Omelettes – the Product that Made the Business

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.

30909647_846439248890218_6840634218096099328_n
Photo Credit: @rgjtaste

 

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.

SqueezeIn wall
Photo credit: Yelp

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
 

Northwest Reno

5020 Las Brisas Blvd Ste A5
Reno, NV 89523
Northwest Reno
Phone number (775) 787-2700

 

South Reno

25 Foothill Rd
Reno, NV 89511

Phone number (775) 853-6090

Sparks4670 Sparks Blvd
Sparks, NV 89434Phone number(775) 626-0100Spring Valley

5165 S Ft Apache Rd

Las Vegas, NV 89148

Phone number(702) 485-3971

Eastern Avenue 
8876 S Eastern Ave
Las Vegas, NV 89123

Phone number (702) 485-5847

Modesto

3020 Floyd Ave
Modesto, CA 95355

Phone number (209) 846-0719

Redwood

3710 Florence St
Redwood City, CA 94063

Phone number (650) 361-9500

Photo Credit:

Photo by Eaters Collective on Unsplash

Advertisements

2 Comments Add yours

  1. Shila Morris says:

    Yay! Finally got a chance to read it, thank you for featuring me/Squeeze In! Such an honor and a pleasure!!

    Liked by 1 person

    1. Rouba Najjar says:

      I’m very glad to hear! Thanks for being awesome!

      Liked by 1 person

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s