7 Lessons from Wild Bill’s CEO Mike Quilty

When Mike Quilty took the reins of Wild Bill’s Old Fashioned Soda, he wasn’t just reviving a nostalgic drink brand. He was creating a vehicle for veterans to become business owners, and along the way, his story revealed deep lessons about what it really takes to succeed as a franchisee.

Whether you’re a veteran, an aspiring entrepreneur, or simply exploring business ownership, these seven lessons from Mike’s journey offer a candid blueprint for what works, and what doesn’t, in franchising.

1. Mission Alignment Matters More Than Numbers

Wild Bill’s began with a simple mission: to create meaningful jobs for Marines returning from Afghanistan. The business grew from that purpose which led to the powerful culture they now have within the franchise system.

Lesson: Don’t pick a franchise just because the math looks good. Pick one where you care about the why. When your mission aligns with the brand’s purpose, it fuels the persistence you’ll need when business gets hard.

2. A Franchise Is a Playbook, Not a Shortcut

Many first-time owners assume buying a franchise means buying instant success. Mike was blunt: “Starting any business is hard.” Wild Bill’s gives owners a proven model, but execution still demands commitment, follow-through, and patience.

Lesson: A strong franchise reduces risk but it doesn’t remove effort. The best systems still require leaders who show up, learn fast, and keep at it.

3. Pick a Model That Fits Your Life, Not Your Fantasy

Wild Bill’s mobile setup avoids million-dollar leases and allows owners to work events instead of managing a storefront. It’s seasonal and intense: long weekends, quick turnarounds, big crowds but flexible.

Lesson: Choose a franchise that fits your lifestyle. If you want structure and predictability, don’t pick an event-driven model. If you crave variety and hands-on action, don’t pick a nine-to-five retail space.

4. Capital Access Can Change Who Gets a Chance

Most veterans have discipline and leadership but lack startup capital. Wild Bill’s built its own veteran financing program, cutting franchise fees in half and financing the rest of the startup package.

Lesson: The best franchisors don’t just sell opportunities, they create access. Ask about financing, partnerships, and programs that remove unnecessary barriers for strong candidates.

5. Simplicity Beats Sophistication

When Mike’s team took over, Wild Bill’s soda rigs were heavy, complex, and labor-intensive. They rebuilt them from the ground up into lightweight, one-person systems that make setup and operation faster and easier.

Lesson: Complexity kills scalability. Seek franchises with clean, repeatable operations that ordinary people can run well after a few days of training. Also look for franchises that are constantly innovating to make the franchisees more profitable.

6. The Best Support Comes from Real Relationships

A Wild Bill's franchisee get more than an operating model. They get over decades of event and promoter relationships. Franchisees benefit from national venue access, vendor deals, and a buddy system that connects them with peers who’ve already succeeded. These are the event equivalents of national accounts which is a major help when starting any business.

Lesson: When evaluating a franchise, look for brands that will truly help you with customer acquisition and growth. Ask: Do you have national accounts? How hard is it to find and acquire customers? Will I have real mentors? Real introductions? Real help when something breaks? That’s what support actually looks like.

7. Passion Still Matters

Wild Bill’s franchisees are doing a lot more than selling soda, they’re selling memories. They love meeting families, seeing repeat customers bring their old mugs, and being part of community traditions. They take pictures with repeat customers who have mugs that are decades old and post them on social media because they genuinely love the customer loyalty this brand has built.

Lesson: You don’t need to be obsessed with the product, but you must enjoy the experience of delivering it. If the brand’s customers don’t energize you, it’s the wrong business.

Final Thought

Mike Quilty’s Wild Bill’s story proves that successful franchising is about alignment, grit, simplicity, and community.

The product may be soda, but the real formula is leadership plus mission.