The American Dream in a Salad Bowl: Building a Fast-Casual Franchise Success Story | Joey Cioffi

MIchele N DiMeo: All right, everyone. Welcome back another episode of Dine and Dish. ⁓ And boy, these weeks are ⁓ moving. I can't even believe we're into June and summer.

⁓ now we're gonna talk eating. And what better way than to bring on somebody that good salads, a man after my own heart. And I'm so excited to jump into the show today because we finally have a re a restaurant tour on that we're gonna talk shop and we're gonna talk food and buying and salads and expansion and and all the restaurant stuff. So with further ado, Joey, welcome to the show.

I'm so excited to have you on. Joey Cioffi: Thank you, thank you so much, Michelle. Thanks for having me on. ⁓ I'm looking forward to it as well.

MIchele N DiMeo: Very cool. So before we get started, I have to tell you ⁓ when I heard where you were from, ⁓ we're actually getting ready to expand into Jersey. We're based out of Annapolis right now. And ⁓ we're actually moving our headquarters to I mean, really moving like our offices, our our residence, everything to Jersey.

And ⁓ I was actually talking to our our real estate broker and and he's like, ⁓ I know Joey. I'm like, he's gonna be on the show today. So that was kind of cool. so we're we're actually doing our Vivi's concept, which I'll I'll tell you a little bit about and some full service.

But before we do that, we gotta introduce you and we gotta tell the listeners who you are, what you do, your concept. So you have the mic, take it away. Joey Cioffi: Well, thank you. I'm excited for you to come out this way, but it's funny, vice versa.

I'm coming to you guys. ⁓ we sold Annapolis territory and we're actually actively looking at real estate there. So we're gonna be there. ⁓ and also in Brandywine.

⁓ we have a two-pack out there as well that we just secured a lease. So we're excited about, you know, our expansion into Maryland. But it's funny, we're like flip flop and we're Yeah, we we sold the territory. It was almost ⁓ we almost landed on a spot in Pasadena, but ⁓ but Annapolis is the actual territory.

MIchele N DiMeo: Wow. So you're opening in Annapolis? Joey Cioffi: That they ⁓ they they have the hunting l ⁓ hunting license for, so MIchele N DiMeo: ⁓ that's exciting. Well, very cool.

So you're coming to me, I'm coming to you. Joey Cioffi: Yeah. ⁓ Yeah. So ⁓ you know, salad house.

⁓ you know, I'll be honest with you, I always joke that it, you know, was a it it's a business that started to ⁓ to make my wife happy, ⁓ which is ⁓ always a good, you know, a good thing. A happy, happy wife, happy life. ⁓ she'd always complain about there was no chopped salads, ⁓ healthier eating in the suburbs, and and I came from the food industry. My parents are immigrants from Italy, they use food as the vessel.

MIchele N DiMeo: Yeah. Joey Cioffi: achieve the American dream. I'm super proud of them. And I always love to, you know, ⁓ you know, ⁓ pay my respects to to their journey and the sacrifice that they made coming to this country, not knowing the language and and being able to ⁓ you know to achieve the American dream through food.

And ⁓ and I'm I'm proud to like carry the torch, you know, carry it on with with Salad House. So, you know, so yeah, so I started in Yeah in 2011. MIchele N DiMeo: Yeah. That's so cool.

All right. So we gotta talk, you know, we gotta talk Italy. ⁓ so you know, my my husband's from Italy. He's from ⁓ a small town called Monte di Procina, which is outside Naples, which is right across from Ischia.

And so I heard your background that, you know, your family came over from Italy Italy, didn't speak any English. I'm like, boy, I I have the same side on my husband's side. You know, he came over Joey Cioffi: We all right, let's talk. I thought about MIchele N DiMeo: to Connecticut when he was fifteen, didn't speak any English at all, learned the language here, got into the restaurant business, started opening, you know, our Italian concept.

So I I thought when I heard that, I'm like, you gotta tell us a little bit about where you're from in Italy, you know, the whole story of how your family came over and just I think it's super cool. Joey Cioffi: ⁓ you know it's crazy we're like very close to there because my family's from ⁓ ca Maddalone which is ⁓ in Caserta which is very close. Model Brochia is like actually very, very close, probably like twenty five minutes away ⁓ from there. yeah, I mean, you know, my you know it's just ⁓ they can't they they were just a little village, you know, village in the in in the Capagna air region of Italy.

And ⁓ they just wanted to come over here to, you know, like I said, achieve the American dream. I'm sure similar to your husband, you know, and there's MIchele N DiMeo: Yeah. Yeah. Joey Cioffi: And there's something to be said about that because you know they they have these these grand ⁓ visions of it being the streets paved in gold and and then my you know, I mean Connecticut's a little nicer than Newark, where my parents ended up.

So when they when they arrived in Norway, they're like, wait a minute, this is not the streets are not paved in cold. So ⁓ you know, so so respect to your husband. I mean that that's incredible that you know that he did that and also, you know, using food as a vessel because food is, you know, the language of love and MIchele N DiMeo: Ha ha ha Joey Cioffi: And that's what we, you know, Italian culture bringing that over here. ⁓ you know, how important it is our culture and bringing people together and just ⁓ you know, showing love with food and and that's ⁓ you know, there's something to be said about this this business and and the Italian the Italian heritage ⁓ bringing it over from the old country.

MIchele N DiMeo: Yeah. Yeah. So they came over and started as a deli though, right? So you grew up in like a family deli.

I mean, what what concept did they bring over? 'Cause I mean, I have to ask because I feel like everywhere we go, if they're from Monza de Prochena, Naples, or anything around, they own every mom and pop pizza shop around. So it's like we go places and my husband's like, ⁓ I know you, I grew up with him, or it was either I think it's either pizza in Italian or bagels. Something with bread.

Joey Cioffi: It's actually ⁓ I'll tell you what, at first when they came here they they didn't ⁓ have any plans. They they really didn't know how they were gonna, you know, what they were gonna do. ⁓ so there was not even there was no roadmap. They came here with ⁓ you know, just they just felt as though there was a g an opportunity, you know, to come to a new country and ⁓ you know, and and kind of start from scratch.

And they actually worked in a factory ⁓ that was awful. ⁓ definitely had them second guessing them them being here. And it was like really like seven days a week, no windows, you know, and they were really they were in this small little apartment and it was just not looking good. I mean, they were only 18 years old, like newlyweds, like like thinking like, what are we what are we doing here?

but then my father actually took a job, ⁓ part time job working for this gentleman that had a pizzeria in in Norwork and ⁓ but Paisan, you one one of the people that you were speaking of. ⁓ And and he learned how to make pizza ⁓ in nineteen fifty-seven and and my dad was like at the end of the weekend, like the guy would just throw him like twenty, twenty-five dollars, just like, ⁓ Tony, thanks for helping me out. Now my dad like worked a full week, you know, busting his hump ⁓ for and and making twenty to twenty-five dollars, you know, back in ninety in in fifty seven, like for the entire week.

And this guy was just tossing it to him. ⁓ it just so happened the guy was kind of at the end of his ⁓ you know, he was kinda at the end of his career and he kind of wanted to move on. And my father he struck a deal with my dad where my dad took over the building, like the the apartment above it in the restaurant. And ⁓ my dad and my mother, they started Tony's Pizzeria down neck, Norc.

And ⁓ he was such a hustler. And and this is just something that's so true. And it's so and it just ⁓ it kind of embodies who he is. They ran a telephone line up to the to their apartment.

They left the the ovens on twenty four hours a day and they left ran a telephone wire up to the apartment. And ⁓ you know, if there was anybody called like drunk at like twelve, one o'clock in the morning, they'd ring upstairs, he'd wake up, go downstairs MIchele N DiMeo: They'd run downstairs, make a pizza. Joey Cioffi: Make the pizza and then deliver it. You know, that's how much he wanted to just, you know, to prove that, you know, to his you know, to his parents and and and you know, the Huffler mindset that he had.

⁓ from there they moved on to, you know, opening up an like an entire restaurant ⁓ with my with my uncle and and they were in the restaurant space for a little bit, but my father didn't really love the whole like, you know, staying open till eleven o'clock at night, you know, waiting for people to turn tables and people sitting there having cigarettes and just waiting, you know. MIchele N DiMeo: Yeah. Joey Cioffi: you know, taking their good their sweet ass time when you're trying to close up the restaurant.

⁓ having, you know, and and and I was born later than my brother and sister. So like I was like three, four years old and it was the late seventies. So my dad was like, I'm done with this and he ended up opening up the deli that you had spoken of, ⁓ that's I was kind of born into in nineteen eighty one. And it was like fast casual before fast casual was a thing.

You know, he wanted, you know, in his voice he's I wanted people to come and get the food and get out. So so yeah MIchele N DiMeo: Here. Joey Cioffi: He basically started ⁓ you know, Choffee's Deli, which is still there 45 years later. and that's kind of where I was indoctrinated into the business and and really learned ⁓ you know, ⁓ every component of the business.

From I started working to like 11, 12 years old and and I got such an education. I didn't like it at this you know, when I was a kid, I definitely was ⁓ envious and very ⁓ I was I was very angry at the fact that I was working like like when summers were coming along, like right around now, I still have this innate like you know, anxiety. Because like every year going into the summer, it's like kids were excited for school to end and I was always miserable because I'm like, Here we are, I gotta go to work every day.

Yeah. Yeah. So ⁓ but I learned so much, man, from every component. You know, Michelle, I learned like, you know, from from the you know, the different personalities within, you know, your your your and your team members and on the team.

⁓ to the customer service, front facing, the top quality, you know, just just the hospitality, like all you know, and it really was ⁓ MIchele N DiMeo: ⁓ here you go. Waterfall star. Joey Cioffi: You know, it it really molded me, not only as a as a restaurateur, but also as a person, because it made you, you know, talk to anybody to all walks of life, from you know, from a construction worker to a physician to you know what I mean? So I was really, ⁓ I believe it it's it it helped make me who I am today.

MIchele N DiMeo: Well, you stayed in the business. So I guess that's a good thing. Joey Cioffi: Not really. I tried escaping.

I tried escaping. After college I worked on Wall Street. ⁓ I graduated with a finance degree. And I was on Wall Street for a minute.

⁓ got my series seven. I thought that that was, you know, it was like the it was like the late nineties and everyone was making money on Wall Street. ⁓ but then ⁓ nine eleven, actually I was supposed to ⁓ take a job that day. I was supposed to go to the actual the World Financial Center.

So at that moment I didn't like the industry. I it wasn't for me. I didn't like you know, I didn't like the fact that, you know, you're you're trading stuff there was nothing really there. Like, you was and I didn't feel comfortable, you know, taking other people's money and like not really having control over, you know, what's gonna happen.

You know, and then when nine eleven happened too, it's just kind of like an eye opening. I'm like, you what, let me just pivot back into my family business. And that's where I, you know, I worked alongside my brother who's fourteen years older than me, another very important, you know, mentor person that was ⁓ you know, so him and I basically took over the Italian Delhi while my father, you know, moved on. So I I tried escaping.

I MIchele N DiMeo: Gotcha. So do you still all right? I was gonna say, so here's do you still own the deli as well? Wow.

Okay. So the family deli still in the family, still operating. That's exciting. Wow.

So talk to me about the whole birth of salad house. I mean, I love that you did it for your wife because I have to, I have to tell you, you know, we just did our new concept, Vivi's Chicken and Mac, and it's ⁓ named after our daughter Vivi, who's seven. Joey Cioffi: We do, yes. Yeah.

So there, yeah. So there, forty five years. Yeah, yeah. MIchele N DiMeo: And when, you know, my ha I called it the chicken tour.

Like he went all over the country tasting different chicken while he was working on the recipes. And I think he ate more chicken than anybody could eat. But I said to him, You better have grilled chicken and you better have salads because you can't just go and have hot chicken and mac and cheese and fried chicken. Because, you know, the other side, the wives, want something healthy too, right?

You know, you want the green and you want the grill. So ⁓ talk to me about the whole birth of this concept, how You know, I you identified the gap in the market and where it all came from and what inspired you to do, besides your wife. ⁓ Salad House. Joey Cioffi: Yeah, so like ⁓ I like the thing I'm an observationist.

I you know, I observe, ⁓ you know, I'm I'm you know, I really see, you know, I kind of see patterns and I was I was seeing how people were, you know, in the advent of of also like, you know, cell phones in our pockets taking pictures, being in more pictures now, you know, than I ever was in the first, you know, the last, you know, ten, fifteen years. I was in more pictures than I was in twenty-five years before. you know, so so running away from the mirror, you can't really run away from the mirror anymore some really paying attention to your to what you look like.

⁓ but also, you know, a little bit more of a So I so I and also people were, you know, being a little bit more health conscious, understanding that like, you know, the McDonald's of the world, you know, eating that multiple times, you know, is not good for you. ⁓ you know, and and it's just, you know, just seeing how people were going, gravitating a little bit more towards salads and healthier eating. MIchele N DiMeo: Well now you're on a video podcast too. So now we get to see you on a video podcast.

Joey Cioffi: at Choppy's Deli. ⁓ and then I saw New York City how like, you know, these Chop South spots were popping up. And ⁓ you know, and there wasn't really an option in the suburbs. So when my wife was talking about it, you know, I I really, you know, I listened, even though she says I don't listen, I was listening to her.

⁓ and ⁓ I was at a traffic light. I saw I saw a vacant spot in Millburn, New Jersey. ⁓ it was two thousand ten. And I decided ⁓ you know, I went home really ⁓ pen to paper.

And I drew up a business plan, but I I had I had my family in mind. You know, you mentioning your your daughter, like I you know, my my kids in mind. And I said, I wanted like a one stop shopping, someplace that like you could eat healthy, but at the same time you can have chicken fingers for the kids, or you know, or like we had flatbread pizza or something something like that. So like it was like one place that like the wife could, you or somebody that wants that has more health oriented to eat, create your own salad.

⁓ somebody like me would eat only healthy when they felt like they ate like crap on the weekends, you know, could maybe have a Krispy shrimp sandwich or a chopped salad. And then the kids could, you know, you know, have a kids menu. ⁓ but with but with the intention of them learning to eat healthier. And that's kind of ⁓ that was kind of the progression of my family and kind of, you know, the vision behind it all.

MIchele N DiMeo: Yeah. Yeah. So you opened your one corporate store around where you where you lived. ⁓ what made you even think about franchising?

I mean, I know our franchising story was crazy because you know, we own ⁓ squisito pizza and pasta as well. ⁓ and we have nine of those. And when we jumped into franchising, we had, I mean, significant more, but you know, of course, when you franchise, you have to sell them off to the operating partner, rent buy them back and blah, blah, blah. So we never thought we would ever franchise.

We wanted to stay corporate for a long time and then we kind of got thrown into it. But what made you go from the corporate side and opening corporate stores to then moving into franchise and scaling at a different a different way, different manner? Joey Cioffi: So ⁓ the second location, like, you know, I started this on my own and the second location, you know, I took out a loan and ⁓ I it was like I I really wanted to prove it out, you know, just to make sure that it worked.

⁓ you know, not just in like my backyard. So we went out like about twenty five, thirty minutes away in Marstown, New Jersey, which was like a metro type like, you know, like kind of like a mixed like, you know, young young professionals, but also, you know, offices, office buildings and ⁓ And ⁓ you know, I was on a side street. I'll be honest with you. I was told I was gonna fail by a fellow Paisan, like six months, like I went down a side street as opposed to getting prime real estate.

I was afraid of the big number, like you know, the rent like 12, 12 or 15,000, if I recall correctly. And this side street was like a like almost half the rent. But ⁓ you know, ⁓ I was told by this guy that an Italian deli that I was open up across the street. As I'm in mid-construction, ready to go, you know, I introduce myself.

I'm like, hey, Baison, try thinking I'm like gonna talk to the guy, you know, and the guy goes, Nobody goes down the street. He goes, You're gonna last six months. I'm like, ⁓ my God. Like half a million dollar build.

I'm like, are you kidding me? Like this is you know, but at the same time, I was very confident in ⁓ that there was a void in the in the market in that area that I that I really felt confident and you know, now we're there eleven years. And that gentleman actually went out of business a couple of years later. MIchele N DiMeo: Lovely.

gonna say, did you go in? It's like that pretty, you know, ⁓ pretty woman moment where she walks in with the bag and she goes, big mistake, big mistake. Joey Cioffi: Yeah. Yeah.

Yeah. Well, I definitely didn't run the knowledge, but I know. I know. I know.

⁓ yeah, so so at that point I realized it was something special. I knew that that we had something going here. but I at the same time I knew I couldn't do it alone. You know, I had my myself and Jared, ⁓ you know, one of my now partners, but like he was my general manager in Melbourne.

He moved on to open up Mar Sound with me. And I knew just the two of us really couldn't really do it. MIchele N DiMeo: Not to throw not to throw it in his face or anything, but Joey Cioffi: ⁓ so I I started moving along with the franchise. I wanted to do the franchising because ⁓ the franchising that that was the route that I wanted to go into is because ⁓ you know, truth be told, I was you know, strapped and like, you know, you know, getting another loan and risking another.

And I thought like to expand a little quicker, I think maybe the franchise model will work better, you know, especially, you know, the systematic approach that that South Alpha was. You know, I didn't want it to be a specialty worker driven place because I ran away from that. ⁓ with Choppies, you know, having a specialty pizza maker, you know, a chef, ⁓ a guy that knows how to cut prosciutto the right way. So you know.

⁓ MIchele N DiMeo: ⁓ we know. Believe me, you're held prisoner to if they make the p like what pizza man's working today because he makes it one way, this guy makes it another. Like it needs to be the same, you know, consistent. ⁓ we know.

In there. Joey Cioffi: Yeah. Which is amazing. It's ⁓ unbelievable the pizza.

Like how like we could tell, you know, at our even our pizza right now, like, you know, which pizza maker makes the it's unbelievable. Same ingredients. It's wild. ⁓ so ⁓ you know, f ⁓ you know, ⁓ my ⁓ so at my deli we had ⁓ this this group of gentlemen at a hedge fund.

⁓ my my fr my partner Cherry Ikey was a part of that group. They would come to the deli a couple of days a week. One day Jerry ⁓ had an injury and he said, you know, he said to me, he said, ⁓ You I can't eat choffies every day. What's your salad concept?

I said, ⁓ it's ⁓ salad awesome, Millburn. So he started going. Next thing you know, he calls me up. He's like, dude, I'm in love with this place.

I think it's amazing because I'm making a pivot from the finance world. ⁓ I'd love to, you know, align with you, help grow this thing. And ⁓ you know, and and at that moment, you know, I aligned myself with somebody that that had the wherewithal on the finance side and kind of would be able to guide me in that direction because I was more of a creator. ⁓ you know.

Self admittingly at the end of the week, if I had more money in my pocket than I did in the beginning of the week, it was a six a success. ⁓ but at the same time, like I didn't get, you know, the know the the granular details, the finite of the the cost of goods or, you know, the labor and stuff like I was just, you know, just running a business, knowing how to market it, know how to create good good menu, good product. ⁓ he came along. He brought along ⁓ so Jerry IG brought along Tim Banos, who was also making a career piv ⁓ pivot where he was ⁓ he was a educator for a while.

⁓ and he wanted to you know kind of make you know wanted kind of dip his toes into the entrepreneurial world. And ⁓ him, myself, Jared, ⁓ Tim, like the four of us, were in an office in Westfield. ⁓ and we literally stripped the menu down. I mean they they did some real heavy lifting and kudos to them.

And and I was never I would never be a ⁓ like a a roadblock to anything because I knew that they they believed in it. They all made a conscious effort to sacrifice, you know, you know, their other ⁓ make this move over to this. ⁓ and believed in Taudos' vision. They believed in the vision that I had for the brand.

And they came along. So I said, you what, let's go. Well, let's strip the menu down 30, 40 percent, streamline different things, start getting measurements, start weighing because you know, I would never have been able to, you know, franchise it just you know by saying, ⁓ yeah, maybe salad costs this. No, you know, you for is you you owe it to your franchisees.

to make it ⁓ you know, maximize the profit, to be as efficient as possible operationally, you know, you know, brand consistency with, you know, with everything across the board. So, you know, the four of us did some heavy lifting. It took a little while before we really felt comfortable to go to market and really ⁓ you know, to get out there and and sell franchises and and and expand. MIchele N DiMeo: Yeah.

So it's funny you said that because it's not just about the systems. I mean, obviously that's huge. I mean, your corporate stores have to have the basis. I mean, because obviously, you know, you want the background, you need to make sure you're profitable, you need to have the systems in place.

Cause ⁓ when you scale, ⁓ if you don't have them, it's chaos. I mean, you know that. But It's also creating all the franchise documents and the pieces. And I remember when Janar and I got married, I was we're I was on a treadmill on our honeymoon and I was reading like FDDs and franchise agreements and you know, trying to put together all the pieces that go with it.

Cause I mean, it's not just the systems, it's all the other operational manuals and franchise documents, it's all the other pieces that go with that in order to be able to sell. I mean, you're It's a little bit easier because you're based out of Jersey. Maryland is a nightmare. If you're based out of Maryland to get the franchise documents through, Maryland and Virginia, they torture you.

I remember when we were trying to franchise, I was like, lovely, we picked the worst state to be headquartered in for a franchise, right? You know, it's like there's 12 or 14 that are like really bad, and we live in two of them. I was like, yay us. Joey Cioffi: Yeah, I know.

We actually had we had to get a surety bond, like just a just a franchise in Maryland. It's like it it was wild. We're like what what's going on here? It was very, you know, difficult to get registered in the state.

So MIchele N DiMeo: ⁓ yeah. Yeah. It's funny because Maryland makes it really hard for the franchise or initially, but then it protects you more once the franchisee opens. So it's like, yes, you have to defer royalties and all this until they open or collect the, you know, the initial ⁓ franchise fee.

But once they open, then it kind of switches. So, you know, every state's different as it relates to franchise. I mean, it was all such an education. I mean, 15 years later, still doing it, but And now Jannar wants to do it again.

You know, we have Squisito, we have, you know, the nine stores. Now we're getting ready to do VVs. And the first thing he says is, ⁓ let's franchise. I was like, ⁓ great.

Here we go again. Documents and audits and yay. But I mean, it's definitely been, I mean, you know, when you find the right franchisees and you bring on the right partners and teams, it's it's like you said, it's so much easier to expand. You can expand much quicker with the right partners.

⁓ you know, unless you get those one off, you know. problem franchisees, then it's like, you know, it happens all of us. ⁓ so talked about in the beginning. So obviously you went from one to five to ten.

Now you're over 21 locations and you just mentioned you're ⁓ you just sold parts of Maryland. What was the hardest part when you first started growing? Because I mean the first 10 are always the most challenging, the first actually the first five. So talk through like your growing pains and what was the hardest part of launching your franchise and opening more stores, especially in multiple states.

Joey Cioffi: You know, it it the the thing was, I'll be honest with you, brand consensus consensus ⁓ consistency. ⁓ you know, like being able to make sure, ⁓ hold everyone like kind of accountable and and really make sure that nobody's going off the rails. Because you know, you're working on a slim budget, you know, you know, smaller team. Although we always kind of ⁓ we always worked my infrastructure's always been bigger than than the brand.

I mean, like we you know, we have enough people that could support fifty units right now. MIchele N DiMeo: Mm-hmm. Joey Cioffi: ⁓ and and that was done intentionally just because you know RS you know we have Yeah. Yeah.

Yes. So ⁓ you know, that was something that that was, you know, ⁓ initially like kind of a you know, a hurdle. ⁓ you know, trying to get everybody to be on top like auditing, making sure they're buying from you know from our distributors and not going to restaurant depot doing, you know, like that was sort of but then we can we fixed it and like you know MIchele N DiMeo: You're talking about your corporate team. When you say people, you're talking about your corporate team, like trainers and yeah.

Joey Cioffi: You know, it's just that was originally the first thing. And also, you know, like you had mentioned, some people get into the franchise, you just fall in love with with what your vision is, what the brand is. And that doesn't necessarily mean that they're a perfect fit to be a franchisee. ⁓ you know, it's and it's not a knock on them.

It's just a restaurant space and the restaurant world is is very difficult. I don't have to tell you. You you living it, you understanding it. ⁓ Yeah.

I know, I know. MIchele N DiMeo: ⁓ yeah, that's why I paint my hair. I say it all the time. I'm like, when every time Genara wanted to open, you know, it's funny not to cut you off here.

I'm gonna digress for a second. You know, my husband drives like this, looking to the left all the time because he's always looking at shopping centers, like, ⁓ that's a great shopping center. Like even my kids used to joke and say, Gennaro, look to the front, you know, like, but you know, but it's true, you know, he would say, ⁓ that's a great location, let's do this, or you know, because we always had different concepts because we We do full service and fast casual. So we don't just have one concept.

And, you know, every time we would open a new restaurant, I'd be like, ⁓ there's another one. Let's paint it. You know, the stress. Here comes.

So yeah. So we get it. So the restaurant business is definitely challenging. I mean, you know, it and doing this show for the last year, ⁓ and I started off when we started talking by saying I've had so many different guests on from, you know, franchise, franchisees, marketing, ⁓ I mean, I had an amazing guest on yesterday that works in large hospitality, like five-star Michelin type environments.

And, you know, they don't understand. It's a different level of respect and understanding when you're building a new concept and you're opening from the beginning, you know, the roots. And then you have to grow it. And you have some stores open, some stores close, some franchisees do great, some don't.

And, you know, it's very humbling, you know, when you have this vision and you're like, I'm gonna do it. I'm gonna get to 50 stores and then you hit the brakes. I mean, let's talk COVID. I mean, you were open during COVID.

I mean, how did every show COVID comes up and AI? So I'm gonna talk to you about the same two concepts everybody brings up. Talk to me about COVID. I mean, how what happened during COVID with your expansion and your stores?

Joey Cioffi: Well, ⁓ you know, we were at first obviously everyone was frightened, didn't know what which way to go. And ⁓ you know, a part of, you know, the the the origin of Salad House is I wanted this business to be something where we've given back ⁓ to the community. 'Cause I I really, you know, listen, I'm a father. And and I you know, I see, you know, and I I I have a great father and brother as a role model and and I wanted, you know, to raise my children to You know, see their father do successful things, you know what I mean?

You know, taking risks and and having a business be successful at the same time, give back. So that kind of helped us in a way because you know, I had strong connections with different hospitals and and different, you know, charitable groups. You know. Yeah, so so you know, initially we were like, I was like, you know what, let me these healthcare workers are really going, really going at it.

I didn't know what was gonna happen with my business, but I was just like, let me donate some stuff to a local hospital. MIchele N DiMeo: Fine, community. Joey Cioffi: ⁓ you know, bring some some pox lunches and stuff like that. ⁓ spoke to some people in the Short Hills community and and they were like, you know, ⁓ my God, we want to be a part of this.

We want to help. We want to, we want to buy stuff from you to to give to the hospitals. You know, whereas it started it like sort of like, you know, I I'm not gonna say we started, but like it that that kind of like was an amazing way for businesses to stay afloat, for people to give back and to support your healthcare workers. And ⁓ and that was something that we were you know, you know, it was it was pretty amazing that, you know, to see what how we were able to execute that, ⁓ but at the same time, you know, survive that that rough time.

⁓ but then also at the same time we were we were used to be, you know, with the curbside takeaway. You know, I used to do curbside takeaways just because I noticed that mothers, you know, have my own wife like having the kids in the in the car seats, not wanting to come out, you know, to get food. So I'd have people go, you know, bring the food out there. So we were like kind of nimble and we were making some really nice moves ⁓ you know that we were kind of ready for you know we were kind of covet ready before covet you know started ⁓ you know so we were we were very fortunate in that regard ⁓ and also like you know I think the healthier healthier food you know you you noticed that you know being healthier people that were they've taken care of their bodies were able to you know stay healthy you know stay during this it was a scary time and for people that were maybe unhealthy.

MIchele N DiMeo: Yeah, yeah, yeah. Joey Cioffi: at this time they were at greater risk. ⁓ so, you know, that that was kind of but it was really, you know, community based and and really you know, so I'm really grateful for the community and grateful for our team members and and ⁓ you know, and I think the government did a good job too with with helping small business during that time. MIchele N DiMeo: Yeah.

It's funny you said that we did the same thing. I mean, and I really feel, especially when you start small, you're so connected to the community that you almost feel obligated. Like, you know, they're your family, they're your friends, you know, they're the teams. And you you see these people and you're like, Yes, whatever you need to do.

I mean, we we always say we're in the yes business when people come for donations and sponsors. Yes, we absolutely will get involved. And we did the same thing. We supported the front line.

Actually, one of the things that we did, you'll love this, you're gonna laugh. But ⁓ you know, it was so hard to get groceries and toilet paper and paper towels and we ordered so much of it at the restaurants that we became almost like a grocery store when anybody did their carryout orders or their, you know, their their pickups or delivery, whatever, they actually could go on and get like deli meat and toilet paper and hand wipes and sanitizer wipes and gloves. I mean, I used to laugh and I would say, ⁓ my God, I'm selling more like rubber gloves.

Toilet paper, sanitizer wipes with our pizzas. Like, you know, somebody would order a pie and they'd be like, ⁓ throw in like six rolls of toilet paper and and plastic gloves. But it was a crazy time, right? But you did what you needed to do to like support your community, stay open, and you know, your guests remember that.

You know, it it's what builds your brand and and your longevity and your legacy and in your concept. So talk to me about how isn't it funny? Joey Cioffi: Yeah. that by the way.

I love that you guys did that. Because no, because I told people, like, you know, it's if 2020 didn't bring out the hustler in you, then it didn't it what didn't you have a hustler in you. And I mean you had to figure ways. I mean we even did, you know, in the in our you know online ordering, you could donate a box to a healthcare worker.

You know yeah in addition to you know that would that that was you know it was just you know good stuff. MIchele N DiMeo: We did that too, yeah. Yeah, well, it's funny. All right, here's my digressing again.

I walked into our full service restaurant at the time, Carpaccio, and we have a to-go carry outside. And my husband's sending me pictures of toilet paper on the wine bottles. So he took rolls of toilet paper and he put it on the next of the wine bottle. And he sends me a picture.

I'm like, what are you doing? This is a this is a wine bar. He's like, I know. But so many people need toilet paper.

So for every bottle of wine we sold, we gave her a roll of toilet paper. And there was toilet paper. I mean, it was just like the stuff that we did. Like I go back and I look at it and I'm like, but you know what?

I everybody was kind of doing the same thing. Okay, those that were connected to the community and truly understood what needed to be done were doing things like that. But that goes back to like the small mind, you know. Joey Cioffi: Ha ha ha.

Incredible. MIchele N DiMeo: We're mom and pop. So even though we're you have 15 stores or 20 stores, you still have that mentality of what it took to make it in your business and where those roots were, you know? So anyway, back to let's wheel back to the concept now of the podcast.

so let's talk about where, you know, healthy dining is going. Cause I mean, you're absolutely right. Everybody's now on GLP ones and, you know, peptides and all these different diet. pills or whatever.

So talk to me about, you know, how you look at the future of healthy dining, because I'm sure it's helping ⁓ your industry. I mean, I'm I'm sure the chicken and pizza and pasta and all those are struggling a little bit because they can't eat as much or they're watching what they eat. But I'm sure the industry trends in terms of health and wellness is probably really propelling your industry. Joey Cioffi: Yeah, I mean, y listen, I I I think that, you know, in twenty twenty five where a lot of people I saw, you know, it was a very it was a tough year across the board.

And ⁓ make no mistake, it was, it was definitely it was tough for us, but like revenue wise, we were up year over year. ⁓ you know, profitability was a little, you know, obviously everybody took the hit with cost of goods being so wonky up and down sideways. ⁓ but yeah, I mean, you know, I think that was a testament to, you know, what is, you know, the the forecast of the industry and where we're going. MIchele N DiMeo: Yeah.

Joey Cioffi: Just because people are paying there, you know, even in a in a rough economy, they are, you know, they're justifying spending money, you know, for gyms or eating healthier. ⁓ you know, maybe buying that that celery juice or going to Trader Joe's and you know, like that that I think ⁓ is is very encouraging for us. ⁓ I I really think that, you know, most, you know, like it's it's no longer relegated to like the coasts or like, you know, it's like ⁓ You know, that's like only a New York and area, you know, like you know, New Jersey, California, Miami, like, you know, that's a healthier eat like everyone, everyone's eating healthier across the board.

⁓ and like you had mentioned the GLPs are are definitely, you know, it's driving people to, you know, not eat as much. ⁓ so we're we really feel confident ⁓ you know, in where you know, where we're going. And we truly believe that like, you know, all Americans should be eating get should have access to eating healthier food. And that's kind of the solution that we are.

I I really believe that Salados is you can be as healthy as you want to be. And I mean, you know, the beauty of what we have here is that you could, you know, two people, you and I could go out and have, you know, a couple of salads eats and we could share a plate of fries. Because Salados offers that. ⁓ you know, and and and bring kids along, you know, like so I think the balance that we have is is good for the transition from, you know, the the the bulk of people across this country, you know, kind of transitioning into eating healthier.

MIchele N DiMeo: Yeah. Yeah. So you talked about your team ⁓ in terms of your corporate team and building team and having enough structure. And they always say, you know, don't be too top heavy because you want to put the money into the field and put money into the support for the franchisees and the corporate stores.

But talk about how you kind of ramped up. Because obviously, you know, when you have five stores or nine stores, you have to have that corporate support. So talk about, you know, how you hired, how you ramped up, because you said you have enough to support 50 stores now. So talk through that whole process of Joey Cioffi: Mm.

MIchele N DiMeo: like culture and team building and and how you actually take that down to the franchisees to kind of keep that mentality going. So as you grow, they continue to grow with you. Joey Cioffi: So ⁓ I'm old I'm a football guy. I you know I play college football and and and I always I'm a very team first or like it that's just always been you know the way I operate.

⁓ you know, I'm I'm never I never feel as though I'm above. I need everybody ⁓ in the organization to work side by side with me. So, you know, that's kind of the culture that we have in-house. You know, we respect everybody, all the spokes in the wheel.

And ⁓ you know, and and with that hiring process, they feel that. They don't feel this. know, you know, me and an ivory tower with Jerry or Jared or Tim. Like you know, I mean we're we're you know, we're we're working alongside you.

We want to hear your ideas. We want to bring people along. ⁓ and they feel it. So it's like people, you know, they believe in the brand.

⁓ you know a lot of our team members that are on the ops team that, you know, Jared has an incredible team underneath him, our marketing team, you know, that Tim, you know, like it's like we just have like this, you know, we hire good people that really believe deep down in in in the vision of the brand. You know what I mean? They believe in where we're going. ⁓ and that makes, you know, for a really nice work atmosphere and really makes for, you know, you know, excuse my French, but people giving a shit.

You know what I mean? And they really and they really give a shit. And and and we're very fortunate to have some s like such talent like in the room and and just, you know, you know, I'm always, you know, in awe of of of you know the the work that's produced a lot of the ideas that are brought, you know, to my desk and ⁓ and I'm just like, you know, I'm very fortunate and I know, you know, again, but but it's but it's also, you know, it it we're we we kind of know what we want, you know, the type of people we want.

we've been very lucky, I'll be honest with you. MIchele N DiMeo: Mm-hmm. Yeah. That's great.

Cause that's the biggest challenge is, you know, ramping up. I mean, you know, and again, COVID changed everybody's mentality with hiring. Cause you know, there were so many people that left the restaurant industry because they were like, ⁓ I can make my own schedule now. I can go be an Uber driver, I can go do DoorDash, I can make my own schedule.

So then when everything opened back up, hiring for restaurants wasn't as easy. I mean, obviously leadership positions are easier, you know, because you're district managers, your regional managers, your corporate trainers, but your true restaurant employees, it was definitely a struggle for a lot of brands. So, you know, to be able to say that you have that strength, I mean, just like us, I mean, we didn't close during COVID and some of our squazito stores, people have worked for with us for 18, 19 years.

Actually, Steve, that you met at the beginning of the show, ⁓ the producer of the show, also is one of our main ⁓ employees with the company. He's been with us over 20 years. So, you know, it just shows loyalty to the brand, loyalty to your staff and employees. So congratulations for that, because that doesn't exist in a lot of companies.

It really doesn't. Yeah. Joey Cioffi: No. Fun fact fun fact, our original my first hire in Millburn wasn't Jared.

It was this woman, Kathy Driscoll. And ⁓ and she was just looking for like a little part time job and I and she's still there. She was like a smoothie person, but she was there in two thousand eleven. She was my first ever employee there.

⁓ so you know, kudos to you guys keeping people like that. That's a testament to you and and the culture ⁓ and the environment. You know, and and it's really MIchele N DiMeo: Yeah. Yeah, it's funny because you know, you go into some of our stores and you know, we'll talk about the kitchen like our Annapolis location at Riva.

When you come down to Annapolis, you'll see it. So for Riva Road, I mean, our kitchen, I think four or five of the guys that still work there were there when it opened. I mean, it's like twenty twenty plush years. These people were kids and now they're, you know, still there running the store.

So it's kind of cool to go back and see how long employees have been with you, you know, ⁓ to the original employees. Actually, our ⁓ the franchisee that owns the Queenstown location, which is right over the bridge here on the Eastern Shore, he was one of the first managers, like I'm aging Martine now, but I think it was like 30 years ago-ish. And now he owns a couple of the stores himself. So it goes back to, you know, again, like you said, ⁓ success in the brand.

But so let's talk real quick because I know we're gonna run out of time because I'm gonna keep picking your brain and asking all these questions. But talk to me about what you think fast casual looks like going forward. I I mean I I always ask this question, like I know you don't have a crystal ball, but where do you see I mean, I we always talk full service, so let's talk fast casual. Where do you see it going?

Like what do you what does twenty thirty look like in the fast casual world? Joey Cioffi: ⁓ I think that you know I think that people are just so accustomed to you know getting food quickly. ⁓ you know, we're in like this this microwave society where you know I have three children that you know they can't even watch a the TV show with commercials because like everything is just happening so fast. So when they're hungry they want to get something.

And I mean w you know, whether it's Chipotle, Kava, Salad House, something something you know, in and out. ⁓ You know, and and I feel as though like that that's just n that's not gonna change, you know what I mean? Especially, you know, as you know as technology grows and and you know, I mean the speed you know is is is you know, we're we're going it things are going lightning quick and it's I feel like it's still going faster. ⁓ so I feel as though that it'll never, you know, I I think that we're just we're really at the beginning.

I mean it's gonna get oversaturated. I mean it's already, you know, a lot more people are coming into the business, but you know, You know, my CFO who's amazing and then we're we're constantly monitoring. We have meetings every week. We have financial meetings every week and ⁓ and just just seeing how we come kind of compare to other fast casuals and ⁓ you know and and and I again I can speak to Salad House.

I don't really know behind the curtains of other businesses, but like, you know, just seeing our strength in these rough years ⁓ is very encouraging. And like I s and I don't think it, you healthier eating is never gonna gonna be a fad. ⁓ and and I truly believe we're creating customers for life. again, I'm speaking on Salad House where it's like, you know, there never gonna be a time where Michelle, you're gonna be, you know, God willing, you're 92 years old and you know, you go to a doctor's appointment and he's like, you know what, you just lay off Salad House.

You know, you should go a little bit more to it. So so I feel like, you know, I feel like ⁓ you know, especially healthier, you know, concepts, I think, I think have have a have long shelf life, I believe. But MIchele N DiMeo: Yeah, yeah. Joey Cioffi: You never know.

You know, you know, the world is crazy. But but we are I think like you had mentioned AI earlier. I think that you know, AI is going to ⁓ be a disruptor. You know, it's already starting to become a disruptor, but our industry is is ⁓ you know, I think in a good place.

Because, you know, unless you get robots to make food, which will probably ha it is happening. I was at the I know I was at the NRA. I was at the NA. It was wild to see some of these these robots, but ⁓ for the most part people still need to to eat ⁓ and and And get food, you know, kinda made for them.

So MIchele N DiMeo: Yeah. I mean the good thing with the restaurants and you know, one of the things that I love about it and where our passion comes from is, you know, you get to experience people. You know, you're going into a restaurant not just for the food. You go in for the experience, you go in for the atmosphere.

I mean, especially full service. You know, with fast casual, you go in because it's quick. You know, it and it's funny, I was talking to somebody and they're like, ⁓ well, we can go to the grocery store and we can buy this. I'm like, ⁓ okay.

Go to the grocery store and see what it takes and go through your bill at the end because grocery stores, the prices are just ridiculous nowadays. And you'll spend two hundred dollars and you can go to Fast Casual for twenty dollars, you can or thirty dollars feed two people, three you can't do that with a grocery store anymore. So, you know, it's just the restaurants are here to stay. I don't think they'll ever go away just because ⁓ People love to dine out.

They don't want to always cook. They want to be quick. They want to leave the gym and go grab something healthy. ⁓ so I think we're good in terms of where restaurants are.

I just think the way it's gonna happen is gonna be so different. I mean, like you said, we're probably gonna have kiosk where people do all self-ordering. It's already going that way. You know, we have little robot cars that deliver your food, which that's crazy.

Do you know I saw the first one in Jersey City? We were in the car going to Jersey City, and this thing. was sitting at the corner and I'm like, what the heck is that? It was like a box on wheels and it was like standing trying to like maneuver the traffic.

And I was like, okay, this is not going to go well. You know, because cars were going all over and this thing was like, it was playing frog on the street. And I'm like, this is crazy. I mean, so it will definitely change, but hopefully consumer behavior won't, right?

You know, they want to eat out. And and I agree with you. I think health and wellness isn't going to go away. Not at all.

Doesn't matter what age you are. Joey Cioffi: I know. Good luck. Yeah.

No, no. And even and even, you know what? And in the hospitality component of it, you know, and you kind of touched upon it where people want to be appreciated. ⁓ you know, and I think that's kind of where, ⁓ you know, not to now I'm regressing.

I'm going back to, you know, talking about the corporately owned versus franchise owned. You know, people are like, ⁓ why don't you open up, you know, like, you it should have been corporately owned. Like I I'm I'm again observe I'm I observe I'm a good observant observationist where I able, you know, I I kind of see How people they're going to Tripoli a little less because they're really not getting that good experience. Like it's really becoming so cold and and ⁓ you know almost like you're doing them a favor.

I'm spending that twenty dollars on a burrito, like you know, I mean, and there's not even a smile ⁓ attached to it. Whereas, you know, people are a little bit a little more, you know, a little bit more ⁓ mindful of where they're where they're spending their money. ⁓ so that's something that I'm kind of driving home company wide. Like I mean that's a foundation.

You know, we're a mom and pop's soul. You know, I mean with a little corporate, you know, structure to us, but we have the mom and pop soul. Every one of our stores has ⁓ you know, ⁓ the the town that it's in paint hand painted on the walls. You know, we encourage, you know, going, you know, making sure you're sponsoring the little league teams and you know, getting involved, you know, with ⁓ local charities and local, you know, organizations just because that goes a long way.

⁓ and just a quick story, you know, like just Salad opened up in in Livingston, New Jersey, one in one of our original franchisees. Shout out to Dave Delinko, ⁓ you know, who who believed in the brand early on, one of the first franchisees. He ⁓ I was in Livingston, New Jersey, and just Al opened up. And I remember looking on the Facebook boards, and because of everything that he, you know, everything that he invested, you know, what when it came to like, you know, time, ⁓ sponsorships, you know, charitable things.

When Just Sal was coming aboard and people were like, ⁓ I can't wait for Just Sal, and people are like, Dave is the greatest. Dave does this. Dave does this for this school for elementary, you know, for for Collins Elementary. ⁓ my God, he sponsored my little and and it was like, you know what I mean?

And that was pretty telling to show, you know, what it what it means to be, you know, kind of, you know, plugged into the community. And that's something that Pallad House, like, you know, going forward, I'd always want, you know, no matter what community we go into across this country, I want to make sure that they're appreciated. ⁓ our guests are appreciated, ⁓ because, you know, listen, there's a lot of options out there. You know, it's becoming a flooded space and you know and and I'm honored and grateful that they choose us, ⁓ you know, over and over again.

And that's something that that really needs to be, you know, kind of, you know, trickled down to everybody, you know, from from myself all the way down to, you know, the the part time teenage worker that's working at the counter. MIchele N DiMeo: Yeah, for sure. I mean ⁓ yeah. Yeah.

No, but you know what? It's true. You know, I and I say it all the time. I say it in our business.

It i you know, I'm a stickler with, you know, please and thank you and whatever you can do. I mean, even when I'm in the restaurants, I'm the first one to clear a table or talk to a guest or you know, if there's a problem, I mean, fix it. Give ⁓ a something else, give ⁓ a gift card. I mean, you know, they can go anywhere.

So it's so important to Joey Cioffi: Don't know how I got to there. I don't even know how I got to there, but I'm very passionate about it, clearly. MIchele N DiMeo: They choose you and and that's what's important. And I say it all the time, and even with Squizito, they choose us and we want them to keep coming back.

So putting that person up front is so important. And you're absolutely right. Some of the brands out there, they just don't care. And it's it's so unfortunate.

There's no connectivity, there's no eye contact, there's no please and thank you. And I mean, it's definitely changing. So but before we go, okay, so every show I do lightning round questions, just quick one word answer or short answers. And we're gonna pick your brain on what you think in your industry.

So ⁓ one thing every restaurant should know about business and franchising, one important thing. Joey Cioffi: Patience. MIchele N DiMeo: Yes. A lot of it.

Good one. Good one. And that's not just in business. That's also with franchisees.

⁓ growth or profitability. What's more important? Growing or being profitable? Yeah.

You don't always hear that from franchises. You know, you look at a couple of the big ones and they Joey Cioffi: A lot of it. ⁓ Yeah. MIchele N DiMeo: And you know who I'm talking about, sub shop.

They put them on every corner and they just don't care if their franchisees are profitable or not. And that's sad, you know, and they it is sad because Joey Cioffi: It's ⁓ because they you why? 'Cause they these people are you know, they believed in you, they believed in your brand, they believed in and they've invested some of them probably taking out equity lines on their homes, you know what I mean, just to be their own boss and you know I mean and and and trust you. ⁓ and then for you to kind of cannibalize ⁓ them and put them in a position where like, all right, well we're gonna sell this territory, you gotta buy like not everybody has the means to do it.

Everybody's, you know, personal life is different, you know, everyone's MIchele N DiMeo: Yeah. Yeah. Joey Cioffi: Personal finances are different. MIchele N DiMeo: Yeah.

All right. Salad or sandwich? Joey Cioffi: Sandwich. MIchele N DiMeo: All right.

What's your favorite item on your menu? I'm curious. I know your wife's gonna go for the salad and the grilled chicken, because that will be my go-to, but what's your go-to on the menu? Joey Cioffi: My go to on the menu, ⁓ it used to be the crispy shrimp sandwich.

⁓ that was my favorite. It was like a crispy shrimp sandwich with this spicy I oily ⁓ spicy mayo with ⁓ you know avocado and lettuce. But I'm a little I I'll be honest with you, I've been on ⁓ our Greek salad with with grilled chicken and and our champagne vinaigrette. It's just light, it's it's delicious, it's filling and ⁓ and you just feel good, you know, that Mediterranean lifestyle, you know.

MIchele N DiMeo: Yeah. So you you talked about your family being in the industry. What do they think of Salad House? I mean, now that your father and your brother and ⁓ is everybody still involved or?

Yeah. Joey Cioffi: You wanna know the truth? Okay. So my my my mother, when I brought home the first salad that I chopped up, at first she's like, Why are you gonna open up a place of salad?

Or I brought her home a chopped salad. And she goes, Ma who's gonna eat this? She goes, It look like a dog food. Well, it's chopped off like this.

She goes, You gotta have a nice tomato, you gotta have a you gotta have a beautiful cucumber on the side. I'm like, Ma, I go, everyone likes chopped salad. She's No, nobody's gonna eat it like this. Nobody, nobody, no.

I'm like, Ma. I promise you, I go, people eat salads like this. And sure enough, I kind of, you know, and ⁓ and my brother and father, I love them. I love them dearly so much.

They're my mentors and my most important, you know, ⁓ pieces of this puzzle of my life. But ⁓ you know, they they are very old school in a way where like, you know, trust of like, you know, El Chapis only has two keys, like my brother and myself. ⁓ and my father, it's like there's like a few keys. ⁓ you know, scaling a business was kind of foreign to them and and them you know, not really understanding that that that this was, you know, that this is a possibility.

⁓ you know, was kind of, you know, a way of like showing them, you know, not I wasn't not showing them, you know, just but but showing them the fact that, you know, there is a way to, you know, ⁓ use utilize other people as opposed to controlling all components of it. And, you know, kind of and and like, you know, realizing you're not I'm not smartest in everything. Like I'm, you know, I'm pretty sharp. MIchele N DiMeo: Yeah.

Joey Cioffi: But, you know, certain things I know that there's people in the room that are smarter than I am. And I'm not the smartest guy in the room. And and I listen and I and ⁓ you know, and I can't control it all. And I refuse to, you know, and and that's something that, ⁓ so yeah, I mean there but we still have our Italian Dali it's still run old school and and it's and it's amazing that it's run that way because that's the charm of it.

That's that's why it it's one of one. And that's why Chope's is there for forty five years, you know. MIchele N DiMeo: Yeah. Yeah, yeah.

Well, that's our show's coming to an end, of course, again. And it always goes so fast and we get to 45 minutes. And I'm like, God, where'd it go? We just, you know, didn't get to all the questions, but you'll have to come back.

And actually, Jannar and I are gonna come up and we're gonna come see you so we can actually meet face to face instead of through like a video camera. But for everybody listening, ⁓ you know where to find me. DMs are always open, restaurantdiva.com or on LinkedIn.

Joey Cioffi: Yeah, yeah. Yeah. MIchele N DiMeo: And Joey, if anybody has any questions for you or wants to find out more about your brands, where can they reach you? Joey Cioffi: ⁓ Sal we're at the Salad House on Instagram.

⁓ Facebook is just Salad House and ⁓ and our website is thesaladhouse dot com. ⁓ and ⁓ yeah, I mean that's you know MIchele N DiMeo: best place. And then for everybody listening, what's one piece of advice or something you want to leave the show with for the American dream or somebody looking to open up their own concept or maybe a franchise system? Joey Cioffi: What it Yeah, well you know, just realize you got one go at it, you know, and you gotta take chances in life and you gotta and you gotta roll the dice and you gotta, you know, not listen to all the noise.

You know, if you have s if you have a belief and you have a vision and you have conviction, you know, to go get it. My father always says, ⁓ you know, and I and I always and I love this expression was he always he taught me to not sit underneath the apple tree and wait for the apple to fall into my mouth. MIchele N DiMeo: Besides patience. Joey Cioffi: It's a climb up that tree and grab that apple.

So go get that apple. MIchele N DiMeo: ⁓ I love that. That's a great, that's a great quote. So, ⁓ Joey, thank you so much.

This has been so much fun. ⁓ it was great having you on the show. And I can't wait to meet you face to face and first hand. We'll have to come to Salad and yeah, I was just saying exactly.

Right. Big Italian hug, right? ⁓ and I can't wait for you to meet my husband. I think you guys are gonna hit it off.

I mean, you have the same mentality and the same Joey Cioffi: Yeah. Okay. Big hog, bring a big a giant hog. You gotta get MIchele N DiMeo: energy and it's just funny to hear some of your stories.

I'm like laughing inside because, you know, we have the same similar stories at home too. But Joey Cioffi: Well my Well my real name is Giuseppe. That's my real name. So Jim Giuseppe.

So and my grandfather Gennato didn't know he got died. So there's a lot of stuff. MIchele N DiMeo: ⁓ that's so fun. Well, there you go.

There's the Itali what do they say? Once what five steps of or five degrees of separation or something, you know. It's like they say Jewish geography and Italian geography. It's all the same, right?

Joey Cioffi: Yeah, ⁓ yeah. Yeah. Well my wife is Jewish, so there you go. The guy got the whole thing.

MIchele N DiMeo: There you go. Well, everybody, thank you so much for listening. This is another episode of Dine and Dish. And Joey, you're an amazing guest.

I can't wait to meet you. And best of luck and congratulations on all of your success. I love hearing stories of success in the restaurant industry because you don't always hear them. And, you know, good luck with Annapolis.

We're here if you need anything. I mean, you could pick our brains. We have probably 12 locations around the Annapolis area. And I look forward to seeing you soon.

Joey Cioffi: Thank you so much for having me. I really appreciate it. It was great to meet you. MIchele N DiMeo: Thank you.

And ⁓ for everybody, that's another episode and we will be back next week. Thanks.