Behind the Lakewood Hack — Benji of Smash House Exposes Everything

So basically they went on to Gary, they had Gary Vee on and they said, "Can you give us a tip? We're not growing. We're stalling." They said, he said, he says, "You guys have here some cameras and lighting and stuff that I have never seen in my life. You have better equipment than me, yet your views are not good. Stop with all of that and just put out more content." >> I took it as a big lesson. I said, and and by the way, nobody ever complained about my quality because the sound is the top. This DJI is the best best sound. The quality is clear. It's also it's not such a heavy file, so it doesn't take time to load on when you're watching it or whatever. >> So, I'm just saying I took that from that lesson. Anyway, guys, welcome to another episode of Positivity. Super excited about this one. Just a small recap. We spoke about all the hack here with Benji from Smash House Burger and we spoke about the hack of what happened in Lakewood, the new location, why he came here and the story of how he adjusted the restaurant to this uh place. If you know, you know. We also spoke about how you can open your own business and restaurant and to be passionate about uh what you do. So excited to have him here in the Westwood uh studio, Westwood office building. So without further ado, enjoy the episode. >> We already did a part one and people kept on asking again and again and again do a part two. They want to understand his marketing strategy. They want to the it was now in the news on Lakewood/tom's River that he came with a new location. I went I wait went day number two or something went to check it out myself >> and um I never had food from Smash before that by the way and it was really good. Um the the popcorn chicken the double smash. Uh um smash. Yeah. >> Exactly. I posted a video about it. It went viral. >> So I'm very excited to be back here because I think that we share a lot in common that personally I enjoy sharing stories um through social media. That's what Weber Media does as a company. And I think that Benji really from all the brands and kosher food brands, people look up to what he's doing and they want to be like him. And today I can say in a sense, it's going to be the caption revealing the secrets of of Jewish marketing of Smash House and the secrets right here, which is see I'm giving it to you right in the first few seconds is to share your story, to be real, to be there to show up. >> Correct. Um, and I know Benji from the first podcast that we discussed is that this is something you're passionate about doing. You tried different things and then you're like, "Let me find a brand that I actually connect you." You own the Braavos Pizza, >> correct? >> And now you're doing this. So, how is it coming to Lakewood? What's the Lakewood? What was the the mass a little bit? Tell me what's going on. What's happening? How is it adjusting to the Lakewood? Guys, let me give you a way to win a free jerky board for Shas without any purchase at all. Just listen to this message and I'll give you all the details. Okay, first of all, every sponsor that we bring on is something of value to you, something that you would need anyway. And with code Weber, you get yourself a free discount. So that's my promise to you. The sponsors are important to the to the channel because they are the ones who support the work and they keep me going. They keep this channel going. So whenever you support that and support the sponsors, it really means a lot to me. So thank you for that. Our first sponsor of this episode is Jerky Munch. Um, beautiful, delicious jerky boards. I've had their jerky in the past. They do boards as well as packages. 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Um I know it's first of all, you know, shout out CBN for the hawk, man, cuz he really put us on the map. And look, we people felt like we're coming to like, you know, you know, and and and and oh yeah, we're here in your face. And it was the exact opposite. And we sat with the Raan and we sat with everybody and we straightened that out real quick, you know, because we're not here to to to stuck people out. And that's that's part about marketing. You have to know to every community how to intertwine with that community. Not to come and say, "Oh, this is us. Either you join us or leave us." No, the godless is okay. Now we're in the five towns we have we have a different type of strategy than we have for now as Lakewood Toms River, right? >> You understand? Same thing for Miami, >> right? >> And the same thing for Queens. In Miami, I'm 40% Gamium. So, we're running more of like a Gisha brand that happens to be kosher, right? In in in um in Lakewood, we're running it as as as a kosher fully glo kosher brand that's that's out there. You understand? with the rules, with the the graffiti, everything matches up. >> Basically, we we and that's what we try to tell the r, you know, we met we we met we met Rabbi Rodberg, I think that's his name correctly. Um, and we told him, we said, "Whatever you tell us to do, we're going to do, >> right? >> That's what we're here for. We're here for the kids to have a good time. Come join. Our whole marketing is based around the kids." And that's what people know, >> right? >> He's saying the little kids that come to draw and get the juice box and the prizes and the giveaways and they hang up their pictures. That's what it's all about. >> I also hung up my picture. which I hope I was allowed. I didn't know it was only for the kids. >> But I'm hearing two things, Benji, I want to press on that. Number one is the fact that >> you're saying that the way that you're adjusting and you're talking about the brand, which shows that you're different than any other brand, which is that there's somebody to talk to, >> correct? >> And there is a face and there's a voice, >> correct, >> to the story, which is something that I love, absolutely love. But also, I was thinking, wouldn't you say that this is something where it's like you're successful and that's the only reason why they're coming after you? Meaning to say that if it was just another any other restaurant where there's no face to the page, no owner, no story, and in that case, they're like, "Okay, all right. So, this is not hawk." Versus over here, we have the guy, he revealed himself. He's the owner. So, now we have somebody that we can go after. >> So, I first of all, I don't consider myself successful. start with that because I didn't finish what I started. So, I'm in the middle of a journey, but I don't consider myself successful. So, let's get that out of the way. >> You told me 200 locations by 2027. >> So, we're working pretty slow. Working pretty slow, but I don't consider myself successful. Um, the reason why they came after me because >> to them it looked like I kind of asked for it. I came in, yeah, we're here, you know, we're doing this, we're doing that instead of coming in and, you know, trying to speak to Rabbot first and trying to figure this out and figure and I get it. And and I get it. I grew up I grew up you know, we grew up in a we grew up from I went to Yeshiva and Lake. I went to MFA for nth grade, you know, so I know exactly, you know, what's bothering them. That's why I didn't take it offensively. I said, you know what? We're going to get ahead of this right now and we're going to put an end to this all right now. You understand? >> And I explained to my franchisee, >> they're not coming here from bad. Yeah. There's one, two people trying to be bad. Yeah. But most going to be negative >> are really concerned. Like the rub showed me text messages from really concerned people like we really want to bring our kids but these boys are talking like down to the girls like some you know >> it's not comfortable to bring the these the kids around and we want the families >> right >> we want everybody but you know the families are our main priority >> and >> you know I'll give you an example today the after we had I put out that video right that we're not going to have make let it be a hangout >> some r from Eden town yes called me hey is it okay if I bring the boys it was this morning I said of Of course, you could bring the boys to come eat, but they're going to come play around. I'm going to have to throw them out, >> right? >> I don't want that in in in our area, >> right? So, it's it's literally you're honoring what you mean and you're serious about it. >> There's going to be no games. Um, and anybody that's in town that sees something going on >> and everybody knows how to reach me and where to reach me. My phone number is out there. Just let me know right away and we will get a ahead of it. We'll put right away we we'll get it done. That's not going to happen. We have security standing there right now. It's coming at 7 o'clock. Yeah. I think people don't people probably think that for you it's like a business thing, but I happen to know you a little bit and it's actually a value thing for you. I know it is like uh >> I have a 17-year-old daughter. >> She wants to hang out in Smash and Five on Saturday night. If she's not working, she's not going to smash house. >> Wow. >> I kick out the teens on Saturday night in Smash House. We're not eating, get out. We lock our bathrooms. >> We We don't want that there. We want We want us to feel like a safe place for the kids and the families. >> Okay. 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You don't want anybody looking into your house. um private homes, schools, offices, nursing homes, hotels, anything that you need. You name it, they'll help you. Reach out to my friend David. His number is 7325038511. Call, text or WhatsApp or blinds on a budget onegmail.com and get in touch with them. Mention Weber or positivity for a special discount. Also, here on the table we have Papus. This is a new up andrising company that personally I'm a huge fan. Um, they started with these little containers and now they have the larger containers. They're also going to come out with Papru Daily, which is going to be more of like a daily snack. But this is a different style popcorn that we're used to. And it's light and fluffy and healthy. That's the number one thing about this popcorn. No flavor. No, that has I I know where he makes it. His own thing, his own company. >> That's good. Let me try. You want to try it? >> You want to taste it? Yeah. This is actually the new flavor called Friday, a spicy barbecue flavor. And guys, it's available now in all stores. I'm going to leave a list of where it's available. >> Well, not bad, huh? >> Yeah. Most supermarkets, uh, Gourmet Glatt, Evergreen, they all have it. >> It's like a higherend popcorn. >> Yeah. Do you actually like it? You want to taste the butter one? You said you're going to be honest, Benji. If I don't like it, I'll say it's horrible. This is good. I used to love barbecue popcorn as a kid. The Golden Flen Club barbecue popcorn. >> Yeah. >> No. And it is healthy. You You can feel that it's healthy. He makes it with coconut oil. Coconut oil. Nobody does that. That's your That's your kick. I'll give you the big one. I'll have a big one of that. I'll give it to you to take home. Um, okay. Um, so guys, thank you. If you can support the sponsors, it really means a lot. Buy a thing, send me a picture, reach out to the blinds guy, just save their number even so for when you need, it really helps support the channel. So, thank you very much. Also, you know, when you comment, you go into a raffle every week. So, yeah, this is a program. Okay, let's talk about the actual details. Let's say closing. I was happy that a place is closing at 2 am because I sometimes I want food or I want somewhere to go visit. When I came to visit was we went at 11:00, 11:30 like it was late already. >> So how do you deal with that? Like first of all, why would you be open till 2:00? >> Cuz in in in New York City and stuff, we have a bigger, you know, more of a crowd coming later later at night and also when we spoke to the rabbi, he made sense. It's like, who's who's really coming at those times at night? >> Troublemakers. >> Who's really coming at 12:00 at night? That's when I said, you know what, you're right. We're going to shut early. >> So, I was telling my uncle, I said, I said, what do you want? I spoke to him yesterday about this. And I was like, "What do you want rather? They should hang out by other places." Wawa quick. I don't know what 7-Eleven. But then he was explaining to me, he said, and he's a father of kids, older kids. And he said, "Look, when there's a place with a ha that's open later, it kind of makes it as if, oh, it's kosher. Yeah, it's normal to hang out there 1 2:00. But if it's other place, a gas station, then okay, nobody's giving the ha there." Does that make sense? I mean that's why you realize also um it's a lot easier to go off the dra in Israel than it is over here. >> Why? >> In Israel you're going with other than you're going through you're probably going to end up with with with not you know and you're a lot more aware of that than than not being aware of that. It kind of makes sense >> what your uncle is saying. You understand? >> Does does it lose you business that you have to close at 12? I mean, we're going to check, but I don't think it's going to lose any business >> because people just going to come before 12, >> right? Or you gonna come tomorrow? >> What about Uber Eats? Can that stay open till 1? >> So, I had people tell me, you know, stay open at Uber Eats, pull up your chairs and stuff like that. Again, right now to make sure that all this like look, we're new here. So, you have to make a statement right away. Like, no. So, we want to show like, hey, we're not here to play games. We're taking this seriously. Boom. So, we set down the rules right away. So, first thing you do is you shut down your Saturday night because Saturday night is one of the biggest problems where all the hangouts happen, right? Okay. So, we're going to shut it down until we figure out the security situation, making sure everything is in place, you know, then when I see during the week it's running smoothly, then I can start talking about opening bunch of chabas. I'm showing not only the community, I'm showing the teens >> that we're not playing games. You going to come eat, you're going to have a place to stay. You're not gonna eat, you don't want to hang out, >> not by us somewhere else, >> right? >> Not that's what it is. So, you have to make a statement early. If you're going to wait, let it play out, you're going to wait a couple of months, then you know you're not serious, >> right? >> So, you have to show right away, hey, we're serious. We're taking action right away. >> Yeah. And you know, it's only going to get busier and that's a funny thing. Like somebody asked me, it's like, you know, okay, maybe it's just now the beginning that it's busy. You literally can't get into the parking lot. I mean, I mean, you could cuz it's big enough. But I'm saying like it's >> other times at night like like 6:30, 7:00 you >> can't find parking. >> But but I noticed this is not going to stop. It's only going to get more and more. The more people move here, the more people >> I think that's all because it's it's a brand and people connect with you, Benji. I mean, that's that's amazing what you've done >> because we're authentic. >> Yeah. >> We're authentic. Right. >> Right. I say, "Okay, I'm coming to Liquid. I'm going to put on my costume. You know, I'm put on a white shirt, black pants." No, this is this is this is who I am at the moment. This is my whatever you want to say, my bush. The way I look. This is the way I look right now. >> Right. >> Doesn't mean I'm a bad guy. >> Even your merch is super cool. Yeah. >> Like when I saw it was the first company. I don't like to wear things with names. Even my own clothing that I wear, I try not to have too flashy. But when I saw this, your guys wearing it in the store, I was like, I want one of those. This is It looks cool >> because we're all That's what people don't. Oh, Smash House. You know, >> it's a brand, >> right? That's the first thing people tell me. Not your food is good. You're marketing. Wow. >> Right. >> Okay. So, >> that's what that's the same thing with you. That's why you're wearing the shirt. like I want to wear their shirt because we created a culture that everything here is happiness, excitement, have a good time, right? >> It's all about having that's all it's about, right? Having fun. >> I have the hardest question for you. If somebody's owning a restaurant now and he wants to brand himself, market himself almost as if he wants to be like you but himself, how do they get there? What do they do? What's the secret recipe? I feel like there's so many moving parts. It's a overloaded question. >> There's one moving part. Okay. >> Before you start with the marketing, >> yeah, >> make sure your food is consistent every day. >> Uhhuh. >> Taste the same every single day. Not that come on Monday tastes like this, on Wednesday tastes like that. No, you have that down pat and you know your your kitchen's consistent. Now you go a marketing campaign. >> It's interesting that you say that because maybe it's on a subconscious level, but consciously I really don't care how your food tastes like. It's tasting 90% better because it's smash for me. I'm sitting there. I'm in the environment. I'm having a good time. I'm h I I came with my family. We had a great time. I really didn't care. Very good, not so good. >> That's three and a half years later. But the hype started with the food. Like, wow, what's this? Right. >> Oh, that's what you're saying. >> You're okay. Look, you you're building a building, right? >> Yeah. >> Building a brand is building a building. The problem is everybody wants all the clout and the hype right now. So, they start at the penthouse, >> right? Now, you're wobbly. I build my foundation. My foundation starts in my kitchen. Then it starts with operations, >> right? >> And then and then we and then after that's down pat, now I start investing in the marketing. And if I invest in the marketing and you're coming in and you're getting a bad a bad experience, >> you're not coming back, right? >> I just wasted money on that. >> So you're saying something very good. How did how was location number one successful? That's the question I should be asking. So location number one is >> you and it started before this whole hype. Was it this was the success like you said the consistency? >> Yeah. Yeah. Our food our food our food is what spoke people like wow what's this? What's this? >> Benji it's like what's the >> And then when I told the guy that was that that that was running it for me and now he owns the Bokeh Miami the Bokeh store the Miami store and he's going to open up state again this year. >> Okay. Um, I told him, I said, "If we're going to put good, consistent food out, watch my vision where this is going to be the biggest kosher brand walking." He's like, "What are you going to do?" I said, "I'm going to put every last dollar I have into marketing >> and I'm going to go double down, triple down, and I told him, you have one job. You make sure the food here is consistent and watch me handle the rest." >> So that I'm assuming that's why you're here every day. Yeah, >> cuz you get to watch. >> Not only watch, I taste. I taste, >> right? >> I taste the food in every location almost every day. >> The guys in the kitchen, you have 15 guys. They're not chefs. So, how who's the quality? Who makes sure that there's quality there? >> So, every manager, every operator of his store is responsible to make sure that it because when I come in, people are like, "Oh my god." And they're standing here to see what's going to be my my my verdict on the food that's being tasted. There's times like if you come into The manager is the chef. What's >> there's no chef. You don't need a chef here. >> Who's making sure the quality? >> That's all you need. >> So, the manager has to taste it. Who's tasting it every day when you're not here? >> I have sometimes I send in randoms to just go buy a burger and let me know how it is. >> Mhm. >> You understand? >> There's always this a lot of trick tests that we do. >> Again, now it's very hard to mess up because most of our stuff is already manufactured and stuff like that. So, our spices come already ready. So, you have to just taking it, spilling it, mixing it. >> It could be raw. I mean, it's pretty easy. A burger should be raw. >> No, not ours because we're thin. >> Ah, okay. >> You understand? >> So, you're not running into that problem. >> So then again, and you and and also as you're going to grow, I can take you step by step if you want, but as you're going to grow, right? >> Yeah. >> You're going to have to make changes. I'm making changes right now to my operations >> in this location. >> In Lakewood, I have two guys, two good young Lakewood guys. One of them was actually my ninth grade in the Lakewood with me. Okay. Okay, they came they they they were helping me out. They saw how we worked the first day. They're like, "Benji, we can make your system better." And he was so convinced and I don't like making changes sometimes. And I said, "You know what? Do whatever you want. You have three months to to prove that your system is better than mine. >> And if it is, I'm going to send you every word to change it." >> Mhm. >> People come to me yelling, "Benji." I said, "Guys, >> what does the system mean?" The system means how the order comes out. >> How fast the order comes out. >> Uhhuh. >> We want a 15-minute max wait time. That's what we want, no matter how busy we are. >> Okay. And so now we're working the whole thing is so how I don't know how you do that 15 minutes. >> You had probably a thousand tickets over or more. >> Yeah. >> I I have no idea how you do that. I don't know. >> And every order, every bag it >> I don't get it. >> That's why you need all those hand >> lines to the door. I don't I don't know how you do it. Like at no point did you say sorry. I've seen too many restaurants do that. Sorry, we can't handle. You're just going. >> But this what happened to me. So on Sunday, let's say like at five o'clock, I'll probably have to shut down for like 40 minutes because I rather you not wait. >> I'd rather you be upset at me that I'm not feeding you than you upset at me because if you're hungry and you're waiting, >> you're like, "What?" >> So Sunday you had to shut down. >> Yeah. Twice for 40 minutes. >> Damn. Wow. >> Right. Okay. That's a good >> Because I'm putting the new system I'm putting also the new system with these guys. What? Like no, let's do when it's up. I said, "No, we're going to do the system now because if you're going to wait another month now." Also, my opinion is just not it's not going to go less. It's not gonna get more empty. I think it's just gonna get more full. That's our goal. >> No, for I know there's the new restaurant theory, but there's also for you and in all your locations, the more people know about it, the more people get hooked. I'm seeing people doubles, triples, they're deer again and again and again. >> I tell people calm down. Don't come down too often because then you're going to get sick of it. Not going to want to eat this anymore. You understand? >> That's how we are as human beings. We get excited. We want everything now and we want it quick and every day, every day, every day, every day. And you're like, "Okay, I can't do this anymore." Right. Yeah. And how do you keep the prices down? That's that's something that I >> Uh-huh. So, all right. >> Volume. >> Look, >> you still have a burger for six bucks on seven. So, that's that that's our loss leader. >> Mhm. >> Right. Loss leader means that's how I'm going to get you into the door. Now, I'm telling you, hey, you want to teach this what I did when I started. I said, you want to teach a new restaurant? We'll cost you seven bucks. I'm going to hook you and then you're going to want more. >> Nobody's coming back day after day after day for the $7. No, because you're not going to get full from it. >> Uhhuh. Okay. Right. So, you're going to need a fries with it. >> Everything. Again, marketing. If you don't have a strategy, you're blowing money. >> Who makes your strategy? >> You got to sit with yourself. You got to sit with people. Again, I have marketing companies that help me. You know, we we we hire one. We we we leave one, go to the next one. You have to always be ready to keep up with what's trending. You >> always my whole Instagram feed is nothing but the hottest restaurant trends running. They're like, "Oh, wow." And then you see, >> and that's what I realized, no one else was following the trends. Now, everybody's already catching up, right? But no one when we started this, no one was following trends. We were one of the first guys doing the the marketing what everybody's doing. Now everybody's copying and I'm good with it. So I said, "Okay, now you're copying me. Now I got to step it up a notch. And I started doing, okay, we're in competition, right? So now, come >> now. I stepped it up. You're spending five grand. I'm spending 30 grand now. Spend 30. 30. I'm going to spend. That's That's what happens. You double. So now we do the smash ciphers, right? So we do we do shows. We do talent shows. We give away cash prizes. I'm I'm going to always leave the level at the highest possible, >> right? >> You understand? And that's why people tell me, "Oh, you're not worried. This guy's opening. This guy's opening." I'm not doing this to be about I tell people does a does Rolls-Royce care how many Hondas Honda is selling. >> No, seriously. Yeah. No. So then why do I care what this guy is doing? Let him sell. Let him open. I don't care. I'm focusing only how am I getting more customers into my door, not what my neighbor is doing. >> It's amazing. >> That's all we do. My whole day is when I wake up to go to sleep is how we're getting Smash House to the next level to the next level. Making changes. Dude, I had marketing people tell me, "We don't want to work with you anymore, man." >> Why? >> Right now, my marketing guys like, "Dude, I'm done work because I'm I'm too demanding." >> Like, there's a trend. I know the chat. I need it out now. Now. And I'm willing to pay top dollar. Are you going to give me top service? I'm going to be up your You know what? But that's the way I work, >> right? >> That's the way I work. And you have to love what you do, man. If you're not going to love what you do, you're you're toast, >> right? >> Especially in the restaurant business because it's so like everyone tells, "Oh, how you doing with all the pressure from Lakewood?" Cuz I love what I do, >> right? So this is just another thing. Yeah. >> I'm just I'm just saying, hey, I know you're scared of me, but let let me introduce you. Like here, this is me. I'm like this. I'm like that. We're not we're not as evil as you think you are. We're That's all they want. Like who are you? You understand? Don't come in and try to bring your stick. I think it's liquid. It doesn't work in Lakewood. >> Right. I have an interesting question for you. Two thing, two-part question. Number one is that people say that the Lakewood food market is oversaturated. And I know that there's a list just came out. 120 restaurants in Lakewood. Lakewood Times. Yeah. >> Wow. >> You see, I glad you didn't. Food stores. >> Yeah. >> I don't even know. >> So, yeah. So, that's that's kind of answers my question a little bit. Um, I'm also curious. There was a lot of different locations to open. You went and you built your own location. Um, I'm sure you had options to maybe buy. Did you have options to buy? Why did you choose that location? Why do you choose to build your own location and invest all that money? Um, and why come to Lakewood when there's so much food here? >> So, I'm going to start from the end and we're going to work it up. Okay. >> So, the reason why we came to Lakewood is because for two years already, people are reaching out. We want to open Lake open in Toms River. We want to open here. And I'm like, no, we're not ready. We're not. We get barm. I've never asked one person to open a smash franchise. >> I've been asked all the time and I say mostly no. Like I'm in talk to somebody. He wants to open five locations in Mexico. I'm trying to turn I'm trying to brush him away. Like I'm not there. We're opening one in LA in a few weeks and I'm terrified because I'm not so close to there and it's six hours away. So my brother, which is my right-hand man, I'm sending him there for for a month. >> Wow. >> Yeah. >> Okay. >> So they weren't ready for >> It's like Yes, it's nice to have five locations in Mexico, but how do I control it? >> How do I control the the consistency? >> Exactly. >> That's all I'm worried about. >> Correct. >> Making sure that every day you're getting the same product, >> right? because if they're not good then all of my locations here are not >> that's why we didn't come to Lakewood yet >> until I didn't do five times Brooklyn after I finished Brooklyn I said okay now we're ready for >> as a brand >> right >> there's your answer for for your first question >> okay why build a brand new location >> so that's only because my landlord is a real guy >> okay >> guy name is Mati Fleman by the way I know is going to kill me for this, but I don't care. And I met him when I did the pop-up for Twillery, the the smash popup. And I never do buildouts. >> I rather take an old restaurant and do it. I don't know anything about buildouts, >> okay? >> Nothing. That's not my expertise. I don't want to deal with it. >> And Twillery had a manager and told me, "You have to meet this landlord." I met him. I shook his hand. We started smooing. I said, "Dude, I liked it. I'm a very feely type of guy, >> right? >> If I can stand and hang with you, right? I'm doing a second podcast with you. I like your energy. I hang out with you this and that. Yeah. There's some people I can't even stand 10 feet with them and I start >> Yeah. >> I get very jittery. >> Yeah. >> Right. >> Yeah. >> So he's a real >> he's a real as they say. >> Right. >> So like I can roll with this guy ever since I told him. I said mi >> I'm doing this only because of you but one I'm asking you one I'm not dealing with nothing about the build out. >> I'll give you my approval guess and he said okay no problem. >> So he built it up. did everything from A to Z. Now he's like he was ready March 1st to open. I said I'm not opening yet. >> Wow. >> He was Why not? Why not? Why not? Why not? I told him because I'm thinking long term. >> Uhhuh. >> I can open before Pesak. No one's getting excited. They they have to come to me. >> Yeah. But respectfully, I think he got the better deal because now his entire mall over there is packed. Uh you know what I'm saying? >> The landlord in Pomona also like whatever you want. Yeah. Yeah. Yeah. Yeah. We'll do whatever you want. Thank you. Thank you. And I'm serious, Benji. I mean, there's there were seasons there and you know, this brings people. Of course, Twitter wants you there. >> I promise you, my promise you cuz I we have because we do real real holy work behind the scenes that no one's business. >> Mhm. >> As a brand. >> Yeah. >> Like I have my my different locations giving my to certain like we support Tyra in the background. It's one of our biggest things, you know, and and we're big into it and we have huge UC. I'm telling you, we have huge huge and I give that's my first thing I know that the marketing is working also. It really is working, >> right? >> It works. It works. >> People have to understand you have to learn how to create attention. >> Mhm. So, I guess that when you came here, you didn't even know that there is a liquid market. Especially I follow Brian Fade and he's amazing but he keeps on saying on a status he's like guys ask me before you open a food establishment if it's even needed or not because there is a big food market and unfortunately every month there's another restaurant closing and every month there's another restaurant opening so there is a very it's a happening >> it's a very big common >> why do you think that's happening >> I think it's because most of the restaurants are not unique they don't show their face I know so many new restaurants and again I'm also a little bit in the marketing industry. A lot in the marketing industry, so many new restaurants open up, they're invisible. They're just invisible. Nobody knows about them. And and in my opinion, respectfully, I don't think that food is enough to get somebody to come to a restaurant. >> Exactly. Today, it's not. >> That's what I'm saying. So, it's >> And that's why people don't come. >> Yeah. >> That's why I didn't market to people like us. I market it to the kids. >> Those little kids are going to drag your parents to come to my store. >> Right. >> That's that's my market, >> right? It's very smart. And it's through social media because they're also there. I don't think you do paper ads at all. I mean, >> we used to do paper ads. I mean, as we got bigger, I realized that that that paper ad again, depends which neighborhood you're in. By the world, paper ads are going to work for you. >> You understand? Like a guy like the liquid scoop if he has a newspaper or or another guy that like like for instance in in Far I did the five towns Jewish homes. Those are kids that don't have TVs and stuff and they read the newspap. I used to buy for one year almost the center fold page. Two pages. Oh wow. >> And I had a myself with a picture of the golden ticket. Everybody's a winner. Come get your golden ticket. You know, you can get a chance. It worked. It took off. >> Wow. >> It was wild. And the second we stopped >> it. It didn't plate. It plateaued. It just went >> It didn't get exciting anymore. But again, been I'm myself redoing the whole golden ticket system that I'm doing. And it changed completely. >> Okay. What's the golden ticket system? You explained it already once that randomly you can find in your bag a golden ticket. >> Right. So now what I did with the golden ticket is basically um we built a box like this, a glass box. >> Yeah. >> Um and you see your prizes. So you have like PS5s and stuff like that and cards and wax and different type of stuff. >> And as a kid you're like whoa. Imagine as a kid you get to come in, you get to choose the prize. You get to see what you're choosing, >> right? What excitement you going to get, >> right? Mhm. So that's something very smart that most restaurants don't do. They don't market the kids. >> It's a waste of money. >> I feel like here in Lake Yeah. I feel like here in Lakewood though, I think you're mark I think that it's the adults that are coming out to eat. >> The the the most beautiful thing about Lakewood that that I saw is that the Yeshiva boys. >> Mhm. >> Can we get merch? Could we get merch? We want to wear your sweatshirts. We want to I gave over 700 pieces of merch in less than a week. >> Gone. that you give for free. >> For free? >> Why? >> I never charge for >> because it's also part of the market. >> I tell you like this. You're >> Yeah. All right. You're going to wear this once a week. If not, you're stealing from me. >> Mhm. >> I'm not giving it to you to put in your closet. >> You want to put in your closet? Don't take it. >> That's why people like, "Oh, give me a yamama." And I tell I tell the boy, "I don't need you to wear this in yeshiva, but you're allowed to wear this outside of Yeshiva, the blue yamaka." If yes, I'm not telling you to go with this to Yeshiva and and and make problems, right? You wear it outside. That's why I want you to wear it to camp outside. People be like, "Oh, what's that smash house?" That's what I want. >> Correct. >> People Yeah, dude. We spent $10,000 on swag just for the opening. Even more. >> Wow. >> Yeah. And I bought another 300 sweatshirts coming next week and basketballs and we're going to give it out even more. Dude, I have parents coming to me d with their kids. What did you do to us? My kids are dragging us to come here. >> Right. >> I tell my franchisee and you guys are asking me what's this marketing so much money. I said here here's your answer. Mhm. >> A lot of people tell me no because I charge a marketing fee because I know what we put in what we put behind it. >> We spend a lot in the mid6 figures in marketing we spend a year. >> Yeah. With the giveaways and the prizes ends up we're mid six figures. >> That's crazy. >> Yeah. Just my SEO and my website is 75 grand. >> Mhm. Oh, there's SEO like >> for the location. Yeah. Google my that's like 75 grand >> before I even started my Instagram videos, my giveaways, my golden ticket prizes, all that. We spent real money and these are all the franchises coming together and we have a pool. We put we put money into that pool and and they trust me and that's why I'm so like into it because I feel like I'm touching someone else's money. So, I'm so careful how I spend it and I have my partner Dave sitting next to me to make sure that everything is like I was gonna say you're taking No, I'm gonna show you where we're putting money towards. >> What happens if a location isn't doing the best? I don't know if you ever had that even, but we we already changed like three franchises. >> Mhm. >> Oh, like the do you change the owner? >> Yeah. Yeah. >> Ah, okay. So, it does happen. >> Again, I'm I'm not here for people like, "Oh, you're here for the quick fix?" No. If I'm here for the quick fix, I would have had 40 locations today. Mhm. >> Right. >> And 20 of them doing horrible. >> Yeah. >> But but you have 40 program like a bad guy at 40 locations. No, rather have 10 that work and really work and make money. That's Chick-fil-A's godless. >> Okay. >> Compared to McDonald's. And I learned a lot going through their franchise process. >> Okay. Which is >> it's not about how many locations you have, it's how much each unit is making. >> Right. So when a franchise is making real money, he's like, "Wait, I want to do another unit." So all my franchises have two units. Mhm. >> Meaning >> each guy has either two only one has three units. That means you own three locations. >> Oh, okay. Okay. Oh, that's so chick. Oh, I didn't know that. >> McDonald's you can own 20, 30 locations, whatever. >> And Chick-fil-A can only own >> McDonald's has thousand locations, whatever they have. Has what? Like 400. They do more sales than than all of McDonald's thousands. Why? >> I didn't know that. Okay. >> Yeah. Yeah. Because they What do they invest in? >> Customer service. customer experience. That's what they do. So, I'd rather be small and have crazy sales than be big and do in each in each store do 10,000 a week. You know, you know what I mean? You rather do 100,000 a week in in 10 stores >> every sing for each store doing a hundred. >> Got it. Got it. Got it. >> Than having a million stores each one doing 10, >> right? >> So, I learned that from from them. And you have to also have to be learn how to be humble and and learn from from from other people that are smarter. >> In other words, you got to be you. Okay. >> What? >> You got to be you. No, dude. I I >> You got to be a Benji. No, because you are one of a kind. At the end of the day, from all I'm hearing here, it's almost impossible to steal your energy, your correct your passion. >> Correct. >> It's unique to you. Can I tell another restaurant they can learn from certain things you do? Yes. But I can't tell them to steal you and your personality. >> To steal me, but you figure out what what's your godless. And then you you like >> I'll give you an example. I didn't know I had this with social media. I can get on camera. I saw my twin do it. I'm like, "Wait, no, cuz I'm louder than my twin. People don't know that. I'm the louder one. He was the quieter one. He was the goody goody. I was the bad kid." Right. >> Yeah. >> So, he wasn't so loud. Now he is. And I became the quiet one. >> Um I looked at him. I'm like, "Wait, he can do it." >> Right. >> And you'd see my my the owner in Miami. He's like, "Benji, just get in front of the camera." >> I said, "You know, let's do it." I took a jalapeno smash. I'm like this is video did 15,000 views. I'm like dude >> over that's it. >> And I just and then I started doing every day every day. And guess what? And I wasn't scared to pay. I paid influencers. Some influencers I paid five grand. >> Mhm. >> Right. Comment taste the food. >> I don't care. But people there's a Gian influencer in Miami. His name is Mr. East 305. I paid him I think $1,500. And I didn't have money then. Dude, we just opened Smash. This guy came did a video started showing up. The only year that I see doing this now is a >> Frank Feder. >> Fran Feder post a video within 20 minutes cars start pulling up. >> Yeah. >> Don't be scared to spend money. The problem with with with with us, we give you money. I want results. Now, marketing doesn't work like that. Marketing is a longterm play, my friend. You're climbing the mountain. You don't just you're not you're climbing, right? You're not going on that what is that thing called? >> No. You go skiing, whatever that thing is called, the lift, whatever it's called. climbing, dude. And every time you're getting somewhere and you feel like you're not growing, but then all of a sudden, boom, you feel like, oh my, like there's months I'm like, dude, I'm spending all this money. >> What's going on? Then there's months I'm like, whoa, I feel so overwhelmed. People, okay, we love you. This, you understand? So, you have to get ready to to face all of it. But always know there's one goal in mind. What did you put yourself as a goal? What do you want? What's what what's your bottom line? What do you want out of your marketing campaign? What do I want? I want kids in my store drawing, hanging up their drawing pictures, being giveaways, getting golden tickets, and getting excited, >> right? >> That's what I wanted. That that was the vision I built myself, >> right? >> What happens people open restaurants like this? Yeah, >> I made good food. I want to open a restaurant. >> You know how you know I don't know how to cook. >> Mhm. >> I I don't know how to flip an egg. So, you have to know a how to lead. Okay. Okay. If they know how to lead a real like you have to you have to make people believe in you, right? >> So I So what I did was in the beginning I told my franchises, hey, you're going to make money. I'm not no franchise fee. >> I'm not charging franchise. >> You take that 20 30 grand, invest in the giveaway. Why? Because that giveway is going to bring you more customers. It's going to put a more in the long run is going to put more money in my pocket. Now it's not. The long run it is. >> Give me another example. Okay. I used to I used to just sell to my franchises three spices in one sauce. Everything else I gave them. Okay. Now we have Cisco. We sign the contract with Cisco. Cisco is is is is manufacturing them. I got Tarov even with Cisco. I got Okay. >> You manufacturing your sauces? >> One sauce and three spices. I have a off I don't do it anymore. Someone does it for me. >> Okay. >> But I just cut myself in my pot. I just lost an income. >> Your sauces, right? >> In the short term. my loss in income lot per month, but in the long term, >> it's going to make more sales. >> A a more sales, b there's other ways to get money besides I'm selling your franchises um sauces and spice, right? So, you can let them save money, but I'm going to have Cisco, you know, take care of me in other places. And three, now I can scale. Now, I can go to LA. >> You understand? So, now now I can go everywhere. So, right now, yeah, in the short term, my pocket is bleeding. I have to live less, you know, I can't front and show up. Yeah. But in the long term, I just invested back in my business. >> Mhm. Right. >> You understand? >> Yeah. So, the lesson for people, I just want to go back a little bit, is that they don't be so afraid to spend on money. >> Correct. >> Don't be afraid to to find your godless. You said before, which is >> You can always reach out to me, man. >> Mhm. >> Listen, when I start, >> they're not going to be doing what you're what you're telling them to do. >> But there's other stuff you can do. >> What are they going to do? Benji, what should I do at my restaurant? >> What restaurant do you have? I have a >> number one number one rule when you have a restaurant. Cut your menu in half. How about let's start with that. People have restaurants with menus. It's it's like a mcgilla. You're like, "Wait, what am I ordering? Wait, do I want this? Do I want this?" You can't you can't perfect everything. You cannot. It's a fact. >> You can't. So, you know, you play Russian roulette, you know you're going to get one. You're like, "Dude, what's this?" I'm telling you, >> right? >> It's a fact. >> Yeah. All right. If I have a restaurant, I'm I'm selling basic, I don't know, chicken nuggets, schnitle salads, chicken soup. >> No, but then comes your friend says, "Hey, make a pastrami sandwich with this and this inside and that inside and who inside and call it this sandwich. I'm telling you, people are going to like it." You're like, "Yeah, they're hyping you up that it's really good." And you're getting excited. You put it on, you're like, "Wait, no one really cares. I have five people buying it." >> You know how many times I change my many spots and no one even realizes it? take an item off, add another item. No one even realizes it because it you're so small. It's this and that. You you're able to manipulate it, >> right? >> Every three months I sit on my toast and see, all right, what sold the most and what sold whatever sold the least starts getting cut off the menu. >> I need to make good for my inventory is this small. >> And you add three suppliers, bro. Three. Yeah. With what I have already in stock. I don't add new things on my menu. Oh, yeah. let me source this. No, no, we're not sourcing nothing. We're working with what we have in inventory. >> Mhm. >> That's how you generate income. So people don't understand, it's not it's not a quick fix. You're looking at me three and a half years in. Oh, wow. Look at him, dude. I'm sweating here blood and tears. I'm living like like I was living for who like like not large for three for almost three years. Now I'm starting to make a little bit of guilt finally. You understand? >> Yeah. >> And even all that guilt, you can ask my my my money guys. It goes straight back into Mark. I take whatever I need just to live. I don't save it. Stay back into campaigns. >> Wow. >> You know, you know this is Judy's Cafe. You know that lady on Instagram? I just hired her her her her guys. >> No way. >> Yeah. What did I do? I sat on her Instagram, went through every I went to >> I went to I said, "Who?" I went to BT and I said, "Yo, >> who is in charge? >> Who's in charge here?" >> I found it for me. I had a phone call with him and he already made me a thing and and I signed a contract last week, I think it was already. >> Wow. Yeah, dude. And I'm paying him a lot of money, but I have 60 videos that are going to be edited and and he's doing all that for me. It's in my inventory now. >> I get to put them out >> whenever I decide. >> Nice. >> People are you you have to know. Also, now we do a lot of sponsorships, too. >> Why? >> Okay. >> Everywhere you go, you're seeing smash. >> Mhm. >> Why does Coke still still advertise? They don't have to I Oh, you're you're already famous. You have to advertise. No. When you're famous, you double down >> because there's always somebody chasing you from behind. >> Yeah. >> Trying to eat your lunch. That's how you got to look at it. That's the way I look at it. I don't have competition, but you trying to eat my lunch, right? There's a million dollars here. You can tell me, "Yeah, Benji, let's play. Give me that. I'm over feed my kids." Right? It's like it's capture the flag. >> The first one there wins. That's why I look at it. You're my boy. I'll lend you whatever you want if you're a restaurant owner. This that back and forth. But at the end of the day, you know, we're all gunning for one thing to be to be the best restaurant. >> Yeah. >> Wow. >> So, you have to have a plan. If you don't have a plan, that's why restaurants close. There's no plan. And the owners also think, I'll put a manager. It's going to be okay. Yeah. That's your first thing to fail you is putting a manager. >> Why would a manager care if you don't care? Why would a manager care? >> Right. I spoke, let's say, recently to a pizza store owner and they they told me like it's very difficult. How do you scale a pizza store? >> You can scale whatever you want. >> No, but I I found it. >> You try to scale whatever you want. >> Easy. The second you have a system in place and you're organized, scaling is easy. Just be a straight honest person. That's all you got to do. And scaling is easy. >> That's the problem also. Everybody's looking for problems. I'm the guy I tell my I tell my managers problems. Find me solutions, man. I'm not here to hear problems. What's the solution? You have a solution. Don't talk next. Anybody have a solution? I know the problem. >> You start studying with me the problem back and forth. What are what's the solution? Seriously, man, give me the solution. You don't have a solution. You're on this side. >> I'm telling you, it's it's another mistake they made. I'm sorry people are going to get offended, but it's the fact that it's MS. That's what I knew that's going to separate us from everybody is that the kosher, what does the kosher restaurant owner say? >> Okay. >> Why does kosher food taste like why do you think it doesn't taste the best all the time? People like, ah, kosher res steak is not good. Why? Why the kosher restaurant owner say you're coming to me anyways? Where you going? >> Where you going? You have to come to me. >> Right. >> Okay, I'll give you mediocre. And what do I say? You're coming to me. I'm blessed. McDonald's has to see how much they've got. You have to sweat to get customers to their door. You're coming to me. I'm going to give you the best service. And I'm going to go try to get the nonju to eat by me. So that's why comes to me, hey, how are you? How's everything? Do I go to Lakewood here every single day back and forth, >> right? >> Just for customer service. I'm the face. I'm here. Nice to meet you. My name is Benji. There's a face to this brand. It's me. >> Right. I think that's the strongest point. Correct. somebody that actually cares and the people >> correct >> I'm passionate about people >> with 10 locations that's not so easy because you can't be everywhere >> and I get to learn half a day go explain it with 10 locations but I need to start before 1 p.m. How >> how when there's a will there's a way >> how does it feel now to go to LA I mean that's your first Yeah. >> Who's who's doing the who's >> the guys that own fish grill >> really? Yeah. >> Oh good guys by the way. >> Yeah. Yeah. They really believed in the brand. It's a family and you can ask him. Yeah, you can ask him. The guy's name is one of the kids name is Huda Klein. And I said, Uda, you're a great guy, you know, but I'm too worried. It's too far away from me. >> Mhm. >> Then I had my franchise guy telling me, "You're not going to grow without this, you have to if you want to grow, you can't just hold this all the time. You know, you have to let go a little. Let go. Let go." And I'm scared to let go. >> Wow. >> This is all I got, man. This doesn't work for me. I'm going to go collect duck and some shoe. That's what I'm saying. I'm all in on this brand. That's why I'm like, "Dude, I'm not letting anybody take it away from me." >> Yeah. >> I'm telling you, I'm gonna go collect duck. All I sold everything I own besides my own house just for this for Smash House. >> Wow. >> Mhm. How much I believe in my product. >> It's crazy. So maybe that's another reason I'm trying to collect. I'm going to have Chad GP make a list of reasons why you're successful and why other restaurants are not. But maybe that's another thing that a lot of people are not I'm saying relatively >> we're on the road to success. >> Exactly. But I'm saying I think a lot of people maybe just don't really believe in their restaurant. >> They start, they come, they bring a chef, they have 20, 30 good items on the menu, they believe is good and they're empty. >> I call it verbal diarrhea. >> You know what that is? >> Everybody wants to be rich. Everybody wants to be successful. Everybody wants No one wants to do it. >> No one wants to put in the work. >> But what do you you I'm sure you >> No one dude. Let me tell you something, my friend. I never argue with the customer. I don't care if you give me this salt to quarter left. I didn't like it. How much was it? Here's your money back. >> Customers always right. Even when they're wrong, they're right. You know why? Because she took time out of her day to come to my store. So, I'm going to treat you as my guest. >> Change the mindset. It's all in the mindset. How you thinking? >> She thinks she she paid me 20 bucks, she owes me. She owns you. When you pay your lawyer 500 bucks for that hour, you own him for that hour. Right. Right. You're working for me now. Right. She owns you right now. >> Wow. >> She came to your door, but people don't have the >> the ego the Yeah. >> Sometimes I Sometimes I can have that problem where people like go, "Where's my food? I'm waiting 20 and I just either I ignore it or I have someone else talk to them because I know I'm not going to be nice >> because sometimes it can get really annoying with customers." >> Right? >> You understand? But you have to understand that's a you problem, not their problem. That's what I figured out. Okay, you have a problem. So when it gets hard for you, gets overwhelming, just just just stop talking and just walk away. That's what I learned how to do. >> You have to leave again. What does everybody want to do, right? You take your wife on a date. What do you want? Take you to this restaurant. I know the owner, >> right? Want to feel special, man. You ever saw the movie? What's his name? With Ray Leota, new good fellows, takes his girlfriend from the back to the restaurant through the back door. That's what men do. People want to feel special. So that's what we do. We try to make you feel special. >> Right. So he's saying like but Smash House everybody feels like they know you and you're friendly. What do when somebody calls you that the restaurant is struggling? What do you do? I'm sure you have that a lot. >> I had that. >> So what do you tell >> Smash House started from from from Bravo Miami struggling heavily mightily that we're doing like $350 $400 a day. >> Mhm. So >> fully by let out the story how Smash House started. >> Yeah. >> I'm not ready yet but it's going to come. I put bits here, bits there, just you know for the heck of it. But >> right, >> but I already won the >> So you're saying from there you learned a lot of lessons whether it was regarding how you were connected to the brand or how passionate you were or the marketing. >> I had a brand called Pure 26. >> Mhm. >> Right. I created real hype around it. People were coming to Queen Schleving for it. And why didn't it succeed? Because I wasn't in it. >> I left it to my nephew. I'm going to Miami. I have to deal with stuff over there. I just bounce. >> Don't know. That's what happened. >> And I knew that. And by the way, Pure 26, I was supposed to have Gordon Ramsay come on my show. We already had a whole contract out this and that. Yeah. To to fight with me that how I'm doing stuff wrong. Yeah, we had a whole thing already. >> Okay. >> And then Smash started and um Gordon Ramsey sends me this production sends me a message. You weren't taken for the episode >> and they already paid money to this. I got a police department. We got approval to have a camera crew. I remember I was so upset. I was crying. I'm like, "What the heck?" >> Yeah. >> You know, >> but Smash House really just started then. And then it just started like literally gaining traction, gaining traction, gaining traction. >> But you have to if you're not you're going to have to fail in order to succeed in this business for sure. >> Mhm. >> Because you're going to have to learn how to deal with um downtime. >> Mhm. What do you think was your biggest fail that led you to succeed? >> I thought I knew better than everybody else. >> Pretty simple. I was cocky, egotistical. I'm like, I'm 10 years in this business already. I know better than everybody else knows to teach me anything. You know, I came to Miami with a New York guy said, "I'm going to do things my way with Bravo New York." Didn't work. You get humbled real quick, man. You get a smack of humble pie to your face, dude. And when it touches your pocket, you get humbled real quick. >> Yeah. >> Yeah. It's the best thing that happened to me looking three and a half years later. >> You understand? >> Yeah. >> You have to give a message. That's understand. There's marketing, there's branding, and there's attention. It's three different things. >> Mhm. What's the difference? >> So, branding is what? Brand awareness. People know you're there. You're out there. Sponsorships, you know, stuff like that. Then there's marketing, >> right? Instagram ads, bring you sales, funnel, you're getting something out of it in return. Brand awareness, you're probably not getting. It's just people to know who your brand is. Then you have attention. >> Attention is you know how to create attention to your brand. That's what helps you blow up. You know how to create attention. Hashem gave me a blessing that I know how to create attention. >> Yeah. >> The way I I I stress my I'm a interesting human being, very loud. So I knew that I have this type of I say, you know, I'm going to use this to my advantage in front of a camera. And that's what So that's what we do. We make Smash House look cool. We have That's why I wear the sunglasses. You understand? You always see me 90% of the time with sunglasses. >> I never wear sunglasses at home. It's part of the look. >> Ah, >> you understand? >> Yeah. >> When I was a little kid, I was a bucker. I was like 16. I was in the subway like at 1:00 a.m. You know, like half already me out of Lakewood. My father me out of the house, you know. So I'm like half here, half there. I see a black guy like at 2:00 with sunglasses. I'm like, "Dude, why wearing sunglasses?" He goes to me, "Listen to me, bro." Never forget. The person's cool. The sun's always shining. >> Wow. >> I'm like, "Wow, dude. I remember this 20 something years later." >> I'm like, "Dude, what a line. you got and the guy sitting there like this. He like I'm cool. I'm like you know what? You're right. You're right. It's like that's a sick line, >> you know, again. So, so it's it's there's a lot of stuff to marketing, branding, and how to put everything together. It's the same thing like I tell my son, right? Just like I told you, there's branding, marketing, and attention, right? Attention is number one, I think. As soon as I can create attention, everything else is going to work for you. Same thing I have in life, the same thing I tell my son. I tell him, "Hey, man." Right? There's guys in in life that are interested, committed, and obsessed. >> Yeah. >> Right. So, I try to teach them. Interested is I'm interested in uh owning a restaurant. Interested in selling pizza, right? This what's committed not going at it. You know, you're here, but it's not your most important thing, but you're at it every day. And what's obsess? >> You live, breathe, die, sleep. That's your whole life. That's the difference between me and everybody else. I'm obsessed. >> Mhm. >> I started as interested, but I was committed for 10 years then and I didn't like what I was doing. I hated it. I hated it. And now I'm obsessed with it. >> When you're obsessed with it, that's your whole life. That's how Jordan and Kobe became great. The Havville. >> Yeah. >> Then they were obsessed with it. And I idolized Kobe growing up as a teenager and and idolized his work ethic. And you know, he had a famous line saying, "Perfection is here. We're never going to be perfect, but we're trying to come the closest as perfect as possible. >> Nice. >> And that's what I'm trying to do. Smash. >> Um, just a random question. When you were doing the Bravo, how did you survive? If it was, I >> had three other businesses running around. >> I had a Bravo in Queens and I had Elite Cafe in Queens and I had Pure 26. >> Mhm. >> Yeah. >> Okay. So, so that one didn't do well, but So, you had different things, but now this is one franchise. >> He's such a high energy guy. You're all over the place. Put your energy in one place. and watch that thing explode. >> Wow. >> Yeah. >> It's It feels like you're so perfect for Smash Us and Smash Us is perfect for you. >> It's like a marriage. >> Yeah. Literally, >> we had a shine, huh? We got through it. >> But you're going strong though. >> And now we're we're knocking away because we're on the same page. >> Yeah. >> Because there's one message in Smash House. There's not five people delivering the same. There's one guy delivering the same message. >> I'm trying to think if I can go into food one day. >> Yeah. >> People love me. I have a fan base. I love food. I mean, I once proposed to sesame chicken. I mean, literally, >> I love food. Listen, I'm a big eater. I'm a big eater. I love to eat. That's what >> But I'm I'm very into healthy and I'm trying to think if that's >> it's not going to work. Don't >> waste your time. >> What? >> Because you already have two like you have like a guy like Pure Vita, you know, they're crushing it and they they control that market. >> And you have another guy um you have uh what's what's her name? She does it very >> by Julie. >> Yeah. Then you have the other one. >> I do their Instagram. Then you have the other one um uh in the five times. What's her name on the corner over there? >> Very juice. >> Yeah. Yeah. It's also good food by the way. >> It's why you see why is she busy and someone else is not. >> Okay. Why? >> Because she's stuck to her her menu doesn't have Chinese, Japanese, and this and that. They >> healthy stuff. Everything there is healthy. >> Not not the the the the the slamy sandwich, the sandwich that doesn't exist. >> You got what I'm saying? Yeah. I'm telling you people people it's the truth. >> So what can I do? Which food thing can I do? Do you think >> you got to think about what's not what does >> I want to do beverage. I would do a beverage. >> It's a very hard market to get into >> but it's the most profitable. >> Correct. >> Everything is like do you want to do a beverage with >> you know I was watching and I tell this to my little son also and I tell him I watched Chris Paul. He said this everything you want is on the other side of hard. >> I tell my son you're 10. You're going to work hard now. You're going to work hard later. You choose when you're going to work hard. If I'm you, I'll start now. >> Well, >> you want to start later. You told me you're going to be that cool kid on the street. You're going to be 25 and broke or you can be 25 and have money in your pocket. Then you can go hang out when you have money. Not hang out when you're broke. It sucks to hang out when you're broke. >> Right. >> Right. Five friends splitting a hotel room in Israel. You go, I'm going to go first and you guys sneak up one by one. Then you have the guy, who's in the room? Who wants that? Where have money, right? You understand? And that's again, you have to have back where you just went all over, right? You have to have a foundation. If you don't have a foundation, nothing is going to last. Whatever. It's going to stick for a week, two weeks, it's going to collapse. If you don't have a real solid foundation, what's your message? Why should I come to you and not to the other 120 restaurants in Lakewood? >> Yeah. >> I have to I I delivered the message. Mhm. >> Cuz I'm giving it when no one else is giving it. >> Yeah. I took a drive last Thursday night, my wife and maybe my brother and um shout out to my wife and uh I noticed the other restaurants weren't doing as well like the other places where you would usually see busy. Um >> but that's all going to settle in. >> Yeah. No, I know it is. No, I'm saying but I'm I'm saying >> I'm kid excited and it's not >> Yeah. Yeah. No, I'm not saying it to that. But I'm saying that clearly the hype that you've built, you know how many new restaurants open here in Lakewood and they didn't have that initial push. >> What message are you giving? >> They didn't have any message. >> Another guy opening. I'll get to you when I'm ready. >> Right. Not only didn't they have a message >> making you feel >> their name is hard. >> I'm making you feel if you don't come to me now, you're missing out. >> True. >> That's what I'm making. That's FOMO. >> Fear of missing out. >> You understand? >> That's what we pound on. If you're not going to come now, you're missing out. You're missing out. You're missing out. >> Right? >> Again, and and customers will will smell and detect authenticity and lying in a second. That's why people connect with us. And people tell me, "Dude, you're so authentic. Unbelievable. That yesterday after the apology, people come to me, you're so authentic, this idea, this is just who I am, >> right? >> If I don't like it, I'm going to tell you, bro, I don't like you." Remember I told you, I said, "Hey, man." Right? Yes, I told you, dude. You're a great guy. Whatever. We'll figure this out. You know, you >> I don't see that. Because if I don't like you, I'll tell you, amen. Right? >> I don't like you. >> You understand? Like there's franchises that know that I don't like them as a human being. I tell them, "I'm sorry. I just don't like you. >> You're a good operator. I just I can't I can't I can't stand next to you as a human being." >> But >> so I have other people deal with it. >> Uhhuh. >> I'm not going to lie. I'm not going to be that guy. Hey, what's up? Nah, dude. Don't sit on my table, man. Don't break bread with me. Don't Don't break bread. I don't want that. >> Yeah. That's why I barely have friends and I'm >> just like from a healing perspective journey. I'm curious like energy like some people since I started learning about myself more I started also staying away from toxic people and stuff. >> Did you feel that way? Do you ever did therapy? >> Mhm. It's just natural. >> As as a kid, you know, um as as 16, you know, I I I I realized that when I was on the streets, I'm like, "Okay, man. If you're not going to watch for yourself, ain't no one coming to build you out, buddy. >> And I figured it out on my own. And Bare, you know, we are we are where we are. But >> it's look, everything is like this, all right? Imagine the guy that's the crook, right, and does all these Ponzi schemes. Imagine he put that mindset into running a real business. How rich you will be, >> right? But he wastes energy on what? On BS and fraud, >> right? >> So I'm like, dude, I'm sitting next to you. I don't even vibe with you. Why you? Why? I need I don't need company. I'm good with myself. >> I love to fly alone, man. I go everywhere alone, this and that, and I'm good with it because I like I I enjoy being in my own company. >> Wow. >> Yeah. >> You think your strategy also applies to any person in business? Like what you just said, a few things. Find your godless. >> Of course. >> Invest in marketing. Be consistent. I'm not some genius that figured this out, dude. No, I'm just learning from people that know better than me, >> every entrepreneur has has what made him an entrepreneur, >> right? >> Right. So, every like every restaurant that wants to get into marketing, sorry, has to know what's your niche. >> Why am I coming to you? Why am I getting poppers from you and not from him? But I'm used to him. You're new. Why am I coming to you? Right? And people like to go what they're used to. They'll come to you one time because you're new. ah and walk away. You understand? But but that also comes with if your food is not cons doesn't taste good, don't give it to your customer. You understand? Because we we we we before we open Lakewood again, I had to throw out some burger meat because it didn't taste like the That's why I said I'm sold out because it we I do that before we open. So we do a soft opening, right? Soft opening. I just sell burgers because I need to taste I need to make sure that my guys are used to, >> you know, muscle memory. You have to make sure they they're mixing it the right way. And I just want to see how they're coming out and working with volume before I open the whole menu. And we were open. If you know what I do, you know, shut it down. Just shut it down. >> We're close for the day. >> Anything happened to me in Queens >> before we open. Why did I do it? You're coming. You're hype. Like, dude, I heard about this place. I heard about this place. Right. Then you come like, "What?" I said, "What what's this? What what was the old hype about? I just spent thousands of dollars to bring you into my door and I just let you down. >> I just flushed my money. So I rather shut it down and take this meat whatever how much it is $45$500. Okay, throw it in the garbage, give it to the workers to eat and give it to you and put a bad taste in your mouth. But the guy say no, I'm going to make so much money today. Okay, so you made 10 grand today, made 20 grand today. In three months you're making nothing because people got excited. into the beginning and then they're gone. >> Wow. >> So, if you think short term, you're never going to you can't you can't think short term in this game, >> right? >> Can't think short term. >> Look, there's your thumbnail. I have to shut down my liquid location. >> Yeah. Same thing in Queens, remember? Yeah. >> Yeah. Yeah. >> I do this all the time. They're sitting in Brooklyn. I do this all the time. And also act a little bit sugar so the franchisee can know, oh man, this guy takes this seriously. I come in. What the heck is this? Throwing chicken in the garbage. What the hell? I told you guys a thousand times. >> Happy half is a show. >> Cuz this when I come in like, "Oh man, Patron is here again." And they know, "Okay, I have to be on my game cuz Benji can walk in any second." >> Correct. >> And be pissed if the thing doesn't taste right. >> Right. >> Do you have cameras in the kitchen that you watch or you don't? Look, >> Cameras mean nothing to me. I can't taste from the camera. Right. >> Wow. >> It's It's simple. It's fundamentals. Right. It's like in basketball, everybody wants to do the fancy footwork, all those fancy moves. If you do the basics, you're going to be a good If you focus on the basics, they're pounding. >> So, you plan out every detail. This kitchen that you have here is a window kitchen. People on the side. Why is that? >> So, people can see in the kitchen. It makes my my workers work clean. >> It forces them to work clean. >> Wow. >> Yeah. You don't want to work clean. All right. Now, it's open to everybody. Now, let's see what you're going to do. >> I love that. >> Yeah. >> Every detail is planned. You have a microphone calling numbers, names. That's every every detail is private. >> We learn as we open bigger location. >> Okay. Why? Because instead of just saying you Yeah. Now it's clear. Basically, you don't have to yell >> before we say. >> Uhhuh. >> Clean. He doesn't get a mic. You understand? I'm yelling like, "Yo, where's the guy?" Another called me. >> Yeah. >> You understand? >> You have enough kiosks, I noticed. >> Yeah. We have to get more. Listen, these are good problems to have. >> Yeah. Um, but we we had other problems when we started. >> Our food wasn't consistent all the time. This was burning, that was burning. >> Mhm. >> You know, >> I'm trying to like pick your brain. The drinks you have, is that like custom? >> I didn't do fountain soda on purpose. Oh, it's so profitable. Yeah. But you know what a headache it is when it's busy now. The fountain soda is not working and I don't have gas over there. I dude, take the can. Cost me another 25 cents. Just take it, enjoy it, have a nice day. Just go. Fountain soda. Ah, it gets a mess. It broke. This broke. Water all over the >> You have cups and covers all over. >> Just go. Yeah, look at it. I'll make I'll make a couple of dollars less, but I I this can move now. Yeah. How come McDonald's does it? Yeah. How many customers does McDonald's have? >> How's it looking for them? >> Yeah. >> Wow. >> That's the whole thing. It's take the can and enjoy it. I like Fallon soda. I get it. I also do. But I had found soda in Braavos and that thing was getting knocked out every two weeks. I'm like, dude, I'm not dealing with this thing. >> Right. You're smart. You're building something that could scale. And I think that's also something that you have with every location that you open. It sounds like that's something you keep in mind. >> It's like what's a system that can work like you said. >> So when you ask me I can eat, right? When you ask me um hey why don't you put this on the menu or hey put this on the menu. Oh great sound tastes great. My first shine in my head how's this getting delivered to him? It's going to be cold or hot. >> Mhm. >> Soggy or not? >> All right. Wow. So that's the items that you have stay fresh. >> All I think about how is it getting to my customer and delivery and still tasting good, not tasting like garbage. >> All I think about, >> right? >> That's what you have to think, bro. Not about right now. I need the quick dollars. How do How do I keep this customer a loyal dude? The guy walked into your door. You just have to do that. People don't The guy walked into my door. Come you like a king, man. That's the whole point. >> I told my the people work in the register. I'm like, "You guys don't understand. You're the fake. I'm trusting you with the keys to my Rolls-Royce." >> Literally, right? >> What are you doing? >> Should be flattered. I'm letting you work up here and you're you're my salesman. What can I get you? >> Think about what can I get you, bro? I see. I'm like, "Yo, dude. What are you doing?" >> It's over an hour already. So, be continued, guys. Be continued. >> You understand? >> Yeah. Yeah, >> that's the whole thing. >> No, the thing is it's so common in restaurants that people do that >> you know. Okay, what's good here? I don't know. And he gives you the most expensive item. You see my most expensive expensive item is loaded smash. >> You ask me what's my best menu item. You know what I'm going to tell you? Jalapeno smash or spicy chicken sandwich? Why? I want you to have the real best experience, not the most expensive experience. >> It's actually I told you that's my personal favorite as the owner. >> And how much even is a lo double load? It's what is The load is 20. The jalapo I think is 18. >> So the most expensive menu item is $20. >> I think so. >> I guess. Yeah. >> You're not selling steaks. >> Never. Why? Why do steaks? >> Mhm. >> It's easier to mess up a steak than not. Why deal with it? >> Trying to push product, >> right? >> Wow. >> Tell me now. Tell me. Oh, but Mike does it. Yeah, but he's the king of of in the restaurant space and he has this all figured out. Great. And and and you know, people are used to his food and they love his food. I cannot I cannot just do everything in one shot. I cannot do Chinese, Japanese, whatever, or a thousand different things. I can't I can't I just can't. >> Yeah. Because if you're going to sit me and tell me, "Hey man, I I had I had this in your place and it was ah I'll take it really offensive, right?" Like your wife cooking for yourself. Oh, no. How's how's my fish? And you're like, ask her how she feels. Doesn't feel great. >> Well, >> I feel the same way. >> What's your favorite restaurant to eat at? Do you eat your own food from Smash House? >> Yeah. But my favorite kosher restaurant is the Loft. >> Oh, really? >> Yeah. >> That's a big compliment to that. >> Steakhouse. Yeah. >> The one here or Brooklyn or both? >> Both. >> Yeah. >> The one in Brooklyn Bar Park is a lot better. >> Mhm. >> But the one here also is pretty good. >> Yeah. How nice. >> But at the for kosher steakhouse. Yeah. >> How's Lawrence treating you? >> I love the five town. >> Yeah. >> Yeah. What is it the love besides food? I feel like they have nothing. >> No, we have a we have a beautiful community. >> The community. Yeah. >> Community is very good. >> But I feel like it's very quiet. Comes at night. >> Nobody cares. T-shirt collo. >> Oh yeah. >> Wears a t-shirt. >> Okay. People are very chilled. I go to shoot. >> You know where I don? You ever been to B shalom? >> Of course. Uncle Michael used to live on bride crossing. >> How far are you from Bet Shalom? I'm >> far. Oh yeah. >> On the side. >> I'm in Woodmir. Ah. Okay, got it. >> I love it. Again, I'm a big believer also, you know, I I want my kids to get the best kind of possible and they choose their path when they get older. >> Mhm. >> That's on them, >> right? >> But I'm going to give you as a father the best kind of possible. >> Yeah, the people are very nice in in F. That's what I've noticed. >> Extremely welcoming, extremely nice. I I love the show I ded in. I love my rub. >> I don't think people realize that. People are very chilled over there. So, they're definitely not busy. >> A rub, dude. Exactly. >> I love Rabbi Pluchchuk. He's a huge Tal >> and I grew up in a house of a pisik. My father's a huge pisic in Queens for the for the huge a huge ka huge huge huge Google. >> Yeah. >> And dude, I go to sh because he's the rabbi there and I have a couple of my boys in the back. >> Right. >> Yeah. >> But he's I don't walk to speeches and stuff. If he speaks like Shabas A, I walk to go listen to him speak because he speaks so well. Wow. >> Yeah. So, for me it's very important also to have a rub, you know, figure that you can look up to and and and >> yeah, >> if you have a shy or something like that to ask, you know, like like I don't ask if I go to you know what I mean like a big shy list. >> No, I feel like people in five tons are not busy with your Yiddish guy. That's for sure not. That's something that I found in Barak other places. >> I'm not happy with the lavush. Everybody's busy with the lavush. My father's busy with me about my lavush. >> Till nobody in five cares about lavush. They wear polo shirts on like no like that's a night. They don't care. The mamas don't care. But then these people that care and I I get it. >> Not on five times. I'm saying. Yeah. >> But in far way they care. Um but again every that's why I learned to live and let live. You know if this guy cares about that what do I care what he cares about? I'm just not going to do it in his face. >> Mhm. >> Yeah. >> Not going to come here with no Yamakan and and you know with chains and stuff like that. No. >> I'm in liquid. >> You understand? I don't do that in Queens. I'm going to do that in Liquid. >> You understand what I'm saying? So you have to know how to also fit yourself in into the mat that you're in. >> What do you do on the drive? It's about an hour and a half, hour 45, right? How long does it take you? >> Hour and a half. >> Yeah. >> What do you do on a >> lot of sports radio? I love sports radio. >> Yeah. >> Yeah. Big sports radio, guys. It's takes me like it lets me takes my mind off smash for a little, you know, but then the phone calls and I'm like, "Oh god, do I want to take this phone call or not?" >> You seem super calm lately. >> Yeah. >> More calm than when I met you then. a lot more mature man. Um, no because I know in the end of the day I don't really control anything. I control what I can control but >> I leave it up to his hand. >> That's my whole fiasco happened on on Friday. Remember I I was ding shak Sunday morning >> and every spot cleaner I like please let me get closer like I used to do this for years. Let me get closer to you like like please help me with my struggle stuff like that. Right now, I was telling you, I'm like, you know what inside what I really want to do with Smash Out. So, just protect me for what is going on. That's all I'm asking you for. I know they're coming after me. Just watch over me because, you know, I'm doing this for the teenagers. I don't want them to go through the that I went through for 22 years, >> right? >> And if I can get them off those street, even 10 of them. >> Just just just watch over me. And and I'm telling you, it's it works. I really believe in it. And I'm calmer. I'm learning more. It's different. I'm a lot more mature. Do you think teenagers have enough support? It seems like you're very passionate about teenagers. >> Yeah, cuz I was that kid. >> Yeah. >> You think they have the right support now? >> What? >> You think they have the right support now in this generation? >> No. >> Because you give them a rebi, right? Yeah. It's a Gishmak guy, but who I'm like, dude, you gishmach. No. If I wish I had someone my age like me that was so connected with what I was going through, you know, that I can that that I can chill with and just talk to and be like him. Like I have a kid working by me, great kids, you know, I have a couple kids working with me. The kids did the crying to me. Dude, uh, I have a family and I don't have a family. My parents don't love me. And it bothers me like, dude, my daughter is 17. Doesn't feel like that. >> It's a smash househa >> camp. >> But, but again, Smash is just a brand. We have Smash Athletics. I have 90 kids in an athletic program. >> Oh, wow. >> In the five towns, I have Smash Media. You understand? Don't worry about we're not competing with fiber media. >> What's Smash Media? >> Just deals with Smash House and nothing else. I created my own media company just dealing just with Smash Outs. >> Nice. Yeah. Nothing. I feel like fine. People got market for me. No. No. I'd rather waste the energy on myself. I love it. I'll tell you also, I had a very prominent guy in the restaurant business that we were in conversations. I got really serious about opening another brand and I'm going to do another brand and build it and stuff like that. Um, and we're having serious. We already had food tastings and everything. We're getting to the nitty-gritty. I was saying, do I do it? Do I not do it? How my franchise is going to feel now, you know, because now I have to share my attention with somebody else. Yeah. And and and I asked my RA and I I called my like dude I have a big problem but not my Ruch I have a rabbi that I deal with for years I've been only when I have like real stakis I just reach out to him >> okay >> he's like I would I wouldn't recommend it because and I told the guy and it was a big like for me it was it was free just just >> yeah just you >> just do my branding and just be you >> here's a chance I can get into and this guy is a real big restaurant on tour. He's an older guy, has a lot of money. He's a real >> right. >> Wow. >> And I and I I left him a voice. I'm like, "Hey, man. >> Just not going to work. >> I'm sorry." >> Like, I don't want to drag you along anymore and stuff like that, but I'm just just not going to do it, you know? And I realized because you can't can't do two things, three things at the same time. It's like telling your wife, "Yeah, I'm going to be married to you, but once a week I'm going out, she tell you stay there." So I'm saying, so if you have the restaurant, you can have the restaurant business and then do this and do this and do this and do this and do this. You can have holes. >> By the way, you know, now what you're saying is making me realize I think also why a lot of restaurants are not successful because they are they open it as a hobby or something like that. It's like a rich people hobby. They open a restaurant. >> There you go. >> Where they have >> chef opens it because he knows how to cook. You can know how to cook. And I explained to a guy yesterday, one of my customers, >> you don't know how to run your books. >> Yeah. >> You can make a million dollars a month in sales if you're a million dollars a month in expenses. What did you do here? Nothing. >> Just wasting your time for a month. >> So, I'm a numbers guy. >> Yeah. Are you Are you organized like that? >> Very >> everything. Yeah. >> Very. >> Mhm. >> Very. >> Like with your own expenses, you know, every >> Wow. >> I get a report every month. I check my bank accounts every single morning. >> I have my the guys that do the my the CFO guys that do my my my books. I have access to the QuickBooks. to check it. Make sure I found the mistakes already when they were doing a franchise fees. >> You charge less, you charge more. Yeah. Yeah. I double check everything cuz you're taking someone else's money. >> Yeah. >> You better be very careful dipping into someone else's pocket. >> Right. >> That's the mahala. >> Wow. Benji, I know it's Thursday night. >> Yeah. You see, Thursday night, we're in Lakewood and I came because this guy is a real guy. >> Thank you. Yeah, I really appreciate the audience of I really had so many messages of people wanting another episode. This one is in English. So to all the English fans, enjoy it cuz uh like every fourth podcast is English, but every mostly it's inish. Yeah. >> So, >> and I'm telling you, I'm available if anybody don't drink me a cup. Don't call me if you're serious and you really want to grow your like your personal brand, whatever you want to do. I'm more than happy to walk you in hand. I'm not even looking for money. I don't care because I when I when I started this, no one really want to tell me and I said if I if I if I could figure this out, I'm gonna do this for people. I don't care. Like go ahead, man. Do you do because I'm positive in my brand. So I tell everybody a Rolls-Royce does not care how many cars Honda is selling. I don't care. Sell five million cars. What do you do with me? I I rather sell one for 500,000 to really rich people. And that's but that's branding. So you think about Honda, what do you think about, >> right? Like school food. Think about Rosaries. >> Think about puppy steak. >> Kush. Yeah. Right. Kush. >> That's what I want you to think about. Smash us. Yeah. We're fast food, but we're the Rolls-Royce of the fast food. >> Make you feel special. You are special. Everything is about you. >> Right. >> I think that by that sums it up so nicely because I kept on thinking to myself, smash a fast food. Yes. It's the best of the fast food. You know, it's >> But then again, I walk around every day and that's what keeps me humble and grounded. I can lose it like that. >> Yeah, you have the biggest hottest culture B in the United States right now. Yeah, but you better be humble, man, because one one ballet, boom, you're gone, >> bro. >> That's it. You got to stay grounded all the time because without the customers, we don't have smash house. So, who am I to start saying, "Yeah, nah, you want to take a picture? Come, I'll take a stop me. I'll take selfies with thousand people. I don't care." That makes you happy. I'm here. It probably also gives you a high know when you walk in at the Smash House. You love >> Of course, dude. What do you mean? This is the baby that I work on for so long. I see actually kids coming and having a good time, man. Like little kids coming. Oh my god. Can I get a ball? I feel bad to say no cuz I don't have any. >> I ordered more and I'm sitting on my I can show you my message. My swag guy. I need the swag. I'm getting stopped all the time. I hate to say no to people. >> I'll give you another thing what I do. >> Yeah. See, I have this card. It says Benjamin Himo, founder. And the back it says, "Take this card to any Smash House branch and get a free meal. Everybody's a winner." I go to the airport, I see people eating Smash. People come to me on the airplane. We love your food. We love you. This, hey, man, thank you very much. You know, take this to any store. Nice to meet you. Let's This is like the thing. I have a stack. I walk around in my back pocket and every time I'm in the airport or something. First of all, every time I fly, people are stopping me and I get and I'm really flattered for it. So, as I say things, I say, "Take this to the store." any store and then the store owner calls me says I have five of these, 10 of these and I just pay him for it. >> Yeah. That's the whole thing, man. >> You understand what Mr. Beast is doing by them. I want to be that guy. >> Yeah. Yeah. >> They see me. Oh, he has something for me yet. Like, yeah. Yeah. I have something for you. Come. >> Yeah. >> Why not? >> Dude, it's the best man. You see kids excited now. Did you go to school? Hate it. Oh, it's so long. You have to sit in one's desk. Now you like get to come to Smash. Have a good time. Come on. As a kid trip, you didn't sleep the night before. You were so excited, right? You remember that? I remember. OH, I'M GOING. I'M GOING TO SEE. I'm all excited, you know, teasing my friend. You I'm going to I'm going to my friends cry. That's what kids want, man. >> Yeah. >> They feel excited, >> right? >> Don't be stale. Don't be stale. People restaurants, most restaurants are stale, stale, stale. You walk in, you feel like, you walk into Smash, you feel like a schmog, vibrant this. Walk into Yeah. What can I get for you? >> Exactly. >> Oh man. I'll fire you on the spot. I'll fire you on the spot. I don't care. That that's not going to work with me. It's not going to work with me because people against fast food also is is uh when someone feels some people they're upset or depressed, you know, they start pounding food, right? And it's like a it's like a comfort food. >> The guy's coming already pissed off and I going to give him this face. He's like, "Dude, what are you doing, man?" >> Right. >> Wow. that you really understand your market. >> Yeah. Remember, you have to understand every market you go into, >> right? >> I got lucky with liquid that I mostly understand it is because I went to Yeshiva. I grew up I grew up in the Yeshiva family. So, I know exactly, you know, world lines can't we can't cross world lines. >> Yeah. >> Understand? Got it. >> Can't just come and say, "I'm here. I'm coming to teach you guys a new thing." They're like, "They're going to shut you down. People, oh, don't back down to the mafia." I said, "They're not mafia. They're trying to protect what they protected till now. And we're here to play the same game, >> right? >> You learn the market. >> Thank you. >> Thank you for having us. >> And really, thank you. >> Yeah. And um guys, uh remember to like the episode, share it with a friend that can enjoy, subscribe to the channel. If you join the membership for $10 a month, not only you support the channel, but you also get to see bonus footage from this episode, from every other episode that we recorded. priority replies, priority in general. Um, and it really means a lot the support. >> Oh, the raffle. If you comment on every episode that you comment, you get I did not till now I did a $100. I'm now I want to keep it. I want I'm going to do $50 uh cash raffle every week. If you comment on the on this episode and you are subscribed to the channel, you go into a raffle automatically of $50. All right, guys. to the raffle of the week. Everybody that comments, if you are subscribed, you enter a raffle of $50 cash every week. And this week it is upped by another $100 gift card from that Benji offered. Okay, so the winner is LL MJ5. Reach out during this week to claim your $50. >> I'm going to double that if you guys com the more comments we get here. So, we're going to do a $100 gift card also to Smash Ops. >> Oh, wow. Thank you. Okay, guys. >> From all the comments, >> for every comment that you get, $100 gift card. >> We'll do two. >> Yeah. >> Two raffles. $50 from me, $100 from >> You know why? This is Smash House. Everybody's a winner. >> Everybody's a winner. Um >> Yeah. Are we doing the thing? >> Which thing? >> You want You want to do the 10 10% off? >> I did already. I told him. >> Oh, no. Oh, I was thinking cuz you were like Stanley when you said it. >> Okay guys, um to the island that listens to this, if you want to prove that you listen till the end, you get 10% off when you mention Weber Media for the next 30 days. >> Okay. >> All right. >> Next 30 days. From the second you hear the episode, you have 30 days. So, whenever it's posted, whenever it's posted, you have 30 days from that. >> All right. Thank you, Benji. Appreciate that. All right, guys. Thank you. >> Appreciate it, Benji. Guys, support our sponsors. >> That popcorn is good. >> Uh, subscribe for bonus footage.