How to Come up with A Million Ideas–and Make Most of Them Work

Inc Magazine |
Nov 7, 2014

Since 1971, Richard Melman, the founder of Lettuce Entertain You Enterprises, has opened nearly 200 restaurants encompassing scores of different approaches and concepts.

Most restaurant entrepreneurs franchise one idea everywhere. Not Richard Melman. Since 1971, the founder of Chicago-based Lettuce Entertain You Enterprises has opened 185 restaurants, representing around 70 concepts. (He’s lost count.) How does the pun-happy restaurateur who once started Lawrence of Oregano and Jonathan Livingston Seafood keep doing it? As told to Leigh Buchanan.

Mine the past and future

I’ll think back to a pizza place I loved as a kid, or to mod London in the ’60s, a theme I’m weaving into a steakhouse. Or I’ll think about the future of vegetables and talk to dietitians and people working with grains. My first restaurant was inspired by youth culture and Woodstock.

Start with the product

We were doing a fast-casual Asian concept. The chef made these filled dumplings called bao. I said, “That’s a restaurant,” and we created Wow Bao. I know one chef who makes delicious, healthy, simple food. One day I said, “Why don’t we do a restaurant?” That became Beatrix.

Respond to changes–and know your limits

Artists create for the public but also express something about themselves at a given time. I do the same thing with restaurants. I don’t have a good sense of customers more than 20 years younger than I am, so my three children help with concepts for Millennials.

Innovate outside, replicate inside

Our restaurants are like the opposite sides of a coin. Heads and tails–food and decor are different at each. But what holds them together–how we hire and train and market and make people successful–remains the same. The way we do things is very solid and doesn’t change.

 

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