The beverage retail industry is growing rapidly in 2025, with changing consumer tastes and new trends shaping the market. Today’s successful leaders are those who understand these shifts while staying true to strong customer service and quality. Building a brand that customers trust and seek out takes more than just business acumen-it requires dedication and a clear vision.
Roger Gildehaus, President of Macadoodles, exemplifies this leadership. With over 25 years of experience, he transformed Macadoodles from a single store into a respected franchise known for its wide selection, fair pricing, and excellent service. His deep retail expertise and commitment to quality have won Macadoodles multiple industry awards, solidifying its place as a standout in the competitive beverage market.
A Journey Rooted in Walmart Principles
Roger Gildehaus began his career in retail at a young age, growing up in a large family in Missouri where hard work was deeply valued. In 1973, he joined Walmart as an assistant store manager and quickly advanced through the ranks, eventually becoming Vice President of General Merchandising for Walmart International. During his 25 years with Walmart, Gildehaus was profoundly influenced by the company’s founder, Sam Walton, whose dedication to employee care and customer service shaped Gildehaus’s own business philosophy. He recalls learning invaluable lessons directly from Walton, which laid the foundation for his future success.
In 1997, after decades of corporate experience and extensive travel, Roger Gildehaus decided to pursue his entrepreneurial dream by opening his first Macadoodles liquor store in Pineville, Missouri. Motivated by his observations of liquor stores along the Missouri border-stores that lacked customer service and aesthetic appeal—he aimed to build a business that reflected Walton’s principles: offering the best product selection, fair pricing, and exceptional customer care. Initially balancing both his Walmart role and Macadoodles operations, Gildehaus retired from Walmart a year later to fully focus on growing his business. Today, Macadoodles is a thriving franchise known for its outstanding service and wide assortment, earning multiple industry awards and standing as a testament to Gildehaus’s visionary leadership and commitment to quality.
A Unique Retail Experience Built to Last
Macadoodles began as a single 14,000-square-foot store in Pineville, Missouri, located near the Missouri-Arkansas border. Though the area is sparsely populated and surrounded by competitors like a nearby liquor outlet and a Walmart with its own beverage section, the flagship store has thrived against these odds. Over time, Macadoodles expanded to include five franchised locations across Missouri-in Republic, Branson, Springfield, Joplin, and Columbia-and an additional store in Springdale, Arkansas. Together, these locations generate nearly $44 million in annual revenue, which rises to $57.5 million when gasoline sales are included. The original Pineville store alone accounts for about $16 million yearly.
When Roger Gildehaus set out to build Macadoodles, finding the right location was a challenge until an antique shop owner offered to sell her entire space, giving Gildehaus the opportunity to establish a home for the store. Opened in 1997, the first Macadoodles featured a 4,000-bottle wine cellar and a deli, quickly becoming known as a one-stop destination for beer, wine, and spirits. By 2005, revenues had grown to between $17 and $20 million.
Today, the Pineville store boasts an extensive inventory with 3,800 wine SKUs, 1,500 spirits SKUs, and over 200 beer SKUs. It also offers unique customer experiences such as a walk-in humidor with 150 cigar varieties, daily complimentary wine tastings, free coffee and popcorn, wine accessories, gourmet foods, gift baskets, wine-chilling services, and regular prize giveaways. Central to Macadoodles’ success is its commitment to exceptional customer service, which Gildehaus calls the “Macadoodles kind of service,” ensuring loyal customers return time and again.
Roger Gildehaus – Award-Winning Leadership & Business Impact
- Awards:
- 2006: Market Watch Leader Award
- 2012: Market Watch Merchandiser of the Year
- 2016: Market Watch Retailer of the Year
- Annual Revenue: $43.9 million across 7 stores
- Pineville Store Revenue: $16 million
- Sales Mix:
- Spirits: 36%
- Beer: 29%
- Wine: 28%
- Miscellaneous: 7%
Roger Gildehaus recognition reflects his innovative retail approach and dedication to excellence, with Macadoodles’ loyal customer base standing as his greatest achievement.
Foundations of Excellence
Initially, Roger Gildehaus planned to stay behind the scenes when he co-founded Macadoodles with Bob McCurry, a graphic artist and fellow Walmart veteran who remains a part-owner. However, retirement at 44 soon proved unfulfilling. Seeking ways to grow the business, Gildehaus became more involved and reshaped Macadoodles by focusing on wine and defining the company’s core principles.
These three guiding principles have been the foundation of Macadoodles’ success since its inception: first, offering customers the best selection of wine, spirits, and beer available; second, guaranteeing highly competitive prices; and third, delivering customer service that exceeds expectations. From the moment customers enter a Macadoodles store, they are greeted by friendly associates who ensure a pleasant shopping experience. This customer-first approach, coupled with a broad product assortment and fair pricing, continues to distinguish Macadoodles as it expands throughout Missouri and Arkansas. Encouraged by early success and loyal customers, Roger Gildehaus launched a franchise program to help others replicate the Macadoodles model, emphasizing the same principles that built the brand from day one.
A Model for Franchising Growth
Roger Gildehaus chose to franchise Macadoodles to drive growth and expand the brand’s reach. He acknowledges that the future is uncertain-whether the company will be sold or continue to grow independently-but growth remains the priority.
The franchising process begins with an introduction from the corporate team, setting clear expectations. Franchisees receive hands-on support directly from Gildehaus and his leadership team, including market evaluation and store location advice. Gildehaus often guides site selection to ensure strategic placement that maximizes sales potential. He also personally works with local vendors and designs the store’s merchandise layout tailored to each market.
Franchisees benefit from experienced construction partners to speed up store buildouts, reducing the typical timeline to nine or ten months from inquiry to opening. According to Gildehaus, the key to success is active ownership or a well-trained manager who undergoes intensive training.
All franchisees must uphold Macadoodles’ core principles: offering the best selection of wine, beer, and spirits; maintaining competitive prices; and delivering customer service beyond expectations. Roger Gildehaus emphasizes that attention to the many small details on top of these principles is what makes Macadoodles stand out and leads to the fastest success.
Enhancing Customer Loyalty Through Rewards and Innovation
Macadoodles offers several programs and events designed to add value and enhance the customer experience. In 2021, the company launched a loyalty program integrated with its point-of-sale system, allowing customers to earn store credits and progress through tiered reward levels. Nearly 10,000 members have joined the program at the flagship store alone, with steady ongoing growth. Communication with customers is maintained through email, social media, and the company website, but the volume is intentionally kept low to avoid overwhelming members.
Special promotions such as “Wine Down Wednesdays,” which offers 15% off all wine purchases, help boost midweek sales. Another initiative, “Macadoodle Mondays,” currently piloted in Pineville, rewards loyalty members with double points on purchases to encourage sales on slower days.
Macadoodles also embraces technology to improve convenience. During the early COVID-19 pandemic, the company developed a mobile app used across the chain that allows customers to shop, find products, and arrange delivery where permitted by law. Their updated website now supports e-commerce and provides a fast, easy, and interactive shopping experience. Home delivery is offered free of charge through trained store associates to ensure proper handling of alcohol and tobacco products, reinforcing Macadoodles’ commitment to customer care and confidence in the service.
Building Loyalty Through a Unique Store Experience
Macadoodles stands out because of its strict adherence to a set of principles that ensure consistency across all stores. Gildehaus personally oversees every new store opening, staying on-site for several weeks to train staff and make sure operations run smoothly. After opening, he and other corporate leaders visit every four to six weeks to offer ongoing support and monitor pricing to keep stores competitive.
Roger Gildehaus insists on maintaining consistent store layouts to provide familiarity for customers, no matter the location. While minor local adjustments are allowed, the overall design and customer flow remain standardized. Each store features a unique atmosphere with rustic hardwood floors, warm colors, and a custom playlist curated by Gildehaus and his daughter. The music is upbeat and welcoming on the sales floor, and softer in the wine room to complement personal interactions.
Customer experience is enhanced with perks like daily complimentary wine tastings, free coffee and popcorn, and even a bag of ice with beer purchases. These small touches create a comfortable and enjoyable shopping environment. With carefully organized product categories and spacious layouts averaging 10,000 square feet, every Macadoodles store delivers a consistent, customer-focused experience shaped by Roger Gildehaus’s attention to detail and retail expertise.
Driving Success with Leadership and Team Support
Roger Gildehaus envisions the future of Macadoodles as one of steady and sustainable growth, focusing on strengthening the brand, finding new franchise opportunities, and continually improving the customer experience. He draws on a key lesson from Sam Walton: constant growth and improvement are essential to delivering the best customer experience.
True to his hands-on leadership style, Gildehaus often engages directly with customers on the sales floor to gather valuable feedback. He also takes pride in mentoring his expanding leadership team. He believes that supporting his people is crucial because when employees are well cared for, they, in turn, take better care of customers. Gildehaus credits the success of Macadoodles to the dedication and hard work of every team member.
Guided by this philosophy, Macadoodles is well-positioned for future success, with Roger Gildehaus’s proven leadership suggesting that the best is yet to come.
The Visionary Behind Macadoodles: 5 Leadership Insights
- Prioritizing a Strong Business Philosophy: Roger Gildehaus success is rooted in the principles he learned from Walmart founder Sam Walton: offering the best selection, fair pricing, and exceptional customer service. By sticking to these three core principles, Macadoodles created a strong and trustworthy brand.
- Creating a Unique and Consistent Experience: Macadoodles stands out by focusing on the small details. From a custom playlist and warm store design to free coffee, popcorn, and wine tastings, every element is designed to make customers feel welcome and ensure a consistent, enjoyable shopping experience across all locations.
- Harnessing Past Experience for Future Growth: Roger Gildehaus used his extensive retail experience from his time at Walmart, especially his understanding of logistics and customer care, to build his own successful business from the ground up. This foundation was critical to his ability to expand Macadoodles into a thriving franchise.
- Emphasizing Hands-on Leadership and Employee Care: Roger Gildehaus believes that to succeed, a leader must be involved. He personally oversees new store openings, trains staff, and even works on the sales floor to get customer feedback. He also prioritizes caring for his employees, knowing that happy employees provide better service to customers.
- Adapting to Modern Trends while Staying True to Core Values: Macadoodles has successfully integrated technology, like a loyalty program and a mobile app for e-commerce, to improve convenience. However, they continue to uphold their original values of exceptional service, even offering free home delivery by their own staff to ensure product quality and customer confidence.
