Influential Woman · Food and beverage

Raechel Van Buskirk

Chief Executive Officer, Deviled Egg Co.

Dallas, TX

1Award received

Certifications · Degrees · Memberships

Degree Associate's degree in general studies Degree Culinary school (classes taken Degree No degree completed)

Her Story

About Raechel

I come from a pretty humble background, raised by a single mom, which led to starting work pretty early. My first job was at 14 at a breakfast spot in Nebraska, one of the only places that would hire a kid that young. That was my first taste of the industry, and I realized very quickly that I was in control of how much money I made by serving tables and interacting with people. I learned early on that there was freedom in this industry, and I got hooked at an early age. I progressed through every role - bartending, serving, hosting, busing, and eventually working in the kitchen. I went to culinary school because my husband and I were looking at purchasing a bar I was managing, and I wanted to be able to run the kitchen. That deal fell through, but I ended up generally managing a space, then was asked to be a partner on a couple projects, invested in another project, and ultimately started my own concept, Deviled Egg Co. Now we have 4 locations around DFW that we're actively growing and managing, and we're franchising. A normal day for me involves driving to one or multiple locations, all about an hour apart, so I'm on the road a lot. I handle day-to-day finances, develop creative marketing strategies, find events to market to customers, and do a lot on social media to stay relevant. We're also actively franchising, so there's a lot of work on standard operating procedures and objectively reassessing the company to package it up for sale. I've got interested franchisees reaching out, like one from Indiana who visited yesterday. I'm trying to wear all the hats while transitioning from working in the business to working on it, though that's a hard transition in food and beverage.

Her Interview

Ten minutes with Raechel

01What do you attribute your success to?

I attribute my success to the incredible mentorship and support I received early on, especially from people like Alexi, who pitched with me on Shark Tank. She was my mentor and wrote the first check as an angel investor in Nebraska. She typically works with tech startups, so the fact that our paths crossed was such a rare opportunity for someone in food and beverage to have the support of someone like her who's grown and scaled companies and knows what it takes. I got to know a lot of affluent, successful business people as a general manager of nicer establishments over the years, and they were very supportive of my entrepreneurial journey. I was catering pitch nights for the startup community in Omaha and just absorbing what that world was like. I didn't even realize what doors that was opening early on - I just thought I was there to cater and watch. But really, there were other investors seeing that hustle, meeting and networking with me, and getting to know me. That was the backbone and building blocks I needed to be successful now. There's just a huge gap in support for people in the food and beverage industry - startups and entrepreneurs are always tech-focused nowadays. To have something so raw get the support of that community in Omaha when I started out was really cool.

02What advice would you give to young women entering your industry?

I would say a couple things. Number one, your employees are your most valuable asset. They are your brand. So investing in those people is what's going to create success for you. Systems are everything. You'll never, ever escape the vicious cycle without systems and standard operating procedures. If you can't be consistent and create a system, then you'll be trapped forever. And then, surround yourself with people who believe in you and learn and listen to them. There's a lot of people in this world that have done it. I know I'm the pioneer of deviled eggs, but I'm not the pioneer of scaling a QSR brand. So finding the people that have done it, that are willing to just share their experience and help you avoid a speed bump or a loss - let them. Just shut up and listen. Because a lot of people are around to help, so those are the most important things.

03What values are most important to you in your work and personal life?

Definitely doing everything within the highest level of integrity. Values, loyalty, and quality - if I'm gonna do anything, or sell anything, or buy anything, quality is everything. If I'm gonna spend time and go to a concert, for example, I don't get a lot of opportunities or time to do things like that, so I want to get the best seat I can, get the closest experience, and experience it the best way I know how. That's really important to me when it comes to time I spend with my husband or my family. And it applies to work, too. When I am behind the counter at one of my stores, that customer needs to feel like the center of the world, because they are. They're right there, they're here to support my business, and I think the quality of the interaction and the quality of the food that they get should be consistent. The most important value that I apply in every aspect of my life is just quality. Do it all the way, make sure that it's as good as it can be, and if that means fewer and further between, then great, at least the experience and the time you did it was with 100%.

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