{"id":32119,"date":"2019-02-15T13:35:42","date_gmt":"2019-02-15T18:35:42","guid":{"rendered":"https:\/\/www.wework.com\/creator\/creator\/?p=32119"},"modified":"2020-02-26T14:29:05","modified_gmt":"2020-02-26T19:29:05","slug":"how-inclusivity-built-marcus-samuelssons-restaurant-empire","status":"publish","type":"post","link":"https:\/\/www.wework.com\/ideas\/professional-development\/management-leadership\/how-inclusivity-built-marcus-samuelssons-restaurant-empire","title":{"rendered":"How inclusivity built Marcus Samuelsson’s restaurant empire"},"content":{"rendered":"\n

The odds didn\u2019t start out in <\/span>Marcus Samuelsson\u2019s favor. Orphaned at 3 when a tuberculosis epidemic in his birthplace of Ethiopia took his mother, Samuelsson and his older sister were eventually adopted by a Swedish family. But, as the chef and restaurateur put it during the \u201cTeam Awesome\u201d session at WeWork\u2019s <\/span>Global Summit<\/span><\/a> in Los Angeles in January, \u201c<\/span>sometimes the worst thing that ever happened to you can be the best thing that ever happened to you.\u201d<\/span><\/p>\n\n\n\n

Not only did this life-changing event take him from a place where food was scarce to where it was abundant, <\/span>Samuelsson says, but he<\/span> and his sister found a home with an eclectic brood of different faces and personalities (including a grandmother who taught him to forage and use the best parts of the land for sustenance). This environment forever put him at ease around people of different backgrounds, and also instilled in him a lack of fear of failing or asking for help\u2014which proved useful when Samuelsson eventually launched his restaurant business. <\/span><\/p>\n\n\n\n

Samuelsson says his upbringing is why he gravitates toward open-minded and forward-thinking people. As a young man, he worked his way up the ranks in some of Europe\u2019s toughest kitchens before breaking into the New York City restaurant scene. There he connected with Andrew Chapman, his eventual restaurant co-founder and investor. When the celebrity-chef trend hit big in the late 1990s and early 2000s, the two of them hatched a plan to open an eclectic comfort-food restaurant in Harlem that was about more than \u201cfilling your restaurant with more than the 1 percent of the 1 percent,\u201d he says, <\/span>a place \u201c<\/span>where people of all colors and beliefs can come.\u201d<\/span><\/p>\n\n\n\n

\"\"
\u201cEntrepreneurship is about how high are you willing to dream, how low are you willing to go, and can you execute?\u201d says Marcus Samuelsson.<\/figcaption><\/figure>\n\n\n\n

So Samuelsson made the leap\u2014going from executive chef at Aquavit to opening Red Rooster<\/a> uptown on Malcolm X Boulevard. \u201cEntrepreneurship is about how high are you willing to dream, how low are you willing to go, and can you execute?\u201d <\/span>Samuelsson says. <\/span>\u201cUrban America operates with tons of entrepreneurs. Living in the community made me extremely aware of this.\u201d <\/span><\/p>\n\n\n\n

Samuelsson was more than willing, but he admits there were rough spots: He remembers being intimidated to seek out an established architect or designer because of their limited budget. So he reached out to other small-business entrepreneurs, asking for their help with these searches as a cost-cutting measure that would yield exposure and clients for everyone involved.<\/span><\/p>\n\n\n\n

Samuelsson and Chapman knew it wasn\u2019t enough to have delicious, innovative food\u2014with Red Rooster, they also wanted to move the media needle. So they hosted dinners for brands like Nike and <\/span>Bon Appetit<\/em><\/span><\/i> magazine. They also started a food website, Samuelsson says, rather than wait for the occasional drop-in from <\/span>The New York Times<\/em><\/span><\/i> and other mainstream outlets. \u201cMost black narratives and conversations aren\u2019t told by us; they\u2019re told by others,\u201d he says. \u201cIt was important for us to do our own storytelling.\u201d<\/span><\/p>\n\n\n\n

Red Rooster opened in December 2010, and i<\/span>n short order, it became a favorite destination for locals and celebrities and created jobs for the people who live there. Nearly 10 years later, Samuelsson says that 60 to 70 percent of Red Rooster\u2019s staff still lives in the area. Attributes he looks for in team members include \u201cpassion and a level of attitude [that they] bring to the table.\u201d<\/span><\/p>\n\n\n\n

\u201cYou take the staff with you on your journey,\u201d Samuelsson says of his team. \u201cBuilding the tribe [is important], but also taking people with you is key. And listening to the staff.\u201d <\/span><\/p>\n\n\n\n

Samuelsson notes that Red Rooster and the <\/span>WeWork Harlem<\/span><\/a> location have something in common: \u201cWeWork isn\u2019t just improving your community; it\u2019s about building other communities,\u201d and likewise, \u201cthe good thing about a restaurant is you touch more communities. Breaking bread will always be a fresh idea.\u201d <\/span><\/p>\n\n\n\n

\u201cAs [society] gets more tech-savvy and as we get more people on the fringes not talking to each other, this idea of making stuff, telling stories through food, and listening to different narratives\u2014that is still an incredible idea,\u201d <\/span>Samuelsson says. <\/span><\/p>\n\n\n\n

It\u2019s one that keeps Samuelsson busy. \u201cYou can never sleep on your business,\u201d he says. \u201cYou have to have this constant idea of \u2018how can I work in my business?\u2019\u201d<\/span><\/p>\n\n\n\n

Luckily, Samuelsson can always find the good, even in the bad.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Harlem restauranteur didn’t want to cater to ‘the 1 percent of the 1 percent’<\/p>\n","protected":false},"author":1708,"featured_media":35065,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[43902,43909],"tags":[1487],"class_list":["post-32119","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-professional-development","category-management-leadership","tag-leadership"],"acf":[],"yoast_head":"\nHow inclusivity built Marcus Samuelsson's restaurant empire<\/title>\n<meta name=\"description\" content=\"Harlem restauranteur didn't want to cater to \u201cthe 1 percent of the 1 percent.\u201d\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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