From Loyal Fan to Multi-Unit Owner: Why Russell Gilbert Brought Pecan Jacks to West Texas
What happens when a long-time family vacation tradition turns into a multi-unit business empire? For Russell Gilbert, the answer was found in a scoop of Banana Pudding ice cream.
Recently, Cory Mosley, Vice President of Growth and Franchise Development at Pecan Jacks, sat down with Russell in his brand-new Odessa, Texas, location. As the first Texas franchisee, Russell shared his journey from a customer in Santa Rosa Beach to a committed developer of three locations in West Texas.
The "Light Bulb" Moment
Many franchisees spend months scouring portals for the "perfect" opportunity. For Russell, the opportunity found him.
"I had been coming into the Santa Rosa Beach store with my family for years," Russell explains. "The moment I met Tim in the store and he mentioned they were franchising—it was a done deal."
This transition from brand fan to brand owner is a hallmark of the Pecan Jacks family. When you already know the product is superior, the decision to invest becomes a matter of "when," not "if."
Moving from Construction to Confections
Starting a business can be daunting, especially when dealing with leases, landlords, and build-outs. Russell, a first-time franchise owner, noted that the transition from a "construction site" to a "sweet sanctuary" was made possible by the corporate support team.
- Initial Setup: Expert knowledge of store layout and equipment.
- Operations: Hands-on help to move from "soft opening" to full-scale foot traffic.
- Ongoing Support: Real-time troubleshooting from the Florida-based team.
The West Texas Response
Though the Odessa location opened with a "soft launch" and minimal advertising, the community response was immediate.
"The foot traffic has been fantastic," says Russell. "The community is excited to have something of this quality—something unique—right here in Odessa."
This success has only fueled Russell’s excitement for his next two locations. Knowing that the business model resonates in the Texas market has validated his investment and his passion for the brand.
The "Taste Test" Conclusion
You can't talk to a Pecan Jacks owner without asking about the flavors. While Russell admits it’s a toss-up, his heart belongs to the Peanut Butter Blast in a waffle cone and the classic Banana Pudding pint.
Are you ready to bring the "Sweetest Opportunity in America" to your hometown?
Whether you’re a long-time fan like Russell or an entrepreneur looking for a proven, high-quality model, we want to hear from you.


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