No Business Being in Business

Paul Saginaw and AriWeinzweig, founders of Zingerman’s Deli

3 Reasons why Inc. Magazine Named Zingerman’s Deli One of coolest small companies in America

“I’m an anarchist and an introvert.” This is not what you’d expect from a successful businessperson. But that’s exactly how Ari Weinzweig, partner and co-founder of Zingerman’s Delicatessen, described himself during our conversation. I can relate to the underlying sense of not having any business being in business. But Ari and co-founder Paul Saginaw have created a successful community of food-related businesses (ZCoB) that completely upend the idea of business as usual.

There are plenty of reasons why Inc. Magazine named Zingerman’s the coolest small company in America. After all, they’ve succeeded in building an empire without giving up what made it great in the first place.

My conversation with Ari and Paul focused on the practical ways that they put creative thinking to work. While there is much to consider in their uncommon sense, here’s my take on the top three reasons why no business being in business is good business for them.

1. Passionate They started small, but their vision was always big. Driven by their taste buds to bring the perfect corned beef sandwich to America’s mid-section, they were practical about building a viable business that was also a vehicle for something more. Like an elasticized waistband (which you need when eating at Zingerman’s because it’s SO good), the deli expanded outward: becoming a bakehouse, a creamery, an online store, a catering business, and more. The bottom line was an indicator, not an end. They were practical but never lost touch with a greater sense of purpose.

2. Inclusive and Connected

Ari and Paul lived the principle of transparency and authenticity long before it became the new normal for management best practices. From the get-go, they were as committed to their employees and the community as they were to their customers. How’d they do it?

They share financial goals and performance with employees. They have training sessions so everyone, from cooks to counter staff and coffee house baristas, can read a balance sheet and grasp what’s happening.

They train their people. With a variety of three and five-step guidelines, Zingers (my word for Zingerman’s staff) deliver a great customer experience. Zingers can make decisions based on customers’ needs, allowing them to excel as their authentic selves within the Zingerman culture.

Ari and Paul may have started the deli because of a passion for corned beef. Still, from the start, their vision included creating a business that paid people a wage to support their lives, an education, a mortgage, and an opportunity to advance in life. Their philosophy in action has strengthened and enriched the Ann Arbor community, as have their many charitable programs.

3. Zingy! Really, Truly Remarkable

Zingerman’s is a deli plus a community of other food-related businesses. But they’re also in the business of retail theatre. (This is true of the online store as well). The customer experience is a heady mix of yeasty, cheesy, meaty aromas with a congenial crush of people noshing, shopping, and learning about hand-crafted, insanely delicious food.

Their in-store graphics are great too, a little quirky, slyly funny, and with just enough feeling of homemade to keep it real. (The online store extends the brand with the same graphic style and high-quality content that will keep a foodie up long past bedtime).

When your name (Zingerman’s) becomes an adjective (Zingy) that describes the experience you deliver, you’re doing something right. Don’t worry if you feel like you don’t have any business being in business. You may be destined for something great that isn’t business as usual.