Business Observer 09 10 15

BUSINESS OBSERVER Inside the food biz What makes a restaurant succeed? What makes a restaurant fail? We asked Houligan’s (PAGE 4B) and many other restaurants, and their answers might surprise you.

Gale Lemerand on making it His secrets to success at Peach Valley.

PAGE 5B

Four Flagler restaurants Chris Zwirn and Joe Rizzo.

PAGE 6B

Reach of a 21-year-old Paul Ricci, with Paul Blum.

PAGE 7B

Restaurant week Flagler restaurateurs talk shop. PAGE 2B

How did they do it?

Ormond Beach eats here.

PAGE 3B

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PALM COAST OBSERVER

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PalmCoastObserver.com

THURSDAY, SEPTEMBER 10, 2015

Why should I choose your restaurant?

RESTAURANT WEEK

How much do restaurateurs think these factors play into why a restaurant fails or why it succeeds? is for our food, so quality of food ranks first on my list.

JEFF DAWSEY STAFF WRITER

On the eve of Flagler Restaurant Week, when hundreds of locals come together to enjoy tastes from 20 different establishments, one might wonder, “What separates one restaurant from another, if their menus are the same?” I caught up with two participating restaurants, Fuego Del Mar and Larry’s Italian Deli, and asked them about some factors that play a role in a restaurant’s longevity.

ATMOSPHERE

Fuego Del Mar’s Jaffy Lee: The atmosphere of a restaurant is what can make a customer choose one specific restaurant over another, and is composed of more than just carefully placed decorations throughout the establishment or the paint on the walls. First impressions are everything, and, from the very first smile at the hostess stand or verbal recognition from the server tableside, whether staff realizes or not, they are setting the tone for the guest’s experience; they are setting the atmosphere for the full dining experience.

Larry’s Italian Deli’s Ruth Micieli: I feel all of these factors are important to the success of any food industry business. For my business, I feel that atmosphere is important to attract customers into the shop, but the reason they come in the first place

CUSTOMER SERVICE

Fuego Del Mar’s Jaffy Lee: Customer service is what will set a restaurant apart, and customer service is what will keep a restaurant in business, when revenues are down. At Fuego Del Mar, we educate our team continuously on how our customers chose to dine with us. They have come to our establishment by choice, and we need to honor that choice by doing our very best to make their experience with us the very best it can possibly be.

Larry’s Italian Deli’s Ruth Micieli: Customer service is also a high priority for me. We take care of each customer one at a time, and appreciate each and every one of them. We want them to feel like family here and not a number in line. That’s what keeps them coming back.

PARKING

Fuego Del Mar’s Jaffy Lee: Parking can be tricky in Flagler Beach, but the good thing about Flagler Beach is that even if you have to walk a bit usually you get a pretty good view while you make the short stroll. Restaurants should, of course, factor in the most accommodating parking options possible for their guests; it is unfortunately one of those “thorn-in-side issues” that just

Courtesy photo

Larry’s Italian Deli’s “Brooklyn” burger is a combination of an 8-ounce handcrafted burger and a Reuben, with sliced corned beef, Swiss cheese, sauerkraut and Thousand Island dressing on rye bread.

seems to go with the territory of owning a business.

Larry’s Italian Deli’s Ruth Micieli: Parking needs to be convenient and adequate; otherwise they drive off and go somewhere else.

YELP REVIEWS OR OTHER ONLINE REVIEWS

Fuego Del Mar’s Jaffy Lee: Personally, I think that if a representative from the establishment is able to respond to the reviews, whether good or bad, it can help to curb some of the “venting” and filter any of the unsubstantiated reviews that may be posted.

Larry’s Italian Deli’s Ruth Micieli: Yelp reviews or other online reviews are just as vital to a business as “word of mouth” is.

There seems to be an anonymity associated with online comments and reviews. I have found that people tend to be more “vocal” online than in person, so they tend to express a more open and honest opinion. We strive to have as many positive reviews as possible.

Fuego Del Mar is located at 608 S. Ocean Shore Blvd. in Flagler Beach. Call 439-0098. Larry’s Italian Deli is at 2405 E. Moody Blvd., Unit 202, in Bunnell. Call 437-2727.

This information about Restaurant Week has been adopted from a press release from the Flagler Chamber of Commerce.

The Flagler Restaurant Week Kick-Off Tasting party will be the launch party for the second-annual Flagler Restaurant Week at 5:30 p.m.

Thursday, Sept. 10, at the Marineland Dolphin Adventure at 9600 Oceanshore Blvd. in St. Augustine.

Last year, Flagler Restaurant Week began its inaugural year with 20 participating restaurants and welcomed over 300 guests for the kick-off event at Marineland Dolphin Adventure.

The tasting event will offer an insider’s peak at what to expect throughout Restaurant Week. See which of your favorite Flagler County restaurants are participating and plan your next week of restaurant visits while enjoying food samplings from participating restaurants, live entertainment, beverages, auctions and giveaways with the Atlantic Ocean and Marineland as your backdrop.

Flagler Restaurant Week runs from Sept. 10 through Sept. 18. There will be a frequent diner passports at the Chamber or at the VIP kick-off event. There is no charge to participate; anyone can be the next #flaglerfoodie.

Admission to this event is $20 for general admission and $25 at the door. Visit flaglerrestaurantweek.com for updates on participating restaurants or contact Jaclyn Miklos at Jaclyn@flaglerchamber.org or call 206-0955.

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THURSDAY, SEPTEMBER 10, 2015

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Restaurateurs give reasons for success Visibility and parking affect a restaurant, but long-term success depends on overall customer experience.

WAYNE GRANT NEWS EDITOR

Thirty-three restaurants opened in Ormond Beach since the beginning of 2013, offering a full menu of taste options: pizza, Thai, Mexican, vegan, Chinese, traditional American, Italian, fast casual (currently replacing the description, “fast food”) and more.

Everyone knows it’s a tough business, and the mystery of why some prosper and others close is something people often discuss.

Buffington’s Bar and Grill, 500 W. Granada Blvd., closed suddenly Aug. 27. A person at the restaurant the next day said they could make no comment until the closing papers are signed.

Closing last year was Tia Cori’s Tacos Restaurant and Bar, which has a popular location in Daytona Beach and decided to try an expansion in Ormond Beach.

After nine months, they closed and decided to focus on the Daytona Beach location, according to a statement.

But another Mexican restaurant, Agave Fresh Mex and Cantina, opened about two years ago and Manager Jose Nevarez

“You can’t get any fresher than that.”

Wayne Grant

Karina Harris slices limes at Kona Tiki Bar.

parking in front, it has not been a problem, Wakefield said. There is ample parking in back and Grind Gastropub and Kona Tiki Bar also offers complimentary valet parking.

After talking to these restaurateurs, it seems to this reporter that the bottom line is the overall customer experience.

There are many other factors that will help business, such as visibility and parking, but for repeat business, the key ingredient seems to be delivering a quality product.

Outdoor dining is available at Agave Fresh Mex and Cantina.

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Jose Nevarez, on preparing guacamole at tableside.

said business has grown steadily, especially from 3 p.m. to closing.

Agave offers both authentic Mexican food and Tex-Mex. Nevarez said one of their top sellers is their authentic margaritas. All of the ingredients, such as lime and agave nectar, are fresh and no mixes are used.

And they make guacamole right at the table.

“You can’t get any fresher than that,” he said.

Having specials every day is also a reason for their success, Nevarez believes.

The restaurant is located in Ormond Towne Square at Granada Boulevard and Williamson Boulevard, and Nevarez said he would like to have the restaurant’s name on the sign at the entrance to the plaza, but the sign isn’t big enough for all of the stores.

“People don’t see us until they pull into the plaza,” he said. “But I have no complaints.”

Located in downtown Ormond Beach, Grind Gastropub and Kona Tiki Bar is another eating establishment that has prospered since opening in 2013. Owner Kevin Wakefield credits success to their large craft beer selection, unique dishes and edgy atmosphere.

The restaurant also offers variety. Visitors can enjoy the outdoor Tiki Bar or dine inside the “steam-punk” designed Grind Gastropub.

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PalmCoastObserver.com

THURSDAY, SEPTEMBER 10, 2015

HOULIGAN’S DEVELOPS A UNIQUE BRAND The popular restaurant is celebrating 25 years.

WAYNE GRANT NEWS EDITOR

When the first Houligan’s opened 25 years ago on Granada Boulevard, there wasn’t much else out that far on the road, which was only two lanes at the time.

“There was no competition,” said founder Tim Curtis.

And now that the road is bustling even past Interstate 95, business is still good.

In fact, they have opened Houligan’s restaurants in Palm Coast, Destination Daytona and Port Orange, and one is planned to open on International Speedway Boulevard early next year.

In 1990, Curtis believed that sports would be the key to a successful future, and opened Houligan’s as a sports bar and nightclub. But it only took five years before it started to develop into a family, neighborhood restaurant they now call a “spirited sports grill.”

“It evolved by itself,” Curtis said. “It has a neighborhood feel.

It’s like ‘Cheers’ where everybody knows your name.”

He says it’s a true sports restaurant, with 86% of sales in food.

Local sports teams from Pop Warner to high school come to the restaurant after their games to enjoy the most popular item on the menu, wings, and watch sports on the large televisions.

A variety of other groups also come to the restaurant, and Curtis said one reason is that tables

Courtesy photo

The most popular menu item at Houligan’s is wings.

Wayne Grant

Enjoying a meal at Houligan’s are Jacob, Kristy and Chip Cerovac, who said he coaches in the Ormond Beach Recreation League and often brings teams to the restaurant.

can be arranged to accommodate any size.

“We can seat a family of four or a team of 30,” he said. “We can accommodate a team at the drop of a hat.”

The restaurant is also popular for the trivia games that customers can play on the NTN network, which is broadcast to several thousand bars and restaurants across the country. Houligan’s was early in the trivia craze, being

the 182nd restaurant in the country to offer it.

While they have found a good business model, Curtis said it’s important to evolve and stay current with what customers want.

For example, when they opened the Palm Coast location, they used the latest technology: projection televisions. It only took a couple of years before the TVs became old technology and they replaced all of them with new TVs.

He said they remake Houligan’s every five to eight years. On the 20th anniversary, they spent $100,000 remodeling the outside at the Granada Boulevard location and soon they will spend $100,000 on the inside.

But the true key to success, he says are the people, and it’s important for them to have passion for the job and give guests a great experience.

“We can seat a family of four or a team of 30.”

TIM CURTIS, founder of Houligan’s

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OrmondBeachObserver.com

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THURSDAY, SEPTEMBER 10, 2015

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Wayne Grant

Three restaurants, including a Pie Five Pizza, will soon open on West Granada Boulevard.

Gale Lemerand: Capital, variety, location Ormond Beach is home to successful chain restaurants.

WAYNE GRANT NEWS EDITOR

Restaurants come and go, but Ormond Beach is the birthplace of restaurants that have successfully spread across Florida.

Stonewood Grill and Tavern started in Ormond Beach 16 years ago and now there are 12 around the state. Houligan’s started on Granada Boulevard in Ormond Beach 25 years ago and a separate story in this section tells its story.

Peach Valley Café is almost an Ormond Beach original. The first one opened in Heathrow 14 years ago and the one on East Granada Boulevard was the second to open. There are now six Peach Valley restaurants in Florida.

A common ingredient in these restaurants is local entrepreneur Gale Lemerand, so the Observer recently quizzed him about the secrets to success of his enterprises. The well-known businessman and philanthropist owns an interest in the restaurants just mentioned, plus several more and has other business interests unrelated to restaurants.

LOCATION, LOCATION AND DON’T FORGET, LOCATION

Visibility is highly important, Lemerand said, but a restaurant can build business if not in an ideal place. He points to Peach Valley East in the Granada Plaza.

He said success would have come sooner, if the restaurant had been located on a main street in a

free-standing business. But being in a shopping plaza, it took longer to start showing a profit.

The reason many restaurants fail, he said, is that the owners are undercapitalized and expect to make it in the first year.

“It takes a lot of capital and staying power,” he said.

The surrounding neighborhood is also important.

Lemerand has the area franchise for Pie Five Pizza, and a location is going to open soon on West Granada Boulevard in a mall with other restaurants. Some people might think that having nearby competition is bad, but Lemerand said for a business like Pie Five, it’s healthy to be around similar fast-service concepts.

His Pie Five will be near a Panera Bread and a Chipotle Mexican Grill.

Also, when looking for a location, you need to look for “rooftops and desktops.” If you offer lunch, you want businesses to stay busy on weekdays. For the dinner crowd, you want rooftops to stay busy nights and weekends.

When planning a restaurant, the demographics of the area are important. He said he had to close a restaurant in North Carolina, because the demographics were not right.

GETTING THE WORD OUT

Marketing and advertising are more important when a new brand is getting started. For example, more advertising is needed for his

INJURED?

Pie Five Pizza franchises, because of its newness to the area. It’s a three-year-old public company out of Dallas.

“It’s just not a well-known brand,” he said.

But he said after visiting, people love the concept. The pizzas are ready after only two minutes in the oven.

VARIETY CAN BE THE SPICE OF SUCCESS IN BUSINESS

Lemerand said that he and his partners want to be diversified in their restaurant holdings. With their various restaurants, they have breakfast, lunch and dinner all covered. They get the business people grabbing lunch, locals and visitors looking for breakfast and families going out for dinner.

They also want to cover the seasons. Their restaurants in the Naples area are affected by snowbirds, but not the ones in this area.

Peach Valley has a unique business advantage. Only open until 3 p.m., the restaurant has a lot of longtime employees who are working moms and able to get home to their children in the afternoon.

PRICE AND QUALITY

Finding the right price point is critical as well as delivering a good value, Lemerand said.

“You have to have quality food and give the customer more than they expect,” he said. “Treat the customer right.”

He said if you have a better product you can charge a little

more, but if you charge more than it’s worth, you can get into trouble.

To develop new selections, there’s an executive chef and test kitchen in Ormond Beach for both Stonewood and Peach Valley.

KEEP IT FRESH

“Every five or six years, you have to really spend some money on the restaurant,” Lemerand said.

For example, the bar area at Stonewood on State Road A1A has been modernized and plans call for the addition of a large covered deck with a fire pit and high-top tables.

A sign is going to be added that has a gas flame.

He said one of the reasons be believes the once popular Julian’s closed is that the owners did not make changes, so they didn’t get new business as customers got older. It’s important to keep attracting younger people, he said.

TOUGH BUT FUN BUSINESS

Lemerand, 81, said he still works 60 hours a week because he enjoys not only the restaurants but his other business interests.

“I’m able to wake up and know it’s going to be an interesting day,” he said.

He said a lot of entrepreneurs get into the restaurant business because it’s exciting.

“To be an entrepreneur you have to be a risk-taker and there are not many businesses more risky than a restaurant,” he said.

“To be an entrepreneur you have to be a risk-taker, and there are not many businesses more risky than a restaurant.”

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PalmCoastObserver.com

THURSDAY, SEPTEMBER 10, 2015

THEY KNOW HOW TO DELIVER

All of Chris Zwirn and Joe Rizzo’s restaurants have a large relevance in their locations.

JEFF DAWSEY STAFF WRITER

Photos by Jeff

“You can’t do this without good people, so it’s an investment into good people.

As far as Flagler County goes, our goal is to help put people to work here. If we can continue to do that little by little with these restaurants, then I’m glad we get to be a part of the deal.”

Dawsey

Joe Rizzo and Chris Zwirn

Owner Joe Rizzo and Pit Stop manager Jesse Beatson cut and make dough before their soft opening in Bunnell.

When Chris Zwirn and Joe Rizzo became business partners at Woody’s Bar-B-Q three years ago, they had no idea that they would become owners of three other relevant restaurants in Flagler County.

Just over a year ago, Zwirn and Rizzo opened up Bull Creek Fish Camp in West Bunnell on the lake, and a few months ago, they partnered with local business leaders to revive the Topaz restaurant, now named Island Grille. Their recent venture, along with Trevor Tucker, is Pit Stop Pizza, also in West Bunnell.

“We thought it would be a cool name because this area has a lot of racing interest, and it’s kind of what it is, a pit stop on the way home,” Zwirn said.

With Pit Stop Pizza, Zwirn and Rizzo now run four diverse restaurant businesses of great significance in their communities.

“We didn’t think about that going into it, but that’s what it has turned into,” Zwirn said. “We’ve got the view on the beach with Island Grille, Woody’s, being a staple in the community for 18 years, Bull Creek, which is out on the lake and now Pit Stop Pizza, which will deliver to local residents. There’s virtually no one who will deliver out there.”

When they opened Bull Creek, they fulfilled a need in West Bunnell, which Zwirn says has been overlooked for other areas.

But, launching a second restaurant there, they hope to spearhead more development for that region.

Whether it’s because there are

a lot of farms, or there aren’t a lot of people, there’s just not much there for them, he said.

One might wonder if the two ever eat at other places, having restaurants where they can eat whatever they’d like. That is just the opposite. While Rizzo admits that he eats at his places 90% of the time, he made it clear that he has many favorites around Flagler County and will continue to support other food businesses.

“If you can’t support other restaurants, then they’re not going to support you,” Rizzo added. “This is about people supporting people.”

“You’ve gotta go to other places,” Zwirn added. “When you go out with one of your families, the byproduct of that is you get to see what other people are doing, and see if you can make that work with one of your concepts.”

Zwirn and Rizzo are partners with a range of other partners, separate with every restaurant.

Those are the people they credit for helping them reach four restaurants in such a short time.

“We’re very fortunate and blessed to have gotten involved with the people we’ve gotten involved with,” Zwirn said. “We both try to surround ourselves with smart people.”

“You can’t do this without good people, so it’s an investment into good people. As far as Flagler County goes, our goal is to help put people to work here. If we can continue to do that little by little with these restaurants, then I’m glad we get to be a part of the deal.

“As long as we can make this a symbiotic relationship with the locals, then it will work.”

JOE RIZZO, co-owner

OWNERS’ FAVORITES: n Woody’s Bar-B-Q: Zwirn: Pulled Pork; Rizzo: Baby Back Ribs n Bull Creek Fish Camp: Zwirn: Shrimp & Grits; Rizzo: Low Country Boil n Island Grille: Zwirn: The braised Short Ribs; Rizzo: Wasabi Crusted

Salmon n Pit Stop Pizza: Zwirn: Italian Sub; Rizzo: Mondex Mudder

180889

Woody’s famous Bar-B-Q, including its signature Baby Back Ribs.

PALM COAST OBSERVER

OrmondBeachObserver.com

LIFE OF PIE It was just a few months ago that Paul Ricci Jr. had to wait for his 21st birthday in order to get a license to sell beer and wine at his first location in Flagler, which he took over at 19 years of age.

Now, along with business partner Paul Brum, Ricci has become co-owner of three restaurants in three different cities.

After establishing Tony’s Pizzeria in Flagler Beach, Brum and Ricci opened up another Tony’s in St. Augustine at the beginning of the year, and, a little over a month ago, they bought Napoli Pizza, which is less than a year old, in Palm Coast.

“We’ve already received great support from the community,” Ricci said. “The first day we opened, a lot of the people we know came in to congratulate us.

It was fun.”

Ricci and Brum have decided

DID YOU KNOW?

Both Paul Ricci Jr. and Paul Brum both began working in pizza parlors at 15 years old in different places.

Tony’s Pizzeria

to leave the restaurant’s name intact, instead of changing it to Tony’s Pizzeria, due to the name recognitiong Napoli’s already has in the community.

While all three restaurants serve the same pizza, Napoli’s kitchen allows the owners to expand the menu, where they can serve dinners, such as penne chicken broccoli, various alfredos, lasagnas and other meals.

“I’m happy we get to expand our culinary because I love to cook,” Brum said. “That’s what I’m looking forward to the most.”

Brum joined Ricci shortly after he took over Tony’s Pizzeria.

Since then, the two have become 50/50 partners, and they plan to do the same with all future business endeavors, even outside the pizza world.

We work really well together as the yin and yang,” Brum said.

“We kind of look at stuff a little differently, but we always come out with the best decision for the business.”

“We’re not branding ourselves as strictly pizza owners,” Ricci said. “We’d love to get into real estate eventually, but, right now

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Paul Brum and Paul Ricci

we’re focused on these three restaurants. This is our niche right now, but we definitely want to branch out and do other things.”

As pizza owners, Brum and Ricci take pride in their positions.

While Brum is older, they both began in the restaurant business at 15 years old, and, now owners, they enjoy different aspects of being the sole titleholders to their own pizza places.

“Being in the business for so long, people use to come up and ask me if I was the owner,” Brum said. “I had to tell them, ‘No.’ Now, when they ask me, I can say yes, and it’s a good feeling. It makes me feel like all of my hard work paid off.”

Tony’s Pizzeria in Flagler Beach

“I’m just glad I don’t have to listen to anybody else,” Ricci laughed. “I’m my own boss. It’s more rewarding, at the end of the day, to be working for yourself rather than for someone else.”

Napoli Pizza is located at 4845 Belle Terre Parkway in Palm Coast. Call 225-4569.

Tony’s Pizzeria is located at 428 Beach Village Drive in Flagler Beach. Call 439-9900.

Tony’s Pizzeria St. Augustine is located at 4255 U.S.1 S., Unit 8.

Call 904-217-8739.

“I’m happy we get to expand our culinary because I love to cook.

That’s what I’m looking forward to the most.”

PAUL BRUM, on the expanding menu at Napoli Pizza

✁

STAFF WRITER

THURSDAY, SEPTEMBER 10, 2015

Photos by Jeff Dawsey

Paul Ricci Jr. and Paul Brum have taken over Napoli Pizza, increasing their pizza chain to three stores.

JEFF DAWSEY

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CUT OUT YOUR PASSPORT Support Local Business

CHECK-IN: to each restaurant you dine at from SEPT 10-18 Post your food pics as #FlaglerFoodie to FLAGLER RESTAURANT WEEK FOR DAILY PRIZE DRAWINGS

SEPT 10-18, 2015

PARTICIPATING RESTAURANTS For Menus, Locations & Hours of Operation visit www.FlaglerRestaurantWeek.com

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PalmCoastObserver.com

THURSDAY, SEPTEMBER 10, 2015

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