[SpotOn Series] Entrepreneurship in the Restaurant Industry With Elaina Morris of Ascend Hospitality Group

Octavia Gilmore is the CEO of Creative Juice, a minority and female-owned creative agency, disrupting marketing the millennial way. From discovering her passion for graphic design at 14 to founding her agency at age 23, Octavia's journey epitomizes creativity, determination, and entrepreneurship. With a mission to promote diversity and empower minority and female-owned businesses, she has transformed Creative Juice into a thriving enterprise while actively mentoring youth and advocating for leadership opportunities. Recognized as a Power 30 Under 30 recipient and honored with the Emerging Alumna award from the Savannah College of Art and Design, Octavia continues to inspire and lead by example in both the business world and her community. 

In this episode…

Marketing and branding are indispensable pillars for businesses to establish their identity, connect with their target audience, and differentiate themselves in a crowded marketplace. Effective marketing strategies not only generate awareness but also foster loyalty and drive sales. Similarly, a strong brand identity communicates values, builds trust, and ultimately influences consumer behavior. How can businesses harness the power of marketing and branding to unlock their full potential and stand out in today's competitive landscape?

Branding and marketing expert Octavia Gilmore, emphasizes the importance of understanding the target audience's pain points and delivering value through clear brand messaging. Octavia also shares the challenges she faced as a young entrepreneur, including breaking into the corporate space and earning the trust of renowned brands like Home Depot. Despite the obstacles, her dedication to learning, adapting, and staying up-to-date with the latest trends, including the integration of AI, has been key to her success. Octavia’s advice to aspiring entrepreneurs is to be resilient, embrace continuous learning, and not be afraid to pivot in the ever-evolving landscape of marketing and branding. 

In this episode of the Top Business Leaders Show, Rise25’s Chad Franzen sits down with Octavia Gilmore, Founder and CEO of Creative Juice, to talk about how to elevate your brand marketing. Octavia discusses lessons she learned from running her business, the value of building trust with clients, and how to balance creativity with being strategic.

Markus Pineyro is oomi Digital Kitchen's Co-founder, a dedicated entrepreneur and visionary leader with 18 years of experience in the restaurant industry. His journey began with the founding of Dallas-based Urban Taco in 2007, showcasing his entrepreneurial spirit. In 2020, Markus ventured into the world of digital innovation by co-founding oomi Digital Kitchen, a delivery-only kitchen that leverages technology to provide efficient and contactless dining experiences.

In this episode…

Restaurants are always looking for ways to improve their process and keep their menu fresh. What often-unappreciated data can be used to both improve day-to-day performance and lead to new menu ideas or even new restaurant brands?  

According to oomi Co-founder Markus Pineyro, customer feedback is of paramount importance to his brand's success. From personal interactions during food pickups to leveraging transaction data for targeted follow-ups, the strategy addresses positive and negative feedback alike. Markus emphasizes a hands-on troubleshooting process to identify and resolve issues, and he highlights the significance of turning dissatisfied customers into loyal patrons. Moreover, oomi actively listens to its customer base, whose feedback helps shape the brand’s offerings and innovations, exemplified by the creation of popular concepts like Love Bowls, Clucky's, and Hot Lips through customer polls and order analysis. 

On this episode of the Top Business Leaders Show, Markus Pineyro, Co-founder of oomi Digital Kitchen, joins Rise25’s Chad Franzen to discuss his restaurant journey, oomi’s unique approach as a delivery-only kitchen, its diverse menu crafted from customer feedback, and how to address negative reviews.

Jonathan Weathington is the CEO of Shuckin' Shack Oyster Bar, a fresh seafood and cold beer concept with locations spanning the Carolinas, Georgia, Maryland, Florida, and Illinois. Featured on the cover of FSR magazine and making appearances on Good Morning America, Jonathan has garnered recognition in esteemed publications like The Wall Street Journal, The Washington Post, and Nation’s Restaurant News. His no-nonsense approach to hospitality and business is reflected in the authentic coastal experience Shuckin' Shack offers, where customers are welcomed with a casual atmosphere reminiscent of a coastal dive bar. Jonathan's unconventional journey, from earning a master's in international relations to his diverse background in retail and customer service, uniquely positioned him to lead Shuckin' Shack to success.

In this episode…

Some restaurants are known as staples within their communities. Even as a franchise, it’s possible to be known as a unique place to be. How can someone in an executive role shape the vibe in a franchise with multiple locations?

According to Jonathan Weathington, his executive leadership style at Shuckin' Shack is characterized by authenticity and hands-on engagement. With a no-nonsense attitude, he prioritizes clear messaging and a focus on exceptional customer service, shaping a culture that resonates with the concept's authentic coastal experience. His commitment to actively participating in new store openings, working in the kitchen, and maintaining a direct connection with frontline employees reflects a leadership approach that goes beyond the traditional CEO role. Moreover, Jonathan's dedication to values and charitable causes reinforces the culture of authenticity and community support that defines Shuckin' Shack.

On this episode of the Top Business Leaders Show, Rise25's Chad Franzen welcomes Jonathan Weathington, CEO of Shuckin' Shack Oyster Bar, for insights into his straightforward attitude towards hospitality. Jonathan details his unconventional journey, from a master's in international relations to restaurant CEO. He discusses the authentic experience at Shuckin' Shack, highlights the brand’s unique market positioning as the largest oyster bar chain, and delves into its commitment to community support.

Jeff Kennedy is Founding Partner at Moe's Original BBQ, a venture that began in 2001 as an effort to bring Southern flavors to the mountains of Colorado. Armed with a marketing degree from the University of Alabama, Jeff's journey has been a fusion of culinary passion and a commitment to creating spaces that exude comfort and inclusion. His focus on hospitality aligns with his belief in the importance of crafting not just meals, but experiences. When he’s not shaping the barbecue scene, Jeff enjoys outdoor adventures with his wife Meredith and two daughters, savoring good food and creating lasting memories together.

In this episode…

Within the competitive landscape of the restaurant industry, brands are always on the lookout for ways they can set themselves apart from the competitors within their niche. Of course great food is a must, but what else can keep a customer coming back?

According to Moe’s Original BBQ Founding Partner Jeff Kennedy, the unique family-centric approach that defines his brand is just as valuable as the food. The emphasis on treating both employees and customers as an extension of the Moe's family creates a distinctive and close-knit connection within the franchise. The atmosphere that permeates each restaurant makes Moe's more than just a franchise, Jeff says; it's a collective of friends and family. 

On this episode of the Top Business Leaders Show, Rise25’s Chad Franzen welcomes Jeff Kennedy, Founding Partner at Moe’s Original BBQ, to discuss the reasons behind Moe’s two-decade run of success. Jeff shares how he and his partners introduced Southern-style barbecue to the Rocky Mountain region after moving west from Alabama. He also reveals how the brand has built on its food foundation by evolving with technology and maintaining a familial atmosphere which appeals to employees and customers alike.

James Choi is the Owner of Cafe Dulce and a seasoned entrepreneur with a unique journey. Initially aspiring for a career in the PGA Tour, James found himself on a different path, obtaining his CPA license and working at Ernst & Young. Drawing upon his entrepreneurial spirit, he assisted his mother in launching various small businesses, including a chocolate boutique in Zurich, Switzerland. Today, as the visionary behind Cafe Dulce, James has expanded the brand to five locations, and he's not stopping there — his other entrepreneurial endeavors include a new superette concept and a jiu jitsu fight club.

Employee turnover has been an issue for restaurant owners to contend with for years. Through a combination of a supportive culture, fair compensation, and dedicated leadership, some restaurateurs have been fortunate to retain a loyal and skilled team.

At Cafe Dulce, the commitment to building a strong team is evident in the longevity of key staff members. For instance, the manager of their second location has been with the brand for a decade. Owner James Choi attributes this remarkable employee retention to a focus on fostering a positive workplace culture. He emphasizes his personal dedication, working alongside his team and sharing the challenges with them. Financial well-being is also a priority, and James acknowledges the importance of fair compensation. He shares an example of an hourly employee without a college degree earning a six-figure income due to their indispensable role in the business. Additionally, Cafe Dulce's commitment to employee development and support echoes Tony Hsieh's philosophy, aiming to retain and coach staff rather than resorting to terminations.

On this episode of the Top Business Leaders Show, James Choi, Owner of Cafe Dulce, joins Rise25’s Chad Franzen for a conversation about the unique origin and evolution of his restaurant brand. James discusses the key factors in Cafe Dulce’s long-term staff retention and the lessons learned from the challenging early days after the restaurant first opened. He also provides insight into his other entrepreneurial ventures: a superette and a jiu jitsu fight club.

Peter Boniface is the Owner and Co-founder of Yampa Sandwich Company. He grew up in Sandwich, Massachusetts, where he learned how to cook and blend flavors from his mother. He started in the restaurant business in 1983 and moved to Steamboat Springs, Colorado in 1991 with the intention of being a ski bum. Seeing the need for a local quality delicatessen, Peter and David Pepin opened the first Yampa Sandwich Company in 1999.

In this episode…

While customers frequent their favorite restaurants for the food and atmosphere, they are usually unaware of how the brand evolved to its current state. Many restaurants have unique origin stories, starting out as mere fractions of what they are now.

With six Colorado locations and one in Wyoming — Yampa Sandwich Company is one brand with a tremendous origin story. According to Peter Boniface, one of the restaurant’s founders, the brand’s original purpose was to provide sandwiches for rafting guides in Steamboat, Colorado while operating under the name Backcountry Provisions. There was such a demand and appreciation for the food and service that they ended up opening a sandwich shop and then expanding to Jackson, WY, and Fort Collins, CO. The store in Fort Collins struggled, Peter says, because customers primarily thought the brand rented out snowshoes. As a result, the restaurant’s name changed to Yampa Sandwich Company.

On this episode of the Top Business Leaders Show, Peter Boniface, Owner and Founder of Yampa Sandwich Company, joins Rise25’s Chad Franzen to discuss the fascinating evolution of Yampa Sandwich Company. He talks about why he opened a restaurant after moving to Colorado to be a ski bum, the original purpose for the brand and why its name changed, and why customers keep coming back to Yampa Sandwich Company.

Mehdi Zarhloul is the CEO of Crazy Pita Restaurant Group, a beloved fresh-casual Mediterranean cuisine establishment he founded in Las Vegas in 2006. Recognized for its delectable signature dishes and warm service, Crazy Pita Rotisserie and Grill has been a top choice in the city for over 17 years. Driven by the brand’s consistent success, in 2022 Mehdi embarked on expanding his culinary vision, launching a national franchise program that currently boasts three corporate locations in Las Vegas and ten upcoming outlets in Houston.

In this episode…

In many industries, an appreciation of technology is embraced as progressive and forward-thinking. Is that also true of the restaurant business, where human connection is valued? 

According to Mehdi Zarhloul, who operates multiple Crazy Pita locations, technology has played a transformative role in the industry, particularly in the aftermath of the pandemic. He highlights the significant shift from traditional methods to a technology-driven ecosystem at Crazy Pita, where he has dedicated substantial time over the past few years to build an AI-powered system. Mehdi's approach includes leveraging diverse tools such as text messages, email blasts, QR codes, and social media to connect directly with customers, fostering a sense of community and transparency.

On this episode of the Top Business Leaders Show, Mehdi Zarhloul, CEO of Crazy Pita Restaurant Group, joins Rise25’s Chad Franzen for a conversation about the value of embracing technology to enhance the customer experience in the restaurant industry. Mehdi shares Crazy Pita’s origin story and explains how the brand’s name came about. He also discusses the multiple ways he has embraced the use of technology for both marketing and efficiency in operations.

Ric Ochoa is the Owner of SoCal Pizza in Norwalk, California. With 17 years of experience in sales operations, Ric's love for cooking led him to open SoCal Pizza in 2010, where he introduced a pasta bar and proudly sources fresh ingredients from local small businesses. Actively engaged in the community, his commitment to excellence earned SoCal Pizza the 2018 Small Business of the Year Award, a testament to Ric’s dedication and culinary expertise.

In this episode…

As every independent restaurant owner knows, resilience and adaptation are regular requirements in a fiercely competitive industry, including the ability to navigate the twists and turns of market shifts and coming up with the strategic maneuvers essential for survival and success in a constantly changing landscape.

Ric Ochoa's journey in opening SoCal Pizza stemmed from a burning desire to break free from corporate America. The transition to running a mom-and-pop shop brought unexpected challenges, as his responsibilities expanded to cover everything from rent to taxes and price adjustments. After being in business for a decade, the impact of COVID prompted a significant shift in the SoCal Pizza business model, pushing Ric to diversify beyond the traditional dine-in approach and embrace delivery services, outdoor seating, and curbside pickup. Faced with the ever-changing landscape of the food industry, Ric is strategically evolving SoCal Pizza, navigating the dynamic industry trends centered around personality and advertisements.

On this episode of the Top Business Leaders Show, Ric Ochoa, the Founder of SoCal Pizza, joins Rise25’s Chad Franzen to talk about his journey from corporate America to running his own independent pizza restaurant for more than a decade. He discusses the way his restaurant has had to evolve as a result of market conditions, and the ways in which it will continue to evolve.

Mario Valencia is a multi-store Robeks franchisee and seasoned entrepreneur who has leveraged over two decades of food industry experience into a transformative business venture that mirrors his profound personal health journey. As an Air Force veteran who has battled to overcome PTSD, anxiety, and obesity, Mario's commitment extends beyond business success to the well-being of his community, championing the symbiosis between prosperous businesses and a flourishing society. His advocacy for local organic farms and the environment reflects his belief in businesses as community cornerstones, aiming to create a positive ripple effect from local to global scales. Living with intention and purpose, Mario, a father of twins, embodies a philosophy where service and gratitude go hand-in-hand with entrepreneurial success and community engagement.

In this episode…

Many small business owners in the restaurant industry have to contend with the challenges of staff retention and motivation. What can one do to overcome this obstacle while living within the constraints of the marketplace?

As a multi-store Robeks franchisee, Mario Valencia's approach to staff retention reflects a combination of investment in his employees and a commitment to fostering their personal and professional growth. Despite not being able to offer traditional benefits due to the nature of his small business, Mario takes a proactive approach. Instead of succumbing to stereotypes about the younger generation's work ethic, he actively engages with his employees, inviting them to learn all aspects of the small store. He goes the extra mile by writing resumes and reference letters for his staff, encouraging them to seek continuous improvement. This approach simultaneously contributes to the success of Mario’s business and the satisfaction of his employees, evident in the long-term retention of staff in an industry notorious for high turnover rates.

On this episode of the Top Business Leaders Show, Rise25’s Bela Musits chats with Mario Valencia, a multi-store Robeks franchisee, about the challenges associated with running a small restaurant business. Mario shares what led him to invest in the brand and its significance within his life journey. He discusses his approach to work-life balance, leadership, working with a younger generation of employees, and how he decided upon the location of his stores.

Patrick Terry, Owner and Co-founder of P.Terry's Burger Stand, launched the brand's first location on July 5th, 2005 in Austin, Texas. Inspired by classic burger stands like Mack Eplen's in Abilene, P.Terry's emphasizes fresh, all-natural ingredients — from its beef and chicken to fresh-cut fries devoid of trans fats. Beyond its signature burgers, the menu includes fresh-squeezed beverages, house-made veggie burgers, and baked goods. While P.Terry's delivers modern quality standards, it retains the charm and hospitality reminiscent of '50s and '60s burger joints.

In this episode…

Most restaurants have high expectations for their food and service, but as they get busy with a multitude of customers, those standards can be easily forgotten. Is it possible to meet those standards and then replicate them across multiple busy locations?

What are the expectations for food and service at P.Terry’s Burger Stand? It starts with customers getting their healthy-yet-tasty food prepared correctly in a reasonable amount of time. It continues with each customer feeling seen and recognized, which co-founder Patrick Terry acknowledges is not easy for an employee at a busy restaurant. Regardless, he says that’s the goal — for the customer to drive away thinking, “I got personal service, I got a smile, and that really helped me through this day.” This is the standard at all 30 locations.

On this episode of the Top Business Leaders Show, Rise25’s Chad Franzen talks to Patrick Terry, Owner and Co-founder of P.Terry’s Burger Stand, about the joy and difficulty of executing his vision of a classic burger stand. Patrick discusses the pain associated with meeting his standards upon opening his first location, how he and his wife implemented a family-like culture, and the keys to replicating those high standards at multiple restaurants.