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

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.

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)

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]

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

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]

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.