A Purposeful Journey

Fashion Stylist: Mickey Boom

Stylist Assistant: Iain Mahaffey

Photographer: Harvey Jackson

Photo Editor: Andrew Zaeh

Grooming: Reza Tabassi

“I kept shooting my shot with my dream and never gave up”

Hailing from the rough streets of West Philadelphia might seem like the odds were overwhelmingly stacked against astute businessman and philanthropist Derrick Hayes. However, fueled by a dollar and a dream, Hayes, who was motivated by a promise to his late father to escape the streets, transformed a simple gas station eatery into the flourishing multi-million dollar empire known as Big Dave's Cheesesteaks.

Today, Hayes’ cheesesteak restaurant boasts five thriving locations across the Atlanta metropolitan area and is slated to rake in $15-$20 million in sales this year alone. With over 100 applications eagerly awaiting the opportunity to carry the iconic franchise nationwide, the brand's success is palpable. In our latest cover story, Hayes unveils his winning formula while reflecting on the humble beginnings that paved the way for such remarkable growth.

“I'm from West Philly, born and raised. [The cheesesteak] was something I grew up eating as a child. When I moved to the south after my father passed [from lung cancer], I wanted to start over,” began Hayes, speaking of his new beginnings. “I promised him I would get out the streets — wouldn't get in trouble anymore.”

Determined to “break generational curses,” Hayes strategically leveraged his passion for the Philadelphia staple, recognizing it as a powerful "disruptor" in his adopted hometown.

“The first thing that came to mind was to bring something to the south that would be a disruptor,” says Hayes. “That was a cheesesteak. Everybody says they have a cheesesteak, but Philly don't think it's authentic. I wanted to bring something that was authentic outside of the Tri-state area.”

He continues, “I wanted to honor my dad in a big way that made him famous while he was in the ground. And that's exactly what I did.”

Recent census data highlights a notable surge in Black-owned businesses across the U.S., totaling over 150,000 Black or African-American-owned establishments. These businesses contribute significantly to the economy, generating a monumental $183.3 billion in revenue and sustaining 1.4 million employees. This achievement, undoubtedly substantial, is often credited to the assembly of capable teams. Hayes echoes this sentiment, emphasizing that enlisting the "right people" has been pivotal in scaling his business with ease.

In fact, building a team has proven to be the most demanding aspect. Per Hayes, it requires individuals who share the same vision and passion, and possess a dreamer's mindset. They must embody respect and effectively represent the brand. Although Hayes acknowledges that hiring presented challenges over the years, he successfully curated a dream team. Now, armed with this powerhouse team, he is “ready to take over the world.”

“Once you have a team and a brand that people love, there's nothing failing from that,” adds Hayes.

Another essential component of Hayes’ success is crafting a delectable menu, which Hayes tells Bleu will soon feature his mother’s famed banana pudding.

“My mother gave me the recipe — another blessing for the brand to help me grow,” he says. “The brand now has my mother and my father's love on it.”

A self-described reformed hustler, Hayes shares how he leans on everyday lessons learned in an environment that as an adolescent, pushed him to “get out there and get it.”

“As an 11-year-old kid, I was selling newspapers, Philadelphia newspapers, and bean pies — shoveling snow, felt rich in the neighborhoods,” he says. In Philly, where we're born to be hustlers, there's no sitting around. Nobody's gonna do anything for you. Nothing's falling in your lap. You gotta go out there and get it.”

“I always had that mentality. That [a hustler’s mindset] is how I make this brand work. A lot of people love the food and all, but consistency is the key. When you are consistent with something — like you keep shooting a basketball, and you never shot a ball. One day, it's going to go in the hoop.”

“I kept shooting my shot with this dream and never gave up,” he says. “My slow days, my frustrating days, my days where nobody clapped for me, I clapped for myself and kept myself motivated.”

Juggling numerous roles, Hayes dives into the intricate art of balancing responsibilities as a business owner, husband, and father. He acknowledges that blurred lines exist but expresses he’s content embracing the multifaceted nature of his identity. “I'm a father. I'm a husband. I'm a community leader, but business doesn't ever leave me. Me and my wife [Slutty Vegan Founder Pinky Cole], get asked, ‘How do we separate the business with love or the family?’ he said.

“I like to use this as an example: If you remember the scene from Gone in 60 Seconds, when they’re about to steal Eleanor [a Ford Mustang] — they [Nicholas Cage, Angelina Jolie] begin talking about all the car parts and start making out. That's how me and my wife are. We feed off of each other's energy,” reveals Hayes, touching on the couple’s dynamic.

“Then I'm mixing up business with my kids. So they understand things while I'm with them. It's a win-win. I don't want them to get ruined by the hard work that me and my wife put out,” he says. “I always want them to appreciate things. I understand they have to have an open heart and always be willing to give to others — just like Christmas; before they open their gifts, we're going to give the homeless gifts. I want them to always understand that giving is important.”

In alignment with this commitment, beyond his entrepreneurial endeavors, Hayes makes it a priority to give back to the community that molded him. He actively hits the streets, extending assistance to those in need and reinforcing the bond with the community.

“When COVID hit, I gave out over 1000 meals to the neighborhood. People were lined up in their cars,” said Hayes, adding he fed over 40 hospitals, N 95 in hand at the height of the pandemic, on a daily basis. Overall, Hayes believes people want to know who you are at the core. “Sometimes you have to show people who you are as a person versus just promotions. Some stuff has to come from the heart because you want these people to support you just as well as they want your support. So, I show that in any community I enter. I think that’s the most important part when it comes to building any brand.”

Around the Christmas holiday, Hayes will host an annual event at one of his Atlanta locations, where he’ll give out various goods, including toys, bikes, computers, and much more. “Giving back to the kids is really important. Some of them [the children] come from single-family households. Some of them have to share one toy with five of their siblings and not be able to understand the privilege of Christmas that other kids experience. I want to always be a resource to that problem,” he adds.

As a 36-year-old Black man without a college degree, Hayes has set out and achieved what many would say is impossible. To that point, he passes along sage words of wisdom to young aspiring business owners — it’s simple! “Get out of your own way. That's really the biggest deal breaker.”

He continued, “We are our biggest critic. We are our biggest failure. We are our biggest everything because we get in our own way when we think too much or let ego get in the way and not ask for help.”

Circling back to assembling the dream team, Hayes reminds us of the power of leaning on others with capabilities beyond our innate skill sets. “Get somebody beside you that's smarter than you, you need to let them lead the way to help you to get to where you're trying to go.”

“Because in business, the ideal goal is to get to the top. And if that's not the goal, then you're wasting time. So for me, I wanted to get to the top, but I wanted to get to the top in a way that was impactful, inspiring, and going to make people want to do the same thing. It wasn't just about financial gain. It was about really motivating people, and paying people in position. When I grow, they grow.”