Entrepreneurship Has No Age

The Premier Magazine For Food Entrepreneurs

EntrepreneurialApril 2017 Issue 10

How To Get YOUR Chef FOOD PRODUCT On SHELVES Irvine’s NO

Holds BARRED The FINANCIAL Formula For Side of Your SUCCESS Business PLAN

The 14 year Old Food Entrepreneur Who Proves AGE IS JUST A NUMBER

Robert

IrviNOTHIneNG IS IMPOSSIBLE Entrepreneurial Chef Magazine April 2017 Volume 2 Issue #10 Publisher Rennew Media, LLC Editor Editor’s Note Shawn Wenner Cover omeone once told me, “I don’t care what Robert Irvine business you think you’re in, you’re always in the people business.” At the time, many years Cover Photographer S Ian Spanier past, I naively shrugged off the one-liner as a “quote of the day.” It wasn’t until I matured both in life and Graphic Designer business when I realized the statements profound Rusdi Saleh truth. Contributing Editor Perhaps it’s the reason my favorite part of this Kaiko Shimura issue was our interview with Robert Irvine when Contributors he said, “I think any true entrepreneur will tell you Deb Cantrell, Christian J. Fischer, hardwork and desire will take you so far and that Adam Lamb, Tiffany Smith, Anna Dolce, Amy Riolo success comes to those who are able to adapt and cater to the ebbs and flows of consumer demands. Photo Credits At the end of the day, no matter what industry you Ian Spanier, Paul Sirochman, Chris Lampkins, Hannah Burton, are in, you are ultimately in the business of pleasing Sara Snyder, Robin Lam, David Verdini people.” You see, entrepreneurs and companies alike are Special Thanks David Sabin w/Brickhouse PR, in the business of pleasing people. Yet, too often we Robert Irvine, Franco Lania, Jenny Dorsey, see countless examples of them becoming fixated Amirakal Marketing, Zac Kara on the wrong levers, thereby destroying their brand. What Irvine appropriately reminds us is that without No content, for example, articles, graphics, people, your business, brand, product or service designs, and information in this publication would not exist. A thought worth keeping top of can be reproduced in any manner without mind. written permission from the publisher. As always, I sincerely hope this issue provides you For advertising information, with fresh ideas, inspiration, and actionable advice in letters to the editor, or submission your entrepreneurial pursuits. inquiries, please email: [email protected] Cheers, All Rights Reserved © 2017 Entrepreneurial Chef Published by Rennew Media, LLC Shawn Wenner

2 entrepreneurial chef Contents

Editor’s Note...... 2

Robert Irvine Nothing Is Impossible ...... 4

Attracting Ideal Clients With 17 Killer Brand Positioning...... 17

Jenny Dorsey The Experimental Gastronomist 4 of the Entrepreneurial Kind...... 21 21 Going from Restaurant Employee to Entrepreneur...... 32

Culinary Leadership: You’re 37 in Charge… Now What?...... 37

Franco Lania Design Your Dish, 32 Design Your Life...... 41 41 Getting Comfortable with Being Uncomfortable...... 55

Zac Kara 55 62 Entrepreneurship Has No Age...... 62 Finding Your Niche in Food Writing...... 72

Business Plan Writing: The Financial Side of 76 72 Your Food Business...... 76

3 entrepreneurial chef Success Story

Robert Irvine Nothing Is Impossible

4 entrepreneurial chef Success Story

a celebrity chef who appeared and hosted a variety of Food Network programs such as, Dinner: Impossible, Worst ASCooks in America, Restaurant: Impossible, A Hero’s Welcome, All-Star Academy, Guy’s Grocery Games, Chopped: Impossible and Restaurant Express, Rob- ert Irvine requires little introduction. A powerhouse, both in physical stature and culinary depth, Irvine continues to build a legacy predicat- ed on empowering people through food and fitness.

Though a culinary enthu- Fast forward hundreds of siast at a young age, Irvine episodes from his collec- cemented the direction tive television career so far of his career during time and Irvine’s focus remains served in the British Royal acutely simple, “I have a pas- Navy, where he explored and sion for cooking,” he says, and developed his culinary skills. Af- “being able to help people is what ter his service, he continued to expand drives me.” his knowledge while working in hotels, casinos In our interview, we capture a side of Irvine and cruise ships and later recalls how relation- seldom seen – that of an entrepreneur. With ships formed in those establishments became a wildly successful name brand and ultra-pro- the catalyst for his most memorable career mo- ductive lifestyle, we asked his advice on topics ments – 2006 Academy Awards head chef, US such as generating new ideas, evaluating busi- Navy consultant, and his start in television. ness opportunities, patterns for entrepreneur- After courageously pitching the Food Network, ial success, productivity routines, and even Irvine would launch his television career with touched on personal fears and sacrifices he’s the show known today as Dinner: Impossible. faced to date.

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The Q&A with Robert Irvine

Do you believe there is some sort of pattern or for- 1 mula to becoming a successful entrepreneur? Whether yes or no, can you share your thoughts on the matter?

Successful entrepreneurs got that way by distinguishing themselves. They come up with creative solutions to every day prob- lems, put a major spin on something tried and true, and took risks. My advice to entrepreneurial chefs is to pick one unique thing that you’ve always wanted to do but haven’t. Then, identify what steps you need to take, and evaluate your position each step of the way. Ask yourself the tough questions and do the work to ensure that you are differentiating yourself, still relevant in your industry, and most im- portantly, maintaining your reputation. 16 entrepreneurial chef Success Story

What is your How do you process for generate new evaluating whether 2 business ideas? 3 a business venture will be worth your time, energy, and/or money? To follow up, It sounds counterintuitive, but the best way to start with ideas for new business is to narrow down the are there red flags you look scope. The best advice I can give to entrepreneurs for when evaluating an hoping to be great chefs is to pour your values and opportunity? personal experiences into your cooking. This will help you identify a signature style that is unique to you. Look to your background and everything The first thing I want to know is if it fills a need. that has made you who you are. Stay true to your- Every potential venture has to either create self and the way the world will identify you will something people need, or enhance something be genuine. Then start to incorporate that into the people already are using. If it doesn’t satisfy business you’re building. one of those two requirements, chances are the idea will fail. No one is looking for someone Some values that I always incorporate into to reinvent the wheel. my businesses include supporting our troops, my passion for healthy eating, and of course, I think the biggest red flag for me is if the creating delicious food. Any new business idea seems easy. If it’s easy, it can be improved ideas that don’t involve one or more of these more. Nothing worthwhile was ever achieved 2key values is probably not a great fit. with little effort.

If you have a real desire and knowledge, your wildest dreams could be lucrative. — Robert Irvine

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The best advice I can give to entrepreneurs hoping to be great chefs is to pour your values and personal experiences into your cooking. — Robert Irvine

What would you say are key elements for starting and 4 running a successful business?

To start a business, you need a great idea, or something unique to offer. However, before you run or even a business, you have to work to establish a reputation. It’s what will help you get the first client in the door, run the business successfully, and help you to achieve your biggest dreams.

What do you feel are the most lucrative opportunities in 5 the industry today that are worth pursuing by aspiring entrepreneurs?

I think all corners of the industry can be lucrative if you’re bringing the right combination of passion and know-how. Every day I see new concepts that, just a few years ago, nobody thought could work. If you have a real desire and knowledge, your wildest dreams could be lucrative. It’s all about finding your audience and delivering quality. 58 entrepreneurial chef Success Story

It’s a very human thing to think back and imagine a clean slate where everything goes smoothly, but it’s a trap. — Robert Irvine

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At the end of the day, no matter what industry you are in, you are ultimately in the business of pleasing people. — Robert Irvine With so many projects in the works simultaneously, how 6 do you stay on top of everything? Do you have a productivity routine or advice you can share? To what do you most attribute your success? Having a routine is key. It helps that I know 7 how my days, weeks and months are planned. I get up early every day to make sure I get in I think any true entrepreneur will tell you hard a great workout, always make time to fuel up, work and desire will take you so far and that and monitor my schedule rigorously. Without success comes to those who are able to adapt a routine, things can run off the rails quickly. and cater to the ebbs and flows of consumer After years of managing my own businesses, I demands. At the end of the day, no matter what know exactly how much I can handle in terms industry you are in, you are ultimately in the of workload. Ensuring that I only take on what business of pleasing people. A good product, I can successfully manage coupled with a great, a healthy yet delicious meal, those are things well defined routine helps me keep everything that keep people happy, and a happy person is running smoothly. likely to be a repeat customer. 10 entrepreneurial chef 7 Success Story

Every potential venture has to either create something people need, or What was one of the most challenging enhance something times in your career people already are using. 8 and how did you push — Robert Irvine through this period?

I think the most challenging time is that first time you realize, as an entrepreneur, you are taking a leap of faith without the benefit of a safety net. That moment of realization is simultaneously empowering and challenging, and forces you to realize that it is up to you to find and make your mark and achieve success. For me, hard work and tuning out distractions while remaining focused on the near and long term goals I identified when I started out are what helped me get through it. 8

What sacrifices have you had to make to become a successful 9 entrepreneur?

I doubt I’m alone in telling aspiring chefs to expect long hours in hot kitchens. Restaurants are open late, on holidays, and you won’t always make every major life event for the people you care about. I love my family dearly. Sometimes being a successful entrepreneur means not always making it home on time for dinner. I’m so grateful for all the quality time I get to spend with my family and dear friends.

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Success comes to those who are able to adapt and cater to the ebbs and flows of consumer demands. — Robert Irvine

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Have you had entrepreneurial fears in the past you faced? If so, 10 can you share them and how you pushed through? How has being an entrepreneur In the beginning I think I feared that if things affected (positively, didn’t take off quickly enough that I might run negatively, or both) out of money and have to start all over again 11 from the bottom. I learned later that’s a product your family life? of limited thinking. If you’re brining all of those kinds of fears to the forefront in a new endeav- or, they have a way of limiting you, of hand- I can’t recall who said it, but the expression ‘do cuffing you and making you avoid risk. Getting the things you have to do, when you have to do over that fear was key to breaking through and them, so that you can do the things you want to finding some success. do, when you want to do them’ is a microcosm of the entrepreneurial experience. There have been both positive and negative moments, but I think that the end result, the freedom and sense of accomplishment has been a net positive on both myself and my family.

If you had the chance to start 11your career over 12 again, what would you do differently?

That’s an interesting question. I’ve had failures, sure. There are things I could have been better prepared for, but if you could go back in time, would you really want to take those failures away, knowing that they gave you valuable lessons and strength for the long run? I can’t say I’d change a thing because all of my success now is a product of those failures. What I’m doing now is, in a way, doing things differently than I did in those past failures. It’s a very human thing to think back and imagine a clean slate where everything goes smoothly, but it’s a trap. Embrace the failure when it comes. It leads to greater things.

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One of the most difficult things to do as an entrepreneur, especially in the chef world, is understanding the subtle difference between when to stick with something, and when to walk away. — Robert Irvine

If you had every aspiring entrepreneur in the culinary 14 industry in front of you, what advice would you give them about pursuing their business goals & dreams in the industry today?

One of the most difficult things to do as an What has been entrepreneur, especially in the chef world, is your most satisfying understanding the subtle difference between 13 moment in business? when to stick with something, and when to walk away. Many people will say ‘never give up!’, but a crucial part of being a successful en- The most satisfying moment was that moment trepreneur is being able to adapt. Once you get when I was able to look at something, feel as into a groove and things are going well, there if it were truly my own creation, and share it is always a temptation to ride it out as far as with other people. For instance, with my new- you can possibly go. The danger here is the est venture – Signature Sidekick dishes with possibility of stagnation. It doesn’t take much Walmart – it is so gratifying to see our finished for being “in a groove” to turn into “stuck in a product on the shelves and know that we’re rut.” Everyone has a different threshold. Trying helping hard working families eat healthier, something brand new is an exhilarating chal- in an easy and efficient manner. There is truly lenge that forces you to grow in ways that you nothing like that sense of accomplishment. can’t foresee before you take the leap.

14 entrepreneurial chef Top Ten Takeaways from Robert Irvine

1 Find something unique, identify the steps 6 Find and stick to routines, because with- required for success, make the leap, and out them, things can go sideways quickly. evaluate along the way. 7 Embrace failure when it comes because it 2 Pour your values and your experience into typically leads to greater things. your cooking and find your own style. 8 Hard work and desire will take you so far. 3 The essence of evaluating a business Success comes to those who are able to venture is identifying if it fills a need. adapt and cater to the ebbs and flows of consumer demands. 4 A red flag for business ventures is when it’s too easy, because nothing worthwhile 9 There is a big difference between giving was ever achieved with little effort. up on something and making a calculated decision to go in another direction. 5 Build and protect your reputation. It could be the difference between startup 10 Never forget, you are ultimately in the success and failure. business of making people happy.

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Business Bites

Chef Deb is an award-winning, best-selling author, sought after speaker & Senior Certified Personal Chef. For a decade, she has helped chefs across the country level-up their culinary business by teaching the same proven strategies used to grow her 6-figure personal chef company. In her column, Chef Deb will show various ways to transition from behind the stove to a true CEO and attract ideal clients to begin making the money you deserve.

Attracting Ideal Clients With Killer Brand Positioning

hat is positioning? Ever heard There are a great deal of companies in my of it? It is the single most city offering very similar services as I do. Some important element for your of the phrases my competitors use include, “We business. In short, position- take the struggle out of meal time,” “We pro- W ing is how your brand is por- vide excellent customer service,” and “We are a trayed. It defines what you are known for and personal chef and boutique catering company becomes the reason why people choose you that offers customized prepared meals.” Each and your services instead of your competition. statement is nice, but they don’t quite commu- It is a piece of the brand puzzle. nicate what makes those companies unique or Without brand positioning, most culinary leaders in their space. business owners either struggle to stand out, However, what if I said this: “At Savor Cu- or they grow and subsequently hit a wall. Cre- linary Services, we believe that food is medi- ating a solid brand position allows you to build cine because it can heal the body. Food is the a business the market will embrace. Let me give best way to prevent, treat and even reverse ill- you an example of my personal chef and bou- ness. Eating the right foods can improve your tique catering company, Savor Culinary- Ser quality of life. For the past 15 years, we have vices. been doing prepared meal delivery, so we’ve

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got it down to a science. We are committed to the story of your company and your position- making your culinary experience a complete- ing statement – that is it. Your chosen image ly customized one that will provide you with should make them laugh, cry or smile, and then healthy, whole foods made with local, seasonal entice them to pick up the phone and call you. ingredients. Our meals are always tailored to The majority of your clients should find you your specific dietary needs and preferences to through your website. They will then buy from promote optimal health.” you because of your positioning statement and See the difference? This is our positioning brand. Period. If you are not receiving the ma- captured in the form of a statement, and it jority of your business from your website, then helps people understand our true essence and you are losing clients. Since we are in the digital how we are different from other companies of- age, it’s more important now than ever to make fering similar services. sure you have an amazing website that really Because of our brand positioning, our ideal captures and clearly communicates your brand clients come to our website and automatically positioning. know if we are for them or not. We no longer Many business owners will call me and say, have to weed through clients who are not a “I used to have no problem attracting clients, great fit. Don’t get me wrong, we have many but now I have no idea where they went.” I families that have no dietary needs and simply know where they went, they went to your want healthier customized meals delivered, but competition. Food has become an even more because our brand is positioned so well, we at- crowded space, especially with the inception tract clients who truly want what we offer. of companies delivering ingredients in a box to Your positioning statement should live your door for a super low price. There are also above the fold on your website. What I mean more and more catering companies out there, by “above the fold” is the area of your web- and it’s harder to start a brick and mortar loca- site your visitors first see. In other words, it’s tion than ever before. That is why it’s essential their first impression of your business. This area to set yourself apart. should include both an amazing picture telling

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So how do properly position your brand? You start by taking a look at your top 3-5 competitors. What words and phrases are they using? How do they position themselves? Then ask yourself a couple of questions like, “What makes me different or what happens because of me?” “Why did I start cooking in the first place? “What is my passion and why do I do what I do?” When I coach other culinary business owners, we always start with “What is your who gives a s**t factor?” Why should your ideal client care? This helps establish a strong business foundation that will lead to sustained growth (aka more clients and money!). After you have some thoughts on what makes you different, write them down. Then Building a brand is hire a great company who can help bring your brand to life and create a website to reflect the an investment, brand. In today’s world, you need a company who does much more than simply design a beautiful website for you. You need a compa- both in time and ny who can give you the entire brand package, so it all fits seamlessly together. I have spent money. It’s not easy, several years searching for companies who can provide these services to help the chefs I but creating a coach because it is critical to their success and growth. positioning statement Building a brand is an investment, both in time and money. It’s not easy, but creating a is a great start in positioning statement is a great start in pinpointing what makes you special and why your ideal clients should buy from you and not Bob pinpointing what down the street. What are you waiting for? Do your home- makes you special work and go get out a pen and paper and start crafting your statement so the world can know and why your ideal just how amazing you are! You can do this! clients should buy from you and not Bob down the street.

19 entrepreneurial chef Follow our chefs from now through May 12th down the path toward ultimate sustainability and food waste prevention! Success Story

The Experimental Gastronomist of the Entrepreneurial Kind

Jenny Dorsey 21 entrepreneurial chef Success Story

former management consultant specializing in high-end fash- ion and luxury goods, Jenny Dorsey appeared to have the perfect life. Young, smart, ambitious, and with a dream career that she had carved out for herself; on the surface, Dorsey should Ahave been happy. Yet, realizing that her career was not a fulfilling as she’d hoped it would be, Dorsey took the plunge into culinary school after being accepted early-decision into Columbia Business School.

The experience would change her life, leading first to leaving business school after one semester, then to two years of exploration before estab- lishing an underground supper club that sells out tickets within the hour and a culinary consulting business of her own. Dorsey spoke to us about how her underground supper club, Wednesdays, developed from a small idea to one of the most sought-after dining experiences in New York City and the struggles that it involved. From conception to testing to seeking the right customers, Dorsey told us about the challenges of bringing a successful supperclub to life in one of the most advanced culinary cities in the world.

Finding a Passion Columbia Business School al- lowed Dorsey the time to pursue what she had always loved: Arriving in New York City straight cooking. In the year before she after college, Dorsey had plans started at Columbia, Dorsey put to make a career for herself in fash- down her life savings as a deposit on ion consulting. Spending the bulk of her culinary school. “I didn’t think I would stay days surrounded by luxury goods, clothes, and in the industry,” she said, “I just went to school makeup, she believed that the path to happi- to learn and I fell in love with it.” ness was somewhere in the enviable closet of Three days after graduating from culinary couture. Though she excelled at her job, Dors- school, Dorsey was at Columbia. A semester ey couldn’t shake the feeling that she was un- later, she dropped out to pursue a culinary ca- happy. “I didn’t feel like I was being true to my- reer. “I didn’t know what I wanted to do, I free- self,” Dorsey explained, “and I wanted to find lanced for a long time trying to find my thing,” out what I wanted to do. But instead of doing she said, “but when you feel that natural pull anything about it, I procrastinated and applied inside about what you want to do, you kind of to business school.” don’t have a choice but to go and find what it is Ironically, getting accepted early into that you’re meant to go do in the world.”

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Though Dorsey could have returned to man- After two years, Dorsey launched her own agement consulting and pursued food on the food consulting business, and combined her love side, she felt that doing so would defeat the of food and connecting with others into the form purpose of what she was trying to do. Instead, of an underground supper club, initially called I for two years, Dorsey took on a number of jobs, Forgot It’s Wednesday. Currently called Wednes- working as a barista, juice sales, taking on re- days, Dorsey and her husband, Matt, offer a fine sponsibilities as a social media intern, being a dining meal with the aim of connecting interest- recipe tester, and working as a kitchen cook. ing people and stimulating engaging conversa- “I was literally prospecting every day,” Dorsey tion. The dinner series has exploded in popular- recalled of the experience, “it was like a two- ity, with tickets selling out within 25 minutes, year job application.” Her last salaried role was a 100-person wait list, and coverage from a va- at Le Pain Quotidien, where she was respon- riety of media outlets. While Dorsey admits it sible for menu development from concept to wasn’t easy, “when you know you have a passion execution. When we asked about her entre- that you have to pursue, you know,” she said, “and preneurial inclinations, Dorsey told us she had you just have to find the means to make it work.” always been business-minded. “I like working independently, and I like working on my own projects,” she said, “I’m one of those people, if Wednesdays it’s not my baby, I will never love it the same, and that’s all the makings of an entrepreneur.” Dorsey’s underground dinner series grew from a realization that despite having intelligent, smart friends, she and her friends rarely talk- edabout anything interesting. “We always talk about jobs, or interviews, or school,” Dorsey I’m one of those people, pointed out, “and Matt and I wanted to explore how do we probe deeper, how do we dig deep- if it’s not my baby, er, and how do you have the right environment for that? Because everybody wants to have a I will never love it connection with someone else and feel like you understand them and empathize with them and the same, and that’s have an interesting conversation. Most people all the makings of crave that, and I’d argue that in our social media saturated world, people aren’t fulfilling that an entrepreneur. desire. And what better way to do that than to invite people over for dinner?” — Jenny Dorsey Referred to by Dorsey as “fine dining meets intellectual conversation,” Wednesdays offers a seven-course meal prepared by Dorsey, paired with four courses of cocktails mixed by her husband, Matt. “It started as a casual concept,” Dorsey told us, “and we just got crazy enthu- siasm.” The Dorseys started with small dinner parties held at their own apartment, - exper imenting with ways to change the space and the food to transform the environment into one where “people are at ease to spill their guts to the stranger next to them.”

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Physically, we want no friction when diners are showing up, we want them To bring the concept to life, the Dorseys first to want to hang out and talk set up a website and hosted dinners once a week for friends and acquaintances. “We kept to people, but online, when it really open and honest and asked for feed- they’re actually getting the back, tell us what you want, tell us what you don’t want,” Dorsey told us. She pointed to an ticket, there needs to be example at their first dinner in which everyone no friction as well. stood up and introduced themselves. The idea was quickly scrapped for creating an awkward — Jenny Dorsey atmosphere. A friend asked if everyone could switch seats in the middle of dinner so that she dinners, the Dorseys aimed to make the pro- could speak with everyone at the table; that cess of obtaining a ticket as streamlined and idea was incorporated into Wednesdays and smooth as possible. “Physically, we want no remains a concept they adhere to. friction when diners are showing up, we want As Wednesday’s gained traction, the web- them to want to hang out and talk to people,” site was overhauled, menus were planned in Dorsey said, “but online, when they’re actually advance, a mailing list put together, and pro- getting the ticket, there needs to be no friction cesses were standardized. Much like their as well.”

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Finding the Right Customers

Though tickets are currently in high demand, Dorsey recalls “pounding the pavement” to find customers in the beginning. “We were posting on various groups online, we were posting on When you feel that MeetUp,” she said, “we were begging people to come, and there were some dinners where natural pull inside about there were only eight people there.” Though the experience was discouraging, Dorsey un- what you want to do, derstood that it would take time for her idea to catch on, especially as people tend to be rather you kind of don’t have risk adverse. “Sometimes people aren’t ready for you yet,” she said, “now tickets sell out in 25 a choice but to go and minutes, but it took three years to get there. find what it is that People are gifting you a special night, and they don’t want to go out on a date and have it be you’re meant to go do terrible, so they stick with something safe. You have to accept that it will take a little bit of time in the world. for people to see your idea as something that will offer them a good time.” — Jenny Dorsey Despite Wednesdays current high demand, initially, the Dorseys struggled with finding the right people. “At the beta dinners, we got some amazing people to come out to our dinners, and some that didn’t really understand the concept and didn’t care to understand the concept,” Dorsey told us.

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The experience pushed the Dorseys to pull back and re-examine what exactly they were trying to achieve. Now, when guests sign up for a ticket, they are required to fill out a short questionnaire with some difficult questions, such as “in society, what is something you want to rebel against?” or “if you had to start over and find a new job tomorrow, and money was no object, what would it be?” The aim is to keep the concept at the forefront of the guest’s minds, challenging them from the moment they sign up for a ticket, through the dinner. As Wednesdays gained popularity, and ticket prices rose, the Dorseys faced another prob- I think the fear is in lem: people began context to what are you to show up dressed formally. “The envi- really afraid of? Are you afraid after bringing the idea ronment was getting of what other people think, of Wednesdays to life, so stiff,” Dorsey said, the Dorseys did their “and you need to ac- or are you afraid of living first pop-up, hosting tively combat that. You your life not knowing 100 people. While the can’t watch the culture of who you are? event helped to promote what you want fade away.” press coverage for the To keep diners relaxed, the — Jenny Dorsey Dorseys, the experience was Dorseys currently ask people somewhat overwhelming. “We not to dress up, to show up in at- quickly realized that 100 is a pretty tire that is comfortable. The importance intense number of people, and it also doesn’t of creating a relaxed, open atmosphere also provide the environment that we really want gave birth to the idea of a Tasting Salon, where to,” she said. Now, the Dorseys limit pop-ups people can walk around, have small bites of bi- to thirty to forty people, “it’s a much more zarre little items from bugs to edible dirt, and manageable number, and you can still get most engage with both their surroundings and the people to interact with a good amount of the people around them. “It’s an evolution,” Dorsey people there.” said, “every idea evolves more than I thought it would.” Another unique aspect of Wednesdays is that the Dorseys refrain from operating out of another restaurant due to branding issues. Selecting Spaces “Space constraints are hard because finding a full kitchen in New York is difficult, and there are only so many spaces that will fit into our When we asked about finding spaces, Dorsey budget,” she said, “so we pick the spaces that told us about her current live-work loft, which we can afford that have the right look and feel. can comfortably host twelve for small dinners. But if you’re more open co-branding, you can But popups are another challenge. Six months work out of a bar or a coffee shop.”

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Getting Media Coverage

With Wednesdays becoming an explosive success, the Dorseys have received an enviable amount of press coverage. When we asked Nobody wants about it, Dorsey told us that, with the excep- tion of perhaps $50 worth of paid Facebook to write about you ads, the process has been entirely organic. “No- body wants to write about you until everybody until everybody wants wants to write about you,” Dorsey said, “once you get your first big hit, all of a sudden all the to write about you, other publications will come.” once you get your first Dorsey recalled that early on, she pitched Wednes- big hit, all of a sudden days to everyone, including comping a all the other publications dinner for an editor at a publication. will come. She received — Jenny Dorsey no write up or even an email response in return. “For a while, I really let that get Launching Necessities me down,” she said, “but When speaking about the fundamentals to finally, we just launching a business, Dorsey quickly pointed stopped focus- to how crucial it is to understand the metrics ing on it, and of your business, especially what you require as that’s the best ad- operating cash. “If you want to make money off vice I have. Don’t of it, you have to be smart about your space care about the press, costs and your food costs,” she told us, “so first it’s like playing hard to step, look at your financials. After your projec- get. If you don’t care about tions are done, do you have enough money to the press, they’ll somehow end actually run the business before it is returning up on your doorstep.” you any money (not even profit)? And then re- Instead, Dorsey advises focusing on the ally think about what your objectives are and people who are supporting you: your custom- who your audience is.” ers. “Make sure that they have an amazing time, In a city with an incredible number of food make sure they keep coming back, make sure and drink options, including various under- they keep wanting to talk about you,” she said, ground dinner series, Dorsey emphasized the and coverage will come naturally. “You’re not a need to understand your concept and to have better person if you get written up in things,” a story. “Unless you’re Mario Batali, and you Dorsey said, “it’s not reflective of who you are have that sort of brand capital, if you launch or how good your business is.” a concept tomorrow, no one is going to be

27 entrepreneurial chef Success Story interested in it if you are not telling them a spe- Dorsey also pointed out the importance of cific story,” Dorsey explained. To be successful, selecting the right people for your team. “If you Dorsey advocates distinguishing yourself from don’t have the right kind of people around you, similar events by focusing on a niche audience this is a lot of work,” she cautioned, “and you’re and emphasizing what makes your concept going to be unhappy.” Although underground special to them. dinner clubs are, by their nature, much small- er than a restaurant, Dorsey explained that its Dorsey also focuses on the entire expe- smallness can make the venture more difficult. rience, not just the food. “Everyone says, ‘oh A limited budget means fewer hands to do tasks well, if the food is good, it doesn’t matter,’” like washing dishes and requires that everyone Dorsey said, “that’s bullshit. The food needs to spend 14 hours working together, much like in be good, the drinks need to be good, but if you any restaurant. “That’s going to be your team, want to play above a certain price point, the and if your team isn’t on board,” Dorsey said, entire experience needs to be good as “it’s going to be a miserable experi- well because food otherwise is a ence for everyone.” commodity.” Though they have novel ideas, in terms of Facing Fears technology, the Dor- seys take a conser- You have to accept vative stance for the Though Dorsey makes it Wednesdays brand. that it will take a little bit sound easy, she admits Aware that social of time for people to see your that she felt intense media posts have a pressure and always low conversion rate- idea as something that had a fear of failure, to actual tickets pur- will offer them particularly due to her chased and result in immigrant background. only mediocre customer a good time. In addition, Dorsey also stickiness, Wednesdays feared being ostracized operates by sending out a — Jenny Dorsey from her community. “Most newsletter four weeks prior of the people I interact with on to an event. “We do not bombard a daily basis are from my past life,” people with information, we basically she said, “they’re consultants or invest- only email people when we have tickets,” Dors- ment bankers, they’re very established, and I ey told us. Although those emails contain news felt like I didn’t want to be the one that people about press coverage, new dishes and drinks, point to and say, ‘who knows what she’s up to?’ and new projects, they also crucially include a There was a huge fear that people won’t re- link to their Eventbrite page where people can spect you and won’t respect what you’re doing.” sign up for tickets. Wednesdays still pays at- However, she questions whether the com- tention to its social media presence, but Dors- fort of having a stable, salaried job is worth ey emphasizes the importance of hitting the the tradeoff of never knowing what you were ground and asking people in person to come to meant to pursue. “I knew I could be this per- an event and following up with that person. In son on LinkedIn and feel really good about my- the end, Dorsey states that social media is less self,” she said, “but does that make me happy? important for Wednesdays than crafting a gen- I think the fear is in context to what are you eral presence online with great SEO and hav- really afraid of? Are you afraid of what other ing an interesting story that will resonate with people think, or are you afraid of living your life others. not knowing who you are?”

28 entrepreneurial chef Success Story Success Story

Food Consulting Every small job I took, I used to think, ‘Why am I doing Outside of the supper club, Dorsey merged her prior consulting experience with her love this,’ but now in retrospect, of food and developed a business as a culinary I learned how both the consultant. Though she started with menu development and R&D related work, her business consumer, and the employee now includes helping brands launch bigger, wants to be treated. food-related concepts. As an example, she told us about a non-prof- — Jenny Dorsey it organization that hired her to help them open a community-run dessert shop in Haiti. “How is that dessert shop going to be incorporated into Like most successful businesses, Dorsey the community? How are people going to feel credits her clients for referring other brands and when they go into the dessert shop? Those are organizations to her consulting practice. “It’s a fun questions you can tackle using food, seeing lot of referral traffic,” she said, “if you’re top of food is the trifecta of all the things that I like,” the mind for your clients because you do good she said. work, then they will help you along the way.” When we asked Dorsey about the lessons she learned in opening her own consulting Connecting the Dots practice, she pointed to how the client isal- ways king. “Sometimes the client has a vision that defers from your vision,” she said, “and you At the conclusion of our interview, we asked need to go with your client’s vision. It’s hard, Dorsey about insignificant events that seemed, but at the end of the day, they’re paying you in hindsight, to connect the dots. “Every small to do that, and that’s one of the downsides of job I took, I used to think, ‘what is this? Why am I consulting: it’s not your business, it’s someone doing this?’” she told us, “like being a barista for else’s baby.” At the same time, the client’s vision instance, but now in retrospect, I learned how can range from the ordinary to the eclectic, and both the consumer, and the employee wants to you need to be prepared for it all. “Some brands be treated. Working in fine dining, what boosts say, they want an influencer dinner, and that’s employee morale? It’s not just about working at basic level stuff,” Dorsey said, “but if they want a place that has two Michelin stars, it’s about to get crazy, it really depends on how out there making guests feel respected and important.” they want to get.” She also credits people she has met along the Dorsey did tell us that there are some way that have supported her and Wednesdays common mistakes that brands make when ap- in ways she didn’t expect. A friend of a friend proaching consumer engagement, particularly wrote an impressive piece on her event, for in- in trying too hard and falling back on routines. stance, and another acquaintance introduced- “The biggest one is ‘let’s do ice breakers’ or Dorsey to her current sous chef. ‘people will naturally do X,’” Dorsey said, “that’s And the best piece of advice Dorsey has re- where things go awry. People will never natu- ceived? “There’s never a good time to do some- rally start talking about their difficult lives, nothing,” she said, “there’s always going to be an- body is bringing that up organically. You really other paycheck, promotion, event, mortgage have to set the right environment for them to payment, whatever – if you want to do some- do that and make them feel safe, and that’s on thing, you might as well do it now because it’s you as the host.” just a “bad time” all the time. Just do it now.”

29 entrepreneurial chef Top Ten Takeaways from Jenny Dorsey

1 If you have a passion that’s pulling 5 Understand your financials first, then you towards a certain industry, find your concept and your customers. Figure the means to make a career out of it. out what you want to do and how you Ask yourself if you can live not know- want to do it, then find the right custom- ing what could have happened if you ers. Craft a story that will resonate. choose not to pursue it. 6 Being niche is sometimes better than ap- pealing to a mass audience. 2 When launching a product or service, be prepared for evolutions and itera- Select the right team. If everyone isn’t on tions; ask for honest feedback to im- 7 board, everyone is going to be unhappy. prove your product. 8 Don’t be afraid of what others might 3 Don’t worry about press coverage. think of your career trajectory if you’re Being written up, or not, is not are- pursuing a passion. Ask yourself whether flection of who you are or how good a stable job would be worth the tradeoff you are. of never knowing what could have been.

4 Focus on the people who are support- 9 If you’re top of the line for your clients, ing you and your concept: your cus- they’ll happily refer traffic to you. tomers. If you focus on keeping them happy, you’ll eventually get the recog- 10 It’ll always be a bad time. Don’t wait for nition you deserve. an ideal time, just do it now.

30 entrepreneurial chef CORE supports children of food + beverage employees navigating life-altering circumstances/conditions. Learn how you can help at COREgives.org

COREgives.org Entrepreneurship Going from Restaurant Employee to Entrepreneur By: Anna Dolce

32 entrepreneurial chef Entrepreneurship

for their low barrier to en- Notorious try, restaurant industry jobs are often considered transit stops to bigger and better things. For many these days, “bigger and better” means entrepreneurship. If you work in a restaurant in hopes of someday becoming a business owner yourself – whether of a restaurant or not – here are 8 ways you can take full advantage of your opportunities as a restaurant employee and cash in on your dreams sooner.

Do more than what 1. you’re paid for As a restaurant general manager, I once con- fronted a server for giving “good enough” service to a guest. The server told me, “this isn’t my career, you know.” Good enough is not good enough. Even if your job is a temporary means to an end, doing more than you’re paid for will make you more valuable and create opportunities you wouldn’t otherwise have. Those who do just enough not to get fired, get paid just enough not to quit, and that’s all they get. Entrepreneurs who succeed have one thing in common: they constantly give more than what they are paid for. As a result, they get more than what they give. It may sound counterintuitive to selflessly give when you’re working for someone else. But entrepreneurship favors those for whom giving more than they are paid for is, in fact, a selfish act.

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Show up to Build human 2. your job 4. capital as a school Take every opportunity to build relationships at work and outside of Working in a restaurant is work. Financial capital is what many an entrepreneurship univer- of us want, but human capital can sity if you treat it as such. By often help us get there. Quality rela- design, restaurants are a unique tionships you build today can be a path business because all its compo- maker to your entrepreneurial goals. nents are gathered under one roof: product creation and development, You can’t build quality relationships sales, marketing, service, manage- without adding value to others, which ment, distribution, operations, fi- in itself can bring your biggest ROI in nances and much more. business and in life. Building relationships also helps you sharpen your com- If you study the business you’re munication and conversation skills. in, you can shorten a steep entre- There’s no easier way to meet new people than preneurial learning curve. This is especially true working in a restaurant. if restaurant ownership or business in the food industry is your goal. Too often we take the en- Set out to connect with at least one new vironment in which we work in for granted and person every day. Think of how you can help don’t look for learning opportunities. them get closer to their goals, and then do so. Pretty soon you’ll have an army of people ready Show up to work looking to learn from ev- to stand behind you and your goals. eryone and from every situation. Initiate projects, ask questions and offer help anywhere needed. Remember, the biggest return on your investment of time, energy and focus in your Work on job is not the financial paycheck you earn ev- 5. your mind ery two weeks, it’s the life and business lessons Being a successful entrepreneur demands a you can walk away with daily. growth mindset and constant, never-end- ing self-improvement. The world’s highest Apprentice achievers will tell you, the way they think has brought them more success and opportunities 3. than what they know. Fortunately, an extraor- Whether you want to open your own restau- dinary mindset can be developed. rant, be a chef, or start a business outside of the Reading develops your mind, imagination, restaurant industry, find someone who’s where creativity, verbal abilities, and communication, you want to be in business and become their which are all necessary tools for an entrepre- apprentice. Notice, I said become an appren- neur. Through reading, you gain the experience tice, not get a mentor. While getting a mentor and knowledge which takes authors years to to guide and advise you can be helpful, the acquire. Make reading a daily habit. Lacking best type of learning is experiential learning. time is a lame excuse entrepreneurs do not Experiential learning means learning through make. Fill your commute time, or any other reflection on doing. This can shave years off time when your hands may be busy but your your learning and research. mind isn’t, with listening to personal development books and audio programs.

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world’s infectious diseas- es combined. Stop consuming more information and getting ready to get ready. Your true credibility is in the action you take.

Burn 8. the boats Some restaurant employees tend to stay in Start the “biz” longer than they planned. The social selling nature of the business can suck you in. The 6. convenience of your flexible schedule can lead Selling used to be a dirty word. We’re finally to getting comfy-cozy, aka stagnation. There starting to realize, selling is not some manipu- comes a time when you need to leave all the lative, selfish act. Selling is leading and serving. familiar and comforting behind. When all the Selling is simply influence. Selling is how value preparation, learning and research leads to exchanges hands. The skill of exchanging value commitment. The commitment means to cut is one of the most important skills for an entre- off all other possibilities. preneur. If you burn the boats, you will take the island. You need to be able to sell your product, ser- Harvard Business School uses this definition of vice or idea if you want to be in any business. entrepreneurship: the pursuit of opportunity The best way to learn how to sell is to start beyond resources controlled. It means you’re selling. The fact is, you are a business even be- never going to be ready for entrepreneurship, fore you have an LLC, product or service. Take it means you’re always ready. opportunities to lead and move others into action. You’ll find that people need and want to be led. Start selling now, your current and future business depends on it.

Anna Dolce is a life & business You don’t need strategist, restaurant expert, 7. permission writer, speaker, and hospitality zealot. Anna works Some of us think we need a degree or a certifi- with restaurant owners, cate to give us permission to do what we want. entrepreneurs & hospitali- Some of us think we need more information. ty professionals who want Today both of these are frankly stalling tech- to get more out of their life niques. Formal training or a degree is not a pre- and business. Anna has spoken requisite for entrepreneurship. from the TEDx stage, conferences Your credibility comes from having an idea and industry shows on the topics of which you act on. No amount of training and service vs. hospitality, entrepreneur- degrees can teach you and prepare you as well ship, leadership, sales and organiza- as doing can. Consuming more information tional culture. Connect with her at is paralyzing more entrepreneurs than all the AnnaDolce.com.

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37 entrepreneurial chef Leadership

he first and most basic prereq- uisite for culinary leadership is the desire to lead. After all, it takes hard work to become an effective culinary leader and if you are not prepared to put in the work, or if deep down you’re not sure whether you really want to Tlead, you’ll struggle to convince your team that you are worth following. It can be difficult for team members to deal with a former peer becoming their boss – and it can be difficult for you, as the one in charge. You need to accept that you may not always be liked, and you have to be careful of what you say. Some people may resent your promotion, and changes in expectations can cause confusion. Leaders create the operational vision and set the direction for their organization. But it is their ability to motivate and inspire people that allows them to deliver that vision of excellence. So, how much do you want to lead? To manage the transition, be aware of the obvious and subtle ways that your relationships with former team members have changed. If you find ways to communicate openly and Talk. Communicate with your team right from honestly about expectations, this will help you the start. As far as you can, share your concerns be successful. Being respected is more import- about the transition, and invite them to com- ant than being liked – and understanding this is ment. You may also have to address the hurt the first and most important step in beginning feelings of those who also wanted your new to lead your former teammates. position. This can take a great deal of diploma- So, how do you manage the difficult learn- cy, sensitivity, and understanding. ing curve of becoming a boss, and the delicate balance of leading former peers? There’s no Communicate your expectations. Your new immediate or easy solution, and you won’t be team isn’t used to working with you as a boss. perfect. However, by understanding the chal- Figure out your routine, and let them know lenges and by keeping an open mind, you can what to expect. develop new ways to relate to your team that are effective and produce results. Will you have regular team meetings? Here are some strategies that you can try: Will you have an “open door” policy? Be humble. Accept that you’ll probably make What are your priorities? mistakes, and be willing to admit them. It’s also How will you communicate? important that you don’t boast about your new position or success. People can brag or show What are your objectives? off in subtle ways, so be careful. How will they be evaluated?

38 entrepreneurial chef Leadership

Clarify and regularly up- date your expectations. The sooner you start a pattern of open communication, the better.

Establish boundaries. You know that you can’t be everyone’s friend the way that you were before. Think about what this means and how your relationship with others will change. Give everyone equal attention – avoid spending time with just one group of people. Attend team social functions, but leave ear- day – when you were one of the team. Howev- ly so the team can talk freely among them- er, by not delegating, you may unintentionally selves. communicate, “I don’t trust you to do as good a job as I do.” Delegating is empowering. It’s mo- Build a social network with your new peers tivating, and it builds trust. The quicker you can (your former bosses). establish trust, the stronger your new team will Dress differently – this can be a subtle in- likely be. dication that your position is now different. This can be as easy as an up-scaler chef coat. There is no doubt if you follow the tips from above a solid foundation will be built and your Be careful about what you say. Unfortunately, leadership influence will begin to take shape – you probably can’t be as free with your opin- happy leading! ions as you used to be. When you express dis- satisfaction with something, you may influence your team. If you say that you don’t like someone, you may affect your team’s attitude to- Christian is a Chef, life & business ward that person. As a boss, you have to watch coach, food enthusiast, & world what you say and understand that your words traveler. He started the Cu- have the power to influence the opinions and linary Leadership Acade- behavior of your team members. my as a way to openly & passionately share his life, Delegate. As a new leader of former peers, your goals, & mission with the job has changed from “getting things done” to world. Christian helps people “managing people to get things done,” so it’s build their businesses, creating extremely important that you delegate effec- freedom, achieve goals, improve tively. Don’t make the mistake of thinking that productivity & unlock the best versions you can do it all because you’re the boss. You of themselves. Get a copy of his still have the same skills and abilities as yester- Leadership Success Indicator Here.

39 entrepreneurial chef CONTENT WORTH READING

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Design Your Dish, Franco Lania

Design Your Life

41 entrepreneurial chef Success Story

to find his way as a troubled teenager, Master Chef Franco Lania credits food for saving his life. Fresh out Trying of high school, Lania’s father took him kicking and screaming to Kings Supermarket in Short Hills, New Jersey. By the second week, Lania was enjoying his training as he dis- covered flavors and tastes he never knew existed. The result was a teenager who would come alive and begin a love affair with food. Not only did he become adventurous with his palate, but he also yearned to understand cooking on a deeper level. It wasn’t long before Lania would find his passion for cooking from which he later created the philosophy, “As you design your dishes and design your meals, you can design your life.”

Lania relocated to Miami and be- partment is headed by the world-re- gan working with a small Italian nowned Jacques Pepin, Lania be- restaurant on South Beach. came the first American to hold Soon after he would feel a the Italian Chef position. He nourishment that hadn’t been frequently appears as a guest present in a long time. He chef on Celebrity Cruises’ realized cooking was thera- transatlantic crossings. peutic for him as the mouth- watering aromas enlivened Chef Franco Lania now trav- him. Lania would experience an els the world teaching people awakening that would equip him about the joy of food, cooking to orchestrate a plan to face life and how it changed his life. He is a again. He recalls the period in his life an chef with a mission of “making the world “inspiration inside of him that he shares with a better place.” Lania’s passion for the kitchen thousands of fans across the globe.” From then and its potential to heal the soul have made on, Lania was firmly entrenched in the notion him a grassroots sensation, inspiring culinary of how food can heal us all, yet never lost sight professionals and novice foodies alike. of the joys to be found in designing his career. In our interview, we explore the entrepre- Lania’s career has brought him to some of neurial leap Lania made full-time and address the most highly-acclaimed restaurants in the United States and Europe: La Grenouille, New the fears he experienced and subsequently York City; River Café, Brooklyn, NY; Pinot Bis- overcame. We dive into the inspiration of his tro, Studio City, CA; Blue Door, Miami, FL; food product, Minnesota Wild Rice Griddle Dorchester Hotel, London, and the two Mi- Cakes, and the process required to transition chelin-starred Sadler, Milan, Italy. His love for from idea to on the shelves. Finally, Lania travel and cuisine lured him onto luxury cruise shares his advice for aspiring food entrepre- lines. On Oceania Cruises, whose culinary de- neurs looking to make their mark in the world.

42 entrepreneurial chef Success Story

The Q&A with Franco Lania

In looking back over your career, did you make a conscious 1 decision early on to become an entrepreneur or was this organic over time?

That’s a good question! When I started my culinary journey over 20 years ago, it was all about going as far and wide as possible to acquire knowledge from great chefs from around the USA and then eventually over to Europe. This quest for more knowledge and more travel eventually lead me onto luxury cruise ships and cooking at sea. I spent many years honing my craft and dedicating my life to being a “Culinary Cowboy,” a term used by my friends and I to refer to the traveling and cooking lifestyle of a chef. Eventually, the entrepreneur side of it all came organically after many years of dedication to cooking. 43 entrepreneurial chef 1 Success Story

When did you first take the entrepreneurial leap full- 2 time and what was this period like for you?

I first took a real entrepreneurial leap right after 9/11. I am a 9/11 survivor and was evac- uated from the second tower shortly before it was struck be the airplane. I was up on a high floor getting ready to take a mandatory Food Handlers test. I had just come back from study- ing and working in Italy and was hired by the BR Guest Restaurant Group of NYC. After being caught up in all the horrific events, I never looked at cooking or being a chef the same way again. I realized, that day, how precious life is. And how quickly it can be taken away. It was a time in the USA when things became very unclear and difficult. It definitely was a day when the world changed forever. I wanted to help people via what I knew how 2to do, through cooking. I was no longer enam- ored with the cool, hot, trendy, sexy world of cooking that’s all-important in the grand scope people to get cooking in the most fundamental of culinary arts; it doesn’t do much for the av- way and to receive that warm embrace from erage person who’s struggling through a hard the stove. This was the beginning of my entre- time and greatly needs some nourishment and preneurial leap, to go from cooking as a means reassurance. to acquire personal culinary skill and knowl- Personally, through all my hard times I edge, to cooking as a way to inspire others to viewed the stove as an “old friend” who was get up, walk over to their stove and cook even always there to give a warm embrace when I the simplest of things, especially in troubling needed it most. I knew this idea could inspire times. We all know that one of the first things people to get cooking. It could reconnect peo- to go out the window when we hit a tough time ple that love to cook but for some reason lost is that we don’t eat right. This is where many interest or spark an interest in those that had things can begin to go wrong. In order to turn it no real interest in cooking, but were ready to around, I encourage people to get up and cook, try something new to help them move out of nourish themselves from the inside out so they a difficult time. I believed it would get people can get moving, think clearly and begin to or- cooking in a very basic way, getting them, nour- chestrate a plan and take appropriate steps in ished and help build some reassurance in their the right direction. lives and feel good. So, basically at first, I didn’t have a product So, I stepped out into a new light – the oth- to sell as an entrepreneur. I had a message to er side of cooking – and began to encourage share. And it grew and grew!

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Were there any Showing true Minnesota hospitality, my hosts invited me to an afternoon of Midwest fears you had to fun. We visited, among other things, a nearby overcome, and if so, Bison farm and even a local clay target shoot- how did you ing club. Their only stipulation was that I pre- 3 parea dinner back at the club’s lodge. get through them?

The biggest fear I had to overcome was the fear of rejection. I absolutely believed in myself and my message. I knew my intentions were good and I was only looking to help people. But, I wasn’t sure how it would be received. I overcame this fear by taking every opportunity I could to go out and talk to people, speak at All feedback events, and lecture, even on cruise ships. Even- tually, I saw that people were very receptive is good and many started to follow my work. feedback, In 2013 you had a even flash of inspiration to the negative 3create a new prod- 4 uct – Minnesota Wild Rice Griddle Cakes – immedi- comments. ately after the idea, what was — Franco Lania your first step to bring your product into existence.

I was hired by one of the largest food cor- porations in the USA to be a member of their Culinary Advisory Board. My professional experiences in and out of the USA, along with my cruise line experience, educational background and my entrepreneurial leap as an inspirational cooking advocate helped to add value to a pan- el of 4 other very well-accredited chefs. This company sent me, in October of 2013, to the Schwann’s Culinary Center in Marshall, Min- nesota to headline the Fall and Holiday Cook- ing Show. Once there, I shared my story and inspirational cooking concept to an audience of several hundred people as I cooked four au- tumn-inspired recipes.

45 entrepreneurial chef Success Story

It is crucial to stay focused during the growing pains and believe in your product more than ever. — Franco Lania

46 entrepreneurial chef Success Story

At the end of the day, I found myself in this practical (in the tiny kitchen), but not be so pre- tiny lodge kitchen where the guys brought in dictable. pumpkins, squashes, kale, bison steaks and As a classically-trained chef, I often made an Minnesota Wild Rice. The wild rice was the Arborio rice (risotto) pancake. So, I went with only thing that sort of stumped me. Wild Rice this thought. I substituted Wild Rice for the is the state grain of Minnesota, so I wanted to Arborio and added some chopped ginger and make something different and memorable. I, scallion to the batter. also, wanted to cook it in a way that would be PRESTO! Minnesota Wild Rice Griddle Cakes were born. Within minutes of hitting the table, the griddle cakes were gone, and all were asking for more. One wise soul suggested they should be available for everyone; people would love Personally, through them! I was told that if we were to box these griddle cakes, they would sell like “hot cakes.” all my hard times As soon as I returned to my hotel room, I researched where I could buy the wild rice in I viewed the stove as bulk. Now the wheels were in motion. an “old friend” who was always there to give a warm embrace 4 when I needed it most. — Franco Lania

47 entrepreneurial chef Success Story

After taking the first hands-on and is very considerate of startups. Together we made a few dozen sample runs. step, can you shed This was an exciting day! And then the real some light on the hard work began. 5 process to get the It took many years and several hard knocks product on shelves? Perhaps but eventually things leveled off. During this in- some of the steps taken in se- fancy stage is where many entrepreneurs lose focus and veer away from the business plan. quential order? It is crucial to stay focused during the growing pains and believe in your product more I took a huge entrepreneurial leap of faith than ever. The food entrepreneurs that I’ve and as soon as I got home from Minnesota. I met along the way on this journey all say the dedicated every waking hour to this project same thing. If you can weather the storm of the and pretty much dropped everything else. I can first 3 years or so, you’ll probably start seeing be a super-focused guy and 100% in the zone. results from all your sacrifice and hard work. I brainstormed with my business partner. We I look at it as being very similar to the restaurant tasted and tested as I formulated the recipe for business. We all know that most restaurants mass-production. Then we worked on several fold up within 1-3 years. Those that can make prototypes for box designs. I created new tabs it to the 3-year mark have a greater chance of on my website to help promote and explain becoming a successful business. what Minnesota Wild Rice Griddle Cakes really are and why people should try them, and buy them. With that, I made several videos to promote and explain about my product. Pro tip: Video is a very important and crucial The process I use step. Many startup entrepreneurs overlook it, due to expense or wanting the perfect place to evaluate business to shoot the video. I say don’t get too hung up on hiring a professional videographer and look- ideas is pretty simple; ing for the perfect setting. Many cellphones- capture great video, and nearly everyone has I must first and foremost one. Find a quiet well-lit place and explain your product to the world. Keep it simple, enthusi- be able to wrap my astic, and as concise as possible. This will cost next to nothing, and it is great practice. As you heart around it. create a “buzz” about your product and grow, you can eventually get fancier with profession- — Franco Lania al videos, etc. I am happily in my fourth year. It was a great Eventually, my partner and I took another business learning experience. And I’ve recent- entrepreneurial leap of faith and opened an ly moved into an online business with a local LLC called I-Chef, created a business plan, and culinary superstore in New Jersey named Chef began to look for a food production company Central. As an entrepreneur, it is vitally import- that could make my vision come true. ant to tap into the online market. Many people After months of researching, we found PA do a great amount of shopping online in the DRY MIX in Lancaster, Pennsylvania. They comfort of their own home. It’s another sales proved to be a great fit. The owner is very avenue to explore and create revenue. 48 entrepreneurial chef 5 Success Story

Startup entrepreneur businesses are a marriage, and you must feel good about it before you take the plunge. — Franco Lania

How did you the direct interactions with the shoppers, I was often told that they would love to see a glu- determine the ten-free version. After hearing this hundreds of product was worth times, my partner and I developed a fabulous 6 your time, energy, gluten-free version, and we will be rolling that and money to pursue? out in the next few months.

Once I created sample products, I simply went Throughout the out and tested the market. My product was process of bringing packaged and boxed in the Lancaster, Pennsyl- vania area. The area is very diverse and proved your idea to fruition, to be a perfect place to use as a test market. 7 what surprises did I would go to local grocery stores on week- you encounter along the way? ends, farm markets, and high-end supermar- kets to give out free samples and literature to help promote my Minnesota Wild Rice Griddle Unfortunately, in business, there is always an Cakes. I even went on several television shows element of people that prey on the naiveté to market my product to a large audience. of startups. These unscrupulous people will The flip side to that is – I would get instant create many unnecessary setbacks in your feedback from the shoppers. The feedback was business. As soon as you feel the slightest always much more positive than negative. So, inclination that you’re being run around or tak- I knew that I was on to something. Also, from en advantage of, cut those people loose. ASAP! 649 entrepreneurial chef Success Story

When your For those aspiring product became to create a package- market-ready, what able food product, 8 was your marketing 10 what advice do & advertising strategy? you have for them?

It was a pretty straight forward strategy. I was Find a need and fill it. That’s an old marketing the face of my product. Therefore, I was to go strategy, but it’s very true. Basically, create out to all the stores that took in Minnesota something that’s not there, but you feel the Wild Rice Griddle Cakes and cook. I knew that greater public not only will like it, but there is if they tasted it, they would buy it. a great need. For example, gluten-free, organic, and non-GMO products are hot. There is a need for more, but something different than what’s already there. Make it affordable, easy What was the to make and versatile, and you’re halfway there. hardest part of creating your 9 product, from idea Similar to above, to on-the-shelf? however, what cautions do you have for them? The most important part of this was finding the 11 8right co-packer. The hardest part was finding a good food broker and reputable distributor. I would caution people to do some market research. Once you have some samples of your product, go out and test it on friends, family, local supermarket shoppers, etc. All feedback is good feedback, even the negative comments. Then use what you’ve learned to work the kinks out of your product. Also, be very careful to surround yourself If you can weather with people who you can trust. the storm of the first What was the hard- 3 years or so, you’ll est business/entre- probably start seeing preneurial lesson you 12 learned to date and results from all the situation behind the lesson? your sacrifice and The biggest entrepreneurial lesson I learned hard work. was to not make more product than you need in the beginning. To introduce your product, — Franco Lania you’ll need to have some as samples on hand.

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This will be an out-of-pocket expense. During Can you share the my first year, I was advised by my food broker to pre-package a good amount of product so best piece of advice we would have it on hand as orders came in. you received that Orders, at that time, came slowly, and the out- 13 helped shape your of-pocket expense was great. As time passes, entrepreneurial career? food products expire. So, if your orders are slower than your expiration dates, you’re in trouble. I fell victim to this early on. The best piece of advice I can share is So, I learned and now keep a very reason- to feel passionate about what you do. Then you able inventory on hand and take pre-orders as can find that void in the market and fill it in a often as possible. It’s a win-win for everyone. way that people will not only like it but also feel The product is as fresh as possible and out of that they need it, or at least that they need to pocket costs are at a minimum. try it.

Do you have a process for evaluating new All opportunities, 14 business ideas or opportunities?13 If so, how even as insignificant as they may seem, do you decide whether they are worth your time, energy, are a step toward other and/or money? opportunities which bring you closer The process I use to evaluate business ideas is pretty simple; I must first and foremost be to success. able to wrap my heart around it. Startup entrepreneur businesses are a marriage, and you — Franco Lania must feel good about it before you take the plunge.

Can you share with us how you were able to fund your 15 product?

At first, my partner and I used our own money, which is not unique. Once you can show some success stories, banks will be able to offer small business loans. You can grow from there.

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Using Steve Jobs’ Meaning, I would set a goal and work toward it nonstop. Once I reached the goal, I would cel- quote about not be- ebrate be going for a nice dinner, treat myself ing able to connect to a day at the beach with my daughter, or rel- 16 the dots looking for- ish some downtime with family, before getting back on the entrepreneurial horse again and ward, only looking backward, dash off to the next milestone. when you look back on your career, where have the dots connected? Can you share how something seemingly insignificant at one point in your life or career ultimately led to great opportunity or levels of success?

In terms of my product, it’s very simple to do As an entrepreneur, this. If I hadn’t agreed to cook dinner for those it is vitally important 30 men at the shooting lodge in Marshall, Min- nesota, you wouldn’t be interviewing me today. to tap into the online All opportunities, even as insignificant as they may seem, are a step toward other opportuni- market. Many people ties which bring you closer to success. do a great amount of shopping online in the The industry can be rather demanding, comfort of their own and work/life bal- home. Find 17 ance can be tough to achieve, so how do you achieve a need and fill it. balance and what advice do you That’s an old have for food entrepreneurs marketing strategy, who struggle in this area? but it’s very true. Ha! This is a bad question to ask me. I’ve had — Franco Lania no balance in my work life for many years. The food world is an all-consuming career. It is your life. Balance shows up after years of hard work and dedication. Then it’s not so bad. The best advice that I could share thought is – that during the building phase I would constantly give myself “milestone breaks.” 1752 entrepreneurial chef Top Ten Takeaways from Franco Lania

1 Sometimes the best entrepreneurial 7 Entrepreneurial ventures are like a journeys happen organically. marriage; you must feel good about them before you take the plunge. 2 Don’t fear rejection of your idea and allow yourself to become paralyzed 8 Create milestones and celebrate from taking action. the wins along the way, no matter how small or seemingly insignifi- 3 Find a need in the market and work to cant. fill it passionately. 9 No matter how insignificant things 4 Do market research, test your ideas, seem in your journey, you never and iterate as required. know how important they are in the grand scheme, so keep moving 5 Be open to both positive and negative forward enthusiastically. feedback. 10 Be cautious of unscrupulous peo- 6 Be careful not to overproduce your ple who are looking to prey on your products, in the beginning, so you’re business. If they appear, lose them not stuck with inventory excess. quickly!

53 entrepreneurial chef WORLD’S LEADING Food Truck Manufacturer

Call Today! 888.418.8855 www.PrestigeFoodTrucks.com Growth Mindset Getting Comfortable with Being Uncomfortable ( Part 2 ) By: Adam M Lamb

55 entrepreneurial chef Growth Mindset

The odd thing about us humans is that it doesn’t even have to be actual pain for us to start shaking in our socks. Just the anticipation of perceived pain is enough to have an adverse “Comfort is a stance reaction, profoundly affecting our efforts to of avoidance rather than move forward in our lives. the pursuit of excellence.” Thus informed that we, as human beings may, in fact, be psychologically predisposed — Craig D to running from discomfort, I’m still going to advocate that we ‘get comfortable with being uncomfortable.’ find some truth in the above quote as I If ‘complacency breeds contempt,’ then can have recognized that historically, I have it be equally said that ‘comfort breeds compla- gravitated away from pain and moved to- cency?’ If so, then is comfort the same thing wards pleasure. It was a harsh awakening as contempt? Safe in our complacent comfort, that didn’t feel very good when it arrived. what would we then hold in contempt? The fu- II finally understood that I had used sex, drugs ture, progress, our success? Each other? and rock n roll to feel better about myself. Up until that moment, I had avoided looking at my How many of us have been guilty of sacrific- reflection in the mirror, openly and feel the dis- ing an unknowable possibility that might feel comfort that was my life then. risky for something safe, familiar and know- able? Sigmund Freud is credited with quantifying the ‘Pleasure - Pain’ principle in psychoanaly- I know I have, and I wonder if my life is sis. Much earlier than Freud, Stoic philosopher, somewhat less because of it. If God favors the Aristotle noted in 300 BC that, ‘We may lay prepared, does he also look down auspiciously it down that Pleasure is a movement, a move- on the bold? ment by which the soul as a whole is consciously “Audentes Fortuna Adiuvat,” indeed. brought into its normal state of being; and that Pain is the opposite.’ The truly bold feel fear and discomfort in anything they attempt, let it pass through them and do it anyway. Confusion, distress, sadness, joy and ela- tion are all emotional reactions to a perceived or actual outcome of a particular expectation. Sometimes we can get bummed just be imaging how an event will play out before it’s even happened, based on our experience or history. The feelings of comfort or discomfort are entirely subjective, and of themselves meaningless, until they are attached to an outcome, linked to an expectation.

56 entrepreneurial chef Growth Mindset

Want to feel ease and flow instead of the As in part one of this series, I’m using the rollercoaster of conflict and contrast? Then re- word ‘honor’ in the following recommenda- lease your attachment to what you expect will tions for a very particular reason. Wikipedia happen. Sounds easy, but it takes practice. For defines honor as “an abstract concept entailing years I struggled with the idea that I could have a perceived quality of worthiness and respectabil- a desire, plan or an aspiration and release my ity that affects both the social standing and the attachment to its eventual outcome. At first, self-evaluation of an individual or corporate body it felt a little crazy, creating this thing that I such as a family, school, regiment or nation.” wanted in my heart, only to forget about it, and What does it look like to honor yourself, get back to what was showing up for me in my as you would others? Let’s take a look at two present. Initially, it felt weird being uncondi- more examples of what it takes so that we may tional, like a new pair of jeans which weren’t ‘get comfortable with being uncomfortable.’ broken in quite yet. The benefit of the expansion of possibility in I was taught, trained and shamed that, as our lives lies just on the other side of taking a man and a professional, I had to know what some inspired action. was going on – or what was going to happen Aren’t you worthy of the attempt? - and be found worthy to any challenge, lest I be declared to be something other than a ‘ca- pable man.’ Having all the answers became exhausting. The discomfort, instead of flowing through, and out of me, became stuck, laying in the pit of my stomach, eating away at my real nature. I became a tin pot tyrant, separate from co-workers and family alike. I feared being found out for the fraud I suspected I was. It kept me trapped, frozen in my certitude; unwilling to consider any other way of being. I was deaf to what my discomfort was trying to tell me. I was not, as yet, comfortable with being uncomfortable. Instead, it was something that I tried wrestling to the ground, defeating it with my will. Or worse yet, I ignored it, pretending that everything was OK. “I got this.” Yea, sure. ‘Not knowing’ can be a scary thing. It can also be freeing, depending on one’s perspec- tive. My life has become one of constant won- derment since I have abandoned my habit of seeking safe harbor amid the storm of sur- rounding events. I’m going to propose a few things that have worked for me; maybe one or two of them will assist you in getting grounded and centered, re- gardless of the fact that all around you events or conditions may seem unsteady.

57 entrepreneurial chef Growth Mindset

Honor your space going to wish her father in law’s health challenges were anything else than what they were, or hope that they would go away. I thought, ‘Holy The more aligned you are with your purpose crap, that’s an excellent way to think about it.’ or mission, the less resistance there is, and the She had decided to be very scrupulous about quicker things unfold for you. New discoveries the feelings she had around this so-called trag- in quantum physics quantify this equation, but edy. She reckoned that the contrast between I don’t want to get all woo-woo with you right what she wanted, and what was showing up now. The exact mechanism is not relevant here, were two different things but that they were but a simpler way to describe it is: imagine for both sides of the same coin. Her acceptance a moment that your life is an electrical charge of the situation and the grace with which she running through a wire. The speed of which was moving through it was inspiring to me. She that charge runs through the cable is depen- taught me a valuable lesson, without trying to. dent on the metallurgy of the wire, how many connections there are with other lines and how One can choose to be comfortable in un- much resistance stands in its way. The less comfortable situations, simply by being so. resistance there is, the more fluid the charge She wasn’t trying to put a brave face on it, runs. Clear away the blockages, and the or be stoic about the condition of her faster the flow becomes. father in law; she had only decid- There are many people, ed to keep her power by feel- events, and things competing it all, and being thankful ing for our attention at for It, anyway. She wasn’t any given time. It may creating resistance by seem hard to know, throwing around neg- sometimes, which One can choose ative or useless emo- to give your energy tions; after all her fa- to. Discernment is a to be comfortable ther in law would not powerful tool but one get any better by her that isn’t always avail- in uncomfortable being sad, or fearful able because it’s easy nor angry or worried to get sucked up into situations, about the outcome. something or someone simply by being so. She chose the energy of else’s drama. gratitude, as uncomfort- So how can you know if — Adam M Lamb able as it may have been to this ‘something’ before you is stand in that space, at first. worth giving your power away to? That was a powerful realiza- A cherished friend of mine is going tion for me, one that I was grateful to through a rough patch. Her husband’s father her for exemplifying; showing me what that was recently diagnosed with an aggressive looked like in a body, on a planet. form of cancer, and the prognosis is not very First, be aware of that which you give at- encouraging. Every day brings with it anoth- tention to. I started to read the paper ob- er trip to the hospital, more tests, and some sessively to find out what was going on in setbacks. I recently asked her what she was the political sphere, but I soon realized that thankful for, thinking that I might be able to my indignation did nothing to shift the sit- take her mind off her circumstances. “This’ she uation; it only consumed my time – a pre- murmured, meaning everything that was going cious resource for me, and left me feeling on. She further explained to me that she wasn’t helpless. My anger or sadness didn’t change

58 entrepreneurial chef Growth Mindset

the events occurring three thousand miles my family, the only thing I could think of was, away. The only thing that would make a dif- ‘How the heck am I going to get the money I ference is the action I took, right where I need?’ It became a daily mantra. However, was, so I decided to stop reading the paper, I could not think my way through the mess. or at the very least so often. Finally, I asked a buddy who had some hard friends if he knew anyone that I could borrow Decide what you want to let into your money from, for a price. The vig was going to ‘space’ or ‘lane’ as I had heard her call it. be a hard pill to swallow, but as things stood, I Ask the question, ‘Does this empower or was willing to kick the can down the road a bit dis-empower me?’ to get a little breathing space. Start unsubscribing, deleting or remove all My friend looked at me for a moment, tak- those emails, social media sites, circum- ing stock of me and my situation and finally stance and people from your life that take said, “I could ask, but I won’t. It would break my your power away or sap you of strength. heart to see you hurt if you don’t pay on time.” Keep your ‘line’ clear. Ask those same ques- I remember being irritated at the time that he tions before you opt in or wouldn’t help me. It took subscribe to anything several months for me to new. The reality is, understand that he did, we only have so in fact, assist me. In- much time in a day stead of doing the easy to give our energy thing and making the to anything so be call, he forced me to wary of what you consider other possi- let it. bilities. His was an act Surround your- of true brotherly love, self with people, whether I recognized it events, and informa- at the time or not. tion that energize and Left without any option activate you positive- to secure the funds I needed, ly. What you ‘stand for’ is I let go of all my strategies and stronger than what you ‘stand finally faced the problem that was against.’ behind the reason for the money. Only when I had to nowhere else to go in my Honor your heart’s wisdom mind did I finally consult my heart’s wisdom. With alarm bells clanging in my soul, I got into a quiet space. I’m not going to kid you, Have you ever made a decision coming from with all I had going on at the time, it took me a fear, stress or being uncomfortable? In the little while to get there. Breathing deeply for a West, we have been taught, trained or shamed few minutes, I then asked, ‘Is there anything to into believing that there isn’t a problem that we say? Is there anything to do?’ The answer was can’t think our way out of, but the truth is that instantaneous, ‘Have the conversation.’ the real, actual answers don’t exist in our minds It wasn’t the easy answer nor did I want to at all, but in our hearts. do it, but I did. Uncomfortable as the conversa- Many years ago, I was in a desperate state of tion was to start, my ex-wife and I came to an affairs. I needed money, and fast. Things were arrangement that met both our needs and we so bad that try as I might to focus on work, or went on with our lives.

59 entrepreneurial chef Growth Mindset

When things become uncomfortable or reconnect to what’s vital, and what’s entirely stressful: possible for you, and the ones you love. Find a quiet space Ah, being comfortable is overrated anyway. Close your eyes Breathe in deeply to a count of four Breathe out deeply to a count of six Adam is a Culinary Mentor, Author, Wait for the mind to shut up and Speaker who has spent THEN ask the following questions: Is there the last 25 years as an Ex- anything to do? Is there anything to say? ecutive Chef running high profile restaurants, hotels, Getting the answer from your heart will and multi-entertainment allow relaxing into the action suggested, easing complexes. He leverages his or eliminating your discomfort. If the answer is, passion and experience in his ‘no, there is nothing to do or say’ even better! Coaching practice with Culinary You can now unwind and focus on something Professionals, Business Owners & else. Thought Leaders all around the world. Along your journey, there may be many un- He is also the host of the only radio comfortable moments. In those moments of show for chefs by chefs, contrast between what you think you want and Chef Life Radio. what’s showing up, use the momentary discom- You can learn more by visiting: fort as an excuse to ‘reset the deck.’ Remem- www.foodwerksinc.com and ber to acknowledge that being uncomfortable www.chefliferadio.com. means that it’s time to consider how, and why you’re making the journey in the first place and

60 entrepreneurial chef

Success Story

Zac Kara

Entre preneur ship Has No Age

62 entrepreneurial chef Success Story

excelling at tennis to cooking to acting to writing his own - cook book, 14-year-old Zac Kara likes to set a goal and achieve it. A simple Fsuggestionrom by his sister to watch a cooking show sparked Kara’s interest in cooking and has resulted in an entrepreneurial venture into YouTube cooking shows and a book. After only 18 months of cooking, he appeared on MasterChef Junior, only getting eliminated when chosen by a competitor to cook pig’s ear. Despite this, Kara has taken an impressively business-savvy approach to his budding career, using MasterChef Junior as a launching pad for his own personal brand.

A self-proclaimed “normal” 14-year -old, Kara currently juggles schoolwork with tennis, acting, producing cooking shows, and most recently, writing a cookbook. In this interview, he spoke with us about how he started cooking, the entrepreneurial approach he has taken to his new career, and how he built an impressive following on social media.

Background who, if I set a goal, I’m always going to go in there and get it done,” he explained. Rath- An Orlando, Florida native er than being intimidated by and a serious competitive kids his age cooking on na- tennis player, Kara had no in- tional TV, he found it inspiring terest in cooking until a chance and thought to himself, “if they viewing of MasterChef Junior. can do it, why can’t I?” Encouraged by his sister to watch After rounds of auditions, competition cooking shows, Kara Kara appeared on season 4 of Master- quickly decided that he wanted to try his Chef Junior. Kara noted that a major differ- hand at cooking. “I decided I really wanted to ence in watching the show and actually being be on that show,” Kara said, “so I became my on it is that, as a spectator, he was much more Mom’s sous chef for the next couple of months. critical. “When you’re actually competing, you She didn’t really think much of it until I enrolled don’t see half the stuff that you would see as a myself in an online cooking school.” spectator,” he said, “but that’s also part of the competition.” Kara also explained how he had Online, Kara learned how to break down a to learn how to cook under pressure, and trust chicken, how to chop correctly, and make his completely in his skills. His culinary acumen own chicken stock. From there, the idea to and skills took him to the final four, an impres- audition for MasterChef Junior only became sive feat for someone who had only been cook- stronger. “I’ve always been the type of person ing for 18 months.

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Though the pig’s ear was his downfall, Kara told us how the experience taught him that failures can actually be opportunities. “I learned that with every failure there can be a success,” he said, “and I was really grateful that my family I learned that with was there to support me and being on Master- Chef Junior really resulted in a lot of things.” every failure there That’s quite an understatement, as Kara is currently immersed in schoolwork, tennis, can be a success. acting, and cooking. “I can’t wait to see what’s — Zac Kara next,” he said.

it’s always about being ready to adjust to high Competition Cooking pressure situations.” Kara attributes his experience playing tennis When we asked Kara about his experience to helping him stay calm while on air. Howev- cooking on TV, he told us that the most import- er, he is quick to point out that this can be a ant thing he learned was to always be ready learned skill that can translate over into many for the unexpected. “You can practice this one areas of life. “Once you believe in yourself,” he dish, but then you go onto the show and cook said, “I think you can learn how to react and it, and nothing goes as planned,” Kara said, “so adjust accordingly.”

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Kara also encourages anyone auditioning for competition cooking shows to invest in a few acting lessons. “I found an acting coach who would teach me how to be more comfortable in front of the camera,” Kara explained, “we ended up finding all these flaws, and seeing how uncomfortable I was on camera.” Acting lessons smoothed out those nervous habits, making him more presentable as a candidate when he auditioned for a competition cooking show. Kara’s last piece of advice for anyone trying to get on a cooking show? Be yourself. “Show your true personality,” he advised, “the casting people don’t want to see a made up person, they want to see you. Focus on your cooking skills, and have confidence in what you can do inside the kitchen.”

Building a Personal Brand

Kara has set himself apart in part by developing a huge following on social media. Shortly after MasterChef Junior concluded filming, Kara realized that he had to leverage the situation. “I knew that I had to establish a presence while the show was airing, I had to take advantage of this incredible opportunity,” he explained, “there are millions of people watching this show, so I knew I would get a lot of social media momentum.” Developing his brand was ultimately a family affair. Kara’s mother, brother, and sister brainstormed ideas and delegated tasks to each other so that Kara could create a personal brand. “My brother actually designed my first and current website, my sister started to help manage my social media,” he said, “I ended up realizing that a lot of my dishes weren’t being aired Once you believe on the show, so I wanted to do a live cooking show every week, showing people how to cook in yourself, I think the dish I cooked on that episode of MasterChef Junior.” The weekly cooking shows that were you can learn how to broadcast on Periscope, YouNow, and YouTube were a huge success, often going on for two react and adjust to three hours. Eventually, Kara would complete 18 cooking shows, further legitimizing his accordingly. cooking ability while bolstering his brand. — Zac Kara

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Work hard, and then work even harder. — Zac Kara

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Another important facet of his social media down every month and strategize,” he said, campaign was to interact directly with his audi- “now, I’m getting back to posting consistent- ence. “I would get flooded with direct messag- ly on my social media. So this month I wrote es so I was probably answering direct messages down all my goals related to that. I’ve found for an hour or two a day,” Kara said. Another that on YouTube, if you post consistently, and technique he used was to post consistently on your content is good, you will eventually gain several social media outlets. “I was posting con- more subscribers.” sistently on YouTube, Facebook, Instagram, and Though MasterChef Junior gave Kara a signif- Twitter,” Kara said, emphasizing that he com- icant social media push, Kara has relied on oth- municated directly with fans often, answering er strategies to increase his following. “I found questions and responding to their comments. that, on YouTube, one way to really grow is to Kara also included non-cooking shows on his do collaborations,” he explained, “there are a YouTube channel, showing people another side lot of websites where you can match up with of his personality. Along with cooking shows, different people, and I gained 6000 subscrib- Kara produced a video showing off his tennis ers from one collaboration. So I think that col- tricks, and a unique pumpkin-carving tutorial. laborations are one thing that’s overlooked on “I was having a lot of fun with it,” he told us, YouTube.” “and it was a lot of experimenting and seeing which videos did better than others.” These days, with the growth that Kara has experienced, he approaches social media with a broader, more strategic view. “I like to sit I like to sit down every month and strategize — Zac Kara

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I found that, on YouTube, one way to really grow is to do collaborations. — Zac Kara

68 entrepreneurial chef Success Story

Keep a level head and truly understand what you’re going to need, and that’s a strong team of people who are going to support you. — Zac Kara Lessons Learned

Creating a Cookbook In recalling the events of the past year, Kara told us that one of the most valuable lessons he has learned has been to “keep a level head Kara has also recently completed a cookbook and truly understand what you’re going to titled, “Cooking Up Life.” Inspired by how cook- need, and that’s a strong team of people who ing has changed his life, Kara hopes that the are going to support you.” Kara credits his fam- book will inspire other kids his age and those ily with getting him through a period of self- who don’t like to cook, to get into the kitchen. doubt when he failed to win MasterChef Junior, “Eating properly, cooking your own meals can and for helping him to create and maintain his completely change your lifestyle, your health, social media presence. your moods,” Kara explained. “Work hard,” Kara also advised, “and then When we asked about the process, Kara work even harder.” Kara points out that he is a told us that it was the most difficult and re- relatively normal 14-year-old with schoolwork, warding thing that he had ever done. “I did not friends, and other obligations. Yet, he carves think it would be that time consuming,” he said, out time to film and produce YouTube shows “and I did not realize how long it would take because he loves to do it. “I would advise peo- to make one page of a cookbook. We had to ple to work hard, do what you love, and have rewrite it so many times. But I’m really happy an amazing team of people supporting you.” with how it turned out.” When we asked about the future, Kara was Kara has added his own twist to his cook- excited. “I’ve been really fortunate to meet a book, pairing six recipes with with six YouTube lot of incredible people who I’ve learned so videos. It’s a smart, social media-savvy ap- much from,” he said, “just when I think my life proach to integrating his products and reaching is winding down and I can take a chill break, a broader audience, something Kara seems to that’s when I double down more, and I’m lucky have mastered at the age of 14. to have had that happen to me.”

69 entrepreneurial chef Top Ten Takeaways from Zac Kara

1 Every failure can become a success. 6 When building a brand, particularly on YouTube, if you post consistent, 2 Have a good team of people around quality content, you’ll eventually build a you. following.

3 Always expect the unexpected, 7 Don’t overlook the benefits of collabo- especially if you plan to appear on a rating with other YouTubers to gain more competition cooking show. Foster an subscribers. ability to keep calm in high-pressure situations. 8 Interact directly with fans and don’t be afraid to show some of your non-cook- 4 If you plan on auditioning for a coming skills off as well. petition cooking show, take acting lessons to smooth out any nervous 9 Integrate social media into other habits. You might be surprised at how products you create, such as cookbooks, nervous you may look on camera. to enable interaction and appeal to a younger generation. 5 Show your true personality to casting directors. They want you, not a front. 10 Work hard, then work harder.

70 entrepreneurial chef

Cookbook Corner: How to Write, Publish, and Promote Your Culinary Philosophy As an award – winning, best-selling, author, chef, television personality, cuisine and culture expert, and educator, Amy Riolo is known for sharing history, culture, and nutrition through global cuisine. A graduate of Cornell University, Amy is considered a culinary thought leader who enjoys changing the way we think about food and the people who create it. In this column, Amy shares her insights into successful cookbook writing. Finding Your Niche in Food Writing

here are over 3,000 cookbooks a unique position in the market which will allow published in the United States you to market yourself and your work effectively. alone each year. Being a great Think about talks that you would like to give and chef, owning a successful restau- panels that you would like to be a part of. Which T rant, and being an amazing writer topics would you be most excited sharing with are not guarantees of their success. Through- the media, or telling on television? The answers out my career, I have noticed how the most will help you to identify what is most important successful cookbook authors develop unique to you – the message that you have to give. niches that work the best for them. I am speak- Once you pinpoint your message, a little bit ing specifically of the idea of the author having of competitive market analysis will help you a niche – not the particular title. That’s another determine what is in demand. If there are a lot story, which we will discuss in my “Writing a of titles with ideas similar to yours, for exam- Cookbook Proposal” article next month. With ple, that is a wonderful thing. Your job is then the advent of self-publishing, of course, you to position your unique, and hopefully better, can publish any idea without thinking about easier, or more fun take on that popular genre. your niche, or the book’s, but if you want your If there are no other ideas in the market similar efforts to pay off, and to pave a long-standing to yours, it will be hard to sell, because people culinary career for yourself, it is much better to will feel it is not needed. In order to be suc- think of these things in the beginning. cessful, you need to find your most marketable Even if you’re writing your first book, and strengths and marry them with topics that are don’t plan on writing another, you should identify in demand.

72 entrepreneurial chef Cookbook Corner

For many people, defining a “niche,” can be related information along with how people can the most difficult part of writing a cookbook. interpret the recipes and recreate particular I’ve heard a lot of chefs describe their food culinary cultures in their own home. For years I as their unique position within the market. had incorporated those elements without ever For example, someone might say that a cer- giving them a thought. By not knowing this tain culinary culture is their niche. But I sug- niche from the beginning, I missed out on a lot gest being much more specific than that for a of opportunities because I believed my niche few reasons. First of all, the particular culture was culture. Those three topics, however, are does not belong only to you. Even if you repre- what I am most passionate about, and what I sent a food culture that is “new on the scene,” do best. Fortunately, they also transcend cul- you will soon be joined by peers. The second ture, so I am able to write about many places. reason is that most of the media contains one I am not the only author to discuss “the three “box” per culture. If you are an H’s,” but the theme is at the Italian, French, or Spanish chef core of my philosophy, and it who brands yourself as such, is also of need and interesting you will always be competing to the public, so I stick with it. for that one box. When I was Let’s forget about cook- starting out, for example, a lot books for a second –think of my work got turned down about other kinds of books, because magazines and book such as those written by Nora publishers told me that they Roberts or Stephen King. Can already had “Italian chefs” and you imagine if they switched “Italian stories.” So, I realized their niches? A romance by Ste- that I had to literally think phen King and a thriller from outside of that box. I learned Nora Roberts probably wouldn’t that if you develop your niche fare so well on the market – not in other ways, such as mar- because those authors can’t rying a unique combination of strengths and write them, but because they have passions along with a market demand, you will some of the strongest niches on the best-seller ensure success for years to come. list, and they know what the world wants from The best way to illustrate my point is prob- them. ably to use myself, once again, as an example. Many of my colleagues come to me when When I first starting writing cookbooks, the defining their niches for various blogs, books, word “niche” was the last thing on my mind. I or brands. Over the years, I have enjoyed help- had such a deep desire to get published that I ing many people identify the strengths which could not see beyond my first book title. I built have the most marketability. One of my assis- a strong author platform specifically to get tants, Ed Donnelly, for example, has a great that one book published, never dreaming that deal of knowledge in molecular gastronomy. I would write more than that. Before the first He has the potential to define himself as such, book was even published, however, I was al- but there are already many culinary greats spe- ready working on cookbooks number two and cializing in that particular part of the indus- three. It wasn’t until well after my fourth book try. Because we work together, I noticed that that a PR person told me – “Your niche is the 3 not only does he have an affinity to molecular H’s…that’s where you live.” By the three H’s she gastronomy, but he’s a genius at finding real- meant “History, Home, and Health” because, at ly easy, inexpensive ways for people to cre- the core of my work, you will find those com- ate highly sophisticated techniques at home. mon elements – food history and lots of health- I label his niche as “Molecular Gastronomy

73 entrepreneurial chef Cookbook Corner

Made Easy” because even though the field has unique food philosophies and styles along with stiff competition, few people break it down as his passion for non-tomato based Italian reci- easily as he does. pes and came up with the title “Beyond the Red Once an intern of mine had the goal of writ- Sauce” for his cookbook. I believe Matt will go ing a cookbook. I promised on to create many great books and concepts. her that by the time she fin- In staying true to his niche, it is ished with me she would have important that each one of them a professional proposal to- make the reader think differently gether. She wanted to write about the particular subject than about a particular country, they do before. That is his niche – which currently did not have it goes beyond ethnicity and style, a cookbook in English to rep- to evoke an emotion, and prove his resent it. My advice to her points. was to identify ways in which As you can see, niches are highly her nation had marketabil- individualistic. Determining a posi- ity. The fact that there is tion in the market is detrimental to no one currently writing success, and the process can be fun. on that topic, to a business If you haven’t done so already, once person, means that there is you begin to focus on your niche, no interest. By highlighting things will really fall into place. You the international appeal of can use them in social media, restau- the nation (in addition to its cuisine) and com- rant and menu promotions, and advertising as paring it to the nearby popular culinary ter- well. Here are some points to consider: ritory, she was able to develop her idea. She 1. Your personal niche may be different than came up with a concept (and consequently a that of your restaurant or place of employ- mission) which enabled her to tell the story of ment. If you are writing a book on your her country through food and market the idea own, then the niche can speak more to as a “next big thing” cuisine which was drawing “your story,” but if it is a branded book for upon international notoriety and the fact that the business, then it needs to tell both. the country’s food (which was similar to the 2. When deciding upon your niche, always popular cuisine of its neighbors) was begging think about your passions, talents, and to be explored. Her niche became promoting strengths (especially those that others tell her country through its cuisine and vice versa. you about) and write them down. Another friend of mine, Chef Matt Finarelli, 3. Think about which of those things means came to me when he was about to write his the most to you. first book. Matt is an Italian-American chef 4. Do some competitive market analysis with a wide range of experience and a lot of by researching other chefs with similar talent. Matt was irked with the stereotype of attributes. “red sauce” and Italian food. His mission was to prove to the world that Italian cuisine had 5. Decide what makes you unique to the com- much more to offer. When working with Matt, I pletion. noticed that he also had a unique way of doing 6. Determine if the world would care about most standard professional chef “techniques.” that difference – would they need to know? He even has his own way of chopping an on- 7. If so, you have found a nice niche for your- ion, which is extremely efficient, and it is his self. Now all you have to determine is “alternative” method, that his students and which topic would you like your first book staff learn to use. I coupled the idea of Matt’s to be about.

74 entrepreneurial chef

Business Plan

Business Plan Writing: The Financial Side of Your Food Business By: Tiffany Smith

76 entrepreneurial chef Business Plan

ne of the most crucial parts food cost percentage of 15% (0.15/1.00). of creating your business plan After you determine your menu mix, cost will be the financials. In this out recipes, and set prices for all items, you section, you take a hard look can begin forecasting daily sales. Be prepared at whether or not your idea as it’s not an easy task, especially if your food can translate into a profitable business is strictly conceptual. However, solid business. Suffice it to say, this market research and target market informa- Osection should not be taken lightly. tion can help create realistic sales forecasts. The basic foundation of a food business – As a tip, be conservative with your numbers. restaurant, café, food truck, etc. – is obviously Stakeholders who evaluate your business plan food, yet too often aspiring entrepreneurs fail will be able to spot unrealistic forecasts right to find the harmony between product - selec away. For instance, the likelihood of opening a tion, production costs, and the optimal sales cupcake shop in a small town and selling 1000 price. cupcakes a day is rather unrealistic. However, Any plan for a food business requires a in a densely populated metropolitan area with menu mix. Such information will detail lots of foot traffic and little dessert your menu and components. competition may, in fact, sell For every menu item, it’s hundreds of cupcakes a essential to cost out day. the recipe, know the The Profit & Loss food cost percent- Statement, common- age, and account ly known as a P&L, for associated will be the costs to produce. most import- Your menu mix ant financial should reflect both statement of high and low-cost food the three since it gives items and the combinations they a profitability snapshot of the produce, all with an average of 30% be- business. The P&L is a summarization of low food costs. Your protein, which is typi- the revenue generated and incurred expenses cally the highest priced item on a plate, should over a specific time period. The key terms to be paired with low-cost side dishes both simple remember in a P&L is revenue, cost of sales or and inexpensive to produce. Even in establish- cost of goods sold, gross profit, operating -ex ments where proteins are limited or nonexis- penses, and net profit. tent, your items should reflect a combination Revenue includes all funds generated from of high and low costs items with relative and the sales of your food business. It’s best to justifiable pricing structures. categorize your revenue streams to quickly Once you cost out recipes and plates to de- identify areas generating high and low levels termine menu prices, divide the cost by 0.3 to of income – plus it helps with long-term stra- get a minimum menu price. For example, if it tegic planning. For example, a coffee shop may costs $0.15 to produce one cookie, the mini- have beverage, food, and retail sales as the mum cost you should charge is $0.50 (0.15/0.3). categories within revenue. Remember, retail is Depending on your market, you may have the anything you sell that is pre-packaged or oth- ability to charge more, which the higher your er food of company related items you sell to prices, the lower your food cost percentages. If grow the business. Examples of retail sales for we set the menu price of the cookie at $1, and a coffee shop would be bags of ground coffee, it only cost $0.15 to make, that cookie has a condiments, or even branded apparel.

77 entrepreneurial chef Business Plan

In order to generate This is difficult without a crystal ball to antic- revenue, you must in- ipate market changes or other economic im- cur costs. Such costs pacts. However, the stakeholders evaluating are called the Cost your business plan are expecting a realistic of Goods Sold or approach to these numbers. Such individuals Cost of Sales. Ingre- want to see you understand the balance be- dients, packaging, tween revenue and expenses, and that your and any additional forecasts trend toward conservative versus ag- expenses you incur gressive numbers. to produce goods For more information about business plan to sell are includ- writing, there are a variety of free resources to ed in this section of help, including SCORE, an organization com- the P&L. Your cost mitted to the growth of small businesses by of- of goods sold for your fering free advice from seasoned professionals food business should across various industries. Also, the Small Busi- be 30% or less of your ness Administration (SBA) has numerous Small total revenue. Business Development Centers located across Your Gross Profit is derived from subtract- the country, offering free business advice to ing your cost of goods sold from your total those who need it, including business plan help. revenue. Approximately 70% of your revenue should be gross profit. The money here will be used to pay your other operating costs. Operating Expenses should be divided into 2 major areas: labor costs and everything else. Your labor costs should be no more than 30% of your total revenue, giving you 40% of revenue generated to cover overhead. Your leftover will become your Net Profit. The percentages are simply a guide to help you recognize if you are exceeding the costs required to run a profitable business or not. In your early stages, it may be hard to hit 30% or below for your food and labor costs, but you should strive for this long-term. Large fast food Tiffany E. Smith, MBA, MS Ed. is a chains operate with food costs less than 20%, former caterer, restaurateur, but they have economies of scale built over and current business consul- time to make this feasible. A small independent tant with over 15 years of fine dining restaurant may be over 30% in food experience in the culinary costs as they invest in higher quality ingredi- industry. In addition to ents, but find the right menu mix to maximize teaching at Le Cordon Bleu profitability. One thing to keep in mind is you College of Culinary Arts, she never want to sacrifice quality and service as has taught at the Associates, you strive for ideal percentages. Bachelors, and Masters levels in over For your business plan, anticipate forecast- 20 different business subject areas ing 3 to 5 years of annual P&L statements, and at a variety of colleges and universi- have the specifics to back up your analysis. ties throughout the Midwest.

78 entrepreneurial chef Entrepreneurial Chef Magazine