Ten Year Plan: How the Founders of Tender Greens Scaled Their Heart-Centered Brand

David Dressler, Erik Oberholtzer

Authority Publishing, 2021 - Business & Economics - 191 pages

Ten Year Plan follows the journey of three young entrepreneurs who in 2006 opened a radically fresh, disruptive restaurant concept in the heart of Los Angeles. Defying the long odds stacked against everyone in the restaurant industry, the founders and their skilled team built Tender Greens, named by Conde Nast Traveler as one of "The Ten Best Restaurant Chains in the World," and by Forbes as one of the "25 Most Innovative Consumer Brands." Ten Year Plan lays out a practical, proven approach to creating enduring value--including missteps, misgivings, setbacks, and successes. Applicable to any industry, the scalable business model crafted for Tender Greens gives equal emphasis to margins and mission. Your business, especially now, can be a powerful engine for needed social change. Ten Year Plan shows you how.

About the author

David began his hospitality career at age 6, working in a family-run hotel in the Adirondacks. After graduating from the Ecole Hôtelière, David built a career in luxury hospitality with Four Seasons hotels. Combining his professional experience with his personal style, he shaped and scaled Tender Greens' distinctive heart-centered culture.After leading as Tender Greens President and Chief People Officer, David founded Quiet Advisory where he holistically coaches and advises purpose-driven entrepreneurs. He is married to Randi and they have two amazing kids. As a chef and co-founder of Tender Greens, Erik helped create the now ubiquitous "fast casual" restaurant trend. Based on its mission to democratize good food and its chef-driven operations, Tender Greens prospered, growing to 30 locations.In 2019, Erik joined Cohere as an advisor to founders of conscious brands as they navigate the headwinds of scale. Currently he lives and farms (organically) in Princeton, NJ with his partner, Antoinette.

Bibliographic information

• Title: Ten Year Plan: How the Founders of Tender Greens Scaled Their Heart-Centered Brand
• Authors: David Dressler, Erik Oberholtzer
• Publisher: Authority Publishing, 2021
• ISBN: 194964281X, 9781949642810
• Length: 191 pages
• Subjects: Business & Economics / Economics / General; Business & Economics / Entrepreneurship; Business & Economics / General; Business & Economics / Industries / Food Industry; Business & Economics / Industries / Hospitality, Travel & Tourism; Business & Economics / Workplace Culture