Click here to read the previous column in this series, about employee theft.
Pepe Stepensky
Editor’s Note: This is the 21st edition of a regular column on www.elrestaurante.com. Pepe Stepensky, a veteran restaurateur and a long-time member of the el Restaurante Advisory Panel, is offering his advice to any el Restaurante reader with a question. When he does not have a specific question to answer, he will write about the steps to opening and running a restaurant. Click here to email him a question.
People often assume that the foundation of a restaurant is a good menu and a talented chef. And while those are undeniably important, they are not enough on their own. After decades of building and advising restaurants—from fast food taco shops to fast casual burger joints, and even supporting full-service operators—I’ve learned that three elements are just as essential: creativity, curiosity, and mentorship. Without them, even the best menu can fail.
Creativity: The Spark That Sets You Apart
The restaurant world is crowded. Every street corner seems to have another place serving tacos, burgers, pizza, or sushi. What makes people choose yours? That’s where creativity comes in.
Creativity is not just about food; it’s about the entire concept. The name, the design, the way you greet guests, the music you play, and yes, the menu—all of these are opportunities to show your uniqueness.
When I opened my first burger joint, I had never made a burger in my life. That might sound crazy, but it’s true. I didn’t want to just copy what everyone else was doing. I wanted to learn, to see, and to find inspiration. So I went out and observed how the big franchises assembled their burgers. I stood in line, watched the flow, and took notes.
But here’s the thing: creativity often comes after failure. I later learned that I was assembling the burgers the wrong way. They looked fine to me, but they weren’t holding together right, and the presentation wasn’t consistent. Luckily, I had a mentor who pointed it out. With his guidance, I corrected my mistakes—and it completely changed the way we served our food. That moment taught me something invaluable: creativity shines when it’s paired with learning and humility.
Curiosity: The Drive to Keep Learning
The restaurant industry doesn’t stand still, and neither can you. Curiosity is what keeps you alive in this business. It’s the drive to ask questions, to look at trends, to see what’s happening not just in your city but around the world.
When I started in the taco business, I noticed that every competitor made tacos roughly the same way. Instead of following blindly, I became curious. Could we prepare them differently? Could we make the customer experience faster, better, or more enjoyable? That curiosity led me to experiment with sourcing, presentation, and service flow. Some ideas worked, some didn’t, but every experiment taught me something.
Curiosity also keeps you from becoming complacent. Just because your restaurant is full today doesn’t mean it will be full tomorrow. Diners are always looking for new experiences, and if you’re not curious enough to evolve, someone else will steal the spotlight.
Mentorship: The Guidance That Shapes Success
Of all the elements, mentorship is the one that has most deeply shaped my career. I can say with certainty that without mentors, I would not be where I am today.
One story I often tell is about my early days running the burger joint. As I mentioned, I had never cooked a burger in my life. I was trying my best, copying what I saw, but I didn’t realize I was assembling them wrong. A mentor stepped in, corrected me, and taught me the details that made all the difference. It was a small shift, but it transformed the product and showed me the power of having someone more experienced to guide you.
Another moment that left a mark on me happened when I quit a deli I was running. I felt stuck and overwhelmed, so I decided to call the owner of one of the most famous delis in San Diego. I asked if I could make him a few questions. His response surprised me. He simply said: “Are you in your restaurant? I’ll be there in twenty minutes.”
Sure enough, he showed up. He walked through my place, looked around, and in less than an hour, he pointed out all the mistakes I was making. It was humbling, but it was also eye-opening. He didn’t just give me theory—he gave me direct, actionable feedback that changed the way I looked at the business. That visit was mentorship in its purest form: a successful operator taking the time to guide someone who was trying to find his way.
Those experiences taught me that mentorship isn’t about someone giving you all the answers. It’s about someone shining a light on the path so you can see your own mistakes and learn how to fix them. It’s about having the humility to listen and the courage to improve.
Putting It All Together
So yes, a great menu and a talented chef are critical, but they are not the whole story. Creativity is what sets you apart in a crowded marketplace. Curiosity is what keeps you learning and adapting. And mentorship is what helps you avoid the mistakes that can sink even the best ideas.
Restaurants are living organisms. They require constant care, constant innovation, and constant reflection. Without creativity, they become boring. Without curiosity, they become outdated. And without mentorship, they risk repeating the same costly mistakes.
When I look back at my own journey, I realize that these three elements have been the silent forces behind every success I’ve had. They’ve also been the safety net during failures, pushing me to get back up and try again.