Shaquille O'Neal is known for a lot more than just basketball. The NBA Hall of Famer has built an empire that spans fast food franchises, real estate, tech investments, and even his own cookbook. With a net worth exceeding $500 million, he's one of the wealthiest athletes-turned-entrepreneurs in America. But despite his success, Shaq keeps it simple when it comes to food.
Keeping It Real in the Kitchen
"I don't like rich people food," he admitted on “The Late Show with Stephen Colbert” in 2022 while promoting his cookbook "Shaq's Family Style: Championship Recipes for Feeding Family and Friends." When asked what he meant, he joked, "I don't like hors d’oeuvres. We regular people, we like chicken wings. I want chicken wings, pizza, and chips. Keep it simple.”
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Shaq's cookbook, which he dedicated to his mother, features easy, hearty meals inspired by his family. "During the pandemic, when there was just nothing to do, I finally [told my chefs], ‘Teach me how to cook.' Before you knew it, I was cooking 10 to 15 dishes," he said. Now, he's passing those recipes along to fans who, like him, prefer comfort food over fancy dining.
Shaq's Business Mindset
While Shaq keeps things casual in the kitchen, he takes a strategic approach to business. Dubbed by some as “The King of Franchises,” he has owned and invested in multiple restaurant chains, including Papa John's, Krispy Kreme, Five Guys, and Auntie Anne's. But not every venture has worked out.
In 2021, he revealed on the Earn Your Leisure podcast that he sold his 17 Auntie Anne's locations because "Black people don't like pretzels that much." When the hosts mentioned cinnamon pretzels, Shaq dismissed it: "Nobody eats no cinnamon pretzels."
This isn't the first time he's made a business decision based on cultural insights. He once turned down an opportunity with Starbucks, telling CEO Howard Schultz, "Black people don't drink coffee, sir." He later admitted it was one of his biggest financial mistakes. "It was a mistake, but I learned from it," he said.
A Franchise Mogul With A Personal Touch
Though Auntie Anne's didn't work out, Shaq found success with Papa John's, where he owns nine locations and serves on the board of directors. His involvement came after founder John Schnatter stepped down following controversy. "For me, it was a great thing to do. The guy just messed up, but he had to pay for that. Now I'm just gonna make sure it's right," Shaq said. He also secured an $11 million endorsement deal with the company.
His success in business comes from knowing when to pivot. "You gotta switch it up," he often says, whether it's in food, business, or life. And while he might not like ‘rich people food', he certainly knows how to build wealth.
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