In 2006, two chefs and a foodie set out to change the way people eat for the better. Their guiding light was the 10 year plan created by founder Erik Oberholtzer. That plan took the restaurant chain from one location to 30 and carried Tender Greens through the crash of 2008, illuminating opportunities in a difficult time. Today, Erik shares how his plan helped the company weather the recession and offers a path forward for restaurants in a post coronavirus world.

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SHOW NOTES

Opened their second restaurant in the midst of the recession.
The recession created opportunities in the real estate market that they capitalized on.
They innovated in product offering by bringing in whole animals at a lower cost and shopping the daily specials at farmer’s markets.
Doubled down on vision and intentions
This became a recruiting tool for out of work chefs
Roadblocks and tension points are opportunities
This was all based on TYP, a Ten-Year Plan
Taking the long view
30 restaurants over 10 years across California
Anyone who participates gets to take part in the wealth creation at the end of 10 years.
Danny Meyer invested
The magic of long-term thinking is that the plan never changes no matter what happens.
When you’re going from LA to New York, the route might change but the destination does not.
Foundational Changes that need to happen in the industry
The restaurant market is overbuilt
High development costs
Disruption via third party delivery
The pause button has been hit and we all need to think about how things need to change
Innovation through a subscription model
Opportunities exist within the delivery space
The hidden gift in the pandemic is that we get the opportunity to reevaluate our lives and make new choices
Time is now abundant. What are we going to do with that time?
Deeper connections
New priorities
Evaluate what we miss most about community
Tactical Advice to get open and stay open
Conversion to a community kitchen
Conversion into a bodega
How can I be of service to my immediate community?
Start with team
Then Those in Need
Biggest mistake made
I didn’t pay attention to 3rd party delivery
Been a disruptive element in consumer behavior
What is the worst part of quarantine?
Missing my community
Best part of quarantine
Time and simplicity
Words of encouragement
We’re resilient industry
People have to eat and restaurants are central to the community
We’re going to come back stronger than ever

Ben Kaplan on expanding your niche