BWW Interviews: ALLEN DIKKER Founder and Owner of Potatopia

A graduate of Berkley College, Allen Dikker has spent his life exploring and developing different businesses. Inheriting an entrepreneurial spirit from his immigrant parents, Allen has successfully launched five businesses in diverse industries that include real estate, media and food over the past ten years.

When the recession hit in 2008, Dikker was CEO and co-founder of Trivista Media Corporation, and saw an opportunity to pursue his true passion, the hospitality industry. Over the ensuing months, through development, research and testing, his long-held idea to create a quick serve restaurant, something different from the fare currently offered on the market, began to crystallize.

As the resident cook in his family, Dikker had always used the hobby as a stress reliever. When he began creating sauces for friends and relatives their enthusiasm was immediate and inspiration struck. Realizing that he needed the perfect "vehicle" to bring these sauces to the public, Dikker decided that the humble potato, a stalwart in every kitchen, was the answer. Both versatile and popular, the potato, he believed, when paired with freshly-made sauces and high quality ingredients, could be presented and enjoyed by a wide audience in an entirely new way.

Knowing that there is as much risk as reward in the restaurant business, Dikker spent the next few years researching and developing the viability of his potato concept. He visited countless food outlets in order to conduct a thorough market analysis of the business and ask questions about operations, efficiencies, ingredient sourcing and staffing. He even spent time shadowing employees at Hoagie Haven in Princeton, New Jersey, studying how they moved and functioned in order to maximize output in a space of limited size. To test the market and response to his idea, in 2011, Dikker launched Potatopia, an all-potato concept featuring high quality ingredients complemented by his signature sauces, in Menlo Park Mall in Edison, New Jersey.

Over the next year, Potatopia gained a loyal following and business grew steadily, proving to Dikker that there was a market for his concept. When Potatopia loyalists began forming lines around the block, he began planning for his second location in New York City's West Village. While mapping out the launch of the next location, Allen brought aboard two partners, Alex Fleyshmakher and Dimitry Meksin, who saw Potatopia's potential and shared Dikker's vision about how to develop the brand

Dikker's approach to all his businesses is to grow them organically, to nurture and build each company day by day, customer by customer, with the goal of creating brands that reflect his core values of quality, attention to detail and pronounced emphasis on customer service.

Broadwayworld.com had the opportunity to interview Allen Dikker about Potatopia.

When did you first realize that potatoes were so versatile?

Every dinner table, event, party, etc - people eat potatoes in different ways and forms, and that's when I realized that it is a hot item. It is the way that Potatoes are marketed and executed, and that is what makes Potatopia so different. When I was doing research on the Potatoes 4-5 years ago, it was the 4th largest crop in the world, and now it's within the top two.

How did you create such an efficient model for Potatopia and why do you think it is working so well for your customers?

I wanted to present potatoes as the perfect meal, instead of just a side dish. At Potatopia, customers can add on layers and layers of different flavors. What makes Potatopia so efficient is that families now have a new option for a full meal (when at the food court at one of the mall locations).

Why is Potatopia unlike any other food establishments?

Potatopia is its own segment - its unique in its own dish. I want to lead this segment, as there is nothing else out there like Potatopia.

Do you have a personal favorite potato recipe?

My personal favorite is the Potato Au Gratin.

What are some of your future plans?

Some of my future plans are to develop into new markets, and expand and evolve as a concept. From my first store, to my fifth store, it's a completely different set up. Also, as we grow, we will continue to introduce new creative dishes that meet the demands of the consumer.

To learn more Potatopia, their menus and locations visit their web site at http://potatopia.com/.

Photo Credit: Courtesy of Allen Dikker

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