Corner Booth Podcast

Episode 72: Jay Ashton

Jay Ashton, long known as Canada’s Restaurant Guy, has developed a loyal following that extends far beyond borders. His popular podcasts "The Daily Restaurant Show" and "Menu Unplugged” have informed and entertained many restaurant operators with his current tips on brand building and improving the guest experience.

A restaurant career that began at age 14 and has extended over 33 years provides a wonderful foundation of knowledge for Jay to work from. “Food crosses all barriers,” Jay tells us, “Restaurants have become the last bastion of civility, operators need to do more on the play side to create a better guest experience”.

In this episode Jay shares his three tips for successful brand building (1) Be sincere with messaging (2) continue to nourish, strive to improve and (3) stay connected to your community. "Successful restaurant brands become the third place, after home and work it's the third place guests want to be with their friends and family,” says Jay.

Jay explains how guests' expectations of the restaurant experience have changed and provides examples of ways today's operators can shift to offering more convenience while also enhancing personal service. 

Jay challenges us to embrace the change and reminds us that successful restaurant brands are the ones that combine their inside-the-4-walls marketing approach, with social media influencers and community involvement.

Episode 71: Iliana de la Vega

Chef Iliana de la Vega won the prestigious James Beard Award for Best Restaurant in Texas in 2022. El Naranjo, the restaurant she owns and operates with her husband, means The Orange Tree and is regarded as the highest quality traditional Mexican restaurant in the state of Texas. But life wasn’t always filled with success and recognition. 

In 1997, Iliana opened the original El Naranjo in Oaxaca. Her life changed dramatically as political unrest forced the family out of Mexico a few years later. Settling in New Mexico until a visit to friends in Austin, Texas convinced Iliana that it was the right place for her, and she reopened El Naranjo there in 2012.

In this episode, we learn how Iliana first learned of the Oaxacan delicacies from her grandmother and how as a young girl in Mexico City used those earthy, smoky chiles and spices to cook authentic Mexican dishes with her mother. "My love for cooking began as a young girl, I enjoyed going to the market daily and traveling the country with my family tasting the flavors of the various regions,” says Iliana.

Iliana tells us how her love for teaching has helped her work with staff and operate her restaurant. "Patience is truly a virtue,” she tells us. "My signature Mole is a three-day process, so it's easy for me to understand that training staff takes time and repetition." Today her full-service traditional Mexican restaurant offers dinner service and a very popular Sunday brunch... Tomorrow may find us enjoying an additional concept as Iliana would like to offer her seasonal Mexican favorites in a less sophisticated, fast casual environment. We can’t wait!

Episode 70: Ben Siegel

Ben Siegel, owner of Austin, TX Banger's Sausage House & Beer Garden, describes his concept as the most unique restaurant-event-entertainment center in the Lone Star state. “Our business model is different than most independently owned restaurant concepts,” says Ben. "We must be able to serve our regular guests and multiple social and business events at the same time."

 

In this episode, Ben shares the story of an 11-year development plan that turned a small house in the Rainey Street district of Austin into a 500-seat dining destination. "We still engage in a very old-world approach to our product using a curing room, pickling room, and a smoking room to produce our special recipes of wood-smoked sausages, and made from scratch sides, sauces and condiments," says Ben. In fact, Banger's is known for offering the widest variety of smoked sausage and the largest selection of draft craft beer in Texas.

 

Although his menu might be old-world, Ben’s management style is modern staff-first positivity. "I am a recovering people pleaser,” says Ben. "A few years ago, I felt I had a toxic workplace and went to work to set an entirely new direction". He explains how embracing staff expectations and engaging them more deeply in daily operations led to shared values across the team. 

 

Ben explains his "No Rules" Rulebook and practice of self-evaluation to keep staff and management focused and moving in the same direction. "Looking at the larger picture and planning quarter-by-quarter helped me to see the value in new hourly wage and tip share program," says Ben, who is planning a food hall on the property that will include a new sandwich concept, a sausage house, and several beer bars.

Episode 69: Johnny Carrabba (re-visit)

Johnny Carrabba’s legendary restaurant, Carrabba’s Italian Grill is turning 37 years old and is receiving the gift of reinvestment from its owner and creator. Redesigned private dining rooms, enhanced ambiance, and updated background music are just a few of the ways Johnny is refreshing the interior of his landmark original Carrabba’s on Kirby in Houston, Texas. "I have been blessed with a very strong customer base and an incredibly loyal staff," says Johnny. "Half of my staff have been with me for over 15 years and we are serving the children and grandchildren of many of our original guests."

 

Johnny first visited Corner Booth as a guest in December 2019. During that episode, we learned about his strong commitment to guest service and how his staff has become extended family. In this episode, we learn how his concepts have adapted to the guests' buying habits post-pandemic. Says Johnny, "People demand more convenience now, we are experiencing 23% to 30% of our revenue coming from car side pickup."

 

With nine units, including full-service Carrabba’s Italian Grill and Grace’s and fast-casual Mia’s concepts, Johnny is an expert on multiple-unit management. "Owners can do what they want, but the customer is the real boss," says Johnny, adding, "the closer you stay to your customers the smarter you remain." He spends his time working with management and engaging with staff members. 

 

In this episode, Johnny shares insights into the use of technology to support operations while enhancing the guest experience through "hands-on" hospitality. "You always return to where you feel you belong. More than food and drink, it’s the service that makes a great experience."

Episode 68: Eric Sandler

Eric Sandler is the Houston metro food editor for CultureMap, a digital media company that covers food, wine, entertainment, fashion, and sports. As part of his job, Eric stays current on trends and consumer preferences. “I have always been passionate about food, interested in dining and curious about food service," says Eric. "My job allows me to experience all areas of the restaurant industry and see things from the guest's point of view.”

 

In this episode, Eric explains how he covers the myriad faces of the restaurant community and what he finds interesting and newsworthy. Eric feels that COVID changed our relationship with restaurants and underscored the importance and necessity of providing meals via delivery and takeaway service. He views current industry challenges as balancing convenience with offering quality full-service experiences that guests seek after two years of social distancing.

 

"We are social people, and we seek communal experiences," says Eric. Despite increasing cost, labor and supply-chain challenges, Eric believes the industry will continue to expand. Diners are increasingly adventurous, creating demand for ethnic and other concepts that break the mold of typical fare. Learn more about Eric on his podcast "What’s Eric Eating".

Episode 67: Grace Wang

A native of Beijing, Grace Wang moved to the US and eventually entered a career in accounting and finance. She decided, however, that the restaurant business was her true calling and gained experience as a restaurant server and manager before opening her first concept Duck n' Bao, offering the traditional fare of her birthplace.

Her first year in business was challenged by COVID, which allowed for takeaway service only. "Working with family and a very small crew at first, we developed a loyal following from the Chinese community," says Grace. "Then, as on-premises service was allowed, we added more to the menu and happily watched our customer profile broaden and grow."

In this episode, Grace explains how she built a successful full-service neighborhood restaurant serving family recipes. In 2023, she leveraged that experience to open Hongdae 33, a counter-service Korean barbecue concept. 

Grace looks ahead for further concept and unit expansion. "I find myself more interested in the restaurant business every day. Working closely with staff keeps me connected. I believe you never stop learning."

She involves her team in her financial planning, menu development, and marketing decisions. "Some of my managers may want to open their own restaurant one day and I will be there to help them."

Episode 66: Lauren Fernandez

Lauren Fernandez is the founder and CEO of Full Course, a three-year-old foodservice business incubator/accelerator and private equity firm. Lauren followed her love for food and interest in working closer to the consumer market into the restaurant business following her career as an attorney advising and representing pharmaceutical companies.

 

Her transition into the restaurant industry began with creating a business partnership for the purchase of three Chicken Salad Chick franchised locations. She added eight additional units to her enterprise, developed a catering and delivery program at the units, and sold them to Chicken Salad Chick Corporation in 2018.

 

In this episode, Lauren describes her path to founding Full Course. She says she realized “a true development solution was needed to assist small restaurant companies and Full Course was created to fill that need," says Lauren. Full Course assists startups with education, operations management, and raising capital, putting proverbial skin in the game with an equity interest in the businesses.

 

Lauren’s advice for independent restaurant operators wanting to succeed and grow includes balancing labor and technology, building loyalty through quality and guest satisfaction, and playing the long game to build true brand value.

Episode 65: Mason Ayer

Mason Ayer is a self-described "recovering attorney" who, after three years of corporate law practice, left the profession to join the family restaurant business Kerbey Lane in Austin Texas. "I was literally born into the business," says Mason. "We were living in the garage apartment above the converted bungalow home that was the first restaurant 42 years ago."

 

What began as a small neighborhood full-service cafe known for offering great breakfasts has grown into a 10-unit family enterprise in Austin and San Antonio, Texas. Many things may have changed over the years, but the core purpose at Kerbey Lane remains to be a place that feels welcome...to its team members and guests.

 

In this episode, Mason shares his strategy for expansion without becoming chain-like. "We look to replicate the experience rather than add units," says Mason. This places an emphasis on building a team that fits the concept and its values. Kerbey Lane remains committed to scratch cooking, “quirky" unscripted service that’s personalized, and active community-based marketing. Their popular “Kerbey Kindness” program rewards selected neighborhood charities with donations each quarter.

 

"Our food speaks volumes," Mason notes. "The cinnamon roll pancake and eggs Francisco are most popular and help us routinely get voted Best Breakfast in the City." Mason's management style helps connect with management and engage with staff. He has received some of his best suggestions for improvement by including management and staff in discussions regarding daily operations and plans for the future.

 

The future looks bright. Mason plans to stay close to operations and keep the corporate structure lean while continuing to create the Kerbey Lane experience in other major cities throughout Texas.

Episode 64: Mario Johnson

Mario Johnson founded the Original Sleepy Potato limited-service quick-service concept in 2018, in shuttered restaurant space next door to his downtown Detroit barber. Today, his startup has grown to a seven-unit chain in Detroit and Atlanta.

 

Says Mario, "Initially the concept was called Mojo’s Motown Eatery, serving burgers and wings," adding, "It wasn’t until the next year when I moved to Atlanta and added stuffed potatoes that the concept really took off. So, I changed the name to the Original Sleepy Potato."

 

"We keep the menu simple, using high quality, extra-large russet potatoes, sixteen stuffings, and a wide variety of grilled protein toppings, including beef, chicken, lamb, and shrimp," he says. The menu offers specialty non-alcoholic beverages using Kool-Aid® flavoring.

 

The counter-service concept favors second-generation restaurant spaces ranging from 1,200 to 2,000 sq. ft. With an eye toward franchising as a pathway for expansion, Mario is upbeat about the future of his restaurant business.

Episode 63: Michael & Robyn Bordes

In this episode, a husband-and-wife team share their story of how combined experience in the building trades and restaurant operations led to a series of successful restaurants in second-generation spaces. Meet Michael and Robyn Bordes. 

 

Michael is a seasoned contractor. Robyn started working in restaurants at the age of 13. In the summer of 2021, Robyn found an unoccupied space in their hometown of Greenwich Connecticut. The next day, they purchased a 50-year-old deli that needed a lot of work. “Thankfully, I was able to do most of the re-do,” says Michael.

 

With a menu based on their family’s favorites, they named the restaurant after Robyn’s father. Constantino’s is a small, casual, full-service Italian concept that has quickly become a neighborhood favorite for pasta and pizza.

 

They opened a second Constantino’s unit a year after the first, in a neighboring town 15 minutes away. The Bordes then found another small space that became available in the wake of a Covid business closure. There, they created “Constantino’s Homemade Ice Cream”.  

 

The couple continues to seek opportunities for expansion. “We have found locations nearby for two concepts we are developing right now,” says Michael. “We look forward to opening Constantino’s Pasta Bowl, a counter-service build-your-own pasta dish concept, as well as Love you Latte, a small breakfast and lunch coffeehouse later in 2023." 

 

Operating several locations, six days a week, and with more than half of sales from takeout and delivery business in the early days of their business, required them to ramp up systems and procedures to assure quality and consistency.  “We learned very quickly how important it is to create a staff that works together as a team and helps each other like family," says Robyn. Adding to the couple’s recipe for multiunit success are hands-on ownership, quality ingredients, active social media, and community involvement.