The highly anticipated CREATE: The Event for Emerging Restaurateurs culminated on Wednesday, marking the end of a dynamic three-day conference with a grand finale brunch and a series of spotlight sessions designed to ignite inspiration and foster innovation among attendees. The event, held from July 19-22 at the picturesque Terranea Resort in Rancho Palos Verdes, California, provided a crucial platform for nascent restaurateurs and industry suppliers to connect, learn, and gain actionable insights from a curated selection of industry leaders.
A Grand Finale Brunch: Setting the Tone for Inspiration
Attendees were welcomed to the final day’s proceedings with a celebratory mimosa, immediately setting a convivial and optimistic tone for the morning. This "Closing Toast – A Grand Finale Brunch & Spotlight Session" was meticulously designed to provide a powerful closing to the intensive learning and networking experience. The atmosphere was electric, a culmination of days filled with workshops, panels, and peer-to-peer engagement.
Tucker Bryant: Challenging the Status Quo with Evolutionary Thinking
The day’s program kicked off with a captivating presentation by Tucker Bryant, a former Silicon Valley leader turned poet and artist. Bryant, known for his unconventional approach, challenged the audience to move beyond incremental improvements and embrace fundamental evolution in their businesses. His core message resonated deeply: "stop improving and start evolving."
Bryant encouraged restaurateurs to adopt a mindset of radical innovation, presenting three key principles to guide their transformative journey:
- Write by Erasing: This provocative concept urged attendees to critically examine their existing business models and identify elements that could be removed to make space for new, groundbreaking ideas. Bryant emphasized that true change often requires dismantling the old to build something truly novel, rather than merely refining what already exists. He posited, "You cannot change anything without risking destroying what was there before," a statement that encouraged a fearless approach to disruption.
- Aim for the Trash Can: Bryant advocated for a less inhibited approach to idea generation, encouraging participants to embrace imperfection and the inevitability of mistakes. By aiming for the "trash can," he meant allowing for the free flow of ideas, even those that might initially seem flawed, knowing that within these less polished concepts lie the seeds of true innovation. The underlying message was clear: perfection is the enemy of progress in the early stages of innovation.
- Be Who You Aren’t: This principle underscored the importance of flexibility and adaptability in leadership. Bryant encouraged restaurateurs to step outside their comfort zones, explore new identities, and be open to diverse leadership styles. This adaptability, he suggested, is crucial for navigating the ever-changing landscape of the restaurant industry.
Bryant’s thought-provoking session, infused with real-life examples and compelling visuals, left the audience energized and mentally prepared to approach their businesses with a fresh, evolutionary perspective. The implications of his message are far-reaching, suggesting that businesses that resist this evolutionary imperative risk obsolescence in an increasingly dynamic market.
Ike Shehadeh: Perseverance in the Face of Adversity
Following Bryant’s inspirational call to action, Nation’s Restaurant News’ Editor-in-Chief, Sam Oches, welcomed Ike Shehadeh, founder of Ike’s Love & Sandwiches, to the stage. Their conversation, presented in a relaxed talk-show format, delved into Shehadeh’s remarkable journey of building a sandwich empire that now boasts over 110 locations.
Shehadeh recounted the significant hurdles he faced when opening his first restaurant in San Francisco. Navigating the city’s complex bureaucratic landscape, he encountered considerable difficulty in obtaining the necessary permits. Despite this, he launched with an ambitious menu of 46 unique sandwiches, featuring ingredients not typically found in standard sandwich shops. The innovative offerings quickly garnered significant media attention and propelled the restaurant to the top of Yelp’s rankings.
"The restaurant was doing so well, but I still couldn’t get the permits," Shehadeh admitted, highlighting the frustrating reality of regulatory challenges. This led to a painful period where he was forced to close the original location and begin anew.
What fueled his resilience was the core principle embedded in his brand: "love." Shehadeh articulated a profound personal philosophy that transcended the operational struggles. "I asked myself why I was doing this, and it was to eat, cook, and create memories," he explained. "Bigger than fighting with the city was the promise I made to myself that I would never quit. This is what I love and I won’t stop." This unwavering commitment to his passion served as the bedrock of his eventual success.
Eventually, Shehadeh reopened and meticulously scaled his vision into the thriving franchise it is today. His philosophy of selling what genuinely inspires him continues to drive the brand’s identity and success. The story of Ike’s Love & Sandwiches serves as a powerful testament to the importance of passion, perseverance, and a clear vision in overcoming business obstacles.
Beignet Box: From Catering to National Reach
The spotlight then shifted to Christina Milian and Elizabeth Morris, co-founders of Beignet Box. Their entrepreneurial narrative, also shared in conversation with Sam Oches, echoed the theme of passion-driven success. The duo embarked on their journey by bringing the authentic taste and vibrant spirit of New Orleans beignets to Los Angeles, initially catering to a diverse clientele including weddings, brunches, and film production sets.
Milian, drawing from her background as a musician and actress, emphasized the strategic creation of an "experience" around their beignet offerings. This experiential approach, coupled with Milian’s substantial social media presence of over 7 million Instagram followers, provided a significant initial boost to the brand.
Their entrepreneurial path wasn’t without its early setbacks. A leased food truck, intended to expand their reach, was involved in an accident before it could even be deployed. However, after repairs, the Beignet Box truck became a familiar sight across Los Angeles, serving their signature pillowy, sugar-dusted beignets. This mobile venture laid the groundwork for further expansion.
More recently, Beignet Box has diversified its product line, launching branded cold brew coffee that is now available in grocery and convenience stores nationwide. The company is also actively pursuing a franchise model, strategically planning to establish a presence in New Orleans, Morris’s hometown and the spiritual birthplace of the beignet. This expansion marks a significant evolution from their initial catering roots.
Fat Sal’s: Engineering Success Through Culinary Innovation
The final operator spotlight featured Sal Capek, co-founder of Fat Sal’s, a concept that has redefined the overstuffed sandwich experience. Capek’s origin story is rooted in a simple, yet potent, culinary pet peeve: ensuring every bite of a sandwich is a symphony of flavors and textures. This led to the creation of East Coast-style delis featuring generously portioned sandwiches crafted with elevated ingredients.
Fat Sal’s sandwiches are renowned for their audacious construction. They begin with freshly baked bread, often piled high with a creative medley of ingredients such as chicken tenders, onion rings, and mozzarella sticks. Another popular iteration features thinly sliced roast beef layered with French fries and rich brown gravy. This bold approach to sandwich making has set Fat Sal’s apart in a competitive culinary landscape.
Despite opening in diet-conscious Los Angeles in 2010, the unique menu quickly gained traction. Fat Sal’s has since expanded to multiple locations, including a presence at LAX airport, catering to travelers seeking a substantial and flavorful meal. Capek attributes the brand’s steady and sustainable growth to his background as an engineer, which enabled him to develop robust systems and operational efficiencies to support expansion.
Phil Wills: Elevating Cocktails with Culinary Inspiration
Adding a dynamic and sensory dimension to the closing day, mixologist Phil Wills, partner and owner of The Spirits in Motion, conducted live cocktail crafting demonstrations. Wills, a celebrated figure in the mixology world, captivated the audience with his innovative approach to beverage creation, encouraging them to engage all their senses.
His first demonstration featured a "French Toast Cold Brew," a unique concoction that was sampled by attendees. Wills instructed the audience to appreciate the aroma before tasting, highlighting the smooth blend of coffee, maple syrup, half-and-half, the Spanish liqueur Licor 43, a touch of almond extract, and a final sprinkle of cinnamon. He also offered a practical tip for a non-alcoholic version by omitting the Licor 43, demonstrating the versatility of his creations.
Later, Wills showcased a pineapple-based cocktail incorporating coconut water and rum, again emphasizing its adaptability for a spirit-free option. His overarching philosophy, shared with the aspiring restaurateurs, was to "look to the culinary side to highlight flavors for cocktails." This approach has led him to develop intriguing creations such as a Caprese-inspired drink featuring mozzarella and tomato elements, and he is actively experimenting with incorporating mushrooms into bar offerings. Wills’ demonstrations underscored the growing importance of innovative beverage programs as a key differentiator for restaurants.
Restaurant Trivia: A Fun and Engaging Interlude
Adding a lighthearted and interactive element to the final day was a restaurant trivia game, masterfully designed by Chris Keating, Informa’s executive vice president of conferences. Played using attendees’ personal phones, the game tested their knowledge of the restaurant industry with questions ranging from historical facts to pop culture references. One notable question asked: "Where did McDonald’s founders lay out the model for the first McDonald’s?" The answer, "A tennis court," sparked widespread recognition and engagement.
The competition was fierce, with two attendees emerging as top scorers. A tie for third place led to a sudden-death playoff, ultimately decided by the correct identification of "Central Perk" as the coffee shop from the popular TV series "Friends." The three winners were awarded gift baskets filled with goodies, adding a memorable conclusion to the engaging game.
CREATE: The Event for Emerging Restaurateurs – A Catalyst for Growth
CREATE: The Event for Emerging Restaurateurs, held at the Terranea Resort, has firmly established itself as a vital gathering for the next generation of restaurant leaders. The conference provided a comprehensive blend of expert insights, practical advice, and invaluable networking opportunities. The impactful presentations and engaging interactions during the closing brunch served as a powerful catalyst, equipping attendees with the inspiration, knowledge, and connections needed to navigate the complexities of the restaurant industry and drive their ventures toward sustained success. The event’s focus on innovation, resilience, and culinary creativity resonated throughout, leaving participants with a renewed sense of purpose and a clear vision for their future endeavors. The success of this year’s event signals a promising trajectory for emerging restaurateurs who participated, reinforcing the conference’s role as a cornerstone for industry growth and development.
