So simple, yet highly challenging to master, the perfect omelette is a delicate culinary art that isn’t always easy to find.
In this blog post, I will share with you what I learned through an interview with the business owner and president of Squeeze In, Shila Morris. Squeeze In is a business that has mastered the perfect omelette, and in return the perfect omelette has made the Squeeze In business.
Featured on Food Network’s Throwdown with Bobby Flay, the Squeeze In owner and omelette master Misty Young challenged Bobby flay to an omelette Throwdown by making the Squeeze In famous “Racy Tracy” with bacon, mushrooms, avocado and jack cheese. With over 60 menu options, the Racy Tracy is the most popular and most highly reviewed menu option on the Squeeze In menu.
How it all started
The casual establishment was started in 1974 in Truckee, California, by a few local Californians in a ten and half feet wide location that brought forth the Squeeze In name.
Shila’s father, a landscaper at the time, was a regular patron of the original Truckee location. In 2003, he purchased the Squeeze In business, and in 2007 Shila and her Husband Chad became co-owners as Squeeze In expanded to Reno, Nevada.
Shila explained that her family’s focus has always been on the guests (customer) and the associates experience (employee). Squeeze In strives to be a special place for the community where customers and employees enjoy a casual atmosphere, alcohol service, and fun baskets of kid toys. Customer’s can even sign the restaurant’s walls with a sharpie.
Started in 2008, the EggHead Club loyalty program has continued to grow with over 70,000 households currently in the Squeeze In database. Shila and her family were able to use this program to reach out to their loyal patrons as they needed crowd funding to grow their business into multiple locations. The egghead founders contributed $2,000 in funds and in return received $2,500 in gift card credit.
Another Squeeze In model that has attributed to the business’ success has been in choosing their people. Shila explained that their model to grow the associates team has been to “hire for attitude and train for experience”. They look for people that are passionate about helping others, having fun, being friendly, reliable, and team players.
In 2011 through 2013, Shila and her family started an internal structure for accounting, corporate control, and regional managers. The owners hired and promoted multiple associates to fill these roles; however, due to financial system challenges this effort was unfruitful and lead to multiple financial hardships and strains. Shila explained that this was a very humbling experience, where the mismanagement of funds led to vendor payment delays and payroll delays. Eventually to cut down on costs her parents had to sell their home and move in with her and her husband. The owners also had to restructure and remove the new positions that were created within the organization.
Shila attributes her family’s success to always being growth and learning oriented. This has allowed her to continuously grow herself and her business. She explained that to be successful is not about having the resources; instead, it is bout being resourceful. There are communities out there where people can learn from and build on the shared community knowledge; however, one must step up, raise the standard, and do the thing!
Final thoughts and advice from Shila: “What ever your dream is do the thing, don’t reinvent to wheel, do your homework, do the research, be resourceful and most importantly be growth and learning oriented.”
Squeeze In Locations:Truckee, CA 10060 Donner Pass Rd Truckee, CA 96161 Phone number (530) 587-9814
5020 Las Brisas Blvd Ste A5
Reno, NV 89523
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Reno, NV 89511
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5165 S Ft Apache RdLas Vegas, NV 89148
Phone number(702) 485-3971Eastern Avenue 8876 S Eastern Ave Las Vegas, NV 89123
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