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Dec 30, 2019 · 57m · how-i-built-this

Chicken Salad Chick: Stacy Brown (2018)

Stacy Brown · 35m spoken Guy Raz · 12m spoken Ofer Webman · 1m spoken Helene Webman · 1m spoken
0:00 / 0:00

gold bands on the timeline = statements, start to end. Hover to read, click to jump. CC turns on captions

In this episode of 'How I Built This,' Guy Raz chronicles how Stacy Brown turned a homemade chicken salad recipe into the multi-million-dollar restaurant franchise Chicken Salad Chick alongside her late husband Kevin, navigating regulatory shutdowns, predatory contracts, and personal loss.

How this conversation actually went

Every chapter scored 0–10 on four independent dynamics. Hover any point for the reasoning behind the score. Guy holds 25.5% of the talking time here. How this is scored →

Guy as informed peer 1.2 Guest teaching 1.7 Guest disagreement 1.0 Guy pushing back 0.3
05100:0015:0030:0045:001:56–10:53 · Guy as informed peer 1/10 A Mother's Determination and Perfecting the Recipe Guy Raz sets the stage and gently guides Stacy Brown as she recounts her divorce and the process of formulating recipes. Stacy explains the nuances of recipe development and testing via samples.10:53–18:56 · Guy as informed peer 1/10 Door-to-Door Sales, Branding, and Health Department Shutdown Guy prompts Stacy about starting out selling door-to-door, naming the varieties after influential women, and the abrupt health department shutdown. The tone remains collaborative and storytelling-focused.19:13–30:31 · Guy as informed peer 1/10 Opening the First Shack and Streamlining Operations Stacy explains opening the initial 800-sq-ft shack with Kevin, the initial struggle to turn a profit despite high demand, and how Kevin streamlined operations into a multi-unit business.30:33–41:34 · Guy as informed peer 1/10 The Predatory Franchise Deal and Last-Minute Salvation Stacy details a harrowing experience selling a majority stake to bad-faith partners, facing a 30-day $1.3M buyout ultimatum, and being rescued at the final hour by investor Erlen McCorder.41:35–50:59 · Guy as informed peer 2/10 Rapid Expansion, Kevin's Battle with Cancer, and Continued Success Guy asks about luck versus skill, which Stacy firmly reframes by rejecting the idea that their massive growth was simply luck. She recounts Kevin's tragic battle with colon cancer and the brand's rise to $75M in revenue.51:06–56:19 · Guy as informed peer 1/10 How You Built That: The ToneWoodAmp Invention A standard narrative 'How You Built That' segment featuring Ofer and Helene Webman detailing the invention and organic marketing of the ToneWoodAmp.1:56–10:53 · Guest teaching 2/10 A Mother's Determination and Perfecting the Recipe Guy Raz sets the stage and gently guides Stacy Brown as she recounts her divorce and the process of formulating recipes. Stacy explains the nuances of recipe development and testing via samples.10:53–18:56 · Guest teaching 1/10 Door-to-Door Sales, Branding, and Health Department Shutdown Guy prompts Stacy about starting out selling door-to-door, naming the varieties after influential women, and the abrupt health department shutdown. The tone remains collaborative and storytelling-focused.19:13–30:31 · Guest teaching 2/10 Opening the First Shack and Streamlining Operations Stacy explains opening the initial 800-sq-ft shack with Kevin, the initial struggle to turn a profit despite high demand, and how Kevin streamlined operations into a multi-unit business.30:33–41:34 · Guest teaching 1/10 The Predatory Franchise Deal and Last-Minute Salvation Stacy details a harrowing experience selling a majority stake to bad-faith partners, facing a 30-day $1.3M buyout ultimatum, and being rescued at the final hour by investor Erlen McCorder.41:35–50:59 · Guest teaching 3/10 Rapid Expansion, Kevin's Battle with Cancer, and Continued Success Guy asks about luck versus skill, which Stacy firmly reframes by rejecting the idea that their massive growth was simply luck. She recounts Kevin's tragic battle with colon cancer and the brand's rise to $75M in revenue.51:06–56:19 · Guest teaching 1/10 How You Built That: The ToneWoodAmp Invention A standard narrative 'How You Built That' segment featuring Ofer and Helene Webman detailing the invention and organic marketing of the ToneWoodAmp.1:56–10:53 · Guest disagreement 1/10 A Mother's Determination and Perfecting the Recipe Guy Raz sets the stage and gently guides Stacy Brown as she recounts her divorce and the process of formulating recipes. Stacy explains the nuances of recipe development and testing via samples.10:53–18:56 · Guest disagreement 1/10 Door-to-Door Sales, Branding, and Health Department Shutdown Guy prompts Stacy about starting out selling door-to-door, naming the varieties after influential women, and the abrupt health department shutdown. The tone remains collaborative and storytelling-focused.19:13–30:31 · Guest disagreement 1/10 Opening the First Shack and Streamlining Operations Stacy explains opening the initial 800-sq-ft shack with Kevin, the initial struggle to turn a profit despite high demand, and how Kevin streamlined operations into a multi-unit business.30:33–41:34 · Guest disagreement 1/10 The Predatory Franchise Deal and Last-Minute Salvation Stacy details a harrowing experience selling a majority stake to bad-faith partners, facing a 30-day $1.3M buyout ultimatum, and being rescued at the final hour by investor Erlen McCorder.41:35–50:59 · Guest disagreement 2/10 Rapid Expansion, Kevin's Battle with Cancer, and Continued Success Guy asks about luck versus skill, which Stacy firmly reframes by rejecting the idea that their massive growth was simply luck. She recounts Kevin's tragic battle with colon cancer and the brand's rise to $75M in revenue.51:06–56:19 · Guest disagreement 0/10 How You Built That: The ToneWoodAmp Invention A standard narrative 'How You Built That' segment featuring Ofer and Helene Webman detailing the invention and organic marketing of the ToneWoodAmp.1:56–10:53 · Guy pushing back 0/10 A Mother's Determination and Perfecting the Recipe Guy Raz sets the stage and gently guides Stacy Brown as she recounts her divorce and the process of formulating recipes. Stacy explains the nuances of recipe development and testing via samples.10:53–18:56 · Guy pushing back 1/10 Door-to-Door Sales, Branding, and Health Department Shutdown Guy prompts Stacy about starting out selling door-to-door, naming the varieties after influential women, and the abrupt health department shutdown. The tone remains collaborative and storytelling-focused.19:13–30:31 · Guy pushing back 0/10 Opening the First Shack and Streamlining Operations Stacy explains opening the initial 800-sq-ft shack with Kevin, the initial struggle to turn a profit despite high demand, and how Kevin streamlined operations into a multi-unit business.30:33–41:34 · Guy pushing back 0/10 The Predatory Franchise Deal and Last-Minute Salvation Stacy details a harrowing experience selling a majority stake to bad-faith partners, facing a 30-day $1.3M buyout ultimatum, and being rescued at the final hour by investor Erlen McCorder.41:35–50:59 · Guy pushing back 1/10 Rapid Expansion, Kevin's Battle with Cancer, and Continued Success Guy asks about luck versus skill, which Stacy firmly reframes by rejecting the idea that their massive growth was simply luck. She recounts Kevin's tragic battle with colon cancer and the brand's rise to $75M in revenue.51:06–56:19 · Guy pushing back 0/10 How You Built That: The ToneWoodAmp Invention A standard narrative 'How You Built That' segment featuring Ofer and Helene Webman detailing the invention and organic marketing of the ToneWoodAmp.

speaking balance: gold is Guy, purple is the guest (3 minute bins)

0:00 · Guy 79.6% · guest 20.4%0:00 · Guy 79.6% · guest 20.4%3:00 · Guy 5.6% · guest 94.4%3:00 · Guy 5.6% · guest 94.4%6:00 · Guy 9.8% · guest 90.2%6:00 · Guy 9.8% · guest 90.2%9:00 · Guy 24.1% · guest 75.9%9:00 · Guy 24.1% · guest 75.9%12:00 · Guy 16.8% · guest 83.2%12:00 · Guy 16.8% · guest 83.2%15:00 · Guy 14.1% · guest 85.9%15:00 · Guy 14.1% · guest 85.9%18:00 · Guy 38.5% · guest 61.5%18:00 · Guy 38.5% · guest 61.5%21:00 · Guy 23.5% · guest 76.5%21:00 · Guy 23.5% · guest 76.5%24:00 · Guy 16.2% · guest 83.8%24:00 · Guy 16.2% · guest 83.8%27:00 · Guy 13.3% · guest 86.7%27:00 · Guy 13.3% · guest 86.7%30:00 · Guy 24.5% · guest 75.5%30:00 · Guy 24.5% · guest 75.5%33:00 · Guy 5.1% · guest 94.9%33:00 · Guy 5.1% · guest 94.9%36:00 · Guy 1.3% · guest 98.7%36:00 · Guy 1.3% · guest 98.7%39:00 · Guy 9% · guest 91%39:00 · Guy 9% · guest 91%42:00 · Guy 13.4% · guest 86.6%42:00 · Guy 13.4% · guest 86.6%45:00 · Guy 20.6% · guest 79.4%45:00 · Guy 20.6% · guest 79.4%48:00 · Guy 41.5% · guest 58.5%48:00 · Guy 41.5% · guest 58.5%51:00 · Guy 65.9% · guest 34.1%51:00 · Guy 65.9% · guest 34.1%54:00 · Guy 48.2% · guest 51.8%54:00 · Guy 48.2% · guest 51.8%57:00 · Guy 100% · guest 0%57:00 · Guy 100% · guest 0%
Sharpest disagreement ▶ 49:03 Stacy rejects the attribution to luck

When Guy asks how much of the success came down to luck versus skill, Stacy firmly pushes back, stating it is too hard to accept luck given how hard they worked and paid their dues.

 Hardest push from Guy ▶ 10:53 Guy questions the feasibility of door-to-door chicken salad sales

Guy presses Stacy on whether people in her life frankly warned her that selling homemade chicken salad door-to-door was an unsustainable way to make a living.

 Biggest teaching moment ▶ 47:34 Stacy dismantles investor skepticism about a chicken-salad-only concept

Stacy educates investors who doubted a single-item concept by pointing out that burger and pizza restaurants operate on the exact same premise.

 Guy holds their own ▶ 50:43 Guy details his own homemade chicken salad recipe

Guy playfully displays culinary know-how by breaking down his own step-by-step method of roasting a whole chicken and blending mayonnaise, Dijon mustard, and spices.
the scores for every segment, with the reasoning behind each
ChapterTopicGuy as informed peerGuest teachingGuest disagreementGuy pushing backWhy
A Mother's Determination and Perfecting the Recipe 1210 Guy Raz sets the stage and gently guides Stacy Brown as she recounts her divorce and the process of formulating recipes. Stacy explains the nuances of recipe development and testing via samples.
Door-to-Door Sales, Branding, and Health Department Shutdown 1111 Guy prompts Stacy about starting out selling door-to-door, naming the varieties after influential women, and the abrupt health department shutdown. The tone remains collaborative and storytelling-focused.
Opening the First Shack and Streamlining Operations 1210 Stacy explains opening the initial 800-sq-ft shack with Kevin, the initial struggle to turn a profit despite high demand, and how Kevin streamlined operations into a multi-unit business.
The Predatory Franchise Deal and Last-Minute Salvation 1110 Stacy details a harrowing experience selling a majority stake to bad-faith partners, facing a 30-day $1.3M buyout ultimatum, and being rescued at the final hour by investor Erlen McCorder.
Rapid Expansion, Kevin's Battle with Cancer, and Continued Success 2321 Guy asks about luck versus skill, which Stacy firmly reframes by rejecting the idea that their massive growth was simply luck. She recounts Kevin's tragic battle with colon cancer and the brand's rise to $75M in revenue.
How You Built That: The ToneWoodAmp Invention 1100 A standard narrative 'How You Built That' segment featuring Ofer and Helene Webman detailing the invention and organic marketing of the ToneWoodAmp.

Statements from this episode (9)

Assertion Supported
Guy Raz: Chicken Salad Chick is among fastest-growing US restaurant chains
“Now, today, Chicken Salad Chick is one of the fastest growing restaurant chains in America.”
Guy Raz Dec 30, 2019 ▶ 2:39
Insight
Stacy Brown: Hairstylists and teachers are the gateway to local communities
“The gateway to communities are hairstylists and teachers. If you can get a good product in the mouths of hairstylists and teachers, you will be connected to every family in town.”
Stacy Brown Dec 30, 2019 ▶ 15:50
Disclosure
Stacy Brown owned 51% and Kevin Brown 49% in Chicken Salad Chick
“And we decided to partner on paper, so I was 51%, he was 49, and we were gonna open up a little takeout spot.”
Stacy Brown Dec 30, 2019 ▶ 19:48
Assertion Not checkable as stated
Chicken Salad Chick reached profitability in 2009, one year after opening
“So we opened January seventh of 2008, and we were making money by 2009.”
Stacy Brown Dec 30, 2019 ▶ 28:16
Disclosure
Stacy Brown: Chicken Salad Chick sold a 51% stake to franchising partners
“They wanted 51% of the business. And Kevin was, you know, completely no. That's not going to happen. But, you know, I rationalized it out by saying, we really didn't have plans of getting into the franchising business, and so our exit strategy is probably goin…”
Stacy Brown Dec 30, 2019 ▶ 34:52
Assertion Not checkable as stated
Stacy Brown: Partners demanded $1.3M within 30 days to be bought out
“And they said, here's our price, which was three times the amount that they had purchased four months earlier. And not only is this is our price, but you have 30 days to get it to us. How much were they asking for? 1.3. 1.3 million.”
Stacy Brown Dec 30, 2019 ▶ 37:02
Assertion Supported
Stacy Brown: Investor Erlen McCorder funded their entire emergency buyout
“And Kevin's phone rang, and one of the gentlemen in that meeting, his name was Erlen McCorder, and he said, can you two come back to the restaurant? And we said, sure, and we whipped the car around. We get back to the restaurant, and we sit in a booth with thi…”
Stacy Brown Dec 30, 2019 ▶ 40:05
Assertion Supported
Brown: Chicken Salad Chick has 85 franchise locations
“So we have 85 locations now.”
Stacy Brown Dec 30, 2019 ▶ 46:53
Assertion Supported
Stacy Brown: Chicken Salad Chick generates $75 million a year in revenue
“The one thing that raises heads of the students are when I say remember about what you're capable of when your passion is involved, because this was a business that only needed to make 500 dollars a month to make ends meet is now making seventy five million do…”
Stacy Brown Dec 30, 2019 ▶ 48:31
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