You really can have free lunch…interview with restaurateur Dave Kassling
Meet Dave Kassling, owner of the Tri-Tip Grill: He has two locations in NYC (with plans to open a third), caters to all the stars of 30 Rock and hasn’t even hit the big 3-0 yet.
A 2006 graduate from Vanderbilt, Dave always wanted to do something entrepreneurial because he “wanted to create something from scratch; start something of my own and grow it into something big.” His first venture was a small Internet company that provided a calendar system to high schools and colleges called CollegeCal which was a success. In 2009, he wanted to start something new. He always had a strong interest in the restaurant industry and was introduced to The Buckhorn Grill in California.
The Buckhorn grill is an upscale quick service restaurant that serves tri-tip steak; the bottom part of the sirloin where three different muscle groups come together. This tender (and delicious) cut of meat is what the Spanish rancheros ate in the Santa Maria Valley.
Dave decided he wanted to bring this concept to the East because “My idea was to bring this cut of beef to the city that is supposed to have everything. NYC has everything, but for some reason, doesn’t serve Tri-Tip.” He partnered with The Buckhorn Grill in the fall of 2009. He kept the same food, but changed the name and brand to fit with the Big Apple. However, breaking in wasn’t easy, he said it was a “ridiculous process”.
Read Dave’s story, learn how a newbie got his foot, his advice to aspiring restaurateurs and his favorite restaurants to go to when he isn’t eating at Tri-Tip.
Tell us about the “ridiculous process” of opening your first restaurant.
The opening process took a whole year, which at the time I did not believe was possible. We started looking for our flagship location, which was not easy. We found a space at 30 Rock, but they were hesitant to let someone with such little experience take 1400 feet in the very popular dining concourse. We knew we needed to do something big and came up with the idea to serve them our delicious cut in their offices. What better way to convince them than to let them try it themselves? I decided to cook a tri-tip in my home oven, which was risky, given travel time and the fact that I pretty much had to do it perfectly given this would probably be our “one shot”. When it was time to head to the meeting, I pulled it out and it was, how do you say it, super raw? My partner, Jim Apple gave me a look and just said “umm, crank up the oven and put it in for another 5 and pray”. When we strolled in to the meeting (20 minutes late), we saw two very petite leasing agents. My first thought was that these two lovely ladies had better love beef, or we could be in for a world of hurt. We told them the history of The Buckhorn Grill, our proposal, and soon enough it was time to eat. I was sweating bullets, fearful that it would be undercooked. We sliced it open and somehow, it was cooked perfectly. They LOVED it. It must have cooked in the thermal bag we transported it in. And the deal was done. The Tri-Tip grill opened at 30 Rock in April 2010. Our second location opened in Grand Central in January 2012.
What makes Tri-Tip awesome?
First, nobody else in New York serves tri-tip. Second, there is nowhere else in the city where you can get high quality steak in minutes. For $8-$13, we serve you certified Angus beef (top choice, bottom prime). Many have compared our steak to Luger’s, but it is about a third of the cost. Our restaurant is a great value, and in my opinion, the best steak sandwich in NYC.
How is the restaurant world different in NYC?
It’s extremely hard to find good locations. The lease costs are much higher in NYC and there are fewer vacancies. In the restaurant business, you have to sacrifice some of your margin to be in New York.
Who inspires you and how do you apply it to Tri-tip?
I follow the school of Danny Meyer. He is all about hospitality. At his restaurants, it’s all about the overall experience. Your guests are your restaurant. You want to make people happy, especially those who have had a “less than perfect” experience, because it will make them even a better customer in the end. Early in the game, a guy sent me an e-mail through our website telling me he had a bite of the tendon while eating the roadhouse buck (a steak sandwich that comes with fried onions and blue cheese). This is a chewy piece of meat and happens about once a year. I e-mailed asking for his work address, and personally brought he and his three work buddies lunch in an effort to make up for the less than stellar experience. The next day he sent my e-mail to Midtown Lunch which they published on their home page. It was really cool and brought in a lot of business.
What’s your next venture?
The next step is to open another store in NYC and I am currently looking for a third location. In the future we plan to expand to other cities like DC and Philly.
I also want to change our model to be faster. Currently, we give people a buzzer and it takes about five minutes to get food. If you go to Chipotle, it’s assembly line style and you do not feel like you are waiting. We plan to do something along those lines. Our service would be faster and the quality better.
I also have a couple of other outside projects brewing (literally), but I can’t quite speak of them just yet.
Tell me about your catering business
This has been a huge success. Being at 30 Rock, we have catered for The Colbert Report, The Daily Show, Jimmy Fallon, Martha Stewart and Dr. Oz. It’s an awesome job.
Any advice to aspiring restauranteurs?
It’s all about your team. If you are ever thinking about doing this, you should have someone else in your court with experience who knows how to build a team that will last and truly cares about the growth and success of the business.
What piece of advice do you have for others hoping to break out on their own?
I think it’s great. Life is short. It’s a huge risk to do something on your own. However, if you find the right guidance and do the proper due diligence then you have a great likelihood for success. Also, talk to as many entrepreneurs and advisors as you can.
Another thing is that you can’t take "NO" for answer. With this idea, I was told no by a lot of people. Being told “NO” is actually an opportunity. It allows you to question yourself and make better decisions. It’s the best way to truly CRUSH it.
What is the most rewarding thing about having something that is yourself?
A few things come to mind. First, to see people move up within the company is truly special. It makes you feel so good to give people opportunities and watch them grow. Second, it’s rewarding to take an idea of your own and grow it into something that is a successful business that makes money. Third, it’s great to be your own boss. You can create your own schedule, but of course, it’s your own business so what you put into it is what you get out of it.
Challenging?
On the flip side, being your own boss is also a big challenge. It’s always on your mind. You are the one who is awake late at night. It’s a mental wear.
What is your day to day?
Recently, the focus has been on expansion. With this, I am working on branding and exploring different growth opportunities. Further, I am always trying to make improvements, from how our wonderful staff is managed to making a difference in the guest experience. I want to make their experience faster and better. I spend time in my own office and bounce between the two stores regularly.
Aside from your spots, what is your favorite spot in NYC?
Union Square Café. It is one of my favorite restaurants in the city; I love the food and they really know how to take care of you. For an everyday spot, I really like Artichoke Pizza. I get the margarita.
To learn more about Tri-tip, click here.
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