David Schlarbaum started out opening one '50s-themed burger joint. But his concept has taken off.
By JANET ZINK
Published April 4, 2003
BRANDON - Football, burgers and Marilyn Monroe.
David Schlarbaum, 35, has built his successes on those all-American institutions.
He's the founder of Cherry's, a chain of retro-themed burger joints with locations throughout the Tampa Bay area.
Schlarbaum, who was born in Brandon, graduated from Brandon High School in 1986. He earned a bachelor's degree in marketing at Memphis State University where between classes and playing football he got his first taste of the restaurant business by tending bar.
After working for Marriott in Atlanta for two years, Schlarbaum returned to his hometown and, in 1994, opened the first Cherry's on Seventh Avenue in Ybor City.
His timing couldn't have been better.
The historic district was taking off as the epicenter of Tampa's nightlife, and Cherry's skyrocketed right long with it. The hearty menu includes half-pound burgers, sandwiches, steaks, mounds of fries and chicken wings and became popular for lunch, dinner and late-night sustenance.
Three years later, Schlarbaum, who lives in Providence Lakes, opened a second restaurant on Bloomingdale Avenue in Brandon and then another in Plant City. In October 2001, he offered his concept to franchisees. One restaurant promptly opened in Riverview followed by two in Lakeland. His fourth franchise location, in Valrico, will begin doing business next week and an owner-operated shop on State Road 60 in Brandon started serving last month. In the coming months, the first Cherry's outside the Tampa area will open in Jacksonville.
Schlarbaum says he's enjoying his success but doesn't entertain visions of being the CEO of the next McDonald's. He simply gives his best every day and lets the business's growth take care of itself.
"My initial goal was to have one little bar and have fun," he says. "The snowflake has turned into a snowball."
Schlarbaum has maintained a hands-on approach to all aspects of Cherry's for the past nine years. He's as likely to be overseeing advertising as kneeling on the ground in paint-splattered jeans, putting the starting - and finishing - touches on his latest store.
"I always try not to get down and dirty, but I always seem to end up getting down and dirty," Schlarbaum says.
He looks for storefronts in strip malls that have plenty of passing traffic and parking, and aims to never spend more than eight weeks getting a restaurant ready for opening. It took him less than a month to whip the former Chilada's on State Road 60 into proper Cherry's shape. Working fast, he says, saves money.
"After doing this seven or eight times I can do it quickly," he says. "I know when to push and when to pull."
When Schlarbaum is done speed-sprucing a space, black-and-white tile, red accents, glass block and prints of Marilyn Monroe and James Dean provide the '50s backdrop for burgers and milk shakes.
"It ain't brain surgery," Schlarbaum says. "It's a cute little concept."
The Cherry's Concept: "I did not know Chinese food. Did not know pizza. I knew how to cook burgers, chicken wings and fries."
Importance of Location: Since its inception, only one Cherry's, in Carrollwood, has opened and closed. Schlarbaum blames its demise on a bad location. He opened the store in 1999 and closed it in 2001.
Most successful stores: Riverview and Bloomingdale.
Hometown Hero: Schlarbaum played linebacker for Brandon High School in 1985, when the team went to the state semifinal championship game.
Proudest Moment #1: Beating the University of Florida during their homecoming game when he played linebacker for Memphis State. "We were 2-3, they were 5-0."
Proudest Moment #2: Beating Armwood High School 42-0 his senior year in high school.
Proudest Moment #3: Tying the knot with his wife, Teri, on April 7, 2002.
Staying Fit: Running two to three times a week. "Other than that, it's cheeseburgers and sushi."
His Wheels: Lincoln Navigator.
Downtime: Fishing.
[Last modified April 3, 2003, 17:30:40]
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