Soul De Cuba Expanding

THEBUZZ
Restaurateurs seek expansion
By Erika Engle
POSTED: 01:30 a.m. HST, Nov 25, 2008
(Page 1 of 2) Single Page View Soul de Cuba Cafe is aiming to spread far and wide its empanadas (fried filled pastry shells), chili de frijoles negros (black bean chili), and fall-apart tender rabo encendido (lean oxtails) through franchising.
On the Net:» www.souldecuba.comIt is crossing the t's and dotting the i's on the necessary documentation, said owner and co-founder Jesus Puerto.
Soul de Cuba teamed up with Illinois-based Francorp Inc., whose clients include Bridgestone, USA Baby, and Jollibee.
Puerto envisions franchises growing first in regions around existing locations. The first opened in early 2005 in New Haven, Conn., and its far-flung sister restaurant opened in July of 2006, in Honolulu's Chinatown.
The cities are not known as bustling hubs of Hispanic populations, though Hispanic communities and servicemembers have embraced and supported the restaurants, "and we're very grateful for that," he said.
New Haven is a college town "and we're supported by Yale University," he said.
This column seeks to be a bright spot in these gloomy economic times, but without prompting, Puerto volunteered that his Honolulu restaurant in September was 20 percent above the year before in sales.
Some sales are driven by productions at Hawaii Theatre across the street and by events such as First Friday, but such things do not account for the entire year-over-year increase, Puerto said.
In addition to disabusing people of the misperception that Cuban food is hot and spicy -- it is not -- Puerto says a hallmark of his restaurants is "making everyone feel at home when they walk in the door ... that'll be part of our (franchisee) training program," he said.
Sales 'fine' for schochRestaurateur Randy Schoch has lived through business cycles good and bad and was happy looking out over the Ala Moana Center parking lot last week.
"It is full ... that is not the case on the mainland," he said.
A franchisee and franchisor himself, he operates Ruth's Chris, Romano's Macaroni Grill, Thaifoon and Ling & Louie's restaurants. His Hawaii sales are better than those of many of his mainland colleagues' he said.
"We're doing fine. There's a little bit of stress over here, but it's way worse on the mainland."
"Black is good," said Schoch.
His second Hawaii Romano's Macaroni Grill location at Waikoloa Beach Resort just opened with 145 people on the payroll.
While no flashy grand opening festivities are planned, the restaurant will host a benefit event for a nonprofit.
Sitting around feeling downtrodden is counterproductive, he said. "We're very fortunate in a lot of ways," Schoch said.
Erika Engle is a reporter with the Star-Bulletin. Reach her by e-mail at erika@starbulletin.com
Soul de Cuba Cafe is aiming to spread far and wide its empanadas (fried filled pastry shells), chili de frijoles negros (black bean chili), and fall-apart tender rabo encendido (lean oxtails) through franchising.
On the Net:» www.souldecuba.comIt is crossing the t's and dotting the i's on the necessary documentation, said owner and co-founder Jesus Puerto.
Soul de Cuba teamed up with Illinois-based Francorp Inc., whose clients include Bridgestone, USA Baby, and Jollibee.
Puerto envisions franchises growing first in regions around existing locations. The first opened in early 2005 in New Haven, Conn., and its far-flung sister restaurant opened in July of 2006, in Honolulu's Chinatown.
The cities are not known as bustling hubs of Hispanic populations, though Hispanic communities and servicemembers have embraced and supported the restaurants, "and we're very grateful for that," he said.
New Haven is a college town "and we're supported by Yale University," he said.
This column seeks to be a bright spot in these gloomy economic times, but without prompting, Puerto volunteered that his Honolulu restaurant in September was 20 percent above the year before in sales.
Some sales are driven by productions at Hawaii Theatre across the street and by events such as First Friday, but such things do not account for the entire year-over-year increase, Puerto said.
In addition to disabusing people of the misperception that Cuban food is hot and spicy -- it is not -- Puerto says a hallmark of his restaurants is "making everyone feel at home when they walk in the door ... that'll be part of our (franchisee) training program," he said.
Sales 'fine' for schochRestaurateur Randy Schoch has lived through business cycles good and bad and was happy looking out over the Ala Moana Center parking lot last week.
"It is full ... that is not the case on the mainland," he said.
A franchisee and franchisor himself, he operates Ruth's Chris, Romano's Macaroni Grill, Thaifoon and Ling & Louie's restaurants. His Hawaii sales are better than those of many of his mainland colleagues' he said.
"We're doing fine. There's a little bit of stress over here, but it's way worse on the mainland."
"Black is good," said Schoch.
His second Hawaii Romano's Macaroni Grill location at Waikoloa Beach Resort just opened with 145 people on the payroll.

While no flashy grand opening festivities are planned, the restaurant will host a benefit event for a nonprofit.
Sitting around feeling downtrodden is counterproductive, he said. "We're very fortunate in a lot of ways," Schoch said.
Erika Engle is a reporter with the Star-Bulletin. Reach her by e-mail at erika@starbulletin.com