Anyone who believes the restaurant business operates smoothly probably never owned a restaurant. In the best of times the restaurant business proves chaotic, unstable and daunting. Throw in a recession with plenty of question marks dotting the future and the economy gives many restaurant owners reason to throw in the dishtowel.
In a country where 60 percent of restaurants fail in the first five years,
“It’s my belief that we are doing the right thing,” Nogler says. “I know it’s possible to do this and that we can do it. We are not going to get rich, but we can make a life here.”
Nogler says many business owners remain tightlipped about their financial situations for various reasons, but he’d rather be honest and tell people he has yet to make money owning the Herban Café. He needs business now to stay afloat. In fact, he says if foodies enjoyed Tacoma’s rise in dining options over the past five years, and they want to see that continue, they need to eat out despite the recession — and they can start at his place.
Raised in Chehalis, Nogler entered the world of dining at a young age working at
Beyond the focus of this story, Nogler remains in legal proceedings with the ownership of
“We decided to open our own place with the plan to have a non-genre specific menu and serve the freshest product possible,” Nogler adds.
He did just that until finally this past summer — month after month in the red took its toll.
“We built a great following of customers,” Nogler says. “We just didn’t have enough of them.”
Nogler says they stopped to retool. They decided to branch into breakfast and lower their price-point, while finding ways to be more cost efficient. They continue to develop their catering business and hope the changes will resonate with diners.
Still, Nogler understands the challenges, but, restaurants are what he does.
“I’ve always done this — I’ve got no other marketable skills,” he laughs.
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