Well, let’s take donuts. I have been screaming about donuts since I first got here 10 years ago. I wasn’t a foodie ten years ago. But prior to moving here, the only thing I knew about the city was Voodoo Donuts. I don’t know how or why, but that was it. And I stood in that stupid line and lost two hours of my life. I can’t get it back. I know on my deathbed I’m going to be regretting standing in that line. That’s gonna be the one thing I regret in my entire life. Before I ever got into the food business whatsoever, I was like, ‘How in the world is there a line a mile long to get that product?’
There was nobody competing with Voodoo. Since then, I’ve opened up Japanese, French, Italian, British, American. I was like, ‘Screw it. I need to step up to the plate and I need to go after this. I need to disrupt the market. I’m tired of Portland being known for Voodoo donuts. I realize now, I’m never going to get that f*cking market. And I’m fine with that. I’m totally fine with it.
This is the guy who made Little Big Burger and Blue Star and I love both even more now.