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You're Never a Number at the Main St. Deli
by Marcus Chavez
Balmes knows your name.
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Some people come into the Main St. Deli and will ask Bill Balmes, "So, what's my number?" Balmes' rule is, "You're not a number here, you're a person . . .And that's part of being in a small town . . .I feel like that's important. I think someone's first name is important. Because we're in a small town."
This is the philosophy of Bill Balmes, the CEO behind the soon-to-be franchise empire of The Main St. Deli. Well, maybe not. "The Deli" is a one-of-a-kind place, and Balmes and his staff will call you by your name when you place an order.
The Main St. Deli celebrates its tenth anniversary this year. It is one of the few businesses to stick around the Mars Hill area.
"The only other businesses that have stayed here are the insurance companies, Chandler's BP, the banks . . .the florist, the barber shop. Other than that . . .everybody else has either changed hands or gone onto greener pastures or got smart," Balmes says with a chuckle.
The menu hangs down in front of you when you're ready to order. Whatever looks desirable will jump out first. He doesn't need pictures to show you how good your meal is going to taste. The prices are easy on the wallet, and the atmosphere is comfortable and relaxed.
"The primary focus here was to try to make this a place where all different types of people would feel comfortable, not only students but local business people, the local community, children . . You look at the people who come in the door: we get all different types of people. We get local people; we get professors; we get business people; we get kids; we get everybody."
Everything on the menu sells. And Balmes is constantly trying new items. A new installment is ribs on Friday nights along with the crab cakes on Thursday and Friday. The specials of burritos and tacos have done well. And adding fish to the menu won customer approval.
"It's so interesting in this business, because everything runs in streaks," says Balmes. "It's random. It's random in terms of what people want. . .and that's why we have such a large selection to pick from. . .Sometimes everybody wants a hot dog. . .It's like playing the lottery."
And then, Balmes whispers, "Some people eat the same thing everyday... One professor orders Chef Salad, Oil and Vinegar, side of Jalapeños . . .Another is the same way. "You can pretty much predict what she's going to order . . .Some people are very predictable. Other people will mess you up when you write their ticket out, and they order something different." So Balmes will know your name and your appetite when you eat at the Main St. Deli.
Balmes hails from the Midwest via Atlanta, Georgia, and eventually made his home in Mars Hill. His hometown of DeKalb, Illinois, is a college community, home to Northern Illinois University. Balmes received his degree in marketing and came close to receiving a double major in accounting and finance. DeKalb is home to the "Flying Corncob". DeKalb corn is a famous type of corn developed in DeKalb's agronomy center.
Balmes' business background reads like a menu. While attending Northern Illinois University, he worked in food service, doing everything from managing the snack bar to working in the faculty dining room, cooking, and ordering for the student union. "I worked all the time when I was in school. . . I did a lot of different jobs," Balmes said. "I was in finance and credit at Texaco for six and a half years. . .a controller for an industrial supply company for three years. . .I got into computer small business, computer assistance for five or six years. Then I ran a truck travel center outside of Atlanta for six and a half years."
So how has the Main St. Deli survived for 10 years? Balmes answers, "Do your research. Do your demographics. . .Have a plan, have financing (as he laughs) or have money. . .The key in Mars Hill is to be diversified. That's not necessarily true in all markets. In some markets the demographics are much larger and you can make it on one business. Here you have to have multiple businesses. . .I have not only the restaurant. We have a landscaping business. We also do a lot of catering. So really, we have three separate focuses as far as trying to generate income, and that's probably why we stay in business."
The I-26 expansion through Madison County may bring about more restaurant chains and competition to the local businesses here in Mars Hill. Balmes is confident. "I think that each location has to understand that they have niche markets, and we're a niche market business. We have a certain type of product. We try to provide really excellent food at a reasonable price, and we're able to get people in and out fairly quickly." The fast food chains are "appealing to the expressway traffic -- get in-get out. They're within a block or two of the expressway. . . That's not our market. Will it hurt us? Any dilution in this market hurts anybody. It spreads out dollars that are already there. You need to carve out your niche, stay in there, persevere and you'll make it. If you're offering a decent product, you'll make it -- Basic Marketing 101."
Balmes' philosophical observations are ingredients for a business -- and maybe for a more general approach to life's everyday trials and ventures. "If you're thinking about doing something, get experience in a related field... Don't put the cart before the horse...
"Pay attention in your classes. I use stuff I learned in college. . . .It's not all useless," he laughs. "Some things you will need to know. It's useful to at least have an understanding and perspective. . .I still learn. I still learn things all the time."
Bill Balmes at the Main St. Deli will know your name and fill your appetite. You're not a number there. You're a person, and according to Balmes, that's important.
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