Being raised on a 1500 acre dairy farm in New Creek, WV, instilled the values, morals and work ethic that was the catalyst to success in business. For Pancake, it all started with a part-time job as a cook and chicken cutter at a local KFC franchise in his native West Virginia. He ultimately spent 10 years with KFC working his way up to Regional Manager. A five-year stint as Senior Director of Company Operations for Roasters Corporation, the franchisor for Kenny Rogers Roasters, followed before the critical move to Cincinnati in 1997 to join Buffalo Wild Wings. While at BWW, Inc., he moved to the headquarters in Minneapolis, MN, was promoted to Sr. Director of Company Operations and oversaw 80 restaurants in 13 states and reported directly to the company’s CEO, Sally Smith.
Bobby met Steve Wheat while working for Buffalo Wild Wings, Inc. Steve was the Local Store Marketing Manager. They spent many business trips discussing their dream of starting their own restaurant and developing their business plan. At the time, the franchise was in the process of transitioning from a local wing joint targeting college campuses to today’s national model of a suburban, family-oriented sports bar and grill. In 2003, the pair was introduced to Thom Kreusch, a developer and serial entrepreneur from Dayton, OH and they decided to partner up and become franchisees of the growing brand.
Their timing was perfect. In the past 20 years Buffalo Wild Wings has grown from less than 50 restaurants to more than 1200 locations today. Pancake and Wheat (High 5 Hospitality) own the development rights for the entire state of Delaware and three counties in Maryland.
Success has not been without its adversities. Within six weeks of opening the first restaurant, Mr. Kreusch died unexpectedly. It was a huge personal setback for the entrepreneurs.
Since opening in 2004, the Delaware restaurants have shown sales increases every year and have expanded to 625 employees. Not bad, considering Pancake and Wheat introduced the Buffalo Wild Wings brand with the first restaurant on the East Coast. High 5 Hospitality now operates eight (8) Buffalo Wild Wings franchises in Bear, Dover, Christiana, Middletown, Newark, and Rehoboth Beach, DE, as well as, Bel Air and Salisbury, MD. They also operate two independent restaurants, the Stone Balloon and Limestone BBQ & Bourbon, opening in both 2014 & 2018 respectively. In 2019, H5H became an international franchisee of a breakfast concept called Eggspectation, with a June opening in Christiana. On December 1, 2021, the group acquired five Jersey Mike’s Subs in Delaware to become a franchisee and add the 5th brand to the portfolio. Growth in all five concepts is the vision over the next five years while continuing to vet out both franchise and independent restaurant concepts.
They have received accolades for their accomplishments along the way. In 2005, they were named New Franchisee of the Year by BWW, Inc. In 2009, Bobby received the Founders Award from Buffalo Wild Wings, Inc., recognizing the individual who best personifies the vision, enthusiasm, work ethic and humility of the chain’s late founder, Jim Disbrow. The SBA honored High 5, LLC in 2010 as the National Entrepreneur Success Award winner. In June of 2010, on an invitation from President Obama, the business partners traveled to The White House and met with the President, in the oval office, to discuss small business. The Delaware Restaurant Association named the pair as Restaurateurs of the Year for 2011. Their most recent recognition was being named the Buffalo Wild Wings Franchisee of the Year for 2020.
Bobby serves on the Board of Directors for The Delaware Restaurant Association (Chairman–2014-2015) and Franchise Business Services (FBS). He is chair of the Culinary Advisory Committee for the Delaware Department of Corrections. He serves on the Buffalo Wild Wings Franchise Advisory Council (BWWFAC), participating in two subcommittees (Fixed Assets and Restaurant Operations/Execution). He is a Civic Leader with for USAF Air Mobility Command.
Bobby and his wife Heather reside in Bear, DE. They have two sons in college and a daughter that is a senior at Red Lion Christian Academy. Bobby’s oldest son, Levi, is a Pastor in Syracuse, NY. He and his wife Julie are the proud parents of two children, Sophia and Judah.
