In Boomerang!, Dave Skogen offers a wealth of no-nonsense, battle-tested insights and lessons that are the result of his experiences in leading Festival Foods, a growing regional chain of supermarket stores. The book’s underlying idea is “the boomerang theory,” the fundamental principle that has guided Dave and his teammates in serving customers successfully. It is founded on the belief that extraordinary hospitality rather than ordinary service brings people back, and that organizations that go the extra mile can inspire customers to go the extra mile for them. It is an idea that essentially comes down to one simple question with each business decision, “Will it bring the customer back?”

Dave Skogen is Chairman of the Board of Skogen’s Festival Foods, a family-owned company originally founded as Skogen’s IGA by his mother and father in 1946 in Onalaska, Wis. Over a period of nearly six decades, Dave has been a driving force in leading the company’s transformation from a single 3,000-square-foot grocery store into a thriving supermarket chain.