November 13, 2025 • 28 mins
From sales strategy to social influence — and a little bourbon in between 🥃
This week on Confessions Beyond the Food, Nancy Ridlen sits down with Anthony Salemi, VP of Strategic Sales at Ace Mart and the man behind Bourbon Badass. They talk about how the foodservice industry is evolving, what fuels his competitive spirit, and one powerful moment that brings it all back to what really matters.
🎧 Listen now — you’ll laugh, you’ll nod, and you might even tear up.
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Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
SPEAKER_02 (00:00):
Welcome to Confessions Beyond the Food.
(00:02):
I'm your host, Nancy Redman.
Let's dig in and get inspired.
Welcome to Confessions Beyondthe Food, where we look past the
business to explore the people,passion, and purpose driving the
food service industry.
Today I'm joined by AnthonySalimi, VP of Strategic Sales
(00:26):
for A Smart Restaurant Supply,and the man many know as Bourbon
Badass.
With over 15,000 Instagramfollowers, Anthony's built a
community around authenticity,connection, and of course, great
bourbon.
We talk about how the industry'sevolving, what it takes to stay
relevant, and how hiscompetitive spirit, that love to
(00:49):
win, fuels his success.
And in True Confessions fashion,Anthony closes with a heartfelt
moment that reminds us what it'sreally all about people,
passion, and purpose.
So grab a cup of coffee or maybegrab a bourbon and let's jump
into this episode.
(01:09):
Hi, so we have Anthony in thestudio today.
Welcome, Anthony.
SPEAKER_01 (01:14):
Hey there.
How are you doing?
SPEAKER_02 (01:16):
I'm good.
I have been stalking Anthony fora little bit about getting on
the show because he is just hasa ton of different experience
with the food service industry,but also um he has a little side
hustle.
So we're happy to have you ontoday.
SPEAKER_01 (01:35):
Thank you.
Glad to be here.
SPEAKER_02 (01:36):
Awesome.
So let's jump in.
So the food service world hasseen massive shifts from supply
chain challenges to how manypeople dine in order.
So from your vantage point atASMART, what's been the biggest
transformation you've witnessed?
SPEAKER_01 (01:55):
Yeah, you are right, man.
There has been constant changesince really COVID.
Like you said, the the shutdownof COVID, the supply chain
issues, um inflation, nowtariffs up and down every other
day.
You never know what it is.
But I think the the biggesttransformation is the ability to
adapt.
I mean, you you can't make aplan today and all the variables
(02:18):
change tomorrow.
So you have to just be a youhave to have a an end goal in
mind, but understand that everyday you're gonna zig and zag to
get to where you need to be.
And and yesterday it wasn't ahurdle, today there's a hurdle.
And and those that can kind ofadapt and and jump and and are
nimble are probably doing prettygood.
(02:40):
Those that are more stuck in thein the trenches of how they've
always done things, probablystruggling.
SPEAKER_02 (02:47):
Yeah, it's it's been a wild ride.
So it's never dull.
So um, so with labor shortagesand automation, digital
everything, um, chefs andoperators have had to rethink
almost every part of theirbusiness.
How are you seeing them adapt tothis new reality?
SPEAKER_01 (03:09):
So I think the you know, your bigger customers'
chains and some well-capitalizedindependents can can afford some
of the automation to help withlabor shortages and cut down and
things like that.
But I think you know, more thethe the general independent, I
think they have to adapt in inin different ways.
And and obviously meals to go isis insanely increased, and they
(03:33):
have to understand what that isand the packaging that they
need.
They maybe didn't have to haveanything but a standard foam
clamshell before, but now theymay have to have uh other
products that are available forsoups or different things, and
and then also creating menuitems that can hold up to that
10 or 15 minute drive time,right?
(03:53):
Your your signature dish isgreat when you put it on the
table and it's fresh and hot,but you know, 15 minutes in the
car ride in a in a clamshell ora to-go box changes it.
And and so understanding thatyou have to have that that menu
item change, and or or maybe theyou know, you don't put the
sauces on it, you know, they'rein a separate cup or a separate
(04:15):
container so the consumer can doit, so it doesn't make the the
product soggy or whatnot.
So understanding that that's abig piece of the business, and I
don't see it going away, and howdo you adapt to it?
You know, again, packaging menuitems.
Um, but I also think uh youknow, the the menus like um oh
(04:37):
I'm drawing a blank on the chainthat has a menu that's about
four million pages thick, andthey have everything from
Chinese food to Jamaican to uhCheesecake Factory, that's it.
They have everything I I thinkum you know, I I think having a
uh an ingredient that'smulti-purpose, and what I mean
by that is I can have thisprotein and how do I use it four
(04:59):
different ways so I don't haveto have you know I can make four
different meals out of the samething.
Think of a Mexican restaurant,they've done this forever,
right?
You got you got fajita steak,fajita chicken, ground beef, and
how many items are on theirmenu?
They're using the same product,just slightly very slight
variations, and and uh areallowed to or and are able to uh
(05:21):
you know put out various dishesbut with a minimal amount of
ingredients.
And I think that's where a lotof our smaller independents have
to shift to, and the you knowyou you can't afford the food
waste, so if you can use thatsame menu item, you know, same
ingredient multiple ways, youreduce the waste.
SPEAKER_02 (05:39):
That's an interesting point.
I never thought about that withMexican food.
So, but that's so true.
And every dish tastes totallydifferent based on spices and
things like that.
SPEAKER_01 (05:51):
Sauce or sauce or spice, yeah.
Um, but I think you'll see moreof that uh where you you have a
limited, say a protein, but youcan use it multiple different
ways.
SPEAKER_02 (06:02):
I also, I mean, you were talking too about the
packaging and getting it to theend user, you know, the
customer.
And I mean, another thing that Igo crazy on is if I'm gonna
spend because a sandwich willturn into a I could go and buy a
sandwich for less than$10.
Well, probably not now, but um,but by the time if you have it
(06:26):
delivered to you, it's gonna be$25.
And it's crazy.
People are willing to pay that,but I also, when I receive my$25
sandwich, I kind of want a nicepresentation.
So just like I would expect,like in in the restaurant.
SPEAKER_01 (06:43):
I know uh Panera is a not one of our chain
customers, but they do aphenomenal job with their
packaging and and they even havelittle cardboard dividers for
different layers, and and uhthey do an incredible job.
So I think if people could lookto that and and beg, borrow, and
steal from that, what they do,um, it would help them out.
SPEAKER_02 (07:03):
Yeah.
So um the next generation ofchefs and restaurant owners
think differently.
They're more tech forward, morebrandaware, more vocal.
So, what do you admire mostabout how they approach the
business today?
SPEAKER_01 (07:20):
So I think um brand loyalty kind of went out the
window during COVID and it'scoming back, uh, more so on the
equipment side than smallwares.
Uh the oven or the the the pieceof equipment they were using
before during COVID, you justtook what you could get because
availability was so bad, and umyou know they are now going back
(07:45):
to the ones they know and loved.
The quality may have not beenwhat they thought on the one
they took a chance on.
So I see that coming back in inthe equipment side.
On the on the smallware side,still, you know, a spatula is a
spatula, and is a ten dollar oneversus a fifteen dollar one?
(08:05):
Is there a great difference?
You can argue there is, but youcan argue there isn't.
Uh so I haven't seen the shiftas big going back to the brand
names on the smallwares.
Now there's that that's anoverall statement, right?
Because a spatula is verydifferent than a um you know
thickness on a food pan, wherethere is a different different
(08:26):
quality.
So it's a general statement, butum you know, on the on the tech
savviness, I am super excited,but I'm also super fearful, and
I'll explain why.
On the excited side, right,there's so many benefits, right?
You you know from a serviceside, you can preemptive uh see
(08:47):
this you know motor starting tofail, and you can fix it before
so you don't have an outage andlose sales.
Um, the menu loading where youcan you know pre-program it and
you hit one button and it takescare of everything, so to speak.
Those are great things foroperators.
Where I am uh more on the on thedownside of it is I don't think
(09:10):
our service industry is ready.
You know, service already is auh you know sore spot in our
industry, just the availabilityand the number of techs and
things like that.
And I don't think they've keptup with the speed of the
technology and how to repairthese fancier products, uh, you
know, with computer boards andthings like that.
(09:30):
They're they're used to you knowum timers and relays and you
know smaller, uh less technicalproducts.
They know how to fix it, but nowuh some of the technology kind
of gets in the way of fixing it.
So I think it's a double-edgedsword.
I it'll it'll catch up on theserver side, it's just gonna
take a little time.
(09:51):
But um I I think the the chefscan they can use the tech,
whether it's from uh you knowspeeding up the menu time
because you don't have to thinkabout the programming or even
some of the um you know menuitems that you know you have
this piece of equipment you cannow cook something differently
or a different type of menuitem.
(10:13):
So I think the the the ones thatembrace it are gonna you know
obviously succeed faster, um,but yeah, that server side just
kind of in the back of my head,uh-oh, what happens when
something does go wrong?
Um but it'll catch up.
It always does.
SPEAKER_02 (10:29):
Yeah, that's a really good point.
So with all the noise andchange, what's keeping you most
inspired right now?
What still makes you likeexcited to get up and do what
you do every day?
Because your job is difficult onthe supply chain side.
SPEAKER_01 (10:45):
Yeah, I you know, some people don't like change.
It doesn't bother me, and thespeed of change doesn't bother
me.
I think it's a disruptor, if youwill.
Those that can adapt can canovercome.
But um, I think you know, um ASmart is a family-owned
business, and I think that is ahuge asset, and that we're
nimble, we can make decisions,we can jump on opportunity.
(11:08):
Um we don't have to, you know,run things through a board of
directors, and you know, theleadership huddles up, and
here's a calculated risk, andlet's go, and we make our mind,
and good, bad, or indifferent.
We made up our mind and we we wejumped one way or the other.
And and uh so I think seeing thethe results of your decisions
(11:32):
very quickly, you know.
I previous life I was with a$18billion company running a$500
million business segment, and Icould tank it and it wouldn't
matter.
I mean, it was a decimal point,right?
So here seeing um you know thefruits of your labor when you
you make these decisions and andthings like that.
But I I think the other thing isum we have a really good
(11:56):
leadership team.
We're very diverse in what webring to the table, and we are
very open about challenging eachother.
You know, this doesn't makesense, or why are you doing it
that way?
And nobody gets feelings hurt.
We we all know it's for thebetter of the the company.
And I I think we've been uh uhreally good at creating strategy
(12:19):
plans for you know five and sixyears out and seeing those uh
come to, you know, maybe not ahundred percent, but we
definitely move the needletowards those um those goals,
and you know, knowing that whatI'm doing today is a big part of
where we're gonna be tomorrow.
And and we are uh we are growinginto different segments.
So for me, I get to learn newpieces of the business, um, you
(12:44):
know, in a different segmentthat we never played in, so
that's always fun.
We have a bunch of balls inthere, right?
We made three acquisitions inthe last couple of years and had
to integrate them into it.
We've added a team for abusiness segment we never played
in, and we're we're looking atuh an additional things like
that.
We got some tricks up oursleeve, which is nice to uh know
(13:04):
you have.
And uh I I think people kind ofpigeonhole us as a smallwares
company and don't realize allthe things we do, and and so s
showing that we can do some ofthese other things is is
exciting and keeps me going.
SPEAKER_02 (13:21):
That's awesome.
You guys have made some reallycool bold news, I mean, bold
moves out there.
So um it's it's exciting to seewhen there's so many like large
company acquisitions, you know,to see, you know, an
independent, you know, in ourterritory really grow and
flourish.
(13:42):
And it's exciting.
So it's it's refreshing.
SPEAKER_01 (13:46):
Thank you.
SPEAKER_02 (13:47):
Yeah, so we're gonna take a little bit of a shift
because um to the bourbon andthe badass side.
So um you have quite thefollowing um on burb, and if you
don't follow them, you should.
And so we'll definitely um linkyour um your Instagram account
(14:07):
to this.
But so how did you start um yourbourbon um following?
And what was it strategic orjust you sharing what you love
and letting it catch fire?
How did this all start?
SPEAKER_01 (14:19):
It is uh quite interesting.
I am not a social media fan, um,but there's some bourbon groups
on Facebook and things likethat, and a couple butt buddies
was like, Oh, you gotta jointhis, you join this, and I'd
join it, and then three dayslater I'd cancel because
Facebook, I just don't like theplatform.
It to me is super inefficientand whatnot.
(14:41):
But um they kept pestering me toget on, and I'm like, I don't
want to do it.
So then uh one of my buddies andmy daughter set up the IG
account, the Instagram account,bourbon underscore badass, and
bet me I couldn't get 100followers in 30 days.
So now it's a challenge.
Like I don't care if I don'tlike social media, I gotta beat
(15:02):
them.
And um, yeah, so here I amtoday.
Um, many years later, got a uhuh you know pretty nice
following, right around 15,000followers that follow my
shenanigans of bourbon and cigarsmoking.
SPEAKER_02 (15:19):
Well, that's fun.
SPEAKER_01 (15:20):
But yeah, it was really kind of a bet, is how I
got here.
SPEAKER_02 (15:22):
And your competitive side.
SPEAKER_01 (15:24):
I am very competitive.
SPEAKER_02 (15:26):
That's awesome.
So, um, what does bourbon meanto you personally?
Is it the flavor, thecraftsmanship, the community, or
just something deeper?
SPEAKER_01 (15:37):
A little bit of all of that, but to me, what I like
is it's authentic.
Um and and it's pure.
There's no uh food coloring,there's no flavoring.
Like literally, you have youhave um the grains, the yeast,
the water, and the wood thatit's aged in, and that is what
(15:58):
makes the the bourbon tastegood, bad, or indifferent.
Any combination of those things.
There's it's so it's just thatpure and and and authentic.
And I think in our societytoday, there's not a lot of
authentic anymore, or it's it'slacking, I should say.
So um, but yeah, the communitypart definitely um I could nerd
(16:18):
out on this stuff all day.
But I've I've met friends fromall over the country through
this.
Um literally, I crashed abourbon party in Albany, New
York one time.
The guy said, Oh, I bet youwon't come.
And again, don't bet me, becauseI'm gonna I'm gonna take the bet
and I'm gonna win though.
Uh so yeah, I showed up and uh,but yeah, now he and I are great
friends.
(16:38):
And uh but yeah, it's it's it'sthe craftsmanship and the
authenticity of of the bourbon,and then you know, it tastes
pretty good too for me.
SPEAKER_02 (16:48):
I mean, do you have any other drinks of choice
outside of bourbon?
Is there a second or is it justbourbon?
SPEAKER_01 (16:54):
Well, you probably wouldn't expect it.
Um, but I love a good martinitoo.
SPEAKER_02 (17:01):
Oh, really?
What's your favorite martini?
SPEAKER_01 (17:04):
Oh, just a dirty martini with blue cheese olives.
SPEAKER_02 (17:08):
Hmm.
Those blue cheese olives get meevery time.
They're so good.
I'm not a big martini fan, but Imean, I'll drink it.
But the blue cheese, that thatwill that will sell seal the
deal for me.
So, um, okay, so are there anystandout bourbon moments or
bottles that totally shifted howyou appreciate the spirit?
SPEAKER_01 (17:30):
Probably the best moment I can come up with is
actually drilling into a barreland having the you know, the
bourbon kind of pour out intoyour glass and tasting it
directly from the barrel withthe guy who made it.
Um you know, we're I'm fortunatethat a brand I love is Garrison
Brothers, and they're about anhour from my house.
So I I frequent up there and uhyou know, friends with the
(17:55):
distiller, and every once in awhile that happens.
And the first time though, itwas super special to have him
tell me what went into it, youknow, and then tasting it right
there.
It's pretty special.
SPEAKER_02 (18:07):
That's awesome.
So um you've mastered the socialside of this industry, and you
show up as yourself, but stillrepresent the brand.
What's your advice for otherindustry pros who want to build
their voice online withoutlosing authenticity or
credibility?
SPEAKER_01 (18:25):
So, this is advice for a personal account, maybe
not so much for yourprofessional or a company
account, um, is literally beauthentic.
I think people enjoy that.
You know, when you know you ifyou see me, you're gonna see
it's kind of one take, whether Iget it get it right or not, or
if I stutter or I cough or Isneeze or whatever, it's not
(18:47):
polished, it's real.
Uh, you know, if the bottle'snot in the center of the
picture, who cares?
Uh it's more it's just being whoyou are.
Now, if I'm talking about aprofessional account, then
obviously you want things alittle more staged and cleaned
up and polished.
But uh yeah, I think I thinkreally even then just being who
(19:10):
you are and letting people seethat you're not perfect.
It's uh there's there's alwaysuh something to improve on, and
but you know, you're good atthis and maybe not at that.
Um so I think it's just reallyauthenticity, is I think what
got me where I am because Idon't do anything special.
I mean, it's just myshenanigans.
SPEAKER_02 (19:30):
But you can see and feel your passion for what you
do through your post.
And so just I like you said,being yourself and not overdoing
it is um all the crazy effects.
I I think it it just comesacross definitely as you're
super authentic and uh thepassion comes through.
(19:51):
So, what's your current go-tobourbon pour?
SPEAKER_00 (19:57):
I will say um there's always certain bottles
on my shelf.
Uh mentioned Garrison Brothers,I do love them.
They have a they have a uniqueflavor, you either kind of love
it or hate it.
Uh Old Forester, always there.
Penelope makes some really goodstuff.
Smoke wagon, I uh those arealways around, but you know,
(20:21):
there's so many good ones.
Good doesn't mean expensiveeither.
And you can get a great$40bottle.
Uh but you know, those are someof my favorites that I would say
are always in the rotation.
SPEAKER_02 (20:33):
So I'm not a bourbon drinker, don't hate me.
But so if I'm gonna be intro tobourbon, like what would be the
one that you would suggest forme?
SPEAKER_01 (20:43):
I would go actually um there's a Penelope makes one
that's um aged in a rose cask,which gives it a hint of that
sweetness and all that.
That's a good starter bourbon.
But I also think, you know, I'duh you know, I have people that
have never had it before, andI'm not gonna serve it to them
(21:05):
the way I drink it because I'vebeen doing it for years and you
know, I like a certain certainway, and but uh yeah, and and
it's not for everyone, like noteveryone likes tomatoes or
broccoli, so there's nothingwrong with not liking it, I
think.
Um, but at least giving it afair shot and try it.
Um but there's ways to make itwhere it's it's not as uh potent
(21:28):
or strong.
Um, but there's definitely a wayto approach it from a um uh a
geeky, nerdy way as far as likehow you smell the bourbon so it
doesn't burn your nose.
There's things I can you knowshow people or teach people that
uh will make it a little morepleasurable, but at the end of
(21:50):
the day, you're either gonnalike it or you don't.
SPEAKER_02 (21:52):
Right.
Well, you had me at Rose.
So I'm gonna have to I you'regonna have to I'm gonna have to
try that.
I love rose.
So that's awesome.
That's awesome.
And I think it is important, youknow, to ask and be curious
about what you're drinkingbecause there's so many good
stories out there.
Um and a lot of theserestaurants um and
(22:14):
restaurateurs, they they get alot of education on these
products.
So it's you know, kind of I Ithink it's great, a great
question to ask someone um ifyou're curious around you.
So um my last question is if youcould pour one bourbon and share
it with anyone, past or present,who's who is gonna sit across
(22:37):
the table from you and what areyou drinking?
SPEAKER_01 (22:41):
Yeah, I knew you were gonna do that.
It would be my dad.
I never got to really share adrink with him.
SPEAKER_02 (23:05):
And I'm sure that he would love to share that drink
with you, and and hopefully oneday soon, not too soon, you will
get to share that with him.
SPEAKER_01 (23:15):
Yeah.
I appreciate that question.
SPEAKER_02 (23:19):
Absolutely.
I mean um that's what this isreally kind of all about is the
heart, you know, it's it's aboutour hearts and our passions and
um why we do the things we do.
And for you, Anthony, I reallyadmire you because family is
ever I can I I can from thefirst time you and I really
(23:41):
started talking, family waseverything for you.
SPEAKER_01 (23:44):
Oh yeah, still is.
And family's not just mychildren and brothers and
sisters, it's my greater family,right?
Yeah.
SPEAKER_02 (23:58):
Yeah.
SPEAKER_01 (24:00):
Well, I know you're wanting something, you're
wanting something from me, sincethis is a confession show.
SPEAKER_02 (24:06):
Yeah, you've stepped into the confessional booth.
SPEAKER_01 (24:09):
So well, I will confess that my love for bourbon
started at an illegal age.
Um yeah, I may have uh may havetried it when I was about
twelve.
No way not saying I was drinkingit every day or anything like
(24:30):
that, but yeah, I may have uhsnuck into a bottle of wild
turkey.
And uh it actually tasted prettygood after you got through the
the fumes and the you know thealcohol burn, but uh yeah, there
was flavor, and that's what Iliked about it.
But yeah.
SPEAKER_02 (24:47):
At the young age of twelve.
SPEAKER_01 (24:50):
Well, you know, mischievous kids will do things.
SPEAKER_02 (24:53):
Yeah, yes.
And so I mean, I'm surprised youenjoyed the taste of it.
So did your friends, or was itjust well, yeah, again, you
know, first time tryingsomething like that, right?
SPEAKER_01 (25:07):
There's the alcohol burn that you don't expect, but
once that goes away, bourbonactually has really good flavor.
I mean, there's you know, brownsugars, there's caramels,
there's vanilla, there's oak,there's leather, you know,
there's so many flavors you canget.
But um, but yeah, I mean, Iwould I could I don't want to
say I'm a super taster oranything like that, but I could
(25:30):
pick out the flavors and andbeyond that alcohol burn.
So I'm like, okay, this issomething I gotta pay attention
to.
So yeah, well, that is a that'sa good I don't remember I don't
recommend 12-year-olds tryingit.
SPEAKER_02 (25:44):
Yeah, if your grand your grandson is listening, uh
uh no sir.
Same, same with my boys.
Um, yeah, they're they're 12right now.
So, but I mean I think it's youknow, the US is so different
than other countries becauseit's not, you know, in Europe,
you know, they try, you know,it's not a big deal to have a
(26:04):
small glass of wine and thingslike that.
And I grew up like sipping, mydad would always give me a sip
of his beer or a sip of amargarita to try it.
It's just what and I was like,hmm, this is good.
And so, but it never I wasn't Ididn't go crazy when I could
drink away from my parents.
SPEAKER_01 (26:25):
So Yeah, because it wasn't taboo.
SPEAKER_02 (26:27):
Right.
It's not taboo.
I mean, everything within reasonor you know, um, that you're not
overindulging, I mean, is, youknow, I think, I think is
enjoyable in life.
And I think that's the mostwonderful fun part of our
industry is that um, like yousaid, we're a bigger family.
(26:48):
And and so when we all gettogether, we you know, we we
work hard and we but we alsolike really love hard and we
love the industry and eatinggood food, drinking, you know,
wonderful cocktails and winesand all the things and desserts.
So um yeah, it's it's a reallygreat industry to be in.
SPEAKER_01 (27:13):
I do enjoy it.
Something different every day,that's for sure.
Different customers, differentthings happening all the time.
SPEAKER_02 (27:19):
Well, I am so glad that we got to um get um to to
hear a little bit more aboutyou, Anthony.
And just, I mean, your yoursupply chain side and the way
that you have um chain, youknow, have really developed that
side of ASMART and all thethings that you're doing.
(27:42):
And it's just very exciting.
And I really um one day I'd liketo dive into more of the supply
chain side because I think uhwhat you've done is amazing and
develop your own private brandand being very successful at
that.
So um, but also taking on newventures and being part of that
too.
(28:02):
So, and then, you know, youryour bourbon following is super
cool.
Um, I have to say, here's myconfession.
Anthony, you're the one thattaught me.
Do you remember this?
That I can point my camera atsomething on my phone and get
the QR code.
SPEAKER_01 (28:20):
Yeah.
SPEAKER_02 (28:21):
He's like, Where have you been?
It was really funny.
And I'm like, Oh, I'm nevergonna forget that you were the
one that taught me how to dothat.
So thank you, Anthony.
SPEAKER_01 (28:30):
All right, all right.
SPEAKER_02 (28:32):
Well, thank you so much for joining us, joining us,
and um, thank you guys forlistening in.
SPEAKER_01 (28:39):
Thank you.
SPEAKER_02 (28:39):
For more inspiration, follow our social
media at W3Cells.
Please like, comment, andsubscribe.
You know, all the things.
We would love to connect withyou.
Welcome to Confessions Beyond the Food.
(00:02):
I'm your host, Nancy Redman.
Let's dig in and get inspired.
Welcome to Confessions Beyondthe Food, where we look past the
business to explore the people,passion, and purpose driving the
food service industry.
Today I'm joined by AnthonySalimi, VP of Strategic Sales
(00:26):
for A Smart Restaurant Supply,and the man many know as Bourbon
Badass.
With over 15,000 Instagramfollowers, Anthony's built a
community around authenticity,connection, and of course, great
bourbon.
We talk about how the industry'sevolving, what it takes to stay
relevant, and how hiscompetitive spirit, that love to
(00:49):
win, fuels his success.
And in True Confessions fashion,Anthony closes with a heartfelt
moment that reminds us what it'sreally all about people,
passion, and purpose.
So grab a cup of coffee or maybegrab a bourbon and let's jump
into this episode.
(01:09):
Hi, so we have Anthony in thestudio today.
Welcome, Anthony.
SPEAKER_01 (01:14):
Hey there.
How are you doing?
SPEAKER_02 (01:16):
I'm good.
I have been stalking Anthony fora little bit about getting on
the show because he is just hasa ton of different experience
with the food service industry,but also um he has a little side
hustle.
So we're happy to have you ontoday.
SPEAKER_01 (01:35):
Thank you.
Glad to be here.
SPEAKER_02 (01:36):
Awesome.
So let's jump in.
So the food service world hasseen massive shifts from supply
chain challenges to how manypeople dine in order.
So from your vantage point atASMART, what's been the biggest
transformation you've witnessed?
SPEAKER_01 (01:55):
Yeah, you are right, man.
There has been constant changesince really COVID.
Like you said, the the shutdownof COVID, the supply chain
issues, um inflation, nowtariffs up and down every other
day.
You never know what it is.
But I think the the biggesttransformation is the ability to
adapt.
I mean, you you can't make aplan today and all the variables
(02:18):
change tomorrow.
So you have to just be a youhave to have a an end goal in
mind, but understand that everyday you're gonna zig and zag to
get to where you need to be.
And and yesterday it wasn't ahurdle, today there's a hurdle.
And and those that can kind ofadapt and and jump and and are
nimble are probably doing prettygood.
(02:40):
Those that are more stuck in thein the trenches of how they've
always done things, probablystruggling.
SPEAKER_02 (02:47):
Yeah, it's it's been a wild ride.
So it's never dull.
So um, so with labor shortagesand automation, digital
everything, um, chefs andoperators have had to rethink
almost every part of theirbusiness.
How are you seeing them adapt tothis new reality?
SPEAKER_01 (03:09):
So I think the you know, your bigger customers'
chains and some well-capitalizedindependents can can afford some
of the automation to help withlabor shortages and cut down and
things like that.
But I think you know, more thethe the general independent, I
think they have to adapt in inin different ways.
And and obviously meals to go isis insanely increased, and they
(03:33):
have to understand what that isand the packaging that they
need.
They maybe didn't have to haveanything but a standard foam
clamshell before, but now theymay have to have uh other
products that are available forsoups or different things, and
and then also creating menuitems that can hold up to that
10 or 15 minute drive time,right?
(03:53):
Your your signature dish isgreat when you put it on the
table and it's fresh and hot,but you know, 15 minutes in the
car ride in a in a clamshell ora to-go box changes it.
And and so understanding thatyou have to have that that menu
item change, and or or maybe theyou know, you don't put the
sauces on it, you know, they'rein a separate cup or a separate
(04:15):
container so the consumer can doit, so it doesn't make the the
product soggy or whatnot.
So understanding that that's abig piece of the business, and I
don't see it going away, and howdo you adapt to it?
You know, again, packaging menuitems.
Um, but I also think uh youknow, the the menus like um oh
(04:37):
I'm drawing a blank on the chainthat has a menu that's about
four million pages thick, andthey have everything from
Chinese food to Jamaican to uhCheesecake Factory, that's it.
They have everything I I thinkum you know, I I think having a
uh an ingredient that'smulti-purpose, and what I mean
by that is I can have thisprotein and how do I use it four
(04:59):
different ways so I don't haveto have you know I can make four
different meals out of the samething.
Think of a Mexican restaurant,they've done this forever,
right?
You got you got fajita steak,fajita chicken, ground beef, and
how many items are on theirmenu?
They're using the same product,just slightly very slight
variations, and and uh areallowed to or and are able to uh
(05:21):
you know put out various dishesbut with a minimal amount of
ingredients.
And I think that's where a lotof our smaller independents have
to shift to, and the you knowyou you can't afford the food
waste, so if you can use thatsame menu item, you know, same
ingredient multiple ways, youreduce the waste.
SPEAKER_02 (05:39):
That's an interesting point.
I never thought about that withMexican food.
So, but that's so true.
And every dish tastes totallydifferent based on spices and
things like that.
SPEAKER_01 (05:51):
Sauce or sauce or spice, yeah.
Um, but I think you'll see moreof that uh where you you have a
limited, say a protein, but youcan use it multiple different
ways.
SPEAKER_02 (06:02):
I also, I mean, you were talking too about the
packaging and getting it to theend user, you know, the
customer.
And I mean, another thing that Igo crazy on is if I'm gonna
spend because a sandwich willturn into a I could go and buy a
sandwich for less than$10.
Well, probably not now, but um,but by the time if you have it
(06:26):
delivered to you, it's gonna be$25.
And it's crazy.
People are willing to pay that,but I also, when I receive my$25
sandwich, I kind of want a nicepresentation.
So just like I would expect,like in in the restaurant.
SPEAKER_01 (06:43):
I know uh Panera is a not one of our chain
customers, but they do aphenomenal job with their
packaging and and they even havelittle cardboard dividers for
different layers, and and uhthey do an incredible job.
So I think if people could lookto that and and beg, borrow, and
steal from that, what they do,um, it would help them out.
SPEAKER_02 (07:03):
Yeah.
So um the next generation ofchefs and restaurant owners
think differently.
They're more tech forward, morebrandaware, more vocal.
So, what do you admire mostabout how they approach the
business today?
SPEAKER_01 (07:20):
So I think um brand loyalty kind of went out the
window during COVID and it'scoming back, uh, more so on the
equipment side than smallwares.
Uh the oven or the the the pieceof equipment they were using
before during COVID, you justtook what you could get because
availability was so bad, and umyou know they are now going back
(07:45):
to the ones they know and loved.
The quality may have not beenwhat they thought on the one
they took a chance on.
So I see that coming back in inthe equipment side.
On the on the smallware side,still, you know, a spatula is a
spatula, and is a ten dollar oneversus a fifteen dollar one?
(08:05):
Is there a great difference?
You can argue there is, but youcan argue there isn't.
Uh so I haven't seen the shiftas big going back to the brand
names on the smallwares.
Now there's that that's anoverall statement, right?
Because a spatula is verydifferent than a um you know
thickness on a food pan, wherethere is a different different
(08:26):
quality.
So it's a general statement, butum you know, on the on the tech
savviness, I am super excited,but I'm also super fearful, and
I'll explain why.
On the excited side, right,there's so many benefits, right?
You you know from a serviceside, you can preemptive uh see
(08:47):
this you know motor starting tofail, and you can fix it before
so you don't have an outage andlose sales.
Um, the menu loading where youcan you know pre-program it and
you hit one button and it takescare of everything, so to speak.
Those are great things foroperators.
Where I am uh more on the on thedownside of it is I don't think
(09:10):
our service industry is ready.
You know, service already is auh you know sore spot in our
industry, just the availabilityand the number of techs and
things like that.
And I don't think they've keptup with the speed of the
technology and how to repairthese fancier products, uh, you
know, with computer boards andthings like that.
(09:30):
They're they're used to you knowum timers and relays and you
know smaller, uh less technicalproducts.
They know how to fix it, but nowuh some of the technology kind
of gets in the way of fixing it.
So I think it's a double-edgedsword.
I it'll it'll catch up on theserver side, it's just gonna
take a little time.
(09:51):
But um I I think the the chefscan they can use the tech,
whether it's from uh you knowspeeding up the menu time
because you don't have to thinkabout the programming or even
some of the um you know menuitems that you know you have
this piece of equipment you cannow cook something differently
or a different type of menuitem.
(10:13):
So I think the the the ones thatembrace it are gonna you know
obviously succeed faster, um,but yeah, that server side just
kind of in the back of my head,uh-oh, what happens when
something does go wrong?
Um but it'll catch up.
It always does.
SPEAKER_02 (10:29):
Yeah, that's a really good point.
So with all the noise andchange, what's keeping you most
inspired right now?
What still makes you likeexcited to get up and do what
you do every day?
Because your job is difficult onthe supply chain side.
SPEAKER_01 (10:45):
Yeah, I you know, some people don't like change.
It doesn't bother me, and thespeed of change doesn't bother
me.
I think it's a disruptor, if youwill.
Those that can adapt can canovercome.
But um, I think you know, um ASmart is a family-owned
business, and I think that is ahuge asset, and that we're
nimble, we can make decisions,we can jump on opportunity.
(11:08):
Um we don't have to, you know,run things through a board of
directors, and you know, theleadership huddles up, and
here's a calculated risk, andlet's go, and we make our mind,
and good, bad, or indifferent.
We made up our mind and we we wejumped one way or the other.
And and uh so I think seeing thethe results of your decisions
(11:32):
very quickly, you know.
I previous life I was with a$18billion company running a$500
million business segment, and Icould tank it and it wouldn't
matter.
I mean, it was a decimal point,right?
So here seeing um you know thefruits of your labor when you
you make these decisions and andthings like that.
But I I think the other thing isum we have a really good
(11:56):
leadership team.
We're very diverse in what webring to the table, and we are
very open about challenging eachother.
You know, this doesn't makesense, or why are you doing it
that way?
And nobody gets feelings hurt.
We we all know it's for thebetter of the the company.
And I I think we've been uh uhreally good at creating strategy
(12:19):
plans for you know five and sixyears out and seeing those uh
come to, you know, maybe not ahundred percent, but we
definitely move the needletowards those um those goals,
and you know, knowing that whatI'm doing today is a big part of
where we're gonna be tomorrow.
And and we are uh we are growinginto different segments.
So for me, I get to learn newpieces of the business, um, you
(12:44):
know, in a different segmentthat we never played in, so
that's always fun.
We have a bunch of balls inthere, right?
We made three acquisitions inthe last couple of years and had
to integrate them into it.
We've added a team for abusiness segment we never played
in, and we're we're looking atuh an additional things like
that.
We got some tricks up oursleeve, which is nice to uh know
(13:04):
you have.
And uh I I think people kind ofpigeonhole us as a smallwares
company and don't realize allthe things we do, and and so s
showing that we can do some ofthese other things is is
exciting and keeps me going.
SPEAKER_02 (13:21):
That's awesome.
You guys have made some reallycool bold news, I mean, bold
moves out there.
So um it's it's exciting to seewhen there's so many like large
company acquisitions, you know,to see, you know, an
independent, you know, in ourterritory really grow and
flourish.
(13:42):
And it's exciting.
So it's it's refreshing.
SPEAKER_01 (13:46):
Thank you.
SPEAKER_02 (13:47):
Yeah, so we're gonna take a little bit of a shift
because um to the bourbon andthe badass side.
So um you have quite thefollowing um on burb, and if you
don't follow them, you should.
And so we'll definitely um linkyour um your Instagram account
(14:07):
to this.
But so how did you start um yourbourbon um following?
And what was it strategic orjust you sharing what you love
and letting it catch fire?
How did this all start?
SPEAKER_01 (14:19):
It is uh quite interesting.
I am not a social media fan, um,but there's some bourbon groups
on Facebook and things likethat, and a couple butt buddies
was like, Oh, you gotta jointhis, you join this, and I'd
join it, and then three dayslater I'd cancel because
Facebook, I just don't like theplatform.
It to me is super inefficientand whatnot.
(14:41):
But um they kept pestering me toget on, and I'm like, I don't
want to do it.
So then uh one of my buddies andmy daughter set up the IG
account, the Instagram account,bourbon underscore badass, and
bet me I couldn't get 100followers in 30 days.
So now it's a challenge.
Like I don't care if I don'tlike social media, I gotta beat
(15:02):
them.
And um, yeah, so here I amtoday.
Um, many years later, got a uhuh you know pretty nice
following, right around 15,000followers that follow my
shenanigans of bourbon and cigarsmoking.
SPEAKER_02 (15:19):
Well, that's fun.
SPEAKER_01 (15:20):
But yeah, it was really kind of a bet, is how I
got here.
SPEAKER_02 (15:22):
And your competitive side.
SPEAKER_01 (15:24):
I am very competitive.
SPEAKER_02 (15:26):
That's awesome.
So, um, what does bourbon meanto you personally?
Is it the flavor, thecraftsmanship, the community, or
just something deeper?
SPEAKER_01 (15:37):
A little bit of all of that, but to me, what I like
is it's authentic.
Um and and it's pure.
There's no uh food coloring,there's no flavoring.
Like literally, you have youhave um the grains, the yeast,
the water, and the wood thatit's aged in, and that is what
(15:58):
makes the the bourbon tastegood, bad, or indifferent.
Any combination of those things.
There's it's so it's just thatpure and and and authentic.
And I think in our societytoday, there's not a lot of
authentic anymore, or it's it'slacking, I should say.
So um, but yeah, the communitypart definitely um I could nerd
(16:18):
out on this stuff all day.
But I've I've met friends fromall over the country through
this.
Um literally, I crashed abourbon party in Albany, New
York one time.
The guy said, Oh, I bet youwon't come.
And again, don't bet me, becauseI'm gonna I'm gonna take the bet
and I'm gonna win though.
Uh so yeah, I showed up and uh,but yeah, now he and I are great
friends.
(16:38):
And uh but yeah, it's it's it'sthe craftsmanship and the
authenticity of of the bourbon,and then you know, it tastes
pretty good too for me.
SPEAKER_02 (16:48):
I mean, do you have any other drinks of choice
outside of bourbon?
Is there a second or is it justbourbon?
SPEAKER_01 (16:54):
Well, you probably wouldn't expect it.
Um, but I love a good martinitoo.
SPEAKER_02 (17:01):
Oh, really?
What's your favorite martini?
SPEAKER_01 (17:04):
Oh, just a dirty martini with blue cheese olives.
SPEAKER_02 (17:08):
Hmm.
Those blue cheese olives get meevery time.
They're so good.
I'm not a big martini fan, but Imean, I'll drink it.
But the blue cheese, that thatwill that will sell seal the
deal for me.
So, um, okay, so are there anystandout bourbon moments or
bottles that totally shifted howyou appreciate the spirit?
SPEAKER_01 (17:30):
Probably the best moment I can come up with is
actually drilling into a barreland having the you know, the
bourbon kind of pour out intoyour glass and tasting it
directly from the barrel withthe guy who made it.
Um you know, we're I'm fortunatethat a brand I love is Garrison
Brothers, and they're about anhour from my house.
So I I frequent up there and uhyou know, friends with the
(17:55):
distiller, and every once in awhile that happens.
And the first time though, itwas super special to have him
tell me what went into it, youknow, and then tasting it right
there.
It's pretty special.
SPEAKER_02 (18:07):
That's awesome.
So um you've mastered the socialside of this industry, and you
show up as yourself, but stillrepresent the brand.
What's your advice for otherindustry pros who want to build
their voice online withoutlosing authenticity or
credibility?
SPEAKER_01 (18:25):
So, this is advice for a personal account, maybe
not so much for yourprofessional or a company
account, um, is literally beauthentic.
I think people enjoy that.
You know, when you know you ifyou see me, you're gonna see
it's kind of one take, whether Iget it get it right or not, or
if I stutter or I cough or Isneeze or whatever, it's not
(18:47):
polished, it's real.
Uh, you know, if the bottle'snot in the center of the
picture, who cares?
Uh it's more it's just being whoyou are.
Now, if I'm talking about aprofessional account, then
obviously you want things alittle more staged and cleaned
up and polished.
But uh yeah, I think I thinkreally even then just being who
(19:10):
you are and letting people seethat you're not perfect.
It's uh there's there's alwaysuh something to improve on, and
but you know, you're good atthis and maybe not at that.
Um so I think it's just reallyauthenticity, is I think what
got me where I am because Idon't do anything special.
I mean, it's just myshenanigans.
SPEAKER_02 (19:30):
But you can see and feel your passion for what you
do through your post.
And so just I like you said,being yourself and not overdoing
it is um all the crazy effects.
I I think it it just comesacross definitely as you're
super authentic and uh thepassion comes through.
(19:51):
So, what's your current go-tobourbon pour?
SPEAKER_00 (19:57):
I will say um there's always certain bottles
on my shelf.
Uh mentioned Garrison Brothers,I do love them.
They have a they have a uniqueflavor, you either kind of love
it or hate it.
Uh Old Forester, always there.
Penelope makes some really goodstuff.
Smoke wagon, I uh those arealways around, but you know,
(20:21):
there's so many good ones.
Good doesn't mean expensiveeither.
And you can get a great$40bottle.
Uh but you know, those are someof my favorites that I would say
are always in the rotation.
SPEAKER_02 (20:33):
So I'm not a bourbon drinker, don't hate me.
But so if I'm gonna be intro tobourbon, like what would be the
one that you would suggest forme?
SPEAKER_01 (20:43):
I would go actually um there's a Penelope makes one
that's um aged in a rose cask,which gives it a hint of that
sweetness and all that.
That's a good starter bourbon.
But I also think, you know, I'duh you know, I have people that
have never had it before, andI'm not gonna serve it to them
(21:05):
the way I drink it because I'vebeen doing it for years and you
know, I like a certain certainway, and but uh yeah, and and
it's not for everyone, like noteveryone likes tomatoes or
broccoli, so there's nothingwrong with not liking it, I
think.
Um, but at least giving it afair shot and try it.
Um but there's ways to make itwhere it's it's not as uh potent
(21:28):
or strong.
Um, but there's definitely a wayto approach it from a um uh a
geeky, nerdy way as far as likehow you smell the bourbon so it
doesn't burn your nose.
There's things I can you knowshow people or teach people that
uh will make it a little morepleasurable, but at the end of
(21:50):
the day, you're either gonnalike it or you don't.
SPEAKER_02 (21:52):
Right.
Well, you had me at Rose.
So I'm gonna have to I you'regonna have to I'm gonna have to
try that.
I love rose.
So that's awesome.
That's awesome.
And I think it is important, youknow, to ask and be curious
about what you're drinkingbecause there's so many good
stories out there.
Um and a lot of theserestaurants um and
(22:14):
restaurateurs, they they get alot of education on these
products.
So it's you know, kind of I Ithink it's great, a great
question to ask someone um ifyou're curious around you.
So um my last question is if youcould pour one bourbon and share
it with anyone, past or present,who's who is gonna sit across
(22:37):
the table from you and what areyou drinking?
SPEAKER_01 (22:41):
Yeah, I knew you were gonna do that.
It would be my dad.
I never got to really share adrink with him.
SPEAKER_02 (23:05):
And I'm sure that he would love to share that drink
with you, and and hopefully oneday soon, not too soon, you will
get to share that with him.
SPEAKER_01 (23:15):
Yeah.
I appreciate that question.
SPEAKER_02 (23:19):
Absolutely.
I mean um that's what this isreally kind of all about is the
heart, you know, it's it's aboutour hearts and our passions and
um why we do the things we do.
And for you, Anthony, I reallyadmire you because family is
ever I can I I can from thefirst time you and I really
(23:41):
started talking, family waseverything for you.
SPEAKER_01 (23:44):
Oh yeah, still is.
And family's not just mychildren and brothers and
sisters, it's my greater family,right?
Yeah.
SPEAKER_02 (23:58):
Yeah.
SPEAKER_01 (24:00):
Well, I know you're wanting something, you're
wanting something from me, sincethis is a confession show.
SPEAKER_02 (24:06):
Yeah, you've stepped into the confessional booth.
SPEAKER_01 (24:09):
So well, I will confess that my love for bourbon
started at an illegal age.
Um yeah, I may have uh may havetried it when I was about
twelve.
No way not saying I was drinkingit every day or anything like
(24:30):
that, but yeah, I may have uhsnuck into a bottle of wild
turkey.
And uh it actually tasted prettygood after you got through the
the fumes and the you know thealcohol burn, but uh yeah, there
was flavor, and that's what Iliked about it.
But yeah.
SPEAKER_02 (24:47):
At the young age of twelve.
SPEAKER_01 (24:50):
Well, you know, mischievous kids will do things.
SPEAKER_02 (24:53):
Yeah, yes.
And so I mean, I'm surprised youenjoyed the taste of it.
So did your friends, or was itjust well, yeah, again, you
know, first time tryingsomething like that, right?
SPEAKER_01 (25:07):
There's the alcohol burn that you don't expect, but
once that goes away, bourbonactually has really good flavor.
I mean, there's you know, brownsugars, there's caramels,
there's vanilla, there's oak,there's leather, you know,
there's so many flavors you canget.
But um, but yeah, I mean, Iwould I could I don't want to
say I'm a super taster oranything like that, but I could
(25:30):
pick out the flavors and andbeyond that alcohol burn.
So I'm like, okay, this issomething I gotta pay attention
to.
So yeah, well, that is a that'sa good I don't remember I don't
recommend 12-year-olds tryingit.
SPEAKER_02 (25:44):
Yeah, if your grand your grandson is listening, uh
uh no sir.
Same, same with my boys.
Um, yeah, they're they're 12right now.
So, but I mean I think it's youknow, the US is so different
than other countries becauseit's not, you know, in Europe,
you know, they try, you know,it's not a big deal to have a
(26:04):
small glass of wine and thingslike that.
And I grew up like sipping, mydad would always give me a sip
of his beer or a sip of amargarita to try it.
It's just what and I was like,hmm, this is good.
And so, but it never I wasn't Ididn't go crazy when I could
drink away from my parents.
SPEAKER_01 (26:25):
So Yeah, because it wasn't taboo.
SPEAKER_02 (26:27):
Right.
It's not taboo.
I mean, everything within reasonor you know, um, that you're not
overindulging, I mean, is, youknow, I think, I think is
enjoyable in life.
And I think that's the mostwonderful fun part of our
industry is that um, like yousaid, we're a bigger family.
(26:48):
And and so when we all gettogether, we you know, we we
work hard and we but we alsolike really love hard and we
love the industry and eatinggood food, drinking, you know,
wonderful cocktails and winesand all the things and desserts.
So um yeah, it's it's a reallygreat industry to be in.
SPEAKER_01 (27:13):
I do enjoy it.
Something different every day,that's for sure.
Different customers, differentthings happening all the time.
SPEAKER_02 (27:19):
Well, I am so glad that we got to um get um to to
hear a little bit more aboutyou, Anthony.
And just, I mean, your yoursupply chain side and the way
that you have um chain, youknow, have really developed that
side of ASMART and all thethings that you're doing.
(27:42):
And it's just very exciting.
And I really um one day I'd liketo dive into more of the supply
chain side because I think uhwhat you've done is amazing and
develop your own private brandand being very successful at
that.
So um, but also taking on newventures and being part of that
too.
(28:02):
So, and then, you know, youryour bourbon following is super
cool.
Um, I have to say, here's myconfession.
Anthony, you're the one thattaught me.
Do you remember this?
That I can point my camera atsomething on my phone and get
the QR code.
SPEAKER_01 (28:20):
Yeah.
SPEAKER_02 (28:21):
He's like, Where have you been?
It was really funny.
And I'm like, Oh, I'm nevergonna forget that you were the
one that taught me how to dothat.
So thank you, Anthony.
SPEAKER_01 (28:30):
All right, all right.
SPEAKER_02 (28:32):
Well, thank you so much for joining us, joining us,
and um, thank you guys forlistening in.
SPEAKER_01 (28:39):
Thank you.
SPEAKER_02 (28:39):
For more inspiration, follow our social
media at W3Cells.
Please like, comment, andsubscribe.
You know, all the things.
We would love to connect withyou.
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