The Unseen Ingredients: Crafting Success in the Restaurant Industry
Joe King, with his infectious energy and natural gift for hospitality, has spent over four decades creating unforgettable dining experiences. As a visionary behind Le Colonial, Joe is passionate about every detail, from design to service. He’s always eager to share his insights and love for the restaurant industry.
Anna Lear (AL): How did you get into hospitality?
Joe King (JK): I started in hospitality at 13, helping my dad with catering at the American Legion in Holliston, Massachusetts. At 15, I began spending summers in Maine, working at a restaurant owned by hometown friends. After a stint in San Francisco at 17, I returned to Maine for another summer before moving to New York, where I spent 15 years managing restaurants. I then started partnering with Rick Wahlstedt at The Supper Club, and in 1995, I joined him at Le Colonial, where I’ve been for the last 28.5 years. Since then, we've opened seven locations, with an eighth opening in Denver this November.
AL: When choosing new locations for Le Colonial, what factors do you consider?
JK: We look for areas that can support a thriving seven-day lunch and dinner business. We target neighborhoods with luxury retail nearby, as our clientele typically includes high-end shoppers. We seek highly populated areas with a demographic that can afford our price point. The key is finding locations with enough people who have the discretionary income to dine with us multiple times a week.
AL: What was the most fun location to open, and why?
JK: Naples has been our most fun location opening so far. It was like a unicorn – things ran smoothly from day one, which is almost unheard of in restaurant openings. Usually, there are countless challenges with new systems, staff, and operations. But in Naples, everything clicked immediately. On just our second day, we had 280 reservations, and the restaurant was humming perfectly. My partner and I were almost suspicious because it was going so well.
AL: As you expand to new locations, are you aiming for identical restaurants across the country, or do you allow for some variation?
JK: We keep the brand consistent while making some subtle changes. For instance, in Florida, we use turquoise shutters instead of the dark green or brown found in other cities. We make slight adjustments with artwork and colors, but stick to our brand identity with consistent ceiling heights, fans, floor tiles, and furniture. When it comes to food, we also tweak things based on the location. In Houston, for example, we add a bit more heat because locals like it that way. We also source fresh, local ingredients, which can lead to different seafood options depending on the city. But while we embrace some design and menu adjustments, you’ll always walk into a Le Colonial and know it’s a Le Colonial.
“Hearing people say "Le Colonial is my favorite restaurant" is especially gratifying. It validates all our hard work, shows we've succeeded in creating memorable experiences, and makes my career in this industry truly worthwhile.”
AL: What’s something that most people don't know, but you wish that they knew about restaurant life?
JK: What I wish people knew is what it really takes to be a server and execute a shift. There’s so much preparation involved—rolling napkins, polishing silver, setting up coffee and espresso machines. Hundreds of tasks need to be done to open a restaurant each day, and most people have no idea how much goes into it, especially when you do it 364 days a year.
Also, many don’t realize that we operate on extremely low margins, typically around 8% to 13% profit. People often think it’s just about hiring a chef and serving food, but managing food, labor, beverage, and insurance costs makes running a restaurant incredibly expensive.
I believe the world would be a better place if everyone had to work in the restaurant industry for a year. They’d gain a real appreciation for the effort behind a lovely dining experience. If guests understood all that goes into making their meal happen, they’d likely enjoy their experience even more.
AL: What’s one of the most frustrating things a restaurant guest can do or say, whether in person or in an online review?
JK: One of my biggest frustrations as a restaurant owner is unfair reviews for things beyond our control. At Le Colonial, we maintain a 4.8 rating, but occasionally get one-star reviews for minor issues like elevator breakdowns or running out of a popular dish. It's disheartening when we work so hard to create a great experience, only to be harshly criticized for unrelated problems like street parking meters. I wish diners understood restaurant operations better and showed more empathy for occasional, unavoidable setbacks.
AL: On the flip side, what's the most rewarding thing a customer can do or say?
JK: The most rewarding thing is reading positive feedback from our customers. We receive lots of mail and reviews, and it's incredibly fulfilling to see five and four-star ratings and comments praising our service and food. Hearing people say "Le Colonial is my favorite restaurant" is especially gratifying. It validates all our hard work, shows we've succeeded in creating memorable experiences, and makes my career in this industry truly worthwhile.
AL: What was it about the hospitality industry that made you want to stay?
JK: What made me stay in hospitality is my love for pleasing people. Growing up as the youngest of nine in an Irish Catholic family, I was raised to be polite and helpful. I've always been the type to try to satisfy others, be diplomatic when needed, and offer help, even if it's helping someone cross the street. In hospitality, I found a way to do that every day—to improve people's lives and experiences.
AL: That's amazing that you’ve been able to put that passion into your work.
JK: Yeah, it's not work for me. If it's something that you really love, there's very little work involved. It's a passion and it's something that I think I was born to do.
AL: For anyone looking to open their own restaurant, or expand one that they currently have, what advice would you give them?
JK: If someone wants to open a restaurant, here’s my advice: if you don’t have a strong background in the industry, run. But if you do, and you’ve worked with reputable restaurants and had proper training, then find a mentor—someone who’s successfully run restaurants and can guide you through the challenges. I love what I do, so it doesn’t feel like work to me. But to succeed, you need to be prepared, put in the time, and love what you do. ♦
This interview has been edited for conciseness and clarity.