Overview

Ten Year Plan follows the journey of three young entrepreneurs who in 2006 opened a radically fresh, disruptive restaurant concept in the heart of Los Angeles. Defying the long odds stacked against everyone in the restaurant industry, the founders and their skilled team built Tender Greens, named by Conde Nast Traveler as one of ""The Ten Best Restaurant Chains in the World,"" and by Forbes as one of the ""25 Most Innovative Consumer Brands."" Ten Year Plan lays out a practical, proven approach to creating enduring value--including missteps, misgivings, setbacks, and successes. Applicable to any industry, the scalable business model crafted for Tender Greens gives equal emphasis to margins and mission. Your business, especially now, can be a powerful engine for needed social change. Ten Year Plan shows you how.

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9781949642810

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Ten Year Plan is replete with crucial lessons learned along the path of a heartfelt dream realized -- with value for entrepreneurs across all organizations. Tender Greens helped pioneer the better-for-you fast casual restaurant sector, and while their road to success was inevitably bumpy, these founders prevailed, thanks to their collective vision, humanity, humility to learn and generosity to teach. Danny Meyer, CEO Union Square Hospitality Group Author, Setting the Table: The Transforming Power of Hospitality in Business An intimate and forthright look into what it actually takes to successfully scale a business with heart and purpose. This is a business book for anybody who wants to make a difference. Chip Conley, Founder Modern Elder Academy, Author Ten Year Plan is a candid, insightful case study in how one driven team maintained its commitment to a holistic and human-centric process, found balance between innovation and simplicity, and attained profitability on its own terms. The food system and hospitality industry need more Tender Greens ethics in our midst. Melina Shannon-DiPietro, Executive Director MAD Tender Greens is a world-class, conscious business, and Erik & David are world-class entrepreneurs. This book is a fascinating read about a company dedicated to both profits and deeply held values. What a success story! Sam Polk, Founder and CEO Everytable There's never been a better time for the restaurant industry to have a road map, a way forward to build a more socially just and environmentally-friendly food system. In Ten Year Plan, the founders of Tender Greens give a step-by-step guide for creating better restaurants for today, tomorrow, and well into the future. It's a must read for all of us who care about restaurants, workers, and food! Danielle Nierenberg, Co-Founder and President, Food Tank

""Ten Year Plan is replete with crucial lessons learned along the path of a heartfelt dream realized -- with value for entrepreneurs across all organizations. Tender Greens helped pioneer the better-for-you fast casual restaurant sector, and while their road to success was inevitably bumpy, these founders prevailed, thanks to their collective vision, humanity, humility to learn and generosity to teach."" Danny Meyer, CEO Union Square Hospitality Group Author, Setting the Table: The Transforming Power of Hospitality in Business ""An intimate and forthright look into what it actually takes to successfully scale a business with heart and purpose. This is a business book for anybody who wants to make a difference."" Chip Conley, Founder Modern Elder Academy, Author ""Ten Year Plan is a candid, insightful case study in how one driven team maintained its commitment to a holistic and human-centric process, found balance between innovation and simplicity, and attained profitability on its own terms. The food system and hospitality industry need more Tender Greens ethics in our midst."" Melina Shannon-DiPietro, Executive Director MAD ""Tender Greens is a world-class, conscious business, and Erik & David are world-class entrepreneurs. This book is a fascinating read about a company dedicated to both profits and deeply held values. What a success story!"" Sam Polk, Founder and CEO Everytable ""There's never been a better time for the restaurant industry to have a road map, a way forward to build a more socially just and environmentally-friendly food system. In Ten Year Plan, the founders of Tender Greens give a step-by-step guide for creating better restaurants for today, tomorrow, and well into the future. It's a must read for all of us who care about restaurants, workers, and food!"" Danielle Nierenberg, Co-Founder and President, Food Tank

Author Information

David began his hospitality career at age 6, working in a family-run hotel in the Adirondacks. After graduating from the Ecole Hôtelière, David built a career in luxury hospitality with Four Seasons hotels. Combining his professional experience with his personal style, he shaped and scaled Tender Greens' distinctive heart-centered culture.After leading as Tender Greens President and Chief People Officer, David founded Quiet Advisory where he holistically coaches and advises purpose-driven entrepreneurs. He is married to Randi and they have two amazing kids. As a chef and co-founder of Tender Greens, Erik helped create the now ubiquitous fast casual restaurant trend. Based on its mission to democratize good food and its chef-driven operations, Tender Greens prospered, growing to 30 locations.In 2019, Erik joined Cohere as an advisor to founders of conscious brands as they navigate the headwinds of scale. Currently he lives and farms (organically) in Princeton, NJ with his partner, Antoinette.

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