Robert Caruso
Author, Speaker, Entrepreneur, and Coach
- In the early days as a foodservice consultant responsible for designing and equipping restaurants, men and women of all backgrounds would come into my office interested in opening their own business. -
HERE’S HOW IT STARTED…
One day, a man came into my office with plans of opening a new Truck stop with a café, bar and gift shop right outside of Palm Springs, CA. The site he had chosen was next to a major freeway, a perfect location to capture business from truckers traveling through the desert. The vacant building was an old airport Hanger previously used as a Bingo parlor located on a Native American Reservation. Because of the location, this meant that the build-out was not subject to any city approval processes or other permits that would typically apply. He saw this as an opportunity in his mind to save thousands of dollars in permitting fees, and considerable time it generally takes to obtain permits. As a seasoned entrepreneur who had operated successful businesses, he went into action, signing a lease agreement, developing plans, purchasing equipment, constructing the buildout and hiring employees. After a few short months, I received a call from him asking my help in liquidating his almost-new equipment. His dream for his business now at a complete stop. He explained that although the land the truck stop was on wasn’t subject to any approvals or permits by state or federal agencies, It turned out that the surface road leading from the freeway to his business was. And that road carried a restriction against trucks traveling on it. So, even though thousands of trucks drove right past his site every day, they couldn’t access the road leading to his new business. This costly oversight cost him months of intense effort and an investment of nearly half a million dollars.
- While each business I’ve helped launched is as unique as the owners who started, each experience is memorable to me for different reasons -
Fast Forward...
With a career that has spanned over two decades leading the design, Development, and Construction of a variety of types of retail businesses. The one story that has stuck with me most poignantly throughout all these years is that of the failed truck stop owner. And although I couldn’t have known it at the time, the memory of that businessman’s heartache has proven to be a catalyst for my mission.
"Good Judgment comes from Experience; Experience comes from Bad Judgement."
- Will Rogers
Why I Do This...
As an advocate for new business owners, I believe there is a gap that creates a barrier for those who have the entrepreneurial spirit, and desire to pursue business ownership but doesn’t know how to go about it.
My goal and mission Are to share the same strategies and tactics I’ve learned from developing hundreds of successful build-outs for some of the largest retailers in the country, to empower entrepreneurs who dream of opening their own business.
- I am a true believer that entrepreneurship is the backbone of this country and the courage and pure hard work that it takes to open—and run—a business, is the epitome of the American spirit in action. I firmly believe that when new business owners succeed, they are not only providing for their families and building something lasting for the future. They are also contributing to the financial wellbeing and stability of their communities. -
Professional Experience.
After several years working for a small foodservice equipment company, constructing the improvements and installing foodservice equipment for Restaurants, Robert opened his own consulting business developing foodservice plans for various clients of a wide variety of small and independent businesses. Then came the 90’s, the country was experiencing an economic downturn and had entered into a recession. Financing for small businesses was non-existent and not long before business dried up. Shuttering the doors of his business, he went to work for a stainless-steel fabricator where he coordinated the furniture, fixtures and equipment installation for contract clients including Johnny Rockets, Yoshinoya Beef Bowls, El Pollo Loco and Denny’s to name a few. Recognizing his unique skills Denny’s corporation recruited Robert to assist in their fast pace reimage program. Later for Flagstar Co. the parent co. of Coco’s / Carrows- Denny’s Division, Robert would be tapped for several positions. Including the development and construction of all company and franchise units, including remodels, new construction and conversions. Where he also developed a procedure manual to assist franchisees in the development and construction of new units.
Concepts
Since then Robert has led the design, development, and construction of new retail sites throughout the Western United States and Canada for a variety of retail companies including:
Hotels Airports Retail Stores General Retail Shops Vitamin Shops Banks Full-Service Restaurants Quick Service Restaurants Concession Stands Book Stores Coffee Shops Office Spaces
