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The Empire Builders Podcast

The Empire Builders Podcast

著者： Stephen Semple and David Young
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Reverse engineering the success of established business empires.The Empire Builders Podcast マネジメント マネジメント・リーダーシップ マーケティング マーケティング・セールス リーダーシップ 経済学
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  • #267: Swiss Miss – Bye Bye Milkman

    #267: Swiss Miss – Bye Bye Milkman
    2026/07/29
    The Sanna family of Chicago saw the end of the milkman and needed adapt their dairy business for the future. Hello Swiss Miss. Dave Young: Welcome to the Empire Builders Podcast, teaching business owners the not so secret techniques that took famous businesses from mom and pop to major brands. Stephen Semple is a marketing consultant, story collector, and storyteller. I’m Stephen’s sidekick and business partner, Dave Young. Before we get into today’s episode, a word from our sponsor, which is, well, it’s us, but we’re highlighting ads we’ve written and produced for our clients. So here’s one of those. [Seaside Plumbing Ad] Dave Young: Welcome back to the Empire Builders Podcast. I’m Dave Young and Stephen Semple sitting here. And he just told me what the topic is. And it took me back to, gosh, it took me back to my young teens sitting in a ski lodge drinking some hot chocolate. Stephen Semple: There you go. That’s a good one. Dave Young: This was the innovation in hot chocolate, and we’re going to talk about Swiss Miss. Stephen Semple: Yes. Dave Young: All right. And I’m trying to think of when that would’ve come out. Probably, I’m guessing the ’60s, ’70s? Stephen Semple: Yeah, it was ’60s. Dave Young: And it wasn’t long before my mom had a recipe for it would make a giant tub of it. It wasn’t Swiss Miss obviously, but it was like it’s powdered milk and cocoa and whatever else. I would just eat it by the spoonful dry. Stephen Semple: Wow. Really? Okay. There you go. Dave Young: Sure. I was doing those kinds of YouTube challenges before YouTube was around all by myself in my mom’s kitchen. Stephen Semple: Well, Swiss Miss was actually launched in 1961. 1961. It was created by the Sanna family, as you’ll learn in this. And it’s a bit of an interesting story. It’s almost like a seven-act play in terms of- Dave Young: The Sanna Family? Stephen Semple: Sanna family. S-A-N-N-A, Sanna. Dave Young: Sanna. Okay. Stephen Semple: Yeah. And it said it’s a bit of an interesting journey. It’s almost like a seven-act play in terms of the stuff that happened. Dave Young: And I don’t know where this is going. I’m going to throw a weird guess out. Stephen Semple: Okay. Dave Young: One of the things that my mom put in her hot cocoa recipe was a powdered milk. And we used to drink this, a powdered milk called Sanalac. Stephen Semple: You’re right on the money, Dave. Dave Young: Is that right? Okay. Stephen Semple: Yep. Once again, ding, ding, ding. Dave nails it. Dave Young: All right, continue. Stephen Semple: Okay. Well, we’re done. We’re done now. Dave Young: For some reason, I saw it with one N, but yeah, it was weird. There was a period of a couple years where she didn’t buy milk at the store. She bought powdered milk and we had these jugs that had these plungers that stirred it up and we had powdered milk. It was almost like war rations in the ’70s or something. I don’t know why we did it. Stephen Semple: So this is a big part of the story. Now, Swiss Miss was started in ’61. It was sold in 1967 to Beatrice Foods. Now, the price wasn’t disclosed, but it’s estimated it was somewhere in the $10, $12 million range, which is not bad for 1967. Today, they’re owned by Conagra, and it’s estimated that they sell 50 million boxes a year of Swiss Miss hot chocolate, which is pretty- Dave Young: That’s a lot of hot chocolate. Stephen Semple: That’s a lot of hot chocolate. Our story starts with Anthony Sanna, who’s an Italian immigrant in Chicago, who starts Sanna Dairies, which is a milk distribution company. And at the time, milk was a really regular delivery. There was the milkman who came to the neighborhood delivering bottles of milk. Dave Young: Yeah. And we had a milkman. Maybe she didn’t like him and decided, “Sorry, we’re going the powdered route.” I don’t know. I don’t know. Stephen Semple: Interesting. Dave Young: We’ll never know. Stephen Semple: Following World War II, US consumers start going through a large transition. Suburbs, boom, refrigeration in the home becomes common, grocery stores emerge. Guess what? The writing on the wall for home milk delivery is there. Dave Young: The refrigerated section of the grocery store. Yep. Stephen Semple: Right. So Anthony sees this opportunity to create maybe...
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    19 分
  • #266: Yoohoo – Means I Love You

    #266: Yoohoo – Means I Love You
    2026/07/22
    Natale Olivieri wanted to sell bottled drinks so people could take them home. Noticed no premade chocolate milk, so… YooHoo! Dave Young: Welcome to the Empire Builders Podcast, teaching business owners the not so secret techniques that took famous businesses from mom and pop to major brands. Stephen Semple is a marketing consultant, story collector and storyteller. I’m Stephen’s sidekick and business partner, Dave Young. Before we get into today’s episode, a word from our sponsor, which is, well, it’s us, but we’re highlighting ads we’ve written and produced for our clients. So here’s one of those. [Central Heating & Air Ad] Dave Young: Welcome to the Empire Builders Podcast. Dave Young here alongside Stephen Semple. And we’re talking about empires, big businesses, big enterprises that have gone global, have gone ballistic and become huge, huge names. And Stephen whispered in my ear that we’re going to be talking about Yoo-hoo. Stephen Semple: Yoo-hoo. Dave Young: Not yahoo. Stephen Semple: Yoo-hoo. Dave Young: I thought he was just trying to get my attention when he said it. But no, Yoo-hoo. It’s a soft drink, right? Is it like the predecessor of Mountain Dew? Is it related? Stephen Semple: Somewhat. Somewhat but it’s a- Dave Young: I kind of remember drinking a bottle of Yoo-hoo when I was a kid. Stephen Semple: It’s a chocolate drink though. Dave Young: Oh, it’s the chocolate thing. Yeah, yeah. No, I don’t think I’ve ever drank a bottle of that. Stephen Semple: Yeah. Well, and the reason why it’s kind of a predecessor to a bunch of things is that it really was the first in the made to drink category. It actually invented that category of made to drink type. Dave Young: Made to drink as opposed to a soda fountain where you’re mixing the syrup and the soda at the point of consumption. Stephen Semple: Correct. Or an orange juice where you mix the concentrate. It was sort of, again, one of the very first made. Today it’s part of Keurig. And as we- Dave Young: Is it really? Stephen Semple: Yeah. It’s part of Keurig today. Yeah. Dave Young: I don’t know why that doesn’t seem to fit what I think of- Stephen Semple: Well, Keurig owns a bunch of things now, like their Dr. Pepper and there’s a number of things in the Keurig world today. Dave Young: I’m not keeping up with the… Pretty soon they’re all going to be owned by one company. Stephen Semple: Well, you’re not keeping up with the mergers and acquisitions? Dave Young: No, not at all. Try to hide from it. What are you going to do? Stephen Semple: Because Keurig doesn’t break out the sales, the estimates are somewhere between 100 million and 300 million in sales through Yoo-hoo. But what we do know is it’s a pretty big deal to be part of that group now. Now it was started by Natale Olivieri in 1928 and he sold it to Max Geller, who was an advertising executive in the early 1960s for a million bucks. But a million bucks in the 1960s was good money, right? Dave Young: Probably good retirement for the guy in the ’60s. Stephen Semple: And that’s basically what he did. He retired, moved to Florida, and didn’t work again. Natale’s an Italian immigrant and he’s a soda shop owner in New Jersey. Dave Young: That makes sense. That tracks. Stephen Semple: Yeah. And he’s making his own bottle of fruit sodas, but he’s struggling to differentiate from Orange Crush and Nehi. Dave Young: Okay. Stephen Semple: And his drinks are called True Fruit and he uses these high quality ingredients and they’re sold in these take-home bottles, which was unusual at the time. But what he noticed is a lot of people, he was losing a lot of business to the chocolate drinks sold at the soda fountain across the street. Dave Young: Okay. Stephen Semple: Because remember, soda fountains is where we used to go and get all sorts of things like milkshakes. Right? Dave Young: Yeah. But he was doing bottled drinks and take them home. Stephen Semple: Bottled fruit drinks. Dave Young: Fruit drinks. Stephen Semple: Yeah. Bottled fruit drink. Dave Young: Okay. Not sodas. Stephen Semple: Yeah. Not sodas. But he also looked around, he saw there was no pre-bottled chocolate milk on the market. Dave Young: Okay. Yeah. Stephen Semple: So he had this idea, what if I could make a shelf-stable chocolate drink that customers ...
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    18 分
  • #264: Ferragamo – Comfortable Luxury

    #264: Ferragamo – Comfortable Luxury
    2026/07/08
    Salvatori Ferragamo didn’t make beautiful shoes, he made shoes that work with the human body beautifully. Dave Young: Welcome to the Empire Builders Podcast, teaching business owners the not-so-secret techniques that took famous businesses from mom and pop to major brands. Stephen Semple is a marketing consultant, story collector and storyteller. I’m Stephen’s sidekick and business partner, Dave Young. Before we get into today’s episode, a word from our sponsor, which is, well, it’s us, but we’re highlighting ads we’ve written and produced for our clients. So here’s one of those. [Rocket Cooling Ad] Dave Young: Welcome back to the Empire Builders Podcast. Dave Young here along with Stephen Semple, and we’re talking about businesses and empires and how people grew their business and the decisions they made and all of those things. Hi, Stephen. Stephen Semple: Hey, David. Dave Young: I’m struggling here because you told me we’re going to talk about Ferragamo. Stephen Semple: Yes. Dave Young: And you’re not even going to understand this. I think it’s a clothing thing, a fashion thing. Stephen Semple: Yep. Dave Young: But let me tell you what comes to my mind, my adult 60-plus-year mind. Stephen Semple: Oh, this should be entertaining. Dave Young: I think back in the ’70s, I think, the University of Nebraska Cornhusker football team had a quarterback named Vince Ferragamo. Stephen Semple: Oh, there you go. Dave Young: He’s a pretty good guy. Pretty good quarterback. And that’s what I though of when you said Ferragamo. Stephen Semple: Okay. Not him. Dave Young: Fashion didn’t come into it. So it’s not him. Stephen Semple: Not him. Dave Young: So there’s another Ferragamo somewhere. Stephen Semple: There is, believe it or not. Dave Young: Oh, I’m all ears. Stephen Semple: Well, here’s the thing that’s kind of interesting about Ferragamo. They’re a pretty big player in the luxury brand space. They mainly do shoes, but it’s not as big as Gucci or Hermes or some of those other ones, but they still do like a billion dollars in sales. They’ve got, call it about 3,500 employees worldwide. They have 450 stores. 85% of their sales are shoes and their shoes for the most part run from about $750 US to about three grand. Dave Young: Okay. Are you wearing yours right now? Stephen Semple: I do not have a pair. Dave Young: Okay. Stephen Semple: Do not have a pair. But what’s really interesting, so the company was founded by Salvatore Ferragamo, who was an Italian immigrant. The company was started in 1923 when he opened the Hollywood Boot Shop in California where he became known as the shoemaker to the stars. Dave Young: I was thinking this would be an Italian company, but this is an American immigrant story. Stephen Semple: Well, except in 1927 he returned to Italy and he established the company in Florence. And in 1938, he purchased the historic Palazzo Spini Feroni, which remains the company’s headquarters. And this is kind of where my story starts. Dave, as you know, I was recently in Florence where I spent two weeks just wandering the city and I literally came across the Ferragamo headquarters, which is this stunning old building that’s just right off the banks of the Arno River in the center of the city. It’s this beautiful store that on the ground floor, there’s a store on the ground floor, there’s the offices above. It’s all been beautifully restored and a museum in the basement. Dave Young: Wow. Stephen Semple: So I had to visit the museum. Dave Young: And we missed the opportunity for you to just have me fly over and we’d do this live from the plaza. Stephen Semple: That’s it. We did miss this opportunity, but it’s always an opportunity for an update. So I had to visit the museum and this is where I learned the story of Salvatore Ferragamo, which actually turned out to be really fascinating. He is a very real Renaissance-style man, or he was. Engineer at heart, studied anatomy, had patents for other industrial machines. And this is what really made him different. In the early 1900s, most shoemakers believed their job was to make attractive shoes. That’s kind of how the industry leaned. And Salvatore believed his job was to make shoes that worked with the human body. So he did something different. He studied anatomy. Dave ...
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    22 分
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