Bruce Gerleman, the entrepreneur behind iconic Iowa staples like Splash Seafood Bar and Grill and the Jethro’s BBQ empire, recently shared the history of his ventures and his deep roots in Iowa’s historic preservation. Gerleman’s hospitality career began in 1998 with the opening of Splash, a fine-dining seafood restaurant inspired by his time in the Florida Keys. Ten years later, he launched the original Jethro’s BBQ in the Drake University area, a location that recently burned down after changing ownership. Gerleman recalled the early days of the franchise, noting that Jethro’s now employs nearly 700 Iowans and stands as the largest independent restaurant group purchaser of pork in the state.
The Man Versus Food Legacy
One of the most enduring legacies of the original Jethro’s is the “Adam Emmenecker Challenge,” a five-pound sandwich featuring brisket, steak burgers, chicken tenders, bacon, and pork tenderloin. Named after the 2008 Drake basketball star, the challenge gained international fame when it was featured on Man v. Food. While host Adam Richman failed the challenge, Gerleman noted that world-record holder Molly Schuyler once finished it in a staggering three minutes and one second. To celebrate March Madness, Gerleman announced a massive incentive for competitive eaters. “The, if anyone can come in and break that world record, I will pay them 25, 000,” Gerleman stated during the interview.
Revitalizing Downtown Des Moines
Beyond BBQ, Gerleman was a pioneer in using the Tax Act of 1981 to save historic Des Moines buildings. He famously purchased the Saddlery Building for $348,000, a price that included over 250,000 vintage hats left behind by the previous owners. After a front-page story in the Des Moines Register, a massive sale of these hats—ranging from cowboy to police styles—covered the entire cost of the building in just over two weeks. “I, the long and short of the story is, after two and a half weeks, I was exhausted because I was there every day of my life, just sitting there throwing cash into hat boxes,” Gerleman said. His passion for history remains a driving force in his business philosophy. “If you’re doing what’s passionate and what you care about, it’s not really work, it’s just your life,” Gerleman explained.
Bruce Gerleman 