After decades of going against the industry standard, Dan Nowak is proving that quietly doing the right thing can lead to roaring support.

Beginning with Local Seasonal Ingredients.

Born and raised in Milwaukee, Dan has always had a passion for his hometown. “As many places as I’ve been, I can’t imagine living anywhere else. We have a great city feel, and easy access to amazing farming partners just outside the city limits.”

Through years of working in restaurants through college, Dan also experienced how our area’s seasons and farming community enhanced the ingredients available. “We in Wisconsin have access to the best produce and ingredients. It’s something you just can’t find in other areas.”

By 2010, Dan’s passion for food was too powerful to ignore. With the establishment of Tall Guy and a Grill, Dan put local ingredients in the spotlight to help others recognize and share the impeccable quality made by artisans and farmers in the area. “Food will always taste better when it’s sourced locally and prepared with care. The reward from fresh food is worth the extra challenge of rolling with the seasons here in the Midwest. We love developing relationships with our local farmers and producers.”

Adding Originality to Hospitality. 

Dan was also determined to give clients a more creative experience. Seeing a lot of the same offerings and old-school presentation styles, he was disappointed with the lack of creativity and originality. For Dan, hospitality is all about good food, good music, and good atmosphere — and helping everyone enjoy the happy occasion. ”It’s our role to make these real-life experiences count and create lasting memories for our guests.”

Building a Better Way. 

Dan also wanted to prove it was possible to build a business focused on purpose. There were many standard practices in the hospitality industry that deeply disappointed him, from wasteful practices to poorly treated talent. He knew, through Tall Guy and a Grill catering, he could demonstrate a better way.

“We’re doing something right because it’s right. Not because it’s marketing.”

When others focused solely on profit margins, Dan opted for compostable materials instead of the usual plastic; and instead of throwing food in the garbage, Dan directed leftovers to community kitchens. Other food waste is directed to composts that help replenish the soil. Ten years of these eco-friendly actions led to Tall Guy’s certification as the region’s first Certified Green Caterer in the State of Wisconsin by the Green Restaurant Association.

Reputation for Growing a Community.

The waves of word-of-mouth referrals grew Tall Guy and a Grill’s popularity, leading the company to quickly win local People’s Choice awards multiple years in a row. “There’s a quiet confidence from growing, getting a good reputation and providing something good.”

But Dan also gives credit to the incredible support he’s received from other local business owners. Growing alongside other now-popular local vendors, Dan saw first-hand how rising tides really do lift all ships. The collaborative spirit of the Milwaukee small business community proved that there’s strength in numbers when it comes to overcoming challenges and opening new opportunities.

It was always important to Dan, therefore, that at least 50% of Tall Guy’s ingredients should come from local sources, as well as intentionally hiring local businesses for other supportive services, to continue opening new opportunities for others. “There are plenty of statistics that when you support a local small business, more money stays in the community. And it’s on us as business owners to rally our customers and help them understand that importance.”

In 2018, Dan’s local-focused initiatives led to a term as President for Local First Milwaukee, a non-profit organization focused on building a supportive community for small businesses. His direction helped the group deepen their roots as a well-recognized organization that empowers, educates and connects businesses to each other. Knowing how hard it is to run a business as an entrepreneur, Dan was excited for the opportunity to share his experiences and solutions.

A Different Kind of Leadership.

Throughout this success, the values-driven actions of Tall Guy and a Grill catering also allowed Dan to build an incredibly supportive team that humbles him with their own passion. “This is why we have the best team members. They can see what we’re trying to do and everyone has their own amazing ideas and skills to push our mission even further.”

His leadership style turns the lens on his team, making their feedback a priority and giving them ownership to run with ideas. “In my early 20’s, I thought I could make a difference on a corporate process improvement committee. I was continually shot down by old-fashioned higher ups who would rather fight change than adapt. I believe we need to risk something better instead of lamenting about a situation. And, that change is best spearheaded by our talented team who works hard every day to further our mission”

Igniting Flour Girl & Flame.

The leadership and enthusiasm of Tall Guy’s Executive Chef, Dana Spandet, was especially pivotal for Dan throughout Tall Guy’s success. “Tall Guy is what it is today because of Dana’s support.” So, when she presented the opportunity to partner with her on a new concept in late 2020, it was an easy decision for Dan to say yes — even amidst the rollercoaster of the pandemic. The rapid success of Flour Girl & Flame Wood-fired Provisions speaks for itself, and proves that there’s an appreciative audience for food that celebrates local.

Further Expansion with The Crafted Tavern.

Dan decided to bring that local spirit to beverages, too, and showcase the array of respected distilleries and breweries across the area. The Crafted Tavern’s mobile bar service was launched in 2022 to bring a taste of Wisconsin’s distilling heritage to local events. Dan worked with local beer and spirits producers to build a menu that features sought-after brews and old-fashioned favorites, as well as seasonal batch offerings that gives guests something completely new.

Forging New Possibility with Brazen Standard Hospitality.

With The Crafted Tavern’s launch, Tall Guy’s record popularity, and Flour Girl’s rapid expansion, Dan and Dana were working closely as they coordinated teams and resources. Soon, it became clear that working as a single force for good—for the community, for their teams and for guests—could make an even larger impact.

With the establishment of Brazen Standard Hospitality, Dan and Dana are building a family of brands that work together to continue the mission for a more sustainable, local-supporting industry. “I feel like this is the bare minimum of what our industry should be doing.”

In an industry that can be reluctant to evolve, Dan also sees Brazen Standard as an opportunity to correct a broken system that lets down its workers with low wages, low motivation and low purpose. “I can’t sit around and do nothing when I see smart, talented people stuck in jobs they hate.”

For Dan, that’s unacceptable considering the stream of highly-awarded and recognized talent coming from local kitchens. “Milwaukee is a city that forges legendary talent. So many James Beard nominated chefs are from here.” By supporting the area’s talent with better wages and opportunities for personal growth, Dan aims to support the next evolution of talent as they hone their culinary skills.

Through Brazen Standard, Dan is looking forward to putting Milwaukee on the map for foodies everywhere. ”The culinary scene here is vastly underrated. I’d confidently put our culinary scene up against other cities any day.”