Author David Dressler Talks About Scaling TENDER GREENS — Restaurant Influencers (RI013) | Summary and Q&A

TL;DR

David Dressler, coauthor of the Ten Year Plan and co-founder of Tender Greens, shares insights on building a heart-centered, purpose-driven restaurant brand that scaled to $100 million in revenue.

Key Insights

• 🥰 Building a successful restaurant brand requires authenticity and a heart-centered approach to connect with consumers.
• 🤔 It is important to think long-term and have a clear plan in place to guide growth and navigate challenges.
• 😫 Partnerships with local farmers and suppliers can create unique offerings that set a brand apart.
• 😤 Seeking advice from industry veterans and surrounding yourself with a diverse team is crucial for success.
• ⚖️ Scaling a restaurant brand involves learning from setbacks, adapting to local markets, and continuously innovating offerings.
• ❓ Marketing and branding efforts should focus on connecting consumers to the values and experiences offered by the brand.
• ❓ Restaurants have a unique ability to create meaningful connections with customers and provide a sense of community.

Transcript

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Questions & Answers

Q: What inspired David Dressler and his partners to start Tender Greens?

After working in the luxury hotel business, they felt doubtful about their future and wanted to create something of value with a heart-centered approach to food.

Q: Why did they choose the name "Ten Year Plan" for their company?

The founders wanted to commit to working together for the first 10 years, focusing on putting their guests and business first, while building an enduring, purpose-driven culture.

Q: How did they overcome setbacks, such as the slow start in their San Diego location?

They stayed committed, worked industriously, and innovated their offerings to cater to local preferences, eventually becoming a go-to spot for unique, affordable food.

Q: What role did Danny Meyer play in the growth of Tender Greens?

Danny Meyer, renowned restaurateur and CEO of Union Square Hospitality Group, became an investor and partner, providing valuable guidance and support to the brand.

Summary & Key Takeaways

• David Dressler and his business partners started Tender Greens after leaving their jobs in the luxury hotel business.

• They focused on building a heart-centered, food-focused brand that nurtured both the palate and the soul.

• Through hard work, partnerships with local farmers, and a commitment to their 10-year plan, they successfully scaled Tender Greens to 30 restaurants and $100 million in revenue.