Lessons from a Restaurant Veteran: How to Thrive in 2025’s Economy

Apr 25

There’s an art to running a restaurant. And then there’s the craft of building a restaurant brand from scratch—one that grows, endures, and actually brings people joy.

That’s exactly what Steve Rosen has done. You might not know his name, but if you’ve been to Seattle, you’ve likely eaten at one of his restaurants—Blue C Sushi, Boom Noodle, Elemental Pizza, Rocket Taco, or the newest spot, Babyfish.

Steve joined me on Unlocked Potential to talk about the real journey behind creating beloved food concepts—and what it actually takes to survive (and thrive) in today’s restaurant industry.

Accidental Restaurateur? Not Quite.

Steve didn’t set out to run a restaurant empire. In fact, he started in film and tech. But one lunch at a conveyor belt sushi joint in Bellevue changed everything. A spark of an idea turned into a meeting with a sushi chef—who said yes against all advice—and Blue C Sushi was born.

The twist? Their first location quickly became a hit with families, not the hip cocktail crowd they expected. But Steve and his partner didn’t fight it. They listened. Adapted. And leaned into what their customers were telling them.

That’s the first big lesson from this episode: the market talks—if you’re paying attention.

Scaling Smart, Not Fast

As Blue C Sushi took off, Steve learned something else: growth isn’t always good—at least, not the fast, reckless kind.

After splitting with a business partner who expanded Blue C too quickly (ultimately leading to bankruptcy), Steve focused on what he knew: building intentional, well-designed restaurants in markets he understood. That’s where Boom Noodle, Elemental Pizza, and Rocket Taco came in—each designed to fill a gap, serve two dayparts (lunch and dinner), and build real, local traction.

The Secret Sauce: Family, Flavor & Focus

Steve credits a lot of success to his wife, who not only inspired Rocket Taco but also runs it. From handmade tortillas on Whidbey Island to perfecting crust texture at Elemental Pizza, every detail matters. And what ties it all together? A relentless focus on:

Design and vibe: Every space is crafted with intention.
Adaptability: From tech bros to toddlers, know who you're really serving.
Camaraderie: His teams function like tight-knit squads—and that shows up on the floor.

He even joked that he’s her employee now at Rocket Taco. Sounds like good leadership to me.

On Staffing, Culture & the “Hope Gap”

When we hit the serious stuff—staffing, retention, burnout—Steve dropped something powerful: the staffing issue is more than just economics. It’s about hope.

“If someone doesn’t see a path forward, they won’t buy in. They’ll treat the job like a pit stop, not a place to grow.”

That hit hard.

We talked about microloans for team members, culture beyond onboarding, and how too many cities are pricing out the very people who power their hospitality scene.

Steve’s view? You don’t just hire people. You invest in them. And that investment pays off—often in ways that spreadsheets can't track.

Recession-Proofing by Getting Real

Yes, costs are up. Yes, diner habits have shifted post-COVID. And yes, delivery and takeout have changed the game.

But Steve’s not panicking. In fact, he’s doubling down on what restaurants do best: in-person human connection.

He believes that restaurants—unlike tech—are still fundamentally safe bets. “People still need to eat. They still want to gather. And there’s no ChatGPT that can hand you a perfect karaage chicken plate with a smile.”

Hard to argue with that.

Key Takeaways for Operators

Know your audience—then build for them. Don’t assume, observe.
Don’t outgrow your roots. Fast expansion killed more concepts than bad food ever did.
Culture isn’t a one-time thing. Ongoing engagement is the new employee retention strategy.
Be where your people are. That includes physical location, cultural vibe, and communication style.
Stay human. Automation helps, but hospitality is still about people serving people.

🎧 Listen to the full episode on Spotify | Apple Podcasts | YouTube