I sit at my computer compiling my social media story, I have a few ideas that I believe will help transcend Sodikoff's Hogsalt vision:

Considering I have the most experience with the doughnuts, I think a more active Twitter feed can help all the doughnut feens know where and when to get and spend their dough. The world needs a minute-by-minute doughnut play-by-play! Beyond Twitter, I feel that the website, AS MUCH AS I LOVE THE LAYOUT, could be slightly more user-friendly. What is the Doughnut Vault's founding history? Mission statement? I also think that these doughnuts should have a feature at all of Hogsalt's restaurants, as they are perfect for the dessert menu and serve as a great branding link between each venue. Further, looking at each of Hogsalt's Instagrams, I feel that there are countless opportunities for growth. Channeling the cohesive look from the website, I believe that the individual Instagram accounts should post on a more regular basis, and support each other through this form of communication with potential customers. For example, if Au Cheval's Instagram account posts a picture to promote the opening of 3 Arts Club Cafe, then instantly Hogsalt will inform hudreds of people about the company's most recent instillation, from an unexpected, mindless news source. And finally, a suggestion targeted towards the people (because they are the most crucial aspect of curating a company): the more press generated, the more people engage in conversation--passing on what they heard and/or have read to their family, friends, peers, and colleagues. Whether this conversation is sparked via social media influencers' posts, such as Chicago Food Authority or the Infatuation Chicago, about Hogsalt restaurants, praiseworthy reviews in local and national papers, by implementing social media hashtag trends, like Infatuation's #EEEEEATS, specific to Hogsalt, or forming partnerships and meal specials with apps such as Uber Eats, the end goal is to generate a buzz that gets the people talking about, and ultimately eating at, one of the twelve Hogsalt entities.

Thank you Hogsalt for bridging together my passion for design with my love for food and social media.

All the best,

Jen