♪ [THEME MUSIC] ♪
>> EVERYBODY COMES TO NEW YORK
TO EAT.
EVERYBODY LOVES FOOD.
BUT DO YOU KNOW WHAT IS
DIFFICULT?
GOING INTO THE RESTAURANT
BUSINESS, BEING A CHEF FROM
KANSAS CITY, FROM BROWNSVILLE,
TEXAS, FROM OTHER PLACES.
AND IF YOU WANT TO BE A MICHELIN
CHEF AND YOU WANT TO BE A
CHEF AND YOU GO TO THE
CULINARY INSTITUTE.
SO TODAY, WITH THE HELP OF MY
EXECUTIVE PRODUCER,
WHO'S NOT HERE TODAY,
DREW NIEPORENT, WE'VE
ASSEMBLED A GROUP OF WONDERFUL
CHEFS AND RESTAURANT OWNERS WHO
ARE GOING TO TALK ABOUT THE
DIFFICULTIES AND OPPORTUNITIES
OF RUNNING A RESTAURANT IN NEW
YORK CITY. MY GUESTS INCLUDE:
>> DOUGLAS KIM FROM JEJU
NOODLE BAR.
>> JUSTIN BAZDARICH FROM SPEEDY
ROMEO AND SOON TO BE
OXOMOCO.
>> PJ CALAPA FROM THE SPANIARD
AND NEWLY OPENED SCAMPI.
>> YOU ARE THE BABY.
YOU'RE 37. THE TWO OF YOU ARE
CLOSE TO 40 OR 40 RIGHT?
YOU HAVE BEEN IN THE
BUSINESS FOR CLOSE TO 20 YEARS,
EACH OF YOU.
YOU STARTED AT A YOUNG AGE.
HOW DIFFICULT WAS IT FOR YOU TO
MAKE A DECISION TO LEAVE AN
ESTABLISHED PERSON LIKE MICHAEL
WHITE, A GREAT CHEF, AND GO OUT
ON YOUR OWN?
>> I FEEL LIKE I HAD OPENED FOUR
RESTAURANTS, FIVE FOR HIM AND
OTHERS.
AND OPENING RESTAURANTS REALLY
TAKES A TOLL ON YOU.
I KNEW I ONLY HAD A FEW MORE
LEFT IN ME AND I FELT LIKE IF
I WANTED TO DO IT FOR MYSELF
THAT NOW WAS THE TIME.
>> ONLY HAD A FEW LEFT?
AT 37 YEARS OF AGE?
>> ONCE YOU HOPEFULLY
CREATE A BLUEPRINT THAT
SOMETHINGS THAT'S YOURS
AND YOU'VE MADE ALL THE
DECISIONS TO GET THERE,
I THINK IT BECOMES EASIER.
TALKING ABOUT NEW
CONCEPTS, NEW CITIES AND
NEIGHBORHOODS.
NEW STAFF EVERY TIME, NEW
GENERAL MANAGERS, NEW WINE
TEAM, NEW, NEW, NEW.
IT TAKES QUITE A TOLL ON YOU.
AND THE AMOUNT OF WORK YOU PUT
INTO IT DURING OPENING TIME, I
REALIZED, I FELT LIKE IT GOT TO
THE POINT WHERE IT WAS TIME FOR
ME TO DO IT FOR MYSELF AND LEAVE
THE SAFETY NET.
>> HOW LONG WAS THE
PLANNING?
YOU OPENED FOUR MONTHS AGO?
HOW LONG WAS IT FROM THE IDEA TO
RENT THE PLACE, TO GET FINANCIAL
BACKING, TO OPEN UP THE
RESTAURANT?
>> I MOVED HERE IN 2003, SO
SINCE THEN.
>> ONLY 15 YEARS.
>> ONLY A 15 YEAR PROCESS.
WHEN WE SIGN A LEASE OR I SEND
OUT A BUSINESS PLAN, IT WAS
ABOUT TWO YEARS AGO.
AND THESE GUYS WOULD PROBABLY
AGREE WITH ME, THAT IT WAS ON
THE FASTER SIDE, THAT WE WERE
OPENED BY DECEMBER OF 17.
MY BACKERS WERE PEOPLE I ALREADY
HAD RELATIONSHIPS WITH, PEOPLE
WHO WERE EASY TO DEAL WITH.
WE FOUND A SPACE AND A FASTER
TIME THAN MOST, I THINK.
OR AT LEAST COMPARED TO MY OTHER
SPACE, THE SPANIARD, WHERE WE
SIGN THE LEASE IN 2014 AND
OPENED IN 2017.
I LEARNED FROM THE PROCESS THAT
IT COULD TAKE THAT LONG.
THEN I OPENED TWO PLACES, SIX
MONTHS APART, WHICH NOBODY WOULD
EVER SUGGEST.
>> JUSTIN, YOU, THE
CHEF/OWNER WHO BROUGHT US THESE
WONDERFUL, SCRUMPTIOUS PIZZAS.
HOW DID YOU DECIDE TO GO
INTO YOUR BUSINESS?
>> VERY SIMILAR TO PJ'S STORY
WHERE I HAD WORKED FOR
JEAN-GEORGES VONGERICHTEN
FOR NINE YEARS-
>> ANOTHER POORLY
ILL-PREPARED CHEF.
>> EXACTLY. I THINK WHAT HELPED
ME DECIDE TO DO IT AND THEN
ALSO WHERE I BECAME SUCCESSFUL
WAS I STAYED WITH HIM FOR NINE
YEARS.
I DIDN'T JUMP AROUND FROM CHEF
TO CHEF, SO I WAS AN INTERN TO
START AT JG. AND I WAS PEELING
GARLIC TO PEELING SHALLOTS TO
THEN I BECAME A LINE COOK, AND I
WORKED EVERY STATION AND BECAME
A SOUS CHEF.
I KEPT GOING UP THE RANKS, AND
WITH THAT CAME MORE LEARNING.
FINALLY, I DECIDED TO TRAVEL
WITH HIM AND I OPENED 15
RESTAURANTS IN THREE YEARS.
>> ALL AROUND THE WORLD,
RIGHT?
>> ALL AROUND THE WORLD.
AS PJ MENTIONED, THEY HAD A GOOD
BLUEPRINT ON HOW TO DO IT.
AFTER I HAD THOSE REPS
UNDER MY BELT, I FELT THAT I
COULDN'T TAKE THE TRAVEL
ANYMORE.
I REALLY WANTED TO STAY LOCAL,
AND STARTED LOOKING FOR
LOCATIONS IN BROOKLYN NEAR MY
HOUSE.
THAT IS WHERE I FOUND THE FIRST
SPEEDY ROMEO LOCATION.
>> YOUR BUDDY SAID HE
CAME OVER IN 2003.
HOW DID YOU DECIDE TO LEAVE
KANSAS? LIKE DOROTHY.
DECIDE TO COME TO THE BIG APPLE,
TO EMERALD CITY?
>> IT'S A LONG STORY.
I WENT TO SCHOOL AT ARIZONA
STATE UNIVERSITY, AND AFTER
THAT, I STARTED COOKING THERE TO
MAKE MONEY WHILE IN SCHOOL.
I ENDED UP MOVING TO
FREDERICKSBURG, TEXAS.
I WORKED FOR A BELGIAN WOMAN
WITH A FRENCH PALETTE.
SHE SHOWED ME THE JEAN-GEORGE,
COOKING AT HOME LIKE A FOUR-STAR
CHEF COOKBOOK. AND IT WAS
THE PICTURES OF CENTRAL PARK,
THE INTERIOR OF THE KITCHEN, OF
THE DINING ROOM.
I WAS LIKE, THIS IS MY GOAL, TO
WORK IN A PLACE LIKE THIS.
SO I STARTED SEARCHING CULINARY
SCHOOL, THEN FRENCH CULINARY WAS
COMING ON THE MAP.
SO I ENDED UP GOING THERE.
I GOT THE PHONE NUMBER TO THE
JEAN-GEORGE KITCHEN CAREER
SERVICES OFFICE, AND I ASKED IF
I COULD COME WORK FOR FREE.
BECAUSE BACK THEN YOU COULD
BRING PEOPLE TO WORK IN THE
KITCHEN FOR FREE.
I STARTED FREE, AND SNOWBALLED
FROM THERE.
>> DOUGLAS, OUR FRIEND WHO
LIVES IN NEW JERSEY.
TELL US ABOUT YOUR CAREER.
>> WHEN I MET DREW WAS IN
1999, WHEN I WORKED AT NOBU.
>> YOU WORK AT THE
ORIGINAL?
>> THE ORIGINAL, CORRECT.
PROBABLY 4.5 YEARS, AND I
DECIDED TO LEARN MORE ABOUT
COOKING.
SO I APPLIED TO THE CIA,
CULINARY INSTITUTE OF AMERICA.
AT ONE POINT, I THINK IT WAS THE
10TH ANNIVERSARY OF NOBU, AND I
WAS IN THE BATHROOM.
WE WORK TAKING A -- WE WERE BOTH
IN THE BATHROOM, SIDE-BY-SIDE.
ONE DAY, HE WAS TELLING ME.
WE MADE A GREAT DECISION.
AND I SAID WHAT WAS IT?
HE SAID, IF YOU WANT TO BE
BETTER THAN NOBU, YOU HAVE TO
LEAVE NOBLE AND SEARCH FOR
A NEW JOURNEY. OKAY, MAKES
SENSE. EVER SINCE THEN I'LL
TRY TO LEARN AS MUCH AS
POSSIBLE AND I'VE BEEN
PURSUING THE KNOWLEDGE AS
MUCH AS POSSIBLE.
SO I TRY TO WORK AT BIG
RESTAURANTS TO TRY TO UNDERSTAND
THE FINANCIAL SIDE OF IT.
>> BEFORE YOU OPENED YOUR
RESTAURANT, WHICH IS OPEN SEVEN
MONTHS, YOU WERE WORKING AT ZUMA
HAD 120 CHEFS WORKING FOR
YOU OVER THERE.
>> YOU NEVER REALIZE HOW
BIG IT IS, 26,000 SQUARE FEET, A
HUGE FACILITY.
>> AT THE TIME, I WAS
TRYING TO LEARN ABOUT THE BIGGER
OPERATION SIDE OF IT.
I STILL HAD THE UNDERSTANDING
THAT MAYBE IT IS TIME FOR ME TO
OPEN MY SMALL PROJECTS.
PERHAPS SOMETHING I CAN --
>> HOW DID YOU DECIDE TO
GO INTO THE NOODLE CONCEPT?
>> I'M NOT SURE IF I
SHOULD TELL YOU, BUT I'VE NEVER
COOKED A NOODLE IN MY LIFE.
IT WAS THE FIRST TIME I ACTUALLY
DONE IT IN MY LIFE. AND OF
COURSE YOU KNOW HOW TO COOK
AND YOU KNOW HOW TO MAKE
STOCK, YOU KNOW HOW IT WORKS.
>> YOU WERE SAYING THE
STOCK CAN TAKE 12 HOURS?
>> YEAH, IT CAN TAKE UP TO 8
TO 12 HOURS. SOME CHEFS SAY
OVERNIGHT, BUT IT'S VERY
DIFFICULT TO MAKE BUT UNLESS
YOU UNDERSTAND TECHNICAL
>> SO WAIT, YOU DIDN'T MAKE
NOODLES BEFORE YOU WENT INTO-
>> NEVER. I ENEVR WORKED IN A
RAMEN RESTAURANT OR A
NOODLE RESTAURANT IN MY LIFE.
>> WE'RE GOING TO TAKE ON
HIM IN A SECOND.
WE KNOW HE LIKES FISH, BUT WHY
DID YOU GO INTO THE NOODLE BAR?
>> I THOUGHT THERE WAS
STILL HYPE FOR THE NOODLE IN NEW
YORK CITY, AND FOR ME, IT WAS
THE FASTEST ONE TO OPEN.
IF I WERE DOING FINE DINING OR
SOMETHING DIFFERENT, IT WOULD
TAKE LONGER TO OPEN.
SOME PROJECTS WOULD TAKE YEARS
AND YEARS.
FOR ME, I THOUGHT, WHAT CAN I DO
TO MAKE THIS THING HAPPEN
QUICKLY?
THEN WE HAVE, IN CULTURE, IT IS
SIMILAR TO JAPANESE RAMEN.
SO I WANTED TO DO SOMETHING
LIKE THAT AND THAT WAS IT.
>> THE THREE OF YOU COME
FROM GREAT CULINARY BACKGROUNDS,
WORKING FOR TOP CHEFS AND
OPERATORS AND EVERYTHING ELSE.
HOW DID YOU DECIDE TO OPEN
YOURS? THAT'S NOT A PRODUCT
THAT I ALWAYS SEE IN THE JEAN-
GEORGE MENU'S.
>> ONE THING JEAN-GEORGE SAID TO
ME WHILE WE WERE DINING OUT, IT
WAS AT A HIGHER END RESTAURANT,
SHOOTING FOR THE STARS IN
CREATIVITY.
HE LOOKED AT US AND SAID
CULINARY GENIUS WON'T PAY THE
BILLS.
THIS IS A BUSINESS, THE
RESTAURANT INDUSTRY IS A
BUSINESS.
FOR ME, I WANTED A VERY
APPROACHABLE MENU.
I HAD DONE A LITTLE PIZZA AT
SOME OF THE HOTEL RESTAURANTS I
HAD OPENED FOR JEAN-GEORGE, BUT
NEVER WOODFIRED.
I KNEW I WANTED TO DO A
WOODFIRED CONCEPT WITH THE
OVEN AND THE GRILL AND SO
FROM THERE I JUST NEEDED
TO MAKE SURE THE MENU WAS
VERY APPROACHABLE BY A LARGE
DEMOGRAPHIC.
>> NOW IN THE SAME MANNER,
I KNOW YOU LIVED IN BROOKLYN
BUT CLINTON HILL AS A GROWING
NEIGHBORHOOD.
HOW LONG HAD YOU BEEN
IN CLINTON HILL BEFORE YOU
OPENED UP THE FIRST SPEEDY?
>> I HAD ACTUALLY LIVED IN
FORT GREENE, AND I HAD LIVED
IN FORT GREEN FOR PROBABLY
SEVEN YEAR BEFORE I OPENED
THE CLINTON HILL LOCATION.
WE ARE ON THE BORDER OF CLINTON
HILL/ BEDSTUY. AND SO I HAD
SEEN WHAT HAD HAPPENED IN
CLINTON HILL WITH RESTAURANTS
AND BARS OPENING AND THE
DOWNTOWN BROOKLYN
STARTING TO GROW. AND EVERYTHING
SORT OF GROWING OUT FROM
THERE.
>> I'M GOING TO GIVE A
GREAT STORY YOU HAVE TO TELL
DREW.
WHEN WE WERE DOING SHOWS ON
BROOKLYN, I SAID DREW, WHY DON'T
YOU OPEN IN BROOKLYN?
HE SAID THE ONLY PEOPLE WHO
WOULD GO TO BROOKLYN ARE HUSBAND
AND WIVES, MAYBE EIGHT PEOPLE IN
A RESTAURANT.
BUT LOOK IT WHAT HAPPENED.
YOU AREN'T ONLY PIZZA.
YOU HAVE STEAK AND OTHER
PRODUCTS.
>> WE HAVE A WOODFIRED
GRILL SO THAT FUELS THE REST
OF THE MENU WHERE WE HAVE
EIGHT TO 10 APPETIZERS AND
SOME ITEMS OFF THE GRILL.
WE KEEP IT IN THE SAME VEIN OF
NOTHING TOO PRETENTIOUS.
>> HOW DID YOU DECIDE TO
VENTURE TO THE HIP, LOWER EAST
SIDE?
>> I LIVE ACROSS THE STREET
FROM THE BROOKLYN LOCATION.
AT A CERTAIN POINT, I FELT TOO
COMFORTABLE AND WANTED TO
CHALLENGE MYSELF AND BRANCH OUT.
WE FOUND A PROPERTY, SORT OF A
SIMILAR SITUATION WHERE I WENT
OFF THE BEATEN PATH TO FIND THE
FIRST LOCATION WHERE WE'RE
ALMOST IN BEDSTUY. AND WHEN
WE OPENED THAT PEOPLE WERE
LIKE, YOU ARE A PIONEER TO
EVEN THINK THAT THIS IS GOING
TO BE A GOOD IDEA-
>> WE HAVE A TERM-
IT MEANS CRAZY.
>> SORT OF SIMILAR ON THE
LOWER EAST SIDE WHERE WE
FOUND A LOCATION THAT WAS
SORT OF ON THE OUTSKIRTS,
IT'S NOT IN THE HEART WHERE
ALL THE BARS AND RESTAURANTS,
WE'RE SORT OF ON THE OUTSIDE,
THERE'S A LOT OF DEVELOPMENT
OVER THERE HAPPENING.
>> I THINK PART OF IT IS
ALL THREE OF YOU ARE
DESTINATIONS.
YOU ARE IN A CONVENIENT
LOCATION, BUT ALSO A
DESTINATION.
PJ, FISH.
YOU WORK FOR A GUY WHO
PREDOMINATELY MADE ITALIAN FOOD.
>> I DID, BUT I WORKED AT NOBU
BEFORE THAT FOR 5.5 YEARS.
I FELL IN LOVE WITH THE SASHIMI.
WHEN I WAS THERE, I SAID I WOULD
NEVER COOK ITALIAN FOOD.
IT WAS THE FOOD OF MY FATHER'S
SIDE OF THE FAMILY.
>> NORTHERN? SOUTHERN?
>> SOUTHERN SICILIAN?
SOUTHERN COASTAL.
I GREW UP ON THE SOUTHERN COAST
OF TEXAS. MY
GRANDFATHER ON MY MOMS SIDE WAS
A FISHERMAN.
SO THERE WAS ALWAYS THIS FISH
AROUND MY HOUSE. WHETHER
IT WAS COOKED OR RAW.
EVEN AT MY HOUSE IN TEXAS
MY GRANDMOTHER WOULD MAKE
CEVICHE.
IT WAS IMPORTANT TO ME AND I
LOVED THOSE FLAVORS.
AND I GOT A TASTE OF IT AT NOBU.
MY FRIENDS WHO WERE WORKING AT
THESE BIG ITALIAN RESTAURANTS,
OH, I'LL NEVER COOK THAT FOOD.
IT IS TOO RUSTIC.
THEN I GOT A TASTE OF IT.
I WENT TO ESCA AND I MET
MICHAEL.
THIS IS BLOWING MY MIND RIGHT
NOW.
THIS IS FOOD THAT IS MORE
FAMILIAR TO WHAT I'M USED TO,
BUT IT LETS ME USE ALL I LEARNED
ABOUT SERVING RAW FISH.
SO THOSE THINGS CAME TOGETHER
FOR ME, THIS PASTA AND THIS
CONCEPT.
FOLLOWING IN THAT TREND OF NOBU,
THE MAN, AND THESE COMPOSED
DISHES OF NOT JUST FISH OVER
RICE, BUT THESE COMPLEX,
COMPOSED CRUDO DISHES.
I KNEW THAT FOR A RESTAURANT
TO BE SUCCESSFUL, IT HAS TO BE
SOMETHING THAT IS CRAVABLE.
AND IT HAS TO BE A DISH LIKE
THAT MACKEREL I HAD AT
SCAMPI, I CAN'T WAIT TO
GO BACK FOR IT.
>> HERE'S THE QUESTION.
EACH ONE OF YOU IS IN BUSINESS A
COUPLE OF YEARS OR A SHORTER
AMOUNT OF TIME.
WHAT IS THE BIGGEST CHALLENGE
YOU HAVE?
IT IS QUALITY, GETTING STAFF-
>> IT IS EVERYTHING.
>> NO, BUT YOU ARE SAYING
THAT YOU ARE CLOSED ON MONDAY
BECAUSE IT'S DIFFICULT FOR YOU
TO GET STAFF.
>> HIRING STAFF IS DIFFICULT.
>> CHEFS AND COOKS ARE NOT
AS PASSIONATE AS THEY USED TO
BE.
SO, TURNOVER IS FAST.
>> I THINK THAT IN AN
INTERESTING WAY, THE THREE OF US
CAME TO NEW YORK AT AROUND THE
SAME TIME.
>> YOU ARE THE BABY, REMEMBER.
>> WE STARTED COOKING IN NEW
YORK AT A TIME WHEN IT WAS STILL
AN HONOR TO BE IN THESE
KITCHENS.
LIKE HE SAID, I WORKED FOR FREE.
NOW, WITH LABOR LAWS, THAT IS
NOT EVER ALLOWED.
BUT IT WAS AN HONOR TO BE IN
THAT DOOR, AND YOU GOT TO SEE
THE ROUGH SIDE OF THESE
KITCHENS.
BUT HOW MUCH RESPECT GOES INTO
THE FOOD, IT BLEW MY MIND.
I FEEL LIKE IT HAS GONE OUT THE
WINDOW.
>> HOW DO YOU GET YOUR
REPUTATION?
YOU HAD A REPUTATION WORKING FOR
THESE GREAT CHEFS AND
RESTAURANTEURS. HOW DO YOU
BUILD YOUR OWN REPUTATION
ON YOUR OWN RESTAURANT TODAY?
>> I THINK PJ NAILED IT WITH
THE CRAVEABILITY.
IT'S THE WORD OF MOUTH ONCE
PEOPLE HAVE COME TO THE
RESTAURANT THAT IT'S JUST LIKE,
OH MY GOD I HAD THIS PIZZA
AT SPEEDY ROMEO, AND LET
ME TELL YOU ALL ABOUT IT.
IT IS NOT TOO EXPENSIVE AND OUT
OF THE REALM OF SOMETHING THEY
CAN'T HAVE ONCE A WEEK.
IT POPS INTO THEIR BRAIN AGAIN.
>> FOR YEARS, PEOPLE WOULD
GO TO WILLIAMSBURG BEFORE
WILLIAMSBURG WAS HIP FOR TWO
RESTAURANTS.
PETER LUGER'S OR BAMONTE'S.
IT WAS A CULT THING.
PETER LUGER HAD LIMITED CREDIT
CARDS.
THERE WERE NOT ATM'S.
IT WAS A CASH SITUATION.
PEOPLE WANTED TO GO, IT WAS A
DESTINATION.
NO OFFENSE, IT IS A
SEMI-DESTINATION FOR SOMEONE IN
MANHATTAN TO GO TO BEDSTUY OR
CLINTON HILL.
BUT IF SOMEBODY SEES ON THE FOOD
NETWORK, SPEEDY ROMEO, OR READ
AN ARTICLE, THAT HELPS YOU.
HOW ARE YOU PROMOTING YOURSELF?
YOU WERE SAYING, YOU ARE OFF THE
BEATEN TRACK A LITTLE BIT IN
TRIBECA, AT THE END OF GREENWICH
STREET.
HOW DO YOU PROMOTE YOURSELF TO
MAKE THAT REPUTATION?
YOU WERE PART OF A GREAT
REPUTATION WERE YOU WERE.
>> AGREED, YOU CAN'T SLEEP ON IT
ANY OF THESE DAYS. IT'S NOT THE
DAYS OF THE NEW YORK TIMES OR
NOTHING.
WITH THIS REPUTATION, I WAS VERY
LUCKY THAT EARLY ON, MICHAEL WAS
LIKE, YOU ARE THE CHEF, THE
FACE.
AS MUCH AS I'M THE OWNER, WE
WILL PUT YOU FORWARD FOR ALL OF
THESE THINGS.
THAT WAS SORT OF A PLAN FOR ME
AND FOR HIM TO SORT OF DEVELOP A
NAME FOR MYSELF.
>> BECAUSE HE CAME INTO A
NEIGHBORHOOD THAT WAS NOT KNOWN
FOR RESTAURANTS.
SO, HE NEEDED A FACE.
THAT IS PART OF THE SITUATION
THAT, AS I WAS SAYING, WHAT I
LEARNED ON MANY OF MY FOOD SHOWS
BEFORE, YOU HAVE TO TOUCH YOUR
TABLE.
YOU HAVE TO WALK AROUND AND
TOUCH THE TABLE AND TALK TO YOUR
CUSTOMERS AND SOMETIMES
BUY THE EXTRA HORS DOUEVRES.
>> SURE, AND MY GOAL WAS
UNDERSTANDING AT THAT POINT
THAT HE WAS GROWING VERY
QUICKLY AND HE KNEW THAT HE
COULDN'T TOUCH ALL THE TABLES,
HE WAS HAPPY LETTING ME BE THE
FACE OF THE RESTAURANT.
THE OTHER THING IS, DON'T BURN
ANY BRIDGES, WHEN IT COMES TO
PRESS, GUEST INTERACTION-
>> VERY TRUE.
I THINK THAT THESE DAYS, SOCIAL
MEDIA IS SUCH A STRONG PRESS
OUTLET.
>> I THINK THAT YOUR
BUSINESSES -- I'M MORE OF AN
INSTAGRAM SOCIAL MEDIA THEN
ON FACEBOOK.
INSTAGRAM IS IMPORTANT, PEOPLE
LOOK AT THE ITEM THEY ARE
FOLLOWING.
>> WE TALK ABOUT, WHEN WE PUT
NEW DISHES ON THE MENU,
IF THEY ARE INSTAGRAMMABLE.
IT'S A PART OF EVERYTHING NOW.
>> I MET A GUY A COUPLE
YEARS AGO, HIS SPECIALTY WAS
THAT HE WAS A FOOD PHOTOGRAPHER.
THAT IS WHAT YOU NEED, FOR THE
QUALITY OF THE FOOD.
YOU CAN HAVE A GREAT THING, BUT
IT IS ALSO THE PRESENTATION AND
PICTURES.
THE LOYALTY OF CUSTOMERS.
AT ONE TIME, DREW, I'M SITTING
IN HIS CHAIR. WE WOULD SAY,
VISITORS TO NEW YORK, WE USED
TO CALL THEM TOURISTS.
THEY'RE NO LONGER TOURSISTS.
WHEN YOU HAVE 62.8 MILLION
PEOPLE COMING TO NEW YORK CITY,
THESE ARE VISITORS TO NEW
YORK AND THESE VISITORS
ARE YOUR CUSTOMERS.
HOW MANY WOULD YOU SAY ARE
NATIVES WHO LIVE IN NEW YORK,
AND PEOPLE WHO ARE
OUT-OF-TOWNERS OR VISITORS WHO
COME TO YOUR RESTAURANTS?
>> IN MY CASE, I THINK IT IS 40%
VISITORS AND 40% LOCAL PEOPLE,
AND MAYBE 20 PEOPLE FROM
SOMEWHERE OUTSIDE THE COUNTRY.
LUCKILY, WE GOT A REVIEW
FROM THE NEW YORK TIMES
AND NEW YORK MAGAZINE, SO
THE PEOPLE WHO SEE IT COME FROM
A LITTLE FURTHER.
BUT WE ARE AN WEST VILLAGE,
WHICH IS CALLED GREENWICH
VILLAGE AS WELL, SO THE LOCAL
PEOPLE ARE STARTING TO HEAR
ABOUT US AND ARE STARTING
TO COME BACK. AS A CUSTOMER
THEY HAVE A LOYALTY BECAUSE
THEY KEEP COMING BACK.
I SEE SOME OF THE CUSTOMERS
COMING EVERY WEEK OR TWICE A
WEEK-
>> WHICH IS GREAT.
>> IT'S AN INTERESTING SITUATION
IN BROOKLYN, AND WE'VE ALSO SEEN
IT IN THE LOWER EAST SIDE, BUT
THE FIRST CUSTOMERS THAT CAME TO
THE DOOR IN THE BEGINNING WERE
THE LOCALS THAT LIVE NEARBY,
YOUNG FAMILIES THAT WERE
STARTING -- BOUGHT BROWNSTONES
AND ARE BRINGING UP THEIR FAMILY
THERE.
INTERESTINGLY, OUR FIRST SUMMER,
WE WERE VERY SLOW.
THE SECOND SUMMER WE WERE VERY
STEADY.
IT TURNS OUT THAT A LOT OF THE
PEOPLE WHO GO OUT OF TOWN FOR
SUMMER PUT THEIR HOUSES ON
AIRBNB AND LISTED US AS ONE OF
THE LOCAL PLACES TO GO.
SO THE PEOPLE THAT GO OUT OF
TOWN WERE REPLACED BY THESE
OUT-OF-TOWNERS, AND THOSE WERE
LOTS OF EUROPEANS, PEOPLE COMING
FOR A MONTH OR SO OR A COUPLE OF
WEEKS.
SO IT GOES WITH THAT TOUCHING OF
THE TABLE.
>> WHO DO YOU SEE WHEN YOU
OPEN UP THE MEXICAN, IN
GREENPOINT? WHO DO YOU THINK
MOST OF YOUR CUSTOMERS WILL BE?
YOUR LOCALS?
>> I THINK IT WILL BE A LOT OF
LOCALS, PEOPLE WHO LIVE IN
GREENPOINT.
WE'VE HEARD A LOT THAT THERE'S
NOT MUCH OVER THERE.
>> SURE, UNLESS YOU WANT
GERMAN FOOD THAT IS 50 YEARS
OLD.
>> WE KNOW THE NEIGHBORHOOD IS
EXCITED.
IT LOOKS SIMILAR TO THE WAY THE
BROOKLYN, BEDSTUY, CLINTON HILL
NEIGHBORHOOD LOOKS.
LOT OF STROLLERS ON THE STREET.
A LOT OF PEOPLE, A LOT OF
FOOT TRAFFIC. AND THAT
DRIVES A LOT OF BUSINESS.
>> PJ, YOU ARE RIGHT OFF
OF NOMAN AND FLAT IRON.
>> SOMEWHAT CONVENIENT.
MORE CONVENIENT FOR NEW YORKERS.
THAT WHOLE AREA HAS BEEN
REDEVELOPED IN THE LAST 10 YEARS
FOR RESIDENTIAL.
SO YOU ARE SEEING A LOT OF
PEOPLE MOVE IN.
THIS WAS A DECISION WE MADE A
WHILE BACK TO BE THERE.
A FAIR AMOUNT OF PEOPLE COMING
FROM TEXAS TO SEE US, BECAUSE I
STAY VERY CLOSE TO THAT SORT OF
TEXAS CONNECTION.
THEY ARE VERY LOYAL THE TEXANS.
>> THEY DON'T COME EVERY
WEEK.
>> NO THEY DON'T, BUT WE LOVE
ALL OF OUR CUSTOMERS EQUALLY.
WE NEED THEM ALL THESE DAYS.
>> WHAT ABOUT FOOD AS
OPPOSED TO ALCOHOL?
>> SCAMPI IS LIKE 60-40 FOOD.
AND SPANIARD, 75-25 ALCOHOL AND
FOOD.
>> JUSTIN?
>> 70-30, PRETTY CONSISTENT
WITH BOTH, FOOD TO BEVERAGE.
>> 75-25, BUT IT IS HARD
FOR A NOODLE RESTAURANT.
>> FOR A NOODLE RESTAURANT
THAT'S A RELATIVELY LARGE
ALCOHOL CONSUMPTION.
>> I FEEL LIKE THE ONLY REASON
SCAMPI IS IN THAT 40-ISH FOR
ALCOHOL IS BECAUSE WE
DO HAVE SOME HIGHER PRICED
WINE. WE DO HAVE A BIG BAR
AND I SORT OF LEARNED IT
FROM THE SPANIARD THAT
THE BAR BUSINESS IS A GOOD ONE.
SO WE REALLY TRY TO PUSH
THE BAR AT SCAMPI.
WE HAVE A BIG FRONT AREA THAT IS
GOOD FOR WALK-INS.
>> ONE THING IS TRUE, DREW
HAS BROUGHT IN ANOTHER GREAT
GROUP OF DYNAMIC CHEFS.
EXPLAIN TO ME WHAT KIND OF
PIZZAS WE HAVE HERE.
>> THE ONE CLOSEST TO ME IS THE
ST. LOUIS. IT'S SAN MARZANO
TOMATO SAUCE, HOT SOPPRESSATA,
HOUSEMADE ITALIAN SAUSAGE,
CHEESE FROM ST. LOUIS, PICKLED
CHILIES.
THE OTHER IS CALLED THE PAUL'S
BOUTIQUE. IT IS AN HOMAGE TO
THE LOWER EAST SIDE.
IT IS DIJON BECHAMEL
KATZ'S PASTRAMI THAT WE GET 50,
60 POUNDS A WEEK FROM
ACROSS THE STREET. FONTINA
CHEESE, SAUERKRAUT COOKED
OFF, EVERYTHING BAGEL CRUST,
THOUSAND ISLAND DRESSING.
>> WE ARE GOING TO EAT
AFTERWARD.
I WOULD LIKE TO THANK DOUGLAS,
JUSTIN, AND PJ AND UNTIL WE
SEE YOU AGAIN.
>> THANK YOU FOR HAVING US.
♪ [THEME MUSIC] ♪
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