Episode 108: Ford Fry with Rocket Farm Restaurants

As a youngster traveling and dining out with his grandparents, William “Ford” Fry developed an interest in restaurants. "I wasn’t a very good student in school and didn’t do well working restaurant front-of-house positions, but when I attended culinary school in Vermont, something clicked and I found a love for cooking," says Fry. That love for cooking and his creativity led him to develop 26 award-winning restaurants in five states. 

“I started slow,” he explains. In 2007, he opened Junction, a casual farm-to-table concept. At the time, he met one of his repeat guests Phil Hickey, the founder of Capital Grille. Hickey provided Fry with advice and encouragement that helped him go on to create new signature concepts.

In this episode, Fry shares five steps of successful concept development. "What begins with a dream, turns into a vision and becomes reality through managing the process," says Fry. 

Today, Rocket Farm Restaurants operates concepts in the Carolinas, Florida, Georgia, Tennessee, and Texas. They include Superica, St. Celia, Beetle Cat, The Optimist, State of Grace, and Little Rey.

“I see myself as part instructor and part caretaker because newer concepts take instruction, while my more established restaurants require refreshing,” says Fry, who distinguishes chef-driven individual concepts from multi-unit concepts. “We should never settle or be satisfied with current successes, but instead continue to work on finding ways to improve."