How doing things differently in a family business can result in success | Peter Cho | TEDxPortland

Summary

The speaker shares his journey of transforming a hidden garage space into a family-run restaurant called Han Oak in Portland. He discusses the philosophy of 'place first', prioritizing the environment over business models, and the importance of community. He reflects on his past in the high-pressure restaurant industry, the impact of his mother's illness, and the decision to create a space that combines family life with a unique dining experience. The narrative highlights the challenges and rewards of balancing personal values with entrepreneurial aspirations.

Takeaways

• 🏠 The speaker and his wife run a unique business called Hon Oak, which is both their home and their restaurant, located in a hidden courtyard in Northeast Portland.
• 👨‍👩‍👦‍👦 Their business operates with a strong family-oriented approach, integrating their personal lives with their professional ones, even having their children present in the restaurant.
• 🍽️ Despite initial struggles and unconventional beginnings, they have managed to create a community around their home, turning regular customers into friends and family.
• 🌱 The concept of 'place first' was pivotal in their journey, emphasizing the importance of the environment they create over the business model they pursue.
• 👨‍🍳 The speaker's background includes a significant tenure as a chef in high-profile restaurants in New York, which provided a foundation in culinary excellence but also led to personal epiphanies about work-life balance.
• 🏆 His mentor's nomination for the James Beard Awards and the subsequent realizations about the sacrifices made by chefs in the industry influenced his approach to his own business.
• 🚑 A personal health crisis within the family, with the speaker's mother being diagnosed with stage 4 breast cancer, led to a reevaluation of priorities and a move back to Portland.
• 🤝 The business was started with the support of friends and family, and the space was found through a serendipitous connection on Craigslist, highlighting the importance of community and collaboration.
• 👶 The restaurant's operations are designed to accommodate the needs of the family, including being open only a few days a week and creating a supportive environment for staff.
• 🏡 The physical space of Hon Oak, once a real estate developer's family home, has been transformed into a place that combines the speaker's passion for cooking with his desire to be present for his family.
• 📈 The speaker emphasizes the importance of hard work, learning, and creating a space where one wants to be, suggesting that these are the foundations for a successful and fulfilling business.

Q & A

What is the name of the place owned by the speaker and his wife?

The place owned by the speaker and his wife is called Hon Oak.

Why does the speaker describe the location of Hon Oak as challenging to find?

The speaker describes the location as challenging because it is situated in a hidden courtyard, accessible only through an unmarked set of doors at the back of a parking lot in Northeast Portland.

What is unique about the business model of Hon Oak?

Hon Oak's unique business model is that it operates as a family home and a restaurant, with the business being an integral part of their home life, and the home being the center of their business.

How often was Hon Oak initially open when it first started?

Hon Oak was initially open only two days a week when it first started.

What was the speaker's background before starting Hon Oak?

Before starting Hon Oak, the speaker had a background in cooking, working his way up from a fry cook to head chef in various restaurants, including a Michelin-starred establishment and the Breslin in the Ace Hotel.

What significant life event led the speaker to reevaluate his career and move back to Portland?

The speaker's mother being diagnosed with stage 4 breast cancer was the significant life event that led him to reevaluate his career and move back to Portland to be with her.

What is the 'Place First' philosophy mentioned by the speaker?

The 'Place First' philosophy is the idea that the environment and community created by a business should be the priority, rather than the business model itself. It emphasizes creating a space where people feel at home and valued.

How did the speaker's wife influence the concept of Hon Oak?

The speaker's wife influenced the concept of Hon Oak by suggesting a collaborative workspace, a Test Kitchen, and a gathering place for friends and family, which led to the idea of a family restaurant that is also a home.

What was the initial reaction of the speaker when he first saw the location for Hon Oak?

The speaker was initially skeptical and thought it might be a scam when he first saw the location for Hon Oak, as it was listed on Craigslist and seemed too good to be true.

How does the speaker describe the evolution of Hon Oak?

The speaker describes the evolution of Hon Oak as organic and work in progress, allowing it to grow as much as their family can handle, with plans for future developments like a tiki bar and a ceramic studio.

What advice does the speaker give to those starting a new business?

The speaker advises new business owners to put in the time and do the work to build a strong foundation, learn the right way, possibly by learning the wrong way to discover their own path, and to build a place where they want to be, which others will likely want to be part of as well.

Outlines

00:00

🏠 Building a Home and Business in Portland

The speaker shares the unique journey of establishing a restaurant called Hon Oak in Northeast Portland, which is located in a hidden courtyard accessible through an unmarked door. The restaurant is not only a place for dining but also the family home, blending business with personal life. Initially, the place was open only two days a week with friends and family as staff. The speaker discusses the challenges of balancing family life, including raising children, with running a business and the philosophy of 'place first' in their approach to creating a community-oriented space rather than a traditional restaurant.

05:03

🍽️ From Michelin-Starred Chef to Family-First Entrepreneur

The speaker recounts his past as a chef in a Michelin-starred restaurant in New York, where he experienced the intense and repetitive nature of high-end culinary work. He describes the realization that many chefs, while achieving excellence, often apologized for the personal sacrifices required by their careers. This led to a significant life change when the speaker's mother was diagnosed with stage 4 breast cancer, prompting him to move back to Portland to support her. The desire to start a family and the birth of his child further influenced his decision to create a different kind of restaurant that prioritizes family and community, leading to the establishment of Hon Oak.

10:05

🌿 Creating a Family-Centric Restaurant Experience

The speaker and his wife decided to create a restaurant that would serve as a family home and a gathering place, focusing on a collaborative workspace and a Test Kitchen. They aimed to establish a business that would allow the speaker to be present as a father while still pursuing his passion for cooking. The concept evolved into a family restaurant with a flexible schedule, a welcoming environment for burnt-out cooks, and a rejection of the traditional hierarchical kitchen structure. The speaker emphasizes the importance of finding a location that would support this vision, which they eventually found through a Craigslist listing and the generosity of a real estate developer named Kevin Kavanagh.

15:11

🏆 Prioritizing Community Over Commercial Success

The speaker concludes by reflecting on the growth of Hon Oak as a work in progress that has organically evolved with the family's capabilities. They prioritize creating an enjoyable environment over business expansion, with plans for a tiki bar and a ceramic studio. Despite the long hours and the grind of running a business, the speaker finds fulfillment in being able to balance family life with his work. He shares that the recognition and awards the restaurant has received are not the goal but a byproduct of creating a home for the community. The speaker offers advice for new business owners, emphasizing the importance of time, learning, and building a place where one wants to be, concluding with a heartfelt thank you to his mother.

Keywords

💡Hidden courtyard

A hidden courtyard refers to a secluded outdoor space, typically surrounded by walls or buildings, offering privacy and a sense of retreat. In the context of the video, the hidden courtyard is a key feature of the restaurant's location, adding to its unique and private atmosphere. The speaker describes the courtyard as a discovery, suggesting it's not immediately apparent to visitors, which contributes to the overall charm and mystery of the place.

💡Live-work divide

The live-work divide refers to the separation between one's personal life and professional life. The speaker discusses the challenge of navigating this divide, especially when their business is located within their home. This concept is central to the video's theme, as the speaker explores how they've integrated their family life with their business, ultimately prioritizing the creation of a community and home environment over a traditional restaurant model.

💡Community

Community, in this context, refers to a group of people who share a common interest or location and engage in mutual support and interaction. The speaker emphasizes the sense of community they've built around their home and business, where regular customers become friends, and friends become part of the family. This concept is integral to the video's message, illustrating that the business's success is not just about the food but also about fostering a welcoming and supportive environment.

💡Place first

Place first is a philosophy mentioned in the video that prioritizes the environment and experience over the business model. The speaker explains that instead of focusing on how to run a business, they concentrated on creating a place where they and others would want to be. This approach has led to a business model that is contrarian to traditional methods, where the quality of the environment and the community it fosters are the driving forces behind the business's identity and success.

💡Gastropub

A gastropub is a type of establishment that combines a pub-style atmosphere with a focus on high-quality food. The speaker mentions their initial idea to start a Korean gastropub in Portland, which indicates their intention to blend a casual dining experience with a unique culinary offering. This concept is significant as it shows the speaker's initial vision for their business before evolving into the more community-focused model they have today.

💡Family-first philosophy

The family-first philosophy is a core value that prioritizes family life and well-being above all else. The speaker discusses how this philosophy has shaped their business, allowing them to be present for their children and create a workplace that supports a healthy work-life balance. This concept is central to the video's narrative, as it demonstrates the speaker's commitment to building a business that aligns with their values and supports their family life.

💡Michelin starred

Michelin starred refers to the prestigious rating system by the Michelin Guide, where restaurants are awarded stars for their culinary excellence. The speaker mentions their experience working in a Michelin starred restaurant, which signifies a high level of culinary achievement. This keyword is important as it establishes the speaker's background and the foundation upon which they built their own business, contrasting the high-pressure environment of a starred restaurant with the more personal and community-driven approach of their current venture.

💡James Beard Awards

The James Beard Awards are prestigious awards in the culinary world, often referred to as the 'Oscars of the food world.' The speaker recounts attending the awards as a nominee, which highlights their recognition within the industry. This keyword is significant as it underscores the speaker's professional accomplishments and the high standards they bring to their own business.

💡Ergo

An Ergo, in this context, refers to a type of baby carrier that allows a child to be worn close to the parent's body, often used for hands-free carrying. The speaker mentions using an Ergo to carry their child while working, which illustrates the practical ways they integrated family life into their business. This keyword is a small but telling detail that reflects the speaker's commitment to being present as a parent despite the demands of running a restaurant.

💡Potty training

Potty training is the process of teaching a young child to use the toilet independently. The speaker humorously mentions their son being naked because he's potty training, which adds a personal and relatable touch to the narrative. This keyword helps to paint a vivid picture of the family dynamics and the everyday challenges they navigate while running their business from home.

💡Culinary excellence

Culinary excellence refers to the high quality of food preparation and presentation, often associated with professional cooking and fine dining. The speaker discusses the pursuit of excellence as a result of the rigorous training they received, which contrasts with their current approach that prioritizes community and family over strict culinary standards. This keyword is important as it shows the evolution of the speaker's values and the different priorities they have embraced in their own business.

Highlights

The owners of Hon Oak share their unique restaurant experience, which is hidden in a courtyard in Northeast Portland.

The restaurant is located in a converted garage space, which also serves as the family's dining room and open kitchen.

The business operates with a 'place first' philosophy, prioritizing the environment over the business model.

The owners initially struggled with the concept of calling their establishment a restaurant due to the expectations it implies.

The staff at Hon Oak are primarily friends and family, creating a strong sense of community.

The owners' children are part of the restaurant's daily operations, adding a homely touch to the business.

The speaker's background includes a Michelin-starred restaurant and a stint as an executive chef, which contrasts with the current family-oriented business.

The speaker's mother's health battle influenced the decision to start a business that prioritized family.

The concept of Hon Oak was developed as a Korean gastropub, but the approach has evolved to be more family and community-centric.

The restaurant's location was found through a serendipitous Craigslist post by a real estate developer.

The space was transformed from a family home to a restaurant, with an emphasis on being a sanctuary for the owners and staff.

The restaurant has grown organically, with the owners only doing as much as their family can handle.

The speaker emphasizes the importance of creating a place where everyone feels at home, rather than just focusing on the food.

Awards and recognition are seen as byproducts of creating a homely environment rather than the primary goal.

The speaker shares four pieces of advice for starting a new business, focusing on time, learning, and creating a desired place.

The restaurant's success is measured by the community it has built rather than traditional business metrics.

Transcripts

oh boy morning thank you so my wife and

I own a little place called hon Oak hey

okay well for those of you have it

you're gonna want to punch in our

address into Google Maps because it's

gonna drop you off in the middle of the

street in Northeast Portland now this is

where you have to trust me that parking

lot go to the back of that parking lot

and go through the unmarked set of doors

and our hidden courtyard opens up

there's some scooters and stuff you got

to watch out for you know they're all

booby traps then you go through another

door and down a hallway and you're in

our garage space our dining room and

open kitchen so these days I'm holding

our 10 month old Frankie we call him

Frank the tank I got our like we're him

in an Ergo and I'm in the corner making

dumpling somewhere my wife's son is

chasing around Elliot you could see he's

not wearing clothes because he's potty

training and three years old and thinks

he's Captain Underpants see here so you

might have noticed by now this is our

family home

our business is our home and our home is

our business it just happens to be our

restaurant although I've struggled to

call it a restaurant since the very

beginning because I think it brings with

it a lot of expectations we couldn't

live up to in the first year or so we

were only open two days a week and our

staff were all our friends and family

they had full-time jobs but were sort of

coming and helping us bailing me out on

their weekends but you know we were just

trying to figure it out navigate our

live work sort of you know divide find

our place among all the amazing

restaurants here in Portland and it was

a significant time because that first

year Elliot had just turned one and he

was you know learning to walk but like

really falling a lot and even now when

we hire new staff I tell him yeah you're

a cook you're a server but I got like

kids running around man your babysitter

but the result is truly a community

built around our home our regulars have

become our friends and our friends have

become part of the family when we open

our doors it's this sense of community

that really is about place more than a

restaurant place first so place first is

the idea that I stumbled upon during our

journey it's come to form everything we

do how we choose to live work play and

evolve the priority was put on the

environment we create not the business

model we'd pursue but that model that

method placed first is contrarian to how

one starts a business right because

typically you figure out what you want

to do then you figure out how well we

were pretty dead set on the how I think

we're still figuring out the what this

is a little opposite from my background

so-so or my training anyways my a little

background in 2001 I graduated from the

U of O I followed my brother out to New

York he promised me free rent while I

figured out what the hell I was gonna do

with my life that gave me I think to

three years to bum around and during

that time I found an interest in cooking

and I thought you know I'll either drop

a bunch of money back in school go into

further debt or maybe I'll just walk in

somewhere and try and get a job

dishwashing I'll work my way up so I was

actually on my way downtown I was gonna

enroll in cooking school when I just

sort of on a whim made a stop I took a

little side street quiet corner in the

West Village I walked into this small

restaurant cute little spotted pig

hanging from the window and I asked for

a job but what I didn't realize is that

I had basically fallen ass-backwards

into one of the most high-profile

restaurants in the city in the country I

think and I didn't get that dishwashing

job I was a fry

and we sold a lot of burgers so a lot of

fries but before I knew it I had gone

from fry to line cook line cook to

sous chef and sous chef to head chef in

almost 10 years I had been chewed up and

spit out of the Michelin starred meat

grinder the last five of those 10 years

I was the executive chef of the Breslin

in the rcs Hotel now so a restaurant

that's open breakfast lunch and dinner

we had 24-hour room service I think we

did like you know five six seven hundred

covers a day seven days a week 365 days

a year it's a lot like Groundhog's Day

you wake up with this like foreboding

sense of deja vu it's the same damn day

over and over again but you wake up and

you like try something different right

you figure out your angles you hope for

a better result you find your small

successes but you got to like take your

losses because for me at that time it

wasn't about the passion for food and

cooking it was more about the ritual and

repetition but if you do it the right

way the reward for that grind is

excellence and that level of excellence

was my cooking foundation it also

awarded my chef my mentor a nomination

for the James Beard Awards so now this

is the Oscars of the food world right so

the highest honor in our field and all

the best chefs in the country come to

New York and they all you know walk the

red carpet and I got to sit in the

audience and root for her but I sat

there and I noticed something chef after

chef walking up on stage they would say

thank you but then they would apologize

they apologized for their time away from

home I'm sorry for the long hours I'm

sorry for the stress I'm sorry for

putting my career above family and I

started to hear the apologies more than

the thanks and gratitude but it was

definitely my own guilt that made me

hear it because for ten years I had

worked through every

and miss most special occasions and and

my only trips back here to Portland

weren't to see my parents it was for

work this was an epiphany for me and I

remembered it so clearly when I got that

phone call mom had stage 4 breast cancer

it flipped my world upside down my

career in an instant seemed over and

everything I worked for immediately took

a backseat so we pack up everything and

we move immediately to be with her and

between visits to the doctor's and

chemotherapy I tried to like piece

together some like form of my cooking

career but the move had really like

forced me to to push away from that old

restaurant grind the next couple years

the treatments improved mom's health and

while it's a battle she fights every day

son and I were eager to start our next

chapter because just as we started to

get settled and comfortable in Portland

we got pregnant

another life flipper

right so naturally what do I do I panic

and I'm like okay I'm gonna start a

restaurant cuz that's smart right but uh

but like that's all I knew and I had the

plan because with all the advice had

gotten in all my years of experience I I

I knew that this was gonna work so

develop a concept

Portland's first Korean gastropub I

think it can still work right it'll kill

so care funding so maybe do a elaborate

Kickstarter or you know find a celebrity

investor tech millionaire or anybody

like anybody with fu money cuz you don't

you don't want to like lose your life

saving

and then and then make sure it can scale

because fast-casual is the future right

open one in every corner of the city you

sell it off for millions and you ride

off into the sunset but these methods

weren't working for us and every listing

we saw really just gave me that sense of

deja vu

it's that restaurant life PTSD and that

maximum place first kept coming back to

us and rather than setting up to open a

restaurant it was my wife who sort of

smacked me over the head and said why

can't we have both why can't we find a

collaborative workspace a Test Kitchen a

gathering place for our friends and

family for once can we have a yard a

garden with a new baby we barely left

the house and so we would really try and

bring the world to us and we were

determined to figure out a way that I

could be a father first but still be a

chef and this is how we were gonna do it

you know she couldn't do the traditional

anyways that's not really her training

she's an incredible artist and let's

face it the real creative talent in the

family my true contrarian northstar so

now our approach to the restaurant was

going to be different a true family

restaurant one word we'd only be open a

couple days a week because I I was still

accompanying my mom to her treatment

when where our family would be ingrained

and everyday sanctuary for burnt out

cooks I sort of created a safe place for

the biggest burnout yes that's me

and where the traditional French Brigade

kitchen hierarchy was kind of thrown out

the door and where our staff can also

benefit from our family first philosophy

and most importantly I get to cook with

my mom so now this sounds like the

Promised Land right so where are we

going to find it

Craigslist

[Laughter]

so it turns out there's a real estate

developer who found himself in a

position to sort of bridge the gap

between family and his business and he

puts it online on Craigslist and son

finds it and she's like okay we're going

and she's dragged me kicking and

screaming I'm fighting her tooth and

nail and I tell her it's one of those

Craigslist scams it can't be for real

and then we arrived in the middle of the

street looking for this damn parking lot

so we walked through the doors and we

revel in this sense of discovery this

sort of hidden urban oasis and who do we

find standing there in the middle of the

courtyard

Kevin Kavanagh

[Applause]

it was a brief meeting you know he's a

busy guy we exchanged some emails we had

a you know firm handshake but after a

hug that really sealed the deal he just

like handed us the keys and he said you

know we'll figure out the lease later

like don't worry about it yeah and we

believed him because you know we saw

this place and we're like there's no way

we can like walk away from this we're

gonna take it it's three times our

budget and and and you know we thought

about you know our restaurant how - we

didn't have a concept we had no money we

borrowed from sons family and I maxed

out all my credit cards you know a good

location we were like hidden people

still can't find us today and whether it

can scale or not we didn't know if we

can even get the place open so what was

once his family's home became our family

home and what we have built as Han Oak

it's still a work in progress though and

we've really allowed it to grow

organically we've only done as much as

our family can handle but for now having

fun as the goal with plans of

summer-long tiki bars we're building out

a little ceramic studio right now we

cook but the door is open to evolution

and as any new business owner or even

new parent knows the long days well the

long hours have gotten much longer and

the days and years are getting shorter

and shorter

I find myself back in a grind but in a

new way because to be able to step off

the hot line in the middle of service to

witness Elliott's first steps to be able

to brush the kids teeth and read them a

book and put them to bed every night to

be able to close a restaurant for every

holiday and every special occasion

that's what gets me out of bed every

morning the priority is put on the

environment we create not the business

model we pursue the priority was to find

our place and build it

because even though we're a restaurant

right now it's about so much more than

just the food while we've been honored

with the feedback the recognition and

the awards were never really the goal

they're a byproduct of creating our home

so now when people ask me what to keep

in mind when starting a new business my

list is pretty different from the one

that was shared with me but I always

give four pieces of advice to those

going out on their own you have to put

in the time and do the work that's your

foundation and then find somewhere to

learn the right way you can even spend

some time in a place to learn the wrong

way because that will help you discover

your own way and then build a place

where you want to be hopefully there's a

good chance others will want to be there

too

so we couldn't have dreamed of being

where we are today I'm like I'm standing

here at TEDx Portland which is the most

amazing thing what am I doing here

you know we just we didn't want to build

this restaurant we just wanted to build

your favorite place where everyone would

feel at home and we're thank you would

be greater than I'm sorry it's mom thank

you