Hidden Gems: Meet Cathy Howell of The Wicked Sister

Today we’d like to introduce you to Cathy Howell. 

Hi Cathy, please kick things off for us with an introduction to yourself and your story.
I was born and raised in Sault Ste. Marie and grew up on what I lovingly call “The Compound,” family property on a dead-end road where out of the four houses, three have always been occupied by family. I’m co-parenting my three children – who are kind, bright and funny human beings and the seventh generation to live on the property – in the home across from the house I grew up in. I have eight sets of aunts & uncles, 19 cousins and was fortunate to have both sets of grandparents until I was an adult. Having a close-knit, loud and loving family definitely shaped the way I feel about the hospitality industry. There was always an opportunity to share meals, always room at the table for one (or five) more and always opportunities for good times. It took a long time for me to realize why I have always worked in the industry and have always enjoyed it, but I now know my love of hospitality comes from all those hours around a kitchen table eating and laughing. 

Owning my own restaurant has been a goal of mine since I was sixteen years old. I assumed I would first have a career and buy a restaurant after I retired. Fate, as it would turn out, had another plans. In 2014, my eighty-year-old grandpa bought the grossest, dirtiest bar in town at auction. He gifted the bar to his three daughters (my mom and two aunts), and I was hired to be their general manager. It took eleven months to plan, renovate…sometimes give up and move on to Plan B and/or C, and to get a crew hired and trained. The vision of The Wicked Sister came out of multiple generations all wanting a place they could call their own. What is still a transcending idea at Wicked is to offer exceptional food and service in a relaxed, welcoming atmosphere. 

Trial by Fire is the easiest way to explain how I got to where I am today: Testing ideas and concepts to see what worked and what didn’t, having the sense to listen to what the numbers on reports were telling me while still leading with my heart, and setting aside my ego to ask for help when I had no idea what I was doing. Wicked’s success comes in part from not being afraid to fail. 

It’s important to note that everything we do at The Wicked Sister is only possible thanks to the amazing and talented crew – past & present – who keep the food and service in line with our mission: Be Innovative. Be Truthful. Be Thoughtful. Be Memorable. Be Wicked. 

I am so happy to be a part of the Sault Ste. Marie community and be in a position to help bring positive changes to my hometown. The Wicked Sister hosts an annual fundraiser for our local hospice which to date has raised over $60,000 for Hospice of the EUP. We also try to give back in smaller ways to various local fundraisers throughout the year. In 2021, I was beyond humbled to be selected as one of the SBDC’s 50 Companies to Watch. 

We all face challenges, but looking back would you describe it as a relatively smooth road?
The legal name for The Wicked Sister is My Circus My Monkeys, and I frequently refer to myself as the ringleader of the $#@!-show if that tells you anything about our daily struggles. The legal name is an homage to when “the sisters” owned the bar and guests would ask if I was the owner. I would proudly say, “No. But this is my circus, and these are my monkeys.” When I started as the general manager, the highest previous position I had held was lead server. I have a degree in English Language and Literature, not business or accounting or any number of fields that would have been infinitely more useful for running a small business. I had to learn how to run a business from the bottom up – placing orders, costing menus, negotiating with vendors, maintenance schedules, employee scheduling, reading reports and so on. What I realized while I was learning all these new skills is that I actually really enjoyed doing them. Still one of my favorite things to do is sit down with a menu or report and tinker to see what small changes can lead to very big impacts. 

And then there’s COVID. On the morning of March 16, 2020, I was notified via a news report along with the rest of the state that we would be closed to dine in, until further notice, as of 3pm that day. As a full-service restaurant doing minimal carryout, it was a huge hurdle to overcome – and I wasn’t even sure that we would! By 3 pm, we had a solid plan for the following day – delivery and carry-out would be the way to bring in revenue. My bartenders and servers would become delivery drivers and order packers. We leaned heavily on social media and printed materials stapled to carry out bags to communicate with customers when we couldn’t talk with the face to face. We even collaborated with other businesses to have a little fun, including three socially distanced tap take overs hosted via Zoom. We were under some sort of capacity restriction for 463 days. Now that it seems we are finally coming out on the other side of COVID, I’m so proud that we not only survived, but actually thrived, during a very difficult time for restaurants. 

Great, so let’s talk business. Can you tell our readers more about what you do and what you think sets you apart from others?
The Wicked Sister opened in January 2015, and I bought the business from my mom and aunts in April of 2016. We specialize in elevated bar food, especially burgers. We make Construction Dip (born completely by accident and lovingly named after the 2015 street construction in front of The Wicked Sister that eliminated street parking and frequently left us without a sidewalk) that is so gooey & bacon-y. It has hands down been our #1 selling dish and we make over a ton each year! Our in-house dessert is Cookie Dough Egg Rolls which is basically all things gluttonous – chocolate chip cookie dough wrapped in wonton wrappers and deep fried to gooey deliciousness. 

And we make tater tots! Promoted on the menu as Tot du Jour and available as an upgrade side (6 pieces) or a full order (12 pieces), the recipe changes with each batch. House favorites include Jalapeno Popper Tots and Cheddar Bacon Ranch; however, sometimes we get crazy and do things like French Toast Tots. 

A few years ago, we started catering corporate lunches which escalated into various large events, including weddings. We’ve found a niche in being able to successfully execute remote/long distance events, as well as creating catering menus that meet a variety of dietary needs. To date, our largest event has been 400 people and our average dinner catering is 175 people. 

We sell burgers and beer – just like a number of other restaurants in the area, but I believe what truly sets us apart from others is that we’re quirky and we embrace it! Our Summer LTO prominently featured the following statement – The Wicked Sister is sort of like a backward mullet: Party in the front, business in the back. Our mission is to be playful and fun, but we’re always serious about delicious, creative food using fresh ingredients and made from scratch dishes. With such a talented crew (in the front AND the back), we get to have fun without taking ourselves too seriously. 

First and foremost, I am the proudest of the company culture that we have fostered. It truly is one big family that loves and supports one another (and sometimes bickers). I cannot describe the feeling of joy that comes from watching people apart of my crew succeed and begin following their dreams, even if that means I must say “See ya later” to them. Secondly, the best compliment I receive is when guests’ ask if we’re a chain because of the level of consistency we provide. I am also frequently invited to open a Wicked Sister in their area, an option that is on the table but with young kids at home, isn’t immediately feasible. 

For anyone thinking about dining at The Wicked Sister, they should know that we only promise mediocrity to keep expectations within easily attainable levels. We are very small – only 65 seats – and have a strict No F-Bomb policy at the bar. Finally, I really do have a Dirty Uncle for whom I named a burger after. Seven of the uncles believe they are the dirty uncle and will fight over the honor; the eighth uncle KNOWS it’s him and stays out of the conversation. 

Welcome to The Wicked Sister, where you’ll be treated like family…whether you like it or not! 

What matters most to you? Why?
People! All the people! The parents of my best friend in Jr. High owned (and still do) a printing and office supply business. I remember her dad telling me, “Everyone thinks that as a business owner I’m my own boss, but that’s not true. I work for every single one of my employees and every single one of my customers – I have hundreds of bosses.” That statement has stuck with me through the years and has shaped how I lead The Wicked Sister because without people, I would not have a business. First, the crew. For the last seven (almost eight) years, I have worked with a team of people that have embraced my dream and mission and worked to meet those expectations every day, even when we’re thrown curve balls and it’s really, really hard. These are the people that when my grandpa passed away, worked doubles and pitched in where necessary so I could grieve with my family. These are the same people (albeit, some different faces) that when my oldest was going through some mental health issues, picked up the pieces at The Wicked Sister so I could spend more time at home with my son. These are the same people that during COVID when everything was changing and a little scary, stood by me and went into uncharted territory with me all because I *thought* we could make things work. I don’t believe there are many employees in the workforce who have this level of support let alone the business owner! It is a point of pride and widely known amongst other business owners in the area that I have THE BEST group of people working at The Wicked Sister. My life is substantially easier because of their hard work, but also much improved for having known each and every one of them. 

Second, the guests. The Wicked Sister is not funded by outside sources, and it is my sole source of income. So, it goes without saying that without paying customers, The Wicked Sister would not make it very far. With basic economics out of the way, I’m here to tell you that we also have the most amazing customers! Our regulars are gracious when we flop. Ecstatic when we succeed. And supportive when we try something new. These are a group of people that care about The Wicked Sister and the crew – often remembering birthdays and special moments in all our lives. It is not uncommon for our regulars sitting at the bar to greet new customers and tell them to have a seat anywhere they’d like – which does sometimes confuse the newbies, but I think really adds to our brand. 

Third, our community partners are an integral part of The Wicked Sister. From the clever and brilliant advertising partnerships we have developed since we opened to the non-profit groups that we support as much as we can, it all boils down to the phrase, “It takes a village.” Having a thriving community is important to a thriving business so whether it’s volunteering to help or sponsoring a sports team, I love being able to do so. I think a lot of folks want to believe that the restaurant industry is cutthroat, and to a certain extent that is true; however, the small group of restaurants that exist in Sault Ste. Marie tend to be a loyal group of people. Being so remote, if you run out of something on a Friday, there’s a good chance you cannot purchase that locally. Other businesses, especially restaurants, are willing to share what they have to get you through until your next delivery. Ran out of bag-in-box Pepsi? Moloney’s has hooked me up. Ran out of chips? The 1901 Grill Room has extra to spare. Ran out of Co2? I have sent extra tanks to other restaurants. The point is that it would have been so easy to say no and let the other business flounder while another succeeds…and yet, that’s not how we operate up here. Amongst restaurant owners, especially in Sault Ste. Marie, there is a sense of hardiness that is not seen in other areas. 

Finally, and certainly not technically last, my family and friends. These are the people that don’t always agree with my decisions and yet, still support me. These are the people that make me laugh until I cry (and sometimes cry until I just have to laugh). They help me navigate raising three strong-willed kids and keep me sane. They are all woven together into a beautiful safety net that I know, when I fail, will keep me from falling too far. They are the people that tell me to simmer down when I’m spiraling and push me when I’m scared. If everyone had a bench this deep, the world would be an infinitely better place and I’m eternally grateful for their love and support. 

Pricing:

• Avg. per person $15 (before tax & gratuity)
• Lunch catering starting at $12.50 per person
• Dinner catering starting at $18 per person

Contact Info:

• Website: www.wickedsistersault.com
• Instagram: @thewickedsister716
• Facebook: https://www.facebook.com/TheWickedSisterSSM
• Yelp: https://www.yelp.com/biz/the-wicked-sister-sault-ste-marie-3