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July 28, 2004
Rocco blew it
In what must be one of the most embarrassing business situations imaginable, chef Rocco DiSpirito has been banned from his own business.
A judge today granted a motion filed on behalf of the restaurant's investors to keep him out of his namesake restaurant, Rocco's on 22nd. Now it appears the investors may close the money-losing venture.
Rocco's on 22nd was the setting for the reality show "The Restaurant" but as a restaurant, Rocco's never lived up to its potential. Despite enormous, prime-time exposure, the business lost money. A flurry of flame-broiled lawsuits and countersuits among Rocco and his investors made for deep-fried fun but was ultimately unappetizing. Who wants to eat at a restaurant whose staff is more dysfunctional than the healthiest "Real World" cast? Ratings plummeted during the second season of the show, which was eventually pulled from NBC's lineup.
Rocco himself blew it for reasons beyond the obvious promotional windfall a television show chronicling your business can offer. He blew the chance to grow and make quick corrections by watching himself critically.
Had he watched himself critically, Rocco would have realized that customer service was a disaster. That the food was unremarkable. That his management style was destructive. If he'd had the courage to admit he loves hob-nobbing more than cooking, he would have decided to turn over all operational duties to others and perhaps hold court at a table like Billy Crystal's "Fernando" character.
Would show producer Mark Brunett have objected? Perhaps. The lesson here is that buzz for the sake of buzz is an empty strategy.
"The Restaurant" was a compelling backstage peek at the challenges of operating a business. That remarkable transparency is what drove people to the restaurant. But Rocco begged for constant attention like an unwanted puppy. He took the bait for the ultimate hook: me, me, me!
Hubris 1, Rocco O.
Other blogs that reference Rocco blew it:
» Rocco Wrecked Rocco's from RealityBlogs.com
Had he watched himself critically, Rocco would have realized that customer service was a disaster. That the food was unremarkable. That his management style was destructive. If he'd had the courage to admit he loves hob-nobbing more than cooking, he... [Read More]
That show has been a showcase of how not to run a restaurant (or any business for that matter).
Rocco really proved what I have earlied, cooking & business don't match. A lot of chef's get too excited about the growth of the business and take charge believing they know how to run a business as well as they can cook.
I'm not sure that I'd lump all chefs together like that; Wolfgang Puck has done pretty well as a chef/businessman.
I would take that even further. As a chef, especially as a head chef, you NEED to be a businessman and entrepreneur if you want to succeed.
As far as popular chefs go, none could be more "hip" as Emeril (maybe "hip" isnt exactly the right word. But, he's managed to make the art of cooking exciting to watch and has built a rather lucrative empire as an entrepreneur.
I couldn't agree more, Jen. I've visited two of Emeril's restaurants in New Orleans and they were outstanding.
Emeril is a smart entrepreneur as much as he is a television star.
