Confessions Beyond the Food
Confessions Beyond the Food is a podcast about working in the Food Industry. People who work in the Food Industry have grit and lots of stories to tell. W3 Sales, a sales & marketing company, will host this podcast with their confessions on how they have a new, fresh approach and invite guests to confess their secrets to their sauce.
Confessions Beyond the Food
The Bourbon Badass: Leadership with Heart
From sales strategy to social influence — and a little bourbon in between 🥃
This week on Confessions Beyond the Food, Nancy Ridlen sits down with Anthony Salemi, VP of Strategic Sales at Ace Mart and the man behind Bourbon Badass. They talk about how the foodservice industry is evolving, what fuels his competitive spirit, and one powerful moment that brings it all back to what really matters.
🎧 Listen now — you’ll laugh, you’ll nod, and you might even tear up.
Welcome to Confessions Beyond the Food. I'm your host, Nancy Redman. Let's dig in and get inspired. Welcome to Confessions Beyond the Food, where we look past the business to explore the people, passion, and purpose driving the food service industry. Today I'm joined by Anthony Salimi, VP of Strategic Sales for A Smart Restaurant Supply, and the man many know as Bourbon Badass. With over 15,000 Instagram followers, Anthony's built a community around authenticity, connection, and of course, great bourbon. We talk about how the industry's evolving, what it takes to stay relevant, and how his competitive spirit, that love to win, fuels his success. And in True Confessions fashion, Anthony closes with a heartfelt moment that reminds us what it's really all about people, passion, and purpose. So grab a cup of coffee or maybe grab a bourbon and let's jump into this episode. Hi, so we have Anthony in the studio today. Welcome, Anthony.
SPEAKER_01:Hey there. How are you doing?
SPEAKER_02:I'm good. I have been stalking Anthony for a little bit about getting on the show because he is just has a ton of different experience with the food service industry, but also um he has a little side hustle. So we're happy to have you on today.
SPEAKER_01:Thank you. Glad to be here.
SPEAKER_02:Awesome. So let's jump in. So the food service world has seen massive shifts from supply chain challenges to how many people dine in order. So from your vantage point at ASMART, what's been the biggest transformation you've witnessed?
SPEAKER_01:Yeah, you are right, man. There has been constant change since really COVID. Like you said, the the shutdown of COVID, the supply chain issues, um inflation, now tariffs up and down every other day. You never know what it is. But I think the the biggest transformation is the ability to adapt. I mean, you you can't make a plan today and all the variables change tomorrow. So you have to just be a you have to have a an end goal in mind, but understand that every day you're gonna zig and zag to get to where you need to be. And and yesterday it wasn't a hurdle, today there's a hurdle. And and those that can kind of adapt and and jump and and are nimble are probably doing pretty good. Those that are more stuck in the in the trenches of how they've always done things, probably struggling.
SPEAKER_02:Yeah, it's it's been a wild ride. So it's never dull. So um, so with labor shortages and automation, digital everything, um, chefs and operators have had to rethink almost every part of their business. How are you seeing them adapt to this new reality?
SPEAKER_01:So I think the you know, your bigger customers' chains and some well-capitalized independents can can afford some of the automation to help with labor shortages and cut down and things like that. But I think you know, more the the the general independent, I think they have to adapt in in in different ways. And and obviously meals to go is is insanely increased, and they have to understand what that is and the packaging that they need. They maybe didn't have to have anything but a standard foam clamshell before, but now they may have to have uh other products that are available for soups or different things, and and then also creating menu items that can hold up to that 10 or 15 minute drive time, right? Your your signature dish is great when you put it on the table and it's fresh and hot, but you know, 15 minutes in the car ride in a in a clamshell or a to-go box changes it. And and so understanding that you have to have that that menu item change, and or or maybe the you know, you don't put the sauces on it, you know, they're in a separate cup or a separate container so the consumer can do it, so it doesn't make the the product soggy or whatnot. So understanding that that's a big piece of the business, and I don't see it going away, and how do you adapt to it? You know, again, packaging menu items. Um, but I also think uh you know, the the menus like um oh I'm drawing a blank on the chain that has a menu that's about four million pages thick, and they have everything from Chinese food to Jamaican to uh Cheesecake Factory, that's it. They have everything I I think um you know, I I think having a uh an ingredient that's multi-purpose, and what I mean by that is I can have this protein and how do I use it four different ways so I don't have to have you know I can make four different meals out of the same thing. Think of a Mexican restaurant, they've done this forever, right? You got you got fajita steak, fajita chicken, ground beef, and how many items are on their menu? They're using the same product, just slightly very slight variations, and and uh are allowed to or and are able to uh you know put out various dishes but with a minimal amount of ingredients. And I think that's where a lot of our smaller independents have to shift to, and the you know you you can't afford the food waste, so if you can use that same menu item, you know, same ingredient multiple ways, you reduce the waste.
SPEAKER_02:That's an interesting point. I never thought about that with Mexican food. So, but that's so true. And every dish tastes totally different based on spices and things like that.
SPEAKER_01:Sauce or sauce or spice, yeah. Um, but I think you'll see more of that uh where you you have a limited, say a protein, but you can use it multiple different ways.
SPEAKER_02:I also, I mean, you were talking too about the packaging and getting it to the end user, you know, the customer. And I mean, another thing that I go crazy on is if I'm gonna spend because a sandwich will turn into a I could go and buy a sandwich for less than$10. Well, probably not now, but um, but by the time if you have it delivered to you, it's gonna be$25. And it's crazy. People are willing to pay that, but I also, when I receive my$25 sandwich, I kind of want a nice presentation. So just like I would expect, like in in the restaurant.
SPEAKER_01:I know uh Panera is a not one of our chain customers, but they do a phenomenal job with their packaging and and they even have little cardboard dividers for different layers, and and uh they do an incredible job. So I think if people could look to that and and beg, borrow, and steal from that, what they do, um, it would help them out.
SPEAKER_02:Yeah. So um the next generation of chefs and restaurant owners think differently. They're more tech forward, more brandaware, more vocal. So, what do you admire most about how they approach the business today?
SPEAKER_01:So I think um brand loyalty kind of went out the window during COVID and it's coming back, uh, more so on the equipment side than smallwares. Uh the oven or the the the piece of equipment they were using before during COVID, you just took what you could get because availability was so bad, and um you know they are now going back to the ones they know and loved. The quality may have not been what they thought on the one they took a chance on. So I see that coming back in in the equipment side. On the on the smallware side, still, you know, a spatula is a spatula, and is a ten dollar one versus a fifteen dollar one? Is there a great difference? You can argue there is, but you can argue there isn't. Uh so I haven't seen the shift as big going back to the brand names on the smallwares. Now there's that that's an overall statement, right? Because a spatula is very different than a um you know thickness on a food pan, where there is a different different quality. So it's a general statement, but um you know, on the on the tech savviness, I am super excited, but I'm also super fearful, and I'll explain why. On the excited side, right, there's so many benefits, right? You you know from a service side, you can preemptive uh see this you know motor starting to fail, and you can fix it before so you don't have an outage and lose sales. Um, the menu loading where you can you know pre-program it and you hit one button and it takes care of everything, so to speak. Those are great things for operators. Where I am uh more on the on the downside of it is I don't think our service industry is ready. You know, service already is a uh you know sore spot in our industry, just the availability and the number of techs and things like that. And I don't think they've kept up with the speed of the technology and how to repair these fancier products, uh, you know, with computer boards and things like that. They're they're used to you know um timers and relays and you know smaller, uh less technical products. They know how to fix it, but now uh some of the technology kind of gets in the way of fixing it. So I think it's a double-edged sword. I it'll it'll catch up on the server side, it's just gonna take a little time. But um I I think the the chefs can they can use the tech, whether it's from uh you know speeding up the menu time because you don't have to think about the programming or even some of the um you know menu items that you know you have this piece of equipment you can now cook something differently or a different type of menu item. So I think the the the ones that embrace it are gonna you know obviously succeed faster, um, but yeah, that server side just kind of in the back of my head, uh-oh, what happens when something does go wrong? Um but it'll catch up. It always does.
SPEAKER_02:Yeah, that's a really good point. So with all the noise and change, what's keeping you most inspired right now? What still makes you like excited to get up and do what you do every day? Because your job is difficult on the supply chain side.
SPEAKER_01:Yeah, I you know, some people don't like change. It doesn't bother me, and the speed of change doesn't bother me. I think it's a disruptor, if you will. Those that can adapt can can overcome. But um, I think you know, um A Smart is a family-owned business, and I think that is a huge asset, and that we're nimble, we can make decisions, we can jump on opportunity. Um we don't have to, you know, run things through a board of directors, and you know, the leadership huddles up, and here's a calculated risk, and let's go, and we make our mind, and good, bad, or indifferent. We made up our mind and we we we jumped one way or the other. And and uh so I think seeing the the results of your decisions very quickly, you know. I previous life I was with a$18 billion company running a$500 million business segment, and I could tank it and it wouldn't matter. I mean, it was a decimal point, right? So here seeing um you know the fruits of your labor when you you make these decisions and and things like that. But I I think the other thing is um we have a really good leadership team. We're very diverse in what we bring to the table, and we are very open about challenging each other. You know, this doesn't make sense, or why are you doing it that way? And nobody gets feelings hurt. We we all know it's for the better of the the company. And I I think we've been uh uh really good at creating strategy plans for you know five and six years out and seeing those uh come to, you know, maybe not a hundred percent, but we definitely move the needle towards those um those goals, and you know, knowing that what I'm doing today is a big part of where we're gonna be tomorrow. And and we are uh we are growing into different segments. So for me, I get to learn new pieces of the business, um, you know, in a different segment that we never played in, so that's always fun. We have a bunch of balls in there, right? We made three acquisitions in the last couple of years and had to integrate them into it. We've added a team for a business segment we never played in, and we're we're looking at uh an additional things like that. We got some tricks up our sleeve, which is nice to uh know you have. And uh I I think people kind of pigeonhole us as a smallwares company and don't realize all the things we do, and and so s showing that we can do some of these other things is is exciting and keeps me going.
SPEAKER_02:That's awesome. You guys have made some really cool bold news, I mean, bold moves out there. So um it's it's exciting to see when there's so many like large company acquisitions, you know, to see, you know, an independent, you know, in our territory really grow and flourish. And it's exciting. So it's it's refreshing.
SPEAKER_01:Thank you.
SPEAKER_02:Yeah, so we're gonna take a little bit of a shift because um to the bourbon and the badass side. So um you have quite the following um on burb, and if you don't follow them, you should. And so we'll definitely um link your um your Instagram account to this. But so how did you start um your bourbon um following? And what was it strategic or just you sharing what you love and letting it catch fire? How did this all start?
SPEAKER_01:It is uh quite interesting. I am not a social media fan, um, but there's some bourbon groups on Facebook and things like that, and a couple butt buddies was like, Oh, you gotta join this, you join this, and I'd join it, and then three days later I'd cancel because Facebook, I just don't like the platform. It to me is super inefficient and whatnot. But um they kept pestering me to get on, and I'm like, I don't want to do it. So then uh one of my buddies and my daughter set up the IG account, the Instagram account, bourbon underscore badass, and bet me I couldn't get 100 followers in 30 days. So now it's a challenge. Like I don't care if I don't like social media, I gotta beat them. And um, yeah, so here I am today. Um, many years later, got a uh uh you know pretty nice following, right around 15,000 followers that follow my shenanigans of bourbon and cigar smoking.
SPEAKER_02:Well, that's fun.
SPEAKER_01:But yeah, it was really kind of a bet, is how I got here.
SPEAKER_02:And your competitive side.
SPEAKER_01:I am very competitive.
SPEAKER_02:That's awesome. So, um, what does bourbon mean to you personally? Is it the flavor, the craftsmanship, the community, or just something deeper?
SPEAKER_01:A little bit of all of that, but to me, what I like is it's authentic. Um and and it's pure. There's no uh food coloring, there's no flavoring. Like literally, you have you have um the grains, the yeast, the water, and the wood that it's aged in, and that is what makes the the bourbon taste good, bad, or indifferent. Any combination of those things. There's it's so it's just that pure and and and authentic. And I think in our society today, there's not a lot of authentic anymore, or it's it's lacking, I should say. So um, but yeah, the community part definitely um I could nerd out on this stuff all day. But I've I've met friends from all over the country through this. Um literally, I crashed a bourbon party in Albany, New York one time. The guy said, Oh, I bet you won't come. And again, don't bet me, because I'm gonna I'm gonna take the bet and I'm gonna win though. Uh so yeah, I showed up and uh, but yeah, now he and I are great friends. And uh but yeah, it's it's it's the craftsmanship and the authenticity of of the bourbon, and then you know, it tastes pretty good too for me.
SPEAKER_02:I mean, do you have any other drinks of choice outside of bourbon? Is there a second or is it just bourbon?
SPEAKER_01:Well, you probably wouldn't expect it. Um, but I love a good martini too.
SPEAKER_02:Oh, really? What's your favorite martini?
SPEAKER_01:Oh, just a dirty martini with blue cheese olives.
SPEAKER_02:Hmm. Those blue cheese olives get me every time. They're so good. I'm not a big martini fan, but I mean, I'll drink it. But the blue cheese, that that will that will sell seal the deal for me. So, um, okay, so are there any standout bourbon moments or bottles that totally shifted how you appreciate the spirit?
SPEAKER_01:Probably the best moment I can come up with is actually drilling into a barrel and having the you know, the bourbon kind of pour out into your glass and tasting it directly from the barrel with the guy who made it. Um you know, we're I'm fortunate that a brand I love is Garrison Brothers, and they're about an hour from my house. So I I frequent up there and uh you know, friends with the distiller, and every once in a while that happens. And the first time though, it was super special to have him tell me what went into it, you know, and then tasting it right there. It's pretty special.
SPEAKER_02:That's awesome. So um you've mastered the social side of this industry, and you show up as yourself, but still represent the brand. What's your advice for other industry pros who want to build their voice online without losing authenticity or credibility?
SPEAKER_01:So, this is advice for a personal account, maybe not so much for your professional or a company account, um, is literally be authentic. I think people enjoy that. You know, when you know you if you see me, you're gonna see it's kind of one take, whether I get it get it right or not, or if I stutter or I cough or I sneeze or whatever, it's not polished, it's real. Uh, you know, if the bottle's not in the center of the picture, who cares? Uh it's more it's just being who you are. Now, if I'm talking about a professional account, then obviously you want things a little more staged and cleaned up and polished. But uh yeah, I think I think really even then just being who you are and letting people see that you're not perfect. It's uh there's there's always uh something to improve on, and but you know, you're good at this and maybe not at that. Um so I think it's just really authenticity, is I think what got me where I am because I don't do anything special. I mean, it's just my shenanigans.
SPEAKER_02:But you can see and feel your passion for what you do through your post. And so just I like you said, being yourself and not overdoing it is um all the crazy effects. I I think it it just comes across definitely as you're super authentic and uh the passion comes through. So, what's your current go-to bourbon pour?
SPEAKER_00:I will say um there's always certain bottles on my shelf. Uh mentioned Garrison Brothers, I do love them. They have a they have a unique flavor, you either kind of love it or hate it. Uh Old Forester, always there. Penelope makes some really good stuff. Smoke wagon, I uh those are always around, but you know, there's so many good ones. Good doesn't mean expensive either. And you can get a great$40 bottle. Uh but you know, those are some of my favorites that I would say are always in the rotation.
SPEAKER_02:So I'm not a bourbon drinker, don't hate me. But so if I'm gonna be intro to bourbon, like what would be the one that you would suggest for me?
SPEAKER_01:I would go actually um there's a Penelope makes one that's um aged in a rose cask, which gives it a hint of that sweetness and all that. That's a good starter bourbon. But I also think, you know, I'd uh you know, I have people that have never had it before, and I'm not gonna serve it to them the way I drink it because I've been doing it for years and you know, I like a certain certain way, and but uh yeah, and and it's not for everyone, like not everyone likes tomatoes or broccoli, so there's nothing wrong with not liking it, I think. Um, but at least giving it a fair shot and try it. Um but there's ways to make it where it's it's not as uh potent or strong. Um, but there's definitely a way to approach it from a um uh a geeky, nerdy way as far as like how you smell the bourbon so it doesn't burn your nose. There's things I can you know show people or teach people that uh will make it a little more pleasurable, but at the end of the day, you're either gonna like it or you don't.
SPEAKER_02:Right. Well, you had me at Rose. So I'm gonna have to I you're gonna have to I'm gonna have to try that. I love rose. So that's awesome. That's awesome. And I think it is important, you know, to ask and be curious about what you're drinking because there's so many good stories out there. Um and a lot of these restaurants um and restaurateurs, they they get a lot of education on these products. So it's you know, kind of I I think it's great, a great question to ask someone um if you're curious around you. So um my last question is if you could pour one bourbon and share it with anyone, past or present, who's who is gonna sit across the table from you and what are you drinking?
SPEAKER_01:Yeah, I knew you were gonna do that. It would be my dad. I never got to really share a drink with him.
SPEAKER_02:And I'm sure that he would love to share that drink with you, and and hopefully one day soon, not too soon, you will get to share that with him.
SPEAKER_01:Yeah. I appreciate that question.
SPEAKER_02:Absolutely. I mean um that's what this is really kind of all about is the heart, you know, it's it's about our hearts and our passions and um why we do the things we do. And for you, Anthony, I really admire you because family is ever I can I I can from the first time you and I really started talking, family was everything for you.
SPEAKER_01:Oh yeah, still is. And family's not just my children and brothers and sisters, it's my greater family, right? Yeah.
SPEAKER_02:Yeah.
SPEAKER_01:Well, I know you're wanting something, you're wanting something from me, since this is a confession show.
SPEAKER_02:Yeah, you've stepped into the confessional booth.
SPEAKER_01:So well, I will confess that my love for bourbon started at an illegal age. Um yeah, I may have uh may have tried it when I was about twelve. No way not saying I was drinking it every day or anything like that, but yeah, I may have uh snuck into a bottle of wild turkey. And uh it actually tasted pretty good after you got through the the fumes and the you know the alcohol burn, but uh yeah, there was flavor, and that's what I liked about it. But yeah.
SPEAKER_02:At the young age of twelve.
SPEAKER_01:Well, you know, mischievous kids will do things.
SPEAKER_02:Yeah, yes. And so I mean, I'm surprised you enjoyed the taste of it. So did your friends, or was it just well, yeah, again, you know, first time trying something like that, right?
SPEAKER_01:There's the alcohol burn that you don't expect, but once that goes away, bourbon actually has really good flavor. I mean, there's you know, brown sugars, there's caramels, there's vanilla, there's oak, there's leather, you know, there's so many flavors you can get. But um, but yeah, I mean, I would I could I don't want to say I'm a super taster or anything like that, but I could pick out the flavors and and beyond that alcohol burn. So I'm like, okay, this is something I gotta pay attention to. So yeah, well, that is a that's a good I don't remember I don't recommend 12-year-olds trying it.
SPEAKER_02:Yeah, if your grand your grandson is listening, uh uh no sir. Same, same with my boys. Um, yeah, they're they're 12 right now. So, but I mean I think it's you know, the US is so different than other countries because it's not, you know, in Europe, you know, they try, you know, it's not a big deal to have a small glass of wine and things like that. And I grew up like sipping, my dad would always give me a sip of his beer or a sip of a margarita to try it. It's just what and I was like, hmm, this is good. And so, but it never I wasn't I didn't go crazy when I could drink away from my parents.
SPEAKER_01:So Yeah, because it wasn't taboo.
SPEAKER_02:Right. It's not taboo. I mean, everything within reason or you know, um, that you're not overindulging, I mean, is, you know, I think, I think is enjoyable in life. And I think that's the most wonderful fun part of our industry is that um, like you said, we're a bigger family. And and so when we all get together, we you know, we we work hard and we but we also like really love hard and we love the industry and eating good food, drinking, you know, wonderful cocktails and wines and all the things and desserts. So um yeah, it's it's a really great industry to be in.
SPEAKER_01:I do enjoy it. Something different every day, that's for sure. Different customers, different things happening all the time.
SPEAKER_02:Well, I am so glad that we got to um get um to to hear a little bit more about you, Anthony. And just, I mean, your your supply chain side and the way that you have um chain, you know, have really developed that side of ASMART and all the things that you're doing. And it's just very exciting. And I really um one day I'd like to dive into more of the supply chain side because I think uh what you've done is amazing and develop your own private brand and being very successful at that. So um, but also taking on new ventures and being part of that too. So, and then, you know, your your bourbon following is super cool. Um, I have to say, here's my confession. Anthony, you're the one that taught me. Do you remember this? That I can point my camera at something on my phone and get the QR code.
SPEAKER_01:Yeah.
SPEAKER_02:He's like, Where have you been? It was really funny. And I'm like, Oh, I'm never gonna forget that you were the one that taught me how to do that. So thank you, Anthony.
SPEAKER_01:All right, all right.
SPEAKER_02:Well, thank you so much for joining us, joining us, and um, thank you guys for listening in.
SPEAKER_01:Thank you.
SPEAKER_02:For more inspiration, follow our social media at W3Cells. Please like, comment, and subscribe. You know, all the things. We would love to connect with you.