Dennis McKinley, a native of Detroit, has successfully navigated his own route in Atlanta, climbing to the top of the food chain, and
He did everything his way. During one of the worst economic years in history, McKinley remained winning by opening 12 CRU Lounges in Georgia in 2020 and 2021.
Rolling out got up with the serial entrepreneur to get a few critical details about his company strategy.
Why was it so vital to you to provide a low pricing point for African Americans who wanted to purchase a franchise?
Opportunity is the most essential thing to me as a businessperson. It is critical to provide possibilities for persons of color to start their own businesses. I’ve done my best to do this by offering low-cost franchise options. Don’t get me wrong: there are costs associated with doing company. In order to run a successful firm, you must set a minimal standard. That is by no means a free service. That expense is for you to properly train people and provide them with adequate assistance, similar to “franchise fees.” However, it is critical to provide people with cheap opportunities, not just in terms of purchasing a franchise, but also in terms of startup, real estate, the opportunity itself, and the cost of entrance.
How do you manage to fly around the world on a weekly basis while still making it home to see your family on a regular basis?
I’m from Detroit’s west side, and I come from a tiny family that has always taken care of each other. You don’t have to be related by blood to be family, but it’s a no-brainer to make sure everyone in the family is doing well. It shouldn’t be unusual to… look after your family, and we’ve always looked after each other. I adore my daughter Pilar and will always be there for her.
When it came to CRU Lounges, why were you so sure you were on to something? What was so unique about it that you knew it was the type of company you wanted to franchise around the world?
I mean, it seemed obvious to me. I’ve visited every city in the United States. I specialize in starting and growing businesses. Whether you’re in Charlotte, North Carolina, Chicago, New York, or Las Vegas, you’ll have a great time. Not to keep identifying cities with cultural influences, but we Americans prefer to know what kind of experiences we’ll have when we buy goods. We know what the food tastes like and what kind of experience we’ll have at McDonald’s. In terms of nightclubs and lounges, it appeared that America lacked such options. When I go to Miami or Los Angeles, I don’t want to have to guess and figure out what kind of experience I’ll have when I choose a nightlife venue to visit. I’d like it to be similar to McDonald’s. That’s when I realized CRU could help standardize Black entertainment.
What impact do you anticipate Georgia’s new marijuana legislation will have on your business?
“Man, what the hell is hookah?” people would ask when I first started in the hookah industry.
“Nowadays, everyone sells hookah, even in unexpected areas. Hookah has grown popular. Marijuana will also become widespread globally, with 50 states possibly legalizing the drug within the next five years. It’s already mainstream in L.A. and has gotten ingrained in the culture. Because we recognize the cultural impact of smoking, CRU is an extremely smoke-friendly environment. It’s critical that we accept this and make it a part of our identity.
How do you and your company fit into the worldwide “dot connections” or, as some refer to them, “the plug” scenario?
I have a large network of contacts in a variety of fields. Over the last two decades, I’ve dabbled in a variety of sports. Politics, restaurants and hospitality, banking and finance, and entertainment are all things that I am interested in. Just because we work in different fields doesn’t imply we don’t share similar objectives. Normally, these fields collide. Everyone wants to make money, enjoy a high quality of life, and provide for their families. When people need to meet someone in a different sector or field, they usually contact me. That wasn’t the intention; it just occurred that way. You should probably call me if you want to be introduced to someone in any industry who is Black and doing something outstanding.
