Wade Niergarth is the owner of Wade’s Place restaurant in the concourse of the SunTrust building.
WHAT IS YOUR ROLE?
“I’m president, CEO and owner. A big part of what I do is clerk up front, take orders, run the cash register. I also buy the food, pay the bills and deal with vendors. I do whatever has to be done, even mopping the floors. I don’t do much in the kitchen.”
WHEN CAN YOU GRAB A MEAL THERE?
Breakfast and lunch are served between 7 a.m. and 4 p.m. Sundry items such as potato chips, candy, gum and drinks are also available. Wade’s does cater a small number of business lunches. “This is a mix between a convenience store and a restaurant.”
STORY OF A LITTLE EATERY
Stand ‘n Snack, a chain of sandwich shops, occupied the space in the 1980s. The company was sold in 1990 and the shop was converted to a small restaurant. Niergarth is the third owner of the eatery. He sold restaurant supplies to the previous owners before taking over three years ago.
WHY OPERATE WADE’S?
“I knew what the business was. It’s your own business, which is a major plus. Why I bought this place is that most restaurant owners are slaves to it, but that’s not possible here. That’s what’s good about it. I’m able to have a semblance of a life. I answer only to my customers.”
WHAT’S CHALLENGING ABOUT THE BUSINESS?
“It’s all challenging. Keeping everything in front of me and being well-prepared is something I try hard to do. My biggest problem is space and that nobody knows I’m here. I can only seat 15 people, so most of my orders are takeout.”
WHAT IS THE FUTURE OF YOUR BUSINESS?
“There’s no sense in being open nights or weekends now. We’re looking, within the next year, to move within the building to a spot that has an outside entrance. When we move it will be a complete face lift — new signs, tables and chairs. I expect to sign a long lease. With people moving downtown and the Super Bowl, the possibility exists to be open on the weekends. I don’t want to do the dinner thing, though.”
WHAT DO YOU THINK OF DOWNTOWN DINING IN GENERAL?
“There’s a lot down here but I’m leery of full-service restaurants until we get more people living downtown. Nobody’s down here at night. If people were down here, the whole landscape would change but that’s four to five years out. More people means more restaurants and stronger competition. It’s going to make me work harder to try new products in new ways. Most restaurants don’t have a big backup with a lot of money to last two or three years with little business. People moving down here will bring the restaurants.”
WHO ARE YOUR CUSTOMERS?
“I have a built-in clientele. I see the same folks every day.”
HOW IS YOUR PLACE DIFFERENT FROM THE COMPETITION?
“Our prices are very reasonable. Because I was selling to restaurants before, I know quality. We have the best bacon anywhere and I’ll put our sandwiches up against anybody.”
BORN
Atlanta.
APPETITE FOR SALES
Niergarth worked in sales management with wholesaler Eli Whit and as a branch manager for Lance Snack Foods.
EDUCATION
He has a bachelor’s degree in marketing from Florida State University.
HOBBIES
Golfing and water skiing. He also likes educational television programs, John Grisham books and junk food. Niergarth resides in Mandarin with his wife Jan and their daughter Sarah.
WHO’S YOUR HERO?
“I’m way too cynical for that.”
— by Monica Chamness