Chase Your Dream
How one man went from Hollywood writer to diner owner -- and never looked back.
In 1998, Lawrence Rudolph was a TV writer living in Hollywood. Five years later, he's a co-owner of Lunchbox Food Co., a Greenwich Village diner that the New York Times described as bringing "a fine-dining sensibility to what by rights should be a funky waterfront dive." Here he describes the cost of following his dream.
Is opening a restaurant necessarily a symptom of a midlife crisis? Am I better off just buying a vintage muscle car?
Sports cars are for pussies; restaurants are for real men. The biggest problem you have with cars is changing your Pirellis every 10,000 miles. With a restaurant, your whole life is invested in it, so you can't just sell it if it becomes too much trouble. I employ 30 people. That's 30 families paying for schools, food, mortgages, and rents.
What do you wish somebody had told you before you opened lunchbox?
Don't scrimp on the big hires. As in any organization, one man cannot do it alone. You need the best people around you.
What's the biggest headache you encountered?
I took over an existing restaurant, which is by far the most cost-effective way into a restaurant, especially for a rookie. But this used-restaurant route means cleaning up after someone else's bad decisions.
How is your day organized differently than in your previous job?
It's really two business "days": a nine-to-five part and the after-five part. At five o'clock, we're moving into our third service of the day. We've already finished the business of the restaurant--paying bills, buying plates, and checking in with purveyors. At lunch, customers want to be in and out in 45 minutes, so we can get away with not being on the floor. Dinner, however, is a different story. If a customer's spending $125 on dinner for two, he wants to see that the owner appreciates his business. That's what I do while others are at home watching Friends.
What's it like to be working when everyone else is playing?
Sometimes it can be a drag, but I never took to the nine-to-five world anyway. I find it exciting working at 11 p.m. My office is literally a stage for all experiences. People are laughing, crying, kissing, and living right in front of me.
How do you balance being a husband, a father, and owner of a business that occupies so much of your time?
Your family really has to understand that this is what you do for a living and these are the demands. The good side is that your family can come to the restaurant.
So if it's so much work, why do guys dream about it?
Because they want to be Hugh Hefner or P. Diddy and invite everyone back to their place at the end of the evening. The catch is, Hef and Mr. Combs didn't get everyone to come over without a lot of effort.
In 1998, Lawrence Rudolph was a TV writer living in Hollywood. Five years later, he's a co-owner of Lunchbox Food Co., a Greenwich Village diner that the New York Times described as bringing "a fine-dining sensibility to what by rights should be a funky waterfront dive." Here he describes the cost of following his dream.
Is opening a restaurant necessarily a symptom of a midlife crisis? Am I better off just buying a vintage muscle car?
Sports cars are for pussies; restaurants are for real men. The biggest problem you have with cars is changing your Pirellis every 10,000 miles. With a restaurant, your whole life is invested in it, so you can't just sell it if it becomes too much trouble. I employ 30 people. That's 30 families paying for schools, food, mortgages, and rents.
What do you wish somebody had told you before you opened lunchbox?
Don't scrimp on the big hires. As in any organization, one man cannot do it alone. You need the best people around you.
What's the biggest headache you encountered?
I took over an existing restaurant, which is by far the most cost-effective way into a restaurant, especially for a rookie. But this used-restaurant route means cleaning up after someone else's bad decisions.
How is your day organized differently than in your previous job?
It's really two business "days": a nine-to-five part and the after-five part. At five o'clock, we're moving into our third service of the day. We've already finished the business of the restaurant--paying bills, buying plates, and checking in with purveyors. At lunch, customers want to be in and out in 45 minutes, so we can get away with not being on the floor. Dinner, however, is a different story. If a customer's spending $125 on dinner for two, he wants to see that the owner appreciates his business. That's what I do while others are at home watching Friends.
What's it like to be working when everyone else is playing?
Sometimes it can be a drag, but I never took to the nine-to-five world anyway. I find it exciting working at 11 p.m. My office is literally a stage for all experiences. People are laughing, crying, kissing, and living right in front of me.
How do you balance being a husband, a father, and owner of a business that occupies so much of your time?
Your family really has to understand that this is what you do for a living and these are the demands. The good side is that your family can come to the restaurant.
So if it's so much work, why do guys dream about it?
Because they want to be Hugh Hefner or P. Diddy and invite everyone back to their place at the end of the evening. The catch is, Hef and Mr. Combs didn't get everyone to come over without a lot of effort.