In a recent conversation, Johan, the visionary behind the successful Rise & Shine breakfast empire, shared insights into his journey from launching his first restaurant to expanding into new ventures. His story is a testament to the power of seizing opportunities, adapting to challenges, and continually evolving.
Getting Started
Johan’s journey into the restaurant industry began with a sense of adventure and a drive to seize opportunities. At 19, uncertain about his future, he followed advice to travel and save money, spending a transformative year exploring Europe and Asia. This experience broadened his perspective and solidified his belief in the opportunities available in the U.S. “When I turned 25, I gave myself an ultimatum. I’m going to give myself two and a half years to figure out a way to make a career out of the restaurant industry.”
By 27, Johan was ready to turn his dream into reality. Despite lacking formal education in restaurant management, he opened Fig Tree Cafe in Pacific Beach. With limited funds and a rundown property, Johan took on much of the renovation work himself. “I built the patio myself. I built a lot of stuff myself and I say this in a good way, if I knew then what I know now, I may not have done it because I recognize now, how difficult it is and how it’s almost good to be naïve.” The early years were challenging, but his determination kept him going, even when faced with financial struggles and advice to close the restaurant. “My friends were telling me they noticed I was, maybe ‘deteriorating’ is a strong word, but they saw I wasn’t sleeping and working non-stop. They said, ‘Look, nobody’s going to blame you. It’s a recession, there are so many factors—just close the restaurant and stop killing yourself.’ But for me, it wasn’t just about closing the restaurant. It would have been symbolic, like closing the door on a dream, which meant so much more to me.” His resilience eventually paid off, and Fig Tree Cafe began to make money three years later.
Fig Tree Cafe in Pacific Beach
Why Breakfast?
Johan’s passion for breakfast wasn’t the reason behind his choice to specialize in this meal. Instead, it was a strategic decision driven by market observation. He noted that while there were numerous elevated dinner restaurants and casual breakfast spots, elevated breakfast spots were scarce. “Restaurants were seeing this emphasis on design and chef-driven menus, but at breakfast spots, it was the same booth, the same plates, the same salt and pepper shakers, the same everything.”
Recognizing a niche market, Johan aimed to offer a unique dining experience that combined high-quality design with gourmet breakfast options. His initial strategy was to capitalize on this gap, focusing on providing an elevated breakfast experience that differed from the conventional diner fare.
Exterior of Breakfast Republic – North Park
Starting in North Park & Seeing North Park Grow
Johan’s decision to open his first Breakfast Republic location in North Park was influenced by his belief in the neighborhood’s potential and his limitations at the time. Having lived in North Park on and off since his teenage years, Johan witnessed the area’s transformation firsthand. Despite initial skepticism from some people about the neighborhood’s potential, Johan saw an opportunity, “I did see North Park going in the right direction and besides ‘The Mission’ there was really not too many breakfast options.” He chose North Park because he believed in its future and recognized a lack of breakfast options at the time. The area’s growth and potential made it an ideal location for his venture.
Witnessing North Park’s evolution from a risky area to a vibrant urban neighborhood has been a rewarding experience for Johan. He reflects on the excitement of seeing the area thrive and the positive impact of his business on the community, “As somebody who lived here from 1998, it’s cool to see how North Park has become this energetic, urban neighborhood.”
Advice to Aspiring Restaurateurs
Johan’s advice for aspiring restaurateurs is rooted in his own experiences. He emphasizes the importance of having a deep-seated passion and belief in oneself. “You have to have this undeniable burning desire and belief in yourself because if you don’t nobody else will.” The journey is often fraught with challenges and setbacks, and resilience is key. Johan suggests that prospective business owners should be prepared for unexpected expenses and hurdles, advising them to budget generously and be ready to adapt. “Whatever budget you have, you need to triple it. You may laugh, but there will be delays and curveballs.”
One notable lesson Johan learned was the importance of treating employees with respect and supporting their ambitions. “When I gave my notice at my last job and told him I was leaving to pursue my own path, he got upset, as if I was betraying him by leaving the job. That reaction stood out to me because I found it very naive. I often talk to my employees about how I will support you in pursuing your dreams and ambitions.” Johan’s philosophy is to encourage and support his employees’ goals, offering guidance and even potential investment opportunities.
The Future of Rise & Shine
Looking ahead, Johan is focused on expanding his portfolio with ventures like Ox Coffee, a coffee shop with vertical integration into coffee roasting, and Sunnyside Accounting, a firm specializing in hospitality accounting. His future plans include opening restaurants out of state, potentially in Texas, and continuing to grow his business empire.
Though Johan has considered international expansion, he acknowledges the complexities involved and prefers to focus on domestic growth. The next few years will see Rise & Shine expanding its footprint, with a focus on building a strong team and exploring new opportunities.
Johan attributes much of his success to the support of key individuals in his life, including his life partner Yasmin, and Rise & Shine CFO Sarah King. Their contributions have been instrumental in his journey, highlighting the importance of surrounding oneself with supportive and capable people.
In closing, Johan’s story illustrates the blend of strategic thinking, personal passion, and resilience required to succeed in the competitive restaurant industry. His journey from a single breakfast spot to a growing business empire serves as an inspiring example for aspiring entrepreneurs.