Why Most Restaurants Fail in the First 5 Years... | Elcio Zanatta | DSH #1910

Summary

Podcast Summary: Digital Social Hour – “Why Most Restaurants Fail in the First 5 Years...”

Guest: Elcio Zanatta (Aubergine Kitchen Owner)
Host: Sean Kelly
Episode: DSH #1910 | April 10, 2026

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Overview

In this episode of Digital Social Hour, Sean Kelly interviews Elcio Zanatta, the owner and co-founder of Aubergine Kitchen—an expanding chain of healthy, Mediterranean-Lebanese-inspired restaurants. The discussion dives deep into why most restaurants fail within five years, what sets Aubergine Kitchen apart, the importance of food quality, keys to business longevity, leadership, the effects of purpose-driven careers, and the value of continuous personal and professional growth. Elcio also touches on his journey from Brazil to America, overcoming business failures, scaling responsibly, and his advice for entrepreneurs and jobseekers.

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Key Discussion Points & Insights

The Aubergine Kitchen Story and Philosophy

[02:29 – 07:46]

• Elcio immigrated to the U.S. in 2005 for his children's education and, after a Tony Robbins seminar, radically changed his lifestyle and diet.
• The family’s switch to healthy, Mediterranean-inspired cuisine inspired Aubergine Kitchen, which started in Utah in 2014.
  • “We changed our lifestyle totally. My wife has a gift for cook. She's outstanding. We invite neighbors, friends, they love the food.” (Elcio, 04:27)
• Early days involved educating customers about foods like hummus and baba ganoush.
• Core principle: “The main test for good and healthy food is how you feel afterwards. It better feel different. That's the test.” (Elcio, 02:29 and 08:38)

Product Focus: Ingredients, Health, and Trends

[07:46 – 09:31]

• Aubergine always used extra virgin olive oil, never seed oils, from day one.
• No refined sugar or processed foods; desserts and smoothies are sweetened with dates and use coconut milk.
• “We want to give the best to our community. Right. The best to our customers.” (Elcio, 07:46)
• Healthy eating is about small, consistent choices and avoiding the “compound effect” of bad ingredients.

The State of Modern Food Culture

[09:31 – 10:58]

• Processed foods, excess sugar, preservatives, and seed oils are behind rising obesity and health problems, especially among children.
  • “If we microwave everything with tons of chemicals every day, this will result in this situation.” (Elcio, 10:58)
• Convenience (fast food, food delivery) comes at the cost of health and traditional behaviors.
  • “We have been paying a price to have too much convenience.” (Elcio, 11:39)

Why Most Restaurants Fail: Lessons on Scaling and Survival

[15:10 – 19:14]

• Word of mouth remains the most powerful marketing tool in restaurants.
• Aubergine’s slow and steady expansion—14 locations in 12 years—contrasts most restaurant failures, which Sean notes is 90% within five years.
• Refusing to serve soda or use processed ingredients was a bold choice in soda-loving Utah; guiding principles took priority over conformity.
  • “No restaurant has ever survived in Utah county… without selling soda… But we learned some principles… and made it our guiding principle.” (Elcio, 17:24)
• They now offer no-sugar lemonades and teas as healthy alternatives.

Menu Innovation and Quality Control

[19:14 – 22:13]

• Menu changes happen twice a year, balancing innovation and operational complexity.
  • “We believe in giving [customers] something new… We leave a value called continuous improvement.” (Elcio, 19:22)
• Elcio’s mission: maintain strict quality, using clean ingredients even in Brazilian classic recipes, e.g., gluten-free “pão de queijo” (cheese bread) made with olive oil.

Staying Informed and Adapting to Research

[22:13 – 25:29]

• Elcio studies nutrition and medical research extensively since 2005.
  • “Since 2005 when I found out the principles with Tony Robbins. I never stopped studying.” (Elcio, 24:29)
• Staying educated and keeping up with science guides menu and business evolution.

Technology, AI, and the Human Touch

[25:45 – 28:41]

• Aubergine embraced AI for marketing and operations, but Elcio sees asking the right questions as irreplaceable.
  • “Life is not about knowing the answers, it's asking the right questions.” (Elcio, 26:48)
• Observes AI integration in hospitality (robot seating/bartending) but keeps focus on the people side.

Scaling, Franchising, & Team Building

[28:43 – 31:35]

• Prefers steady expansion over franchising to maintain quality.
  • “Quality is everything in this business for us. We cannot compromise.” (Elcio, 29:21)
• The hardest part is developing people and fostering a cohesive, low-ego team.
  • “My team is made of ordinary people, but they are doing an extraordinary job.” (Elcio, 29:59)
• Distinct roles and clear processes are critical for growth and culture.

Advice for Job Seekers & Leaders

[31:35 – 33:14]

• “Everything you do, be the best you can do… If my job is to wash dishes or clean toilets… I want to be the best… because then… we'll reach our dreams.” (Elcio, 31:42)
• Growth comes by acting, not talking: “Speak through your actions, not your words.” (Sean, 33:02)

Business Partnerships & Family Balance

[35:50 – 38:15]

• Elcio’s marriage and business partnership with his wife thrives due to clearly defined roles and respect:
  • “We have a very clear definition of our roles. I think this is key.” (Elcio, 36:34)
• Trouble often comes when roles are undefined, whether business is struggling or thriving.

Overcoming Failure, Finding Purpose, and Lifelong Growth

[39:06 – 43:04]

• Elcio’s early business (fashion) career had many failures; Aubergine began at age 55 with renewed purpose.
  • “Now I have a real purpose: changing people's lives. Real food that drives me every morning. Work now is joy.” (Elcio, 40:00)
• Neither host nor guest ever intend to retire: purpose is central to energy and longevity.

Leadership Philosophy: Fostering Culture & Personal Development

[43:04 – 44:38]

• Leaders must help people grow personally and professionally.
  • “You have to be light to them. Help them grow not only professionally, personally too.” (Elcio, 43:23)
• Work-life balance and health are inseparable from business success.

On Culture, Retention, and Social Media

[48:03 – 49:45]

• Building genuine culture is hard in the age of job-hopping and social media comparisons.
• True comparison should be with your past self, not others.
  • “Compare myself with myself. Am I a better man, husband, father, leader… than last year?” (Elcio, 49:46)

Final Principles: Book Preview & Message

[51:14 – 54:21]

• Elcio’s forthcoming book will focus on: Growth, Values, Contribution/Purpose, and Health/Vitality.
  • “Growth, conscious contribution and health and vitality.” (Elcio, 54:01)
• Health is foundational: “A healthy person has 100 desires… A sick person has one wish, just to stay alive.” (Elcio, 53:43)

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Notable Quotes & Memorable Moments

• “The main test for a good food and healthy food is how you feel afterwards. That's our motto. Is it better? Feel different? That's the test.” — Elcio Zanatta [08:38]
• “If you go, you eat and then you want to go to bed, it's a bad sign.” — Elcio Zanatta [08:50]
• “The best marketing for restaurants is word of mouth.” — Elcio Zanatta [15:43]
• “No restaurant has ever survived in Utah county… without soda… but we learned some principles… and stuck to them” — Elcio Zanatta [17:24]
• “Life is not about knowing the answers, it's asking the right questions.” — Elcio Zanatta [26:48]
• “My team is made of ordinary people, but they are doing an extraordinary job.” — Elcio Zanatta [29:59]
• “Everything you do, be the best you can do… a dishwasher, cleaning… because then… I believe God will take us to our dreams.” — Elcio Zanatta [31:42]
• “Work now is joy. I will never retire.” — Elcio Zanatta [40:39, 40:53]

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Key Timestamps

• [02:29 – 04:27]: Elcio’s origin story and Tony Robbins seminar inspiration
• [05:35 – 07:46]: Founding of first restaurant, healthy ingredient philosophy
• [08:37 – 09:40]: Defining “healthy food” and compound effect of nutrition
• [15:10 – 16:15]: Marketing, customer loyalty, word of mouth in restaurants
• [17:24 – 18:32]: The soda-free stance in Utah and guiding principles
• [19:22 – 20:39]: Menu innovation and values of continuous improvement
• [22:13 – 24:29]: Ongoing research and personal learning in health/nutrition
• [26:48 – 27:55]: Power of asking the right questions, AI in business
• [29:04 – 29:56]: Decision against franchising, scaling with quality
• [31:42 – 33:14]: Career advice and the importance of work ethic
• [36:34 – 38:15]: Division of roles in business and marriage partnerships
• [39:06 – 40:53]: Coming back from failure, finding passion and purpose
• [43:23 – 44:01]: Leadership as personal and professional development
• [49:46 – 50:36]: Measuring growth against your own past, not others
• [51:28 – 54:21]: Preview of Elcio’s book, four pillars, and the role of health

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Conclusion & Final Message

Elcio Zanatta’s journey is a testament to the power of purpose, discipline, and unwavering commitment to quality and values in both business and life. For restaurant operators, his main message is to focus relentlessly on product, team, and values—not shortcuts. Health, learning, and leadership go hand in hand. And whether you’re an entrepreneur, leader, or employee, your actions, growth, and the impact you make matter more than accolades or appearances.

“A healthy person has 100 desires, a sick person just one wish… Growth, values, contribution, and health—those are the pillars that changed my life.”
— Elcio Zanatta [53:43, 54:21]

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For more, find Aubergine Kitchen online or on social media for healthy eating inspiration, or stay tuned for Elcio’s upcoming book on personal and business growth.

Transcript

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[Aubergine Kitchen Owner (El Shoe)]

main test for a good Food and healthy food is how you feel afterwards, right? It better feel different. That's the test.

[Podcast Host]

Average American is overweight right now, I

[Aubergine Kitchen Owner (El Shoe)]

believe it's not because we love to eat, it's because of what you eat. Most items that we see for people to eat has tons of sugar, processed foods, which comes with seed oils, preservatives, chemicals, small, bad food. Every time you get a bad result, right?

[Podcast Host]

Okay, guys, special episode for y' all today. We got lco from Aubergine Kitchen, which is one of my favorite spots in Vegas. I order it at least once a week. It's a nice, healthy restaurant. Thanks for coming in, man.

[Aubergine Kitchen Owner (El Shoe)]

Oh, thank you for inviting me. It's a pleasure to be with you.

[Podcast Host]

Yeah, I'm very excited to hear your story. But also, I know how tough the restaurant industry is, so I think you'll have some good advice and insights for the audience.

[Aubergine Kitchen Owner (El Shoe)]

I don't know what you. If I can give advice, but I can tell some, share some stories.

[Podcast Host]

Yeah, that'll help a lot of people, but yeah, basically, for those that don't know what aubergine is about, could you explain the story how you started?

[Aubergine Kitchen Owner (El Shoe)]

Yes. I moved to America in 2005. We brought our children to, to go to college here. We want them to study here, have an opportunity here. And then I was pondering life, what to do with my future. I was then 46 years old and I had so many dreams yet, but I lacked some kind of energy for that. And then I attended a seminar with Tony Robbins in California and he's a performer, self improvement guy, everybody knows. And the last day of the seminar, it was about how to have more energy and have more vitality and that it was a turning point in my life. I said, oh, that's the answer for what I needed. First I need to take care of myself, to have energy, to have vitality for me, to accomplish my dreams. And then I came. It was everything, almost everything about food, what the feel of our bodies. And I came back and said, my wife and children, we need to change the way we live. We need to change the food we eat. But it was hard for them. They couldn't understand much. To change a habit is very difficult. And then I invite them to the same seminar some months later, and they bought the idea and we changed our lifestyle totally. And then we start. My wife has a gift for cook. She's outstanding. And we invite neighbors, friends, they love the food we're eating. The newest lifestyle.

[Podcast Host]

Lebanese, right?

[Aubergine Kitchen Owner (El Shoe)]

Yes, yes. And then when we decide to stay in America, to live here. Because my kids, nerd American, we loved here. It's a fantastic country. We say, oh, maybe we can give back to the community who embraced. Which embraced us so much. And then we opened the First Cafe in 2014 in Utah. In Utah or in Utah. That was the way we started.

[Podcast Host]

Wow, that's incredible. And was it immediate success in that first location?

[Aubergine Kitchen Owner (El Shoe)]

You know, it was interesting because we opened the door. No marketing at all. But we chose to be close to a supermarket, healthy supermarket. And we opened the door. People start coming, coming, coming. Never stopped. We loved. And we had to explain. My wife, my daughter and. And I were working 7 from 7am until 10pm wow. For one year.

[Podcast Host]

Hard work hours.

[Aubergine Kitchen Owner (El Shoe)]

Yeah. Every day explaining customer about baba ganoush, about hummus. People didn't know what hummus at in that time.

[Podcast Host]

Yeah.

[Aubergine Kitchen Owner (El Shoe)]

And then it was a hard but joyful time.

[Podcast Host]

I love that.

[Aubergine Kitchen Owner (El Shoe)]

Very nice.

[Podcast Host]

So you picked a really smart location.

[Aubergine Kitchen Owner (El Shoe)]

Yeah, it was a kind of. We didn't have power to choose the best locations. I would say it was a fair location. But to reach this point, now we sell. At least we have a fresh supermarket.

[Podcast Host]

Right.

[Aubergine Kitchen Owner (El Shoe)]

And it resonated well into. Worked well.

[Podcast Host]

Yeah. Because you guys are all about fresh ingredients.

[Aubergine Kitchen Owner (El Shoe)]

Fresh ingredients, exactly.

[Podcast Host]

Yeah. I noticed when I ate there, no seed oils.

[Aubergine Kitchen Owner (El Shoe)]

No seed oil. Since. Since the very beginning. We start cooking what we traditionally in our families used to use, extra virgin olive oil.

[Podcast Host]

And that's a trending thing now. But you were doing it in 2014.

[Aubergine Kitchen Owner (El Shoe)]

Yeah, 12 years ago.

[Podcast Host]

Yeah. No one was talking about seed oils 12 years ago.

[Aubergine Kitchen Owner (El Shoe)]

Exactly.

[Podcast Host]

Yeah.

[Aubergine Kitchen Owner (El Shoe)]

And then. But we always use that because we want to give the best to our community. Right. The best to our customers.

[Podcast Host]

Yeah. And no refined sugar as well.

[Aubergine Kitchen Owner (El Shoe)]

No refined food since the very first day.

[Podcast Host]

And you guys have ice cream, you have desserts, but there's no sugar.

[Aubergine Kitchen Owner (El Shoe)]

No sugar added.

[Podcast Host]

Wow.

[Aubergine Kitchen Owner (El Shoe)]

Yes.

[Podcast Host]

Yeah. The smoothies are amazing. I've had the nice cream. Oh, my gosh. The milkshakes. Yeah. I can't drink regular milkshakes because they're so sweet. From the fast food spots.

[Aubergine Kitchen Owner (El Shoe)]

Usually they have bad fats and tons of sugar. And this way sweeten with dates.

[Podcast Host]

Yeah.

[Aubergine Kitchen Owner (El Shoe)]

We use coconut milk. And then it's a good thing for a good fat and no sugar added. Then you feel good. Because the main test for a good food and healthy food is how you feel afterwards.

[Podcast Host]

Right.

[Aubergine Kitchen Owner (El Shoe)]

That's our motto. Is it better feel different? That's the test. Because if you go, you eat and then you want to go to bed, it's A bad sign.

[Podcast Host]

Yeah.

[Aubergine Kitchen Owner (El Shoe)]

Or if you feel heavy, low energy. Whereas if you eat and have more energy, you feel good.

[Podcast Host]

Right?

[Aubergine Kitchen Owner (El Shoe)]

That's the main test.

[Podcast Host]

Yeah.

[Aubergine Kitchen Owner (El Shoe)]

Oh, this food is really good. It's really healthy.

[Podcast Host]

Absolutely. Americans love to eat, you know.

[Aubergine Kitchen Owner (El Shoe)]

Yeah. I think everybody loves to eat.

[Podcast Host]

Well, statistically we are average American is overweight right now.

[Capella University Narrator]

Yes.

[Podcast Host]

Obese, overweight.

[Aubergine Kitchen Owner (El Shoe)]

Yeah. But I believe it's not because we love to eat. It's because what you eat, most items that we see for people to eat, has tons of sugar.

[Podcast Host]

Right.

[Aubergine Kitchen Owner (El Shoe)]

Processed foods, which comes with seed oils, preservatives, chemicals, artificial colors.

[Podcast Host]

Yeah. Glyphosate too.

[Aubergine Kitchen Owner (El Shoe)]

Yes. Imagine using our body every day, arteries every day, your blood every day, instead of having good things for you eventually. I mean, I believe a small good chains after some time gives great results. Small bad food every time you get a bad result. Compound.

[Podcast Host]

Compound effect.

[Aubergine Kitchen Owner (El Shoe)]

Yeah. Compound effect.

[Podcast Host]

Yeah. People don't see it daily because it's minuscule, but over time.

[Aubergine Kitchen Owner (El Shoe)]

Over time it adds up. Exactly.

[Podcast Host]

Our bodies become so normalized to what we eat.

[Aubergine Kitchen Owner (El Shoe)]

Exactly. And your body adapts what you eat. If I eat junk food every day, I want more junk food.

[Podcast Host]

Right.

[Aubergine Kitchen Owner (El Shoe)]

If I eat healthy food every day, I want more healthy food. It's a normal process. I have a good friend, his doctor, Functional medicine, he was telling me, you know, most of his patients are kids from 4 to 14 years old.

[Podcast Host]

That's young.

[Aubergine Kitchen Owner (El Shoe)]

All of them have autoimmune disease.

[Child]

Wow.

[Podcast Host]

That's young for autoimmune.

[Aubergine Kitchen Owner (El Shoe)]

Yeah. Can you imagine that? So that's, that's not, that's not genetic, isn't it? No, that's the way we, we eat. If we microwave everything with tons of chemicals every day. Yeah. This will result in this situation.

[Podcast Host]

I don't use a microwave anymore.

[Aubergine Kitchen Owner (El Shoe)]

Yeah.

[Podcast Host]

I got rid of mine. Yeah.

[Aubergine Kitchen Owner (El Shoe)]

It's a way for you to have a better food.

[Podcast Host]

Yeah. Well, it, it ruins the taste, but also it cooks out the nutrients, right?

[Aubergine Kitchen Owner (El Shoe)]

Yes. Yes.

[Podcast Host]

So I got rid of it. I only do oven now.

[Aubergine Kitchen Owner (El Shoe)]

And you have a temptation to get some pre made food that has tons of things.

[Podcast Host]

Right.

[Aubergine Kitchen Owner (El Shoe)]

It's easy, it's fast.

[Podcast Host]

Yeah. People want fast.

[Aubergine Kitchen Owner (El Shoe)]

Yeah.

[Podcast Host]

Fast food.

[Aubergine Kitchen Owner (El Shoe)]

Yeah. We have been paying a price to, to have too much convenience.

[Podcast Host]

Yeah, I agree.

[Aubergine Kitchen Owner (El Shoe)]

Yeah. There is a limit for everything.

[Podcast Host]

Yeah. Now you order food to your house, it's so easy.

[Aubergine Kitchen Owner (El Shoe)]

So easy.

[Podcast Host]

You can order whatever you want.

[Aubergine Kitchen Owner (El Shoe)]

Yes.

[Podcast Host]

When I was growing up, you could order pizza, but that's it. You couldn't really order other stuff.

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[Aubergine Kitchen Owner (El Shoe)]

Yeah. Now just two clicks and then we don't walk. And then it's not good for us because we are supposed to walk. Yep.

[Podcast Host]

I walk 10,000 steps a day.

[Aubergine Kitchen Owner (El Shoe)]

Yeah. Convenience has a price.

[Podcast Host]

Yeah.

[Aubergine Kitchen Owner (El Shoe)]

It's too much.

[Podcast Host]

Well, all the healthiest parts of the world, they all walk a lot. The blue zones. Yeah.

[Aubergine Kitchen Owner (El Shoe)]

The centenarians.

[Podcast Host]

Yeah. You grew up in Brazil. They're pretty healthy over there, right?

[Aubergine Kitchen Owner (El Shoe)]

I mean, there are. There are healthy people. There are. There is healthy food, but I think it's sad. Trained for the board. People are getting more processed food and more sugar.

[Podcast Host]

Oh, in Brazil or also in Brazil,

[Aubergine Kitchen Owner (El Shoe)]

there's lots of overweight people. Wow.

[Podcast Host]

Lots of the most beautiful environment.

[Aubergine Kitchen Owner (El Shoe)]

Yes. But it still has lots.

[Podcast Host]

Wow, that's scary.

[Aubergine Kitchen Owner (El Shoe)]

Yes.

[Podcast Host]

Well, the Western culture influences the world.

[Aubergine Kitchen Owner (El Shoe)]

Yes, for sure.

[Podcast Host]

So they get all our Restaurants.

[Aubergine Kitchen Owner (El Shoe)]

My mom used to make just fresh food from the garden, everything. But the new generation is paying the same price, same processed foods and sugar and so forth.

[Podcast Host]

Yeah. But there is a market for healthy stuff too, right?

[Aubergine Kitchen Owner (El Shoe)]

Yes, there is always.

[Podcast Host]

You guys are growing fast.

[Aubergine Kitchen Owner (El Shoe)]

Yes.

[Podcast Host]

14 locations.

[Aubergine Kitchen Owner (El Shoe)]

Yes.

[Podcast Host]

In. You said you started in 2014.

[Aubergine Kitchen Owner (El Shoe)]

2014. 12 years.

[Podcast Host]

So about one location a year.

[Aubergine Kitchen Owner (El Shoe)]

Yes.

[Podcast Host]

Wow.

[Aubergine Kitchen Owner (El Shoe)]

Yes.

[Podcast Host]

That's pretty fast for a restaurant.

[Aubergine Kitchen Owner (El Shoe)]

Yeah.

[Podcast Host]

Some restaurants around for 20 years. Same, same location, right.

[Aubergine Kitchen Owner (El Shoe)]

Yeah. The customers have been helping us.

[Podcast Host]

Well, when your product is so good, it does the marketing for itself. Yeah. That's what I tell people.

[Aubergine Kitchen Owner (El Shoe)]

Yeah.

[Podcast Host]

People try to focus on the marketing, but you should be focusing on the product.

[Aubergine Kitchen Owner (El Shoe)]

Yes, Yes. I think it's products is very important because the best marketing for restaurants is a word of mouth. Right. Because if you like it, you tell your friends, your family now you want the best for them. I think it's the number 100%. I still do believe on that.

[Podcast Host]

Even though for restaurants. Yes.

[Aubergine Kitchen Owner (El Shoe)]

There are so many. Of course, we have social media that help us a lot. We have lots of events, but I think word of mouth is still the number one.

[Podcast Host]

Yeah. Because your business relies on repeat customers.

[Aubergine Kitchen Owner (El Shoe)]

Yes, Right, Exactly.

[Podcast Host]

So if your product's not good, no one's coming back.

[Aubergine Kitchen Owner (El Shoe)]

No one is coming back.

[Podcast Host]

Yeah. But I come once a week. I see the same people there all the time. So I know you're doing a lot of repeat.

[Aubergine Kitchen Owner (El Shoe)]

Yes.

[Podcast Host]

Business.

[Aubergine Kitchen Owner (El Shoe)]

Right.

[Podcast Host]

Yeah.

[Aubergine Kitchen Owner (El Shoe)]

We have left lots of regular.

[Podcast Host]

Yeah.

[Aubergine Kitchen Owner (El Shoe)]

Who comes to us to. To. To our restaurant in Orange since they reopened.

[Podcast Host]

Wow.

[Aubergine Kitchen Owner (El Shoe)]

They still come.

[Podcast Host]

That's amazing.

[Aubergine Kitchen Owner (El Shoe)]

Sometimes they come three times a week.

[Podcast Host]

Wow.

[Aubergine Kitchen Owner (El Shoe)]

Yeah. I have customers I see there very often.

[Podcast Host]

That's so cool.

[Aubergine Kitchen Owner (El Shoe)]

Yeah.

[Podcast Host]

I also think your prices are very fair. Even though you use top quality ingredients, the prices are pretty affordable.

[Aubergine Kitchen Owner (El Shoe)]

Yes.

[Podcast Host]

Which is hard to manage, right?

[Aubergine Kitchen Owner (El Shoe)]

Yeah, it's hard to manage. As you said, it's a hard business. Margins are not very high. But I do believe if we have discipline, if we have a higher purpose, and if we have a good team, good systems, we can still give the best to our customers and still survive. Yeah.

[Podcast Host]

Most restaurants fail within five years. I think almost 90%.

[Aubergine Kitchen Owner (El Shoe)]

Right? Yes.

[Podcast Host]

Did you know that going into this industry.

[Aubergine Kitchen Owner (El Shoe)]

Yeah, I know about that. I remember one week before we opened the restaurant, we had a decision. No sugar, no soda. And then my wife and I were hanging out with a couple good friends and he said, el Shoe, no restaurant has ever survived in Utah county, especially Utah Counter. A place of lots of tradition in Utah.

[Podcast Host]

Yeah. They love soda there.

[Aubergine Kitchen Owner (El Shoe)]

Yeah. Without soda, selling soda. That night was a long night. I said, my goodness, what I'm doing, opening a place where soda is a kind of something essential. But we learned some principles, as I told you at Tony Robbins seminar that we chose to be our guiding principle. Said, no, let's believe on that. They are timeless principles for health. And let's stick on that. And since the very first day, people loved it. They accept it. And we still don't have any soda.

[Podcast Host]

That's incredible because Utah has drive in soda spots.

[Aubergine Kitchen Owner (El Shoe)]

Yes.

[Podcast Host]

They love soda there.

[Aubergine Kitchen Owner (El Shoe)]

Love that.

[Podcast Host]

Yeah, yeah. What about healthy sodas? You think you'll add those?

[Aubergine Kitchen Owner (El Shoe)]

I mean, we have some lemonades, teas. Now we have a packet for people to take home too. And it's a kind of soda, but there is no added sugar.

[Podcast Host]

Right.

[Aubergine Kitchen Owner (El Shoe)]

And I think. And people love it. It's a way. Now if you buy our cucumber mint lemonade, 10 calories, 0 sugar.

[Podcast Host]

Wow.

[Aubergine Kitchen Owner (El Shoe)]

Yeah. That's great. It's pleasant. You have that feeling of sparkling and it's still good.

[Podcast Host]

Yeah, yeah.

[Aubergine Kitchen Owner (El Shoe)]

It's not bad for you.

[Podcast Host]

Absolutely. How often are you changing the menu? Because I know a lot of logistics go into adding new items.

[Aubergine Kitchen Owner (El Shoe)]

Yeah. To change items when we have more than one, it's very hard. Right. But we believe that our customer love something new and we believe in giving them something. For instance, now we discovered about that and then let's do it. Because we want. We. We leave a value called continuous improvement. A core value that we always trying to give the best to our customer. Improve, improve, improve. And we do this usually twice a year.

[Podcast Host]

Okay.

[Aubergine Kitchen Owner (El Shoe)]

We introduce some menus.

[Podcast Host]

Nice. Yeah, yeah. Because you got to teach the staff how to cook the new dish.

[Aubergine Kitchen Owner (El Shoe)]

Right. Yeah.

[Podcast Host]

You got to order the new ingredients.

[Aubergine Kitchen Owner (El Shoe)]

Exactly. Now we are going to launch a new smoothie, Dragon Fruit Smoothie. Very good with creating our smoothies. Usually it's not just fruits. They are clean smoothies. Only fruits, vegetables. But we add lots of good fats. Seeds, nuts, whey protein, vegan protein, collagen, cmos. Items that are good for us. Right. They are very special. As I said. You love them. They are great.

[Podcast Host]

So good. Yeah. I've tried almost everyone, I think. Yeah, they're all good. I like the. I still like the nice shakes, though. Those are just so good, man. I prefer those. Everything's so good. I mean, the bread. That bread is amazing.

[Aubergine Kitchen Owner (El Shoe)]

Yeah.

[Podcast Host]

Is that Brazilian bread?

[Aubergine Kitchen Owner (El Shoe)]

Yeah, it's a Brazilian bread and it's called pong de queijo. Very, very common. In Brazil. And that was a challenging thing for us because cheese bread in Brazil is made with seed oil.

[Podcast Host]

Wow. In Brazil.

[Aubergine Kitchen Owner (El Shoe)]

Then I said, now we need to make it with olive oil. Most of my team said, no, there is no way. For now, let's test. And we spend months testing. And our cheese bread you do is extra virgin olive oil. Very tasty. You said, yeah, it's very good. Yeah. They said, no, it will be too strong. But it's not. It's still very good. It's still fantastic. People love it.

[Podcast Host]

Yeah.

[Aubergine Kitchen Owner (El Shoe)]

And it's gluten free, right? To also.

[Podcast Host]

Yeah. Gluten's a big movement right now, right? Gluten free movement.

[Aubergine Kitchen Owner (El Shoe)]

Yes.

[Podcast Host]

Especially the grain in America. There's enriched.

[Aubergine Kitchen Owner (El Shoe)]

Yes. Even though. Even though the research shows that a very small percentage of the American population has celiac disease. I think it's about 2 to 3%. Only some doctors and some are saying that it can get the gluten has. Bring some inflammation.

[Podcast Host]

That makes sense.

[Aubergine Kitchen Owner (El Shoe)]

And then that's. There is. There is this wave of gluten free.

[Podcast Host]

Yeah.

[Aubergine Kitchen Owner (El Shoe)]

And we have lots of gluten free items, right? Lots, Lots.

[Podcast Host]

So you stay pretty on top of the research, too. Medical research.

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[Aubergine Kitchen Owner (El Shoe)]

Liberty.

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[Aubergine Kitchen Owner (El Shoe)]

Very regular stuff from me since 2005 when I found out the principles with Tony Robbins. I never stood. Stop studying.

[Podcast Host]

Wow.

[Aubergine Kitchen Owner (El Shoe)]

Yeah. I go deep. I have many books from great doctors, scientific research I'm always looking for. That's my passion. I love it when I found out something new. Oh, my goodness. We can give this to our customers.

[Podcast Host]

I love that.

[Aubergine Kitchen Owner (El Shoe)]

Yeah, we can teach them about that.

[Podcast Host]

Never stop learning, right?

[Aubergine Kitchen Owner (El Shoe)]

Never stop learning.

[Podcast Host]

Yeah. That's a mistake people make after college. Yeah.

[Aubergine Kitchen Owner (El Shoe)]

We cannot do that.

[Podcast Host]

They stop.

[Aubergine Kitchen Owner (El Shoe)]

No.

[Podcast Host]

Yeah. I love learning.

[Aubergine Kitchen Owner (El Shoe)]

The world changed so much.

[Podcast Host]

Yeah. You got to be learning or you're fine.

[Aubergine Kitchen Owner (El Shoe)]

And now our minds are kind of limited.

[Podcast Host]

Yep.

[Aubergine Kitchen Owner (El Shoe)]

We have the obligation to expand our mind through education, through knowledge, through talking to you. I'm learning from you. That's the way we. We learn.

[Podcast Host]

Yeah. You got to keep your brain active or else decay, Right?

[Aubergine Kitchen Owner (El Shoe)]

Of course. Of course.

[Podcast Host]

Yeah. That's so cool.

[Aubergine Kitchen Owner (El Shoe)]

Like our muscles.

[Podcast Host]

Yeah. Brain is a muscle, right? Yeah. You got to train it.

[Aubergine Kitchen Owner (El Shoe)]

Yeah. If you don't train them, they will shrink.

[Podcast Host]

Yep. Yeah. I play chess every day. I listen to podcasts, listen to books. You got to be feeding your brain good information.

[Aubergine Kitchen Owner (El Shoe)]

Wonderful.

[Podcast Host]

That's how you get ahead in life. Yes. Are you using any AI yet?

[Aubergine Kitchen Owner (El Shoe)]

Yes, of course we have to use. This has been a debate with my team. I. I personally use AI. My team use AI Special marketing team. And one thing I have been learning, we say I, of course I'm not expert in AI. Sometimes it's hard for me to process how they are so fast. My mind doesn't cope with that, and probably it won't. But one thing that AI won't do is, in my opinion, is to replace my judgment of asking the right questions. Because I have seen some work doing for by two different people with totally different answers. One was much more. Showed better results because he asked the right questions.

[Podcast Host]

Oh, got it. The prompting.

[Aubergine Kitchen Owner (El Shoe)]

Yeah. That's I think is everything about life. Life is not about knowing the answers, it's asking the right questions.

[Podcast Host]

Yes.

[Aubergine Kitchen Owner (El Shoe)]

Once I heard a famous professor from Harvard saying the most important thing when you learn something is to ask the right questions. His name was Clinton Christensen. Very famous guy. He passed away and he said when you want to learn, go to a class or podcast or book and ask the right questions. And AI I believe is the same thing.

[Podcast Host]

Yeah. You still need to ask the right questions.

[Aubergine Kitchen Owner (El Shoe)]

Yeah, yeah.

[Podcast Host]

I agree. It's all about the prompts. Because if you're just asking it basic questions, it's going to give you basic answers.

[Aubergine Kitchen Owner (El Shoe)]

Yes. If you don't explore, go deep on that and then AI keeps helping you.

[Podcast Host]

Yeah.

[Aubergine Kitchen Owner (El Shoe)]

It's fantastic. But that's something that you cannot not use. It's a replacement of my limited mind with everybody's mind, scientific research, everything. It's fantastic.

[Podcast Host]

Some restaurants are using AINA to seat people. Have you seen that?

[Aubergine Kitchen Owner (El Shoe)]

No, I have the robot waiters. No, I haven't.

[Podcast Host]

Yeah. Well you don't do dine in but people just choose yours.

[Aubergine Kitchen Owner (El Shoe)]

Yeah. And this has been always the biggest struggle for sit down restaurants.

[Podcast Host]

Yeah. The waiters.

[Aubergine Kitchen Owner (El Shoe)]

Yes.

[Podcast Host]

Yeah.

[Aubergine Kitchen Owner (El Shoe)]

To allocate people.

[Podcast Host]

Yeah. There's spots in Vegas you can walk in right now. A robot will seat you.

[Aubergine Kitchen Owner (El Shoe)]

Wow. Nice.

[Podcast Host]

Yeah. There's AI. Bartenders.

[Aubergine Kitchen Owner (El Shoe)]

Huh?

[Podcast Host]

They're making your cocktails.

[Aubergine Kitchen Owner (El Shoe)]

I take my time tomorrow and visit one of them.

[Podcast Host]

Yeah.

[Aubergine Kitchen Owner (El Shoe)]

I want to learn.

[Podcast Host]

Yeah. It's crazy, man. Crazy times. We're in. We got the self driving cars now. Yes.

[Aubergine Kitchen Owner (El Shoe)]

Unbelievable.

[Podcast Host]

It's nuts.

[Aubergine Kitchen Owner (El Shoe)]

I hope it will be safer. They want text.

[Podcast Host]

Yeah. Statistically they're safer actually. Because human error.

[Aubergine Kitchen Owner (El Shoe)]

I do believe on that.

[Podcast Host]

Yeah.

[Aubergine Kitchen Owner (El Shoe)]

It would be fantastic.

[Podcast Host]

Would you ever franchise the restaurant?

[Aubergine Kitchen Owner (El Shoe)]

I don't like to say never for any business opportunity because things evolve, change. But right now I don't see this is the best strategy for us.

[Podcast Host]

You like scaling one at a time?

[Aubergine Kitchen Owner (El Shoe)]

One at a time. Sometimes more at a time. By next year we have nine more.

[Podcast Host]

Wow. So that's a big scaling area.

[Aubergine Kitchen Owner (El Shoe)]

Okay. And then one at a time. This will be one or two. And next year will be more.

[Podcast Host]

Right.

[Aubergine Kitchen Owner (El Shoe)]

But I prefer keep the control of the quality of the. Because quality is everything in this business for us.

[Podcast Host]

Yeah.

[Aubergine Kitchen Owner (El Shoe)]

We cannot compromise. Agreed.

[Podcast Host]

Especially in your type of business.

[Aubergine Kitchen Owner (El Shoe)]

Yeah.

[Podcast Host]

It's all about fresh ingredients, quality. The appearance of the plate looks great too.

[Aubergine Kitchen Owner (El Shoe)]

Yes.

[Podcast Host]

I've seen restaurants fail because they scale too quick. Yeah. They lose Quality.

[Aubergine Kitchen Owner (El Shoe)]

Yes.

[Podcast Host]

Because of franchising.

[Aubergine Kitchen Owner (El Shoe)]

Yeah. This is always the most challenging things.

[Podcast Host]

Yeah.

[Aubergine Kitchen Owner (El Shoe)]

That's the reason. We need to have the right people, the right systems process for us to grow.

[Podcast Host]

Right. Was that the toughest part of the business, developing those systems?

[Aubergine Kitchen Owner (El Shoe)]

Yes. I mean, not systems, but develop people. I think it's the number one, the hardest thing, the most important thing. I would say my team is made of ordinary people, but they are doing an extraordinary job. You're maximizing their potential because they have a team spirit. They don't let ego replace what is most important for us.

[Podcast Host]

I love that. Yes.

[Aubergine Kitchen Owner (El Shoe)]

And I do believe on that there are so many great teams, soccer team, basketball teams. When there are so many stars, they don't win. Others, there are not many stars. They're working together. Teamwork, living the culture. Well, teamwork. And then they win. And I do believe this for business too.

[Podcast Host]

Yeah. Need the right pieces.

[Aubergine Kitchen Owner (El Shoe)]

Yes, the right pieces, the right set of values that they leave that guide our decision every day.

[Podcast Host]

Are you part of that hiring, firing process?

[Aubergine Kitchen Owner (El Shoe)]

I mean, now with so many employees we have, now we have 380 or almost 400. Holy crap. I cannot hire. But I help them to create the system. Who are the right people to fit in each position. This more about that training. That's important too, for us to train. We train about the culture and about the processes. Not two important things.

[Podcast Host]

What's your advice for people trying to get jobs? How to stand out from everyone else.

[Aubergine Kitchen Owner (El Shoe)]

Everything you do, be the best you can do. I always say it's not that I minimize this job, but I. It's more to impact the reasoning. If my job is to wash dishes or clean toilets, by the way, they are maybe the most important jobs in the restaurant business. Because cleaning is key.

[Podcast Host]

Yeah. If you eat off a dirty dish, you're not coming back.

[Aubergine Kitchen Owner (El Shoe)]

Yes. But if my dream is to be a doctor, now I'm cleaning the dishes, washing the dish or cleaning the restaurant. I want to be the best dishwasher, the best, best cleaning, cleaning. Because then I believe God will take us to our dreams. But if I keep postponing. No, I'll put my effort, I'll put my desire. When I get the job of my dream, I will never get there. I have seen this happen with people and I see this in my business every day. Some people come, they have lots of limitations, but they. Their enthusiasm, their ignorance to do the best they can change everything. They. Their weaknesses are not important anymore. And they. They keep growing in the company.

[Podcast Host]

Yeah. I have a similar mindset. Speak through your actions.

[Aubergine Kitchen Owner (El Shoe)]

Yes.

[Podcast Host]

Not your words. Right.

[Aubergine Kitchen Owner (El Shoe)]

Yeah, exactly.

[Podcast Host]

Because it's. It's hard to take your word at first. Yeah. Until your actions prove.

[Aubergine Kitchen Owner (El Shoe)]

Exactly.

[Podcast Host]

So I think very similar because there's a lot of talkers. People love to talk to talk. Well, let's see. Let's see what you could do with your action first. You know, people are always talking my ear off about investments and all sorts of opportunities.

[Child]

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[Podcast Host]

Want to see your track record.

[Aubergine Kitchen Owner (El Shoe)]

Yeah, that's true.

[Podcast Host]

You know.

[Aubergine Kitchen Owner (El Shoe)]

Yes.

[Podcast Host]

I want to see some results.

[Aubergine Kitchen Owner (El Shoe)]

Yes.

[Podcast Host]

Yeah.

[Aubergine Kitchen Owner (El Shoe)]

Most important thing.

[Podcast Host]

Absolutely. You run the business with your wife, right?

[Aubergine Kitchen Owner (El Shoe)]

Yes.

[Podcast Host]

How's that been balancing that in your personal life?

[Aubergine Kitchen Owner (El Shoe)]

We've been married for 42 years. I would say my. My marriage, every day, every year is better and better.

[Podcast Host]

Wow.

[Aubergine Kitchen Owner (El Shoe)]

And we have been working together for 39 years.

[Podcast Host]

Impressive.

[Aubergine Kitchen Owner (El Shoe)]

Yeah. Of course we had some challenges. We have some small fights, discussions. Of course, it's process of life. If there is relationship, there is problem. But I think some important things. First of all, she always focus first in raising our children. Then she used to work part time with me.

[Podcast Host]

Got it.

[Aubergine Kitchen Owner (El Shoe)]

And after our children were gone, they married and left home. She works full time. But we have a very clear definition of our roles. I think this is key. I have seen many problems with marriage couples because there is no clear. Both have rco, both make decision, the same kind of decision. And then there will be problems. Of course, for us, we have very clear, distinct goals. She is our. And she's fantastic as a human being. And she is the chef. She makes all the recipes. Now we have people helping her, of course, and I am the CEO, but I make the final decision if we are going to approve or not because it's in. It's not that I'm more important than her. It's because ultimately one has to make the decision. Because if two people try to always, always to be in consensus, very hard. It's very hard. Especially when they are married.

[Podcast Host]

Yeah.

[Aubergine Kitchen Owner (El Shoe)]

Okay. I have seen more and more about divorce. Business fails because there was no clear definition of roles. It could be the opposite. She could be the CEO, I could be another function. But the important thing, it's not which one is more or less important. The important thing is to clear define the roles. I think that's key for us.

[Podcast Host]

Yeah, that's great advice. Because a lot of people go into business with their partner or their best friend and then they don't have those roles to find.

[Aubergine Kitchen Owner (El Shoe)]

Yes.

[Podcast Host]

Right.

[Aubergine Kitchen Owner (El Shoe)]

Yeah.

[Podcast Host]

And then arguments happen. They don't know how to handle it.

[Aubergine Kitchen Owner (El Shoe)]

Yes. Because the problems come usually when the business is doing bad or doing extremely well. Right. When it's doing extremely bad now it's frustration, accusations. It's not my fault, it's your fault. When it's doing extraordinarily well, ego comes and the pride comes. Then in those moments, you have to have systems. And like we are saying now, who is who?

[Podcast Host]

Right.

[Aubergine Kitchen Owner (El Shoe)]

To minimize those effects.

[Podcast Host]

Absolutely.

[Aubergine Kitchen Owner (El Shoe)]

Yeah. Because this will happen in business all the time. All the time.

[Podcast Host]

Yeah. I've seen it so many times.

[Aubergine Kitchen Owner (El Shoe)]

Yeah. I. I worked in clothing business for 30 years.

[Podcast Host]

Wow.

[Aubergine Kitchen Owner (El Shoe)]

In Brazil. And I failed miserably many times. But the important thing in life is not if you fall for you to have the willingness to raise up with the learning from the falls. I think that's the important thing.

[Podcast Host]

Yeah.

[Aubergine Kitchen Owner (El Shoe)]

Because it's very hard to go through life without any fail.

[Podcast Host]

Absolutely. It's impossible.

[Aubergine Kitchen Owner (El Shoe)]

I have never seen anybody say, oh, I came to life. There was no.

[Podcast Host]

Yeah. Never.

[Aubergine Kitchen Owner (El Shoe)]

Never.

[Podcast Host]

All the most successful people had the biggest fails.

[Aubergine Kitchen Owner (El Shoe)]

Yeah.

[Podcast Host]

Yeah. None of them just won everything.

[Aubergine Kitchen Owner (El Shoe)]

Yeah. The difference is they wanted to learn from the fail.

[Podcast Host]

Yeah. Man. You picked the toughest industries. Apparel business is really tough. Margins are very thin.

[Aubergine Kitchen Owner (El Shoe)]

Yes. There was a big difference in my fashion business. It was a business by chance. And I was targeting more as a way of living. It's a good business. I was making good money. But there was no passion, no real purpose behind. We saw Virgin. Now I have a real purpose. Changing people's changing lives. Real food that drives me every morning. And I wake up every morning very excited.

[Podcast Host]

I love that.

[Aubergine Kitchen Owner (El Shoe)]

How can I do that more better, Better for my customers and then changes. Because work now is joy. It's not a pain. People say, oh, when are you going to retire from? I will never retire.

[Podcast Host]

Why?

[Aubergine Kitchen Owner (El Shoe)]

To retire. I see people retiring, then after some years, they die. They got frustrated. I'm not judging anybody, but for me, I don't see this as an option of life. I started aubergine when I was 55 years old. In that time, some years before I was planning to retire, I was doing some stock market. And were the two most miserable years of my life. Wow. Without purpose. And then when aubergine came, I was 55. As I told you, I worked first year 15 hours a day. There were moments in the second year that I started questioning myself, will this work? You know, when we have that tough moments. In the beginning, employees wouldn't stay. I didn't have the right processes. Even though customer loved the food. But there were so many other things that were not working well. I said, oh, my goodness, I think this won't work. But next day I was excited again. Let's do something different. Let's do better, better. And then this purpose drives me every day.

[Podcast Host]

I love it.

[Aubergine Kitchen Owner (El Shoe)]

And then I don't want to stop.

[Podcast Host]

Yeah. Similar story with me. Every business I had before the podcast was only about money, me making money. And it was pretty miserable.

[Aubergine Kitchen Owner (El Shoe)]

You know, and now that you have a pool, how do you feel now?

[Podcast Host]

Amazing.

[Aubergine Kitchen Owner (El Shoe)]

Amazing.

[Podcast Host]

I film eight podcasts in a day, and I'm still energized.

[Aubergine Kitchen Owner (El Shoe)]

Energized.

[Podcast Host]

Because I know it impacts a lot of people. You know, this episode will inspire some people to eat healthier, and that'll impact their family.

[Aubergine Kitchen Owner (El Shoe)]

Yeah.

[Podcast Host]

It'll have a ripple effect and impact thousands of people.

[Aubergine Kitchen Owner (El Shoe)]

You know, it's a great feeling.

[Podcast Host]

Yeah. It's a really good feeling.

[Aubergine Kitchen Owner (El Shoe)]

At the end of the day, we are here for that.

[Podcast Host]

Yeah.

[Aubergine Kitchen Owner (El Shoe)]

To help people.

[Podcast Host]

That's what I think. Yeah. That's when I feel the best.

[Aubergine Kitchen Owner (El Shoe)]

Yes. To. To make us grow with the challenges of relationship. Because there is always challenge, you know?

[Podcast Host]

Yeah.

[Aubergine Kitchen Owner (El Shoe)]

And help people grow too. Yeah, absolutely. I tell my leaders, your main job is not to be a manager of things. Your main job is to help your workers to grow personally and professionally.

[Podcast Host]

I love that.

[Aubergine Kitchen Owner (El Shoe)]

I always say that to them. Never forget them. They are struggling, they have pains. They have big challenges in life, as everybody does. And then you have to be light to them. Help them grow not only professionally, personally too. Because we cannot divide people. If I am doing well professionally, not well personally, this equation will break sometime. There is no way. Then we have to grow both to be a better person and better professional.

[Podcast Host]

You need both. Because a lot of people focus on professional.

[Aubergine Kitchen Owner (El Shoe)]

Yeah.

[Podcast Host]

They focus on money, and then their physical health is terrible.

[Aubergine Kitchen Owner (El Shoe)]

Yeah. Yeah. I, I, I did this at the beginning of my life, professional life, and it didn't work well.

[Podcast Host]

Yeah, I did it too. Yeah. Yeah. I lost a lot of friends, cut off some family members, and just worked all day.

[Aubergine Kitchen Owner (El Shoe)]

Yeah.

[Podcast Host]

Wasn't worth it.

[Aubergine Kitchen Owner (El Shoe)]

Yeah. No, it's not. It's not worth it.

[Podcast Host]

No amount of money is worth that lifestyle. Because it's lonely.

[Aubergine Kitchen Owner (El Shoe)]

Lonely. Exactly.

[Podcast Host]

Loneliness is a silent killer.

[Aubergine Kitchen Owner (El Shoe)]

Yes, that's true.

[Podcast Host]

Yeah. It could take years off your life. They're doing a lot of research on it right now.

[Aubergine Kitchen Owner (El Shoe)]

And when you go to that point, you start understanding life.

[Child]

It's me, your sense of adventure, calling. I'm not just calling. I'm insisting. Insisting you stop daydreaming and start planning to get you and me out there. Out to southwest Idaho during secret season, that time of year in March and April when snow stops dropping and flowers start popping. A perfect time for hiking, fishing, kayaking. And the food. Phenomenal. The only thing missing, the crowds. Start in Boise, then explore beyond the city. Let's Visit Idaho. Visit SouthwestIdaho.org Working across teams is tough,

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[Parent]

Liberty. Liberty.

[Aubergine Kitchen Owner (El Shoe)]

Liberty.

[Parent]

Liberty.

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[Podcast Host]

Huh? Yeah.

[Aubergine Kitchen Owner (El Shoe)]

Oh, there is something more than that. I need to have a higher purpose. Something that will make my potential grow. Yeah. To give my. To try to reach my unlimited potential that every everyone has and impact people for the better. It can be through business. A mom can do that. Anyone can do that. You don't need to create a business to do to that.

[Podcast Host]

Yeah.

[Aubergine Kitchen Owner (El Shoe)]

You don't in any circumstance you can be impacting people. I'm sure a mom impacted you for the better alone.

[Podcast Host]

Absolutely. Yeah. I can't wait to be a parent.

[Aubergine Kitchen Owner (El Shoe)]

Yeah.

[Podcast Host]

Yeah. I'm excited.

[Aubergine Kitchen Owner (El Shoe)]

I have two children. Amazing children. Nice. A great son in law, daughter in law and seven grandkids.

[Podcast Host]

Wow.

[Aubergine Kitchen Owner (El Shoe)]

And then they are the joy of my life.

[Podcast Host]

Are they going to take over the business, you think?

[Aubergine Kitchen Owner (El Shoe)]

Yes, eventually. Eventually.

[Podcast Host]

They work in it right now.

[Aubergine Kitchen Owner (El Shoe)]

Yeah. My daughter works with us. But my son is preparing to come. Wow. Yeah. And he's has a. A beautiful career in a big Corporation. And after 10 years, he's preparing to help us. Nice. Yeah.

[Podcast Host]

That's a big deal.

[Aubergine Kitchen Owner (El Shoe)]

Yeah. He's a brilliant mind.

[Podcast Host]

Wow.

[Aubergine Kitchen Owner (El Shoe)]

Yeah.

[Podcast Host]

Yeah. Culture is everything, man. You build the culture, the people come to you.

[Aubergine Kitchen Owner (El Shoe)]

Yeah.

[Podcast Host]

And these days it's hard to build culture. I think there's some crazy statistics on people getting a job every two years. I think is the average. Now people are just job hopping. Have you seen that?

[Aubergine Kitchen Owner (El Shoe)]

Yes, I have seen. And most of people are not happy in their job, right?

[Podcast Host]

Yeah, yeah. 80, I think.

[Aubergine Kitchen Owner (El Shoe)]

Yeah. This is a challenge that all business have and will have. Right. With the new technologies, this creates more. More trend because there is so much information that are more illusion than reality. Like social media helps in many things, but creates an illusion that your life is better than mine.

[Podcast Host]

Yeah.

[Aubergine Kitchen Owner (El Shoe)]

Your job is better than mine. And this will be always a challenge. Remember as you said, if you have a culture where people like to. They feel in a family, as a family, they like to drive and go to the job, this makes the whole difference.

[Podcast Host]

Absolutely.

[Aubergine Kitchen Owner (El Shoe)]

The entire difference.

[Podcast Host]

Yeah. Social media puts you in a state of comparison. Comparison, you know, it's a dangerous state to be in.

[Aubergine Kitchen Owner (El Shoe)]

Yes.

[Podcast Host]

Everyone's doing their own journey. They're on different levels of life. So you can't really compare.

[Aubergine Kitchen Owner (El Shoe)]

Yeah. And the life is about abundance. It's not about scarcity. There is pie for everybody. There is success for everybody. Your success won't take my success and so forth. And the opposite. And therefore comparison is the lowest standard.

[Podcast Host]

Yeah.

[Aubergine Kitchen Owner (El Shoe)]

I should compare myself with myself. How am I to this year compared to last year? Am I a better man? Am I a better husband? Am I a better father, grandfather, leader, businessman, community helper. I think that's the question, that's the comparison we have to do. And even though when I feel that, oh, I have not been growing so much, I say, okay, be patient with yourself. Let's work this year. Yeah, that's improve which areas are more important for you to which roles are more important for you to grow. Oh, I need, I think I can be a better grandparent, parent or I need to help the community more and those kind of things.

[Podcast Host]

Yeah.

[Aubergine Kitchen Owner (El Shoe)]

Or I need to be a better leader. Talking to, praising my more. My more my employees. I think that that's the way to go.

[Podcast Host]

Absolutely. Yeah. Sometimes you can't see the growth right away. But like we said earlier, compound effect.

[Aubergine Kitchen Owner (El Shoe)]

Compound effect.

[Podcast Host]

Ikigai 1% better every day.

[Aubergine Kitchen Owner (El Shoe)]

Yes.

[Podcast Host]

That's what I do.

[Aubergine Kitchen Owner (El Shoe)]

I do believe on that 100%.

[Podcast Host]

Yeah.

[Aubergine Kitchen Owner (El Shoe)]

I agree with you.

[Podcast Host]

Wow. I learned a lot. Thank you. Thank you so much for this. This is like a business session, coaching session. Yeah. This is great. I guess. Where can people find you Order from the restaurant and keep up with you. Where can they find you? On social media and all that.

[Aubergine Kitchen Owner (El Shoe)]

Social media? We have Aubergine Kitchen, our social media. Now we'll have a website, they can find us there.

[Podcast Host]

Perfect. Then you got a book I want to mention.

[Aubergine Kitchen Owner (El Shoe)]

Yes.

[Podcast Host]

I think when this comes out, it might be around the same time. But what's the book about?

[Aubergine Kitchen Owner (El Shoe)]

Yes. My family and my workers, they asked, oh, you should tell your story. Not coming from Brazil. When I was a kid, I was a poor guy from a farm. And how did you come up with a nice business in America? And people, how did it happen? And then I'm going. I focus on four important principles. First is growth. We have always to keep growing, striving for growth or for growth, sometimes through pain. It's a catalyst for that and perseverance. But if you grow, you can grow and make lots of mistakes. Therefore, it's important for you to keep this growth under a set of great values. Values that are connected with timeless principles. That's the second pillar, conscience, to start growing. But with certain values that drive your growth, then you have more integrity, your decisions, your choices. And then now you are prepared to contribute to the society. What's your purpose? Try to define your purpose. It can be very simple purpose, a bigger purpose. Impact one person or impact thousands or millions of people. And force is what. It's something new. Because most of this principle we can see. But there are so many nice stories and stories of success and failures and to have energy and vitality. Because then it's the way for you to grow, to keep growing, to keep contributing. Because there is a great saying. A healthy person has 100 desires, wishes. A sick person has one wish,

[Podcast Host]

just to stay alive. Right? Yeah, yeah.

[Aubergine Kitchen Owner (El Shoe)]

Healthy, Right. And then this is the pillar that I show how I change my lifestyle. I used to eat lots of sugar. I used to get sick twice, three times a year with cold, fever, fever, flu.

[Podcast Host]

Yeah.

[Aubergine Kitchen Owner (El Shoe)]

And processed food. And now after that, that changed my life for the period. My level of energy, my level of health improved a lot. I think that's important. Those are the four pillars. Growth, conscious contribution and health and vitality.

[Podcast Host]

Beautiful.

[Aubergine Kitchen Owner (El Shoe)]

Yeah.

[Podcast Host]

We'll include the link to get the book in the video.

[Aubergine Kitchen Owner (El Shoe)]

Okay, great.

[Podcast Host]

Do you have a name for it yet?

[Aubergine Kitchen Owner (El Shoe)]

Not. Not yet.

[Podcast Host]

Okay.

[Aubergine Kitchen Owner (El Shoe)]

But it's coming soon.

[Podcast Host]

Yeah.

[Aubergine Kitchen Owner (El Shoe)]

We'll include a preview, final review of the book.

[Podcast Host]

Got it.

[Aubergine Kitchen Owner (El Shoe)]

But that's the main message I would like to say. First of all, thank you for coming to Aubergine.

[Podcast Host]

Of course.

[Aubergine Kitchen Owner (El Shoe)]

And second, I think the most important thing in our life, we have many parts of our human being. One is the physical one. Then if we fill our body with the right food, avoiding processed food, refined sugar and eating more whole foods, I think you have more energy, more health to pursue our dreams that everybody wants that.

[Podcast Host]

Absolutely.

[Aubergine Kitchen Owner (El Shoe)]

And that's what Aubergine is all about. To help people with those great things, great items, great ingredients and one thing that to finish sometimes they say some restaurants have fresh food and they say that they are healthy. But we have to be aware that fresh doesn't mean healthy. I can't get a salad, very fresh salad, only fresh ingredients, great ingredients, whole food ingredients. And then I get a dressing with seed oil, tons of sugar, preservative, and then I pour in the salad mix and eat. There is no healthy anymore. Nope. Therefore we have to be careful about the concept.

[Podcast Host]

Absolutely. Yeah. Do your research guys. And we'll include a link to Aubergine's Instagram in the video as well as their website. You can see if there's a location near you or coming soon, right? You got six opening next year. Yes. Awesome. Thanks for coming on.

[Aubergine Kitchen Owner (El Shoe)]

Oh, thank you so much. Shy and congratulate you for your success.

[Podcast Host]

Absolutely. You too. Check them out guys.

[Aubergine Kitchen Owner (El Shoe)]

See ya.

[Podcast Host]

Thanks for watching all the way to the end, guys. It means a lot. Please click here if you want to watch the next episode and please subscribe to the show. It helps us get more guests and helps grow the brand.

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[Liberty Mutual Advertiser]

A dot com Asana Liberty Mutual customizes your car and home insurance. And now we're customizing this rush hour ad to keep you calm, which could help your driving. And science says therapy is great for a healthy mindset. So enjoy this 14 second session on us. I think you've done everything right and absolutely nothing wrong. In fact, anything that hasn't gone your way could probably be blamed on your father not being emotionally available because his father wasn't emotionally available, and so on. And now that you're calm and healing, you're probably driving better, too.

[Parent]

Liberty. Liberty.

[Aubergine Kitchen Owner (El Shoe)]

Liberty. Liberty.

[Capella University Narrator]

You've never been one to settle. Stand down or stand still. You're a lifelong learner, energized by excellence. There's a fire inside you you can't ignore. You've got competition to outrun, momentum to build on, and your own high standards to meet. Stop now. Not a chance. At Capella University, we help you catch what you're chasing, because you've always had the drive. Now go earn the degree. Capella University. What can't you do? Visit capella.edu to learn.

[Cancer Claims Advertiser]

A cancer diagnosis changes everything. If you or a loved one drank alcohol and was later diagnosed with cancer, you may be eligible for compensation. Go to cancerclaims.info Again, that's cancerclaims.info attorney advertising.