09/25/2021
OPEN LETTER - Business Closure
To Whom it May Concern;
Every bit of this letter may come as a shock to you all.
I stared at my blank screen longer than I ever have before… I’m normally not one short on words. I have taught myself over the years to be open about my feelings. Vulnerability does not mean weakness. But if I’m being really honest; it feels like my chest is cut open, nerves struck raw and cold, watching the death of a dream.
I have only said the phrase “I’m the owner of a small taco shop in Tiffin Ohio” a few times. It was always when I was out of town, no one who would know my name or face, and that casually asked what I did for a living. I was always filled with astonishing pride. Not just at my creation, but the opportunity this country provided me.
The “American dream”… which looks remarkably different to each of us, is whatever you manifest it to be. This manifestation comes easier for some, a flawed system that doesn’t always calculate spirit and talent, and heart when it gives opportunity. Any number of barriers prevent good hearted, well-intentioned entrepreneurs from being given the chance (in the proverbial sense) of “shooting their shot”. I can say however that there was no short supply on my part of hard work, planning, sweat, and tears. Nothing was given to me. I clawed and fought and humbled myself SO many times along my journey.
Having an intimate knowledge of the industry, and enough money and people who believed in me, helped provide me the opportunity that most may never get. I was naïve and brave and arrogant enough to think I was stronger and better prepared than the countless others before me, who have “dared to be great” and yet still failed.
As the old saying goes, “It’s not the critic who counts. It’s the man (or woman) IN the arena. Whose face is marred with dust, and sweat, and blood”. During the last few years as I drafted this concept and framed my life in a way to bring its fruition, I was driven over and over by the motivation of a single mantra which would guide me in my journey. I believed it then, as I still believe it now.
“A ship in harbor is safe, but that is not what ships are built for.”
~ J.A. Shedd
And now with a tremendously broken spirit (from deep inside my heart of hearts, which I will now wear upon my sleeve) I will be sharing some critical lessons learned. I will open up about my journey and my struggles, but most importantly the many good people and takeaways I have been lucky enough to learn in the process.
My shortcomings were the result of hubris on what I thought the great people of my city wanted. What I had going right for me, far outweighed the fears that creep into everyone’s mind as they leap from safety towards an uncertain foothold. The location, the support from local officials, the kitchen, the size of the building, the room for growth… all picture perfect. I couldn’t ask for a better location, a better landlord, or a better Administration. It was literally all that anyone could ever hope to ask for. I was open minded to advice and to change. I listened carefully to what was being said and made changes as rapidly & diligently as I could.
In the end, I was not prepared for what the demographic wanted. I tackled one the most difficult industries, at arguably the weirdest and most unforgiving of times that our generation has ever seen. I gave it everything I had, and I have no regrets with what I’ve done.
As I would experience bad days (like we all do), I would have friends tell me: “Jeff, fake it till you make it.” And while I can appreciate the sentiment, I have lived a lifetime of hyper-focus on just being real about how I feel. The transparency that can only come from placing yourself in vulnerable positions, facing judgments, and standing INSIDE the fire.
If I have learned anything from this life, the greatest gift has been perspective. In 2006, I slept about 2 football fields away from Saddam Hussein the night before he was executed. Baghdad was still hot in December. In 2013, I was sleeping on the floor (no mattress) of a spare bedroom at a friend’s apartment, not knowing where my next meal would come from. Looking for work and walking back & forth a couple miles from donating plasma just to buy basic groceries (ramen, eggs) ... whatever I could fill into a small shopping basket for $24 or less. Life doesn’t always present itself the way you think it will.
In 2015, a watershed moment happened for me with the birth of our daughter. Prior to that moment, my life’s purpose was unclear… I floated from job to job, city to city, allowing alcohol to fuel all of my decisions. I now finally had clarity and a purpose. My greatest calling was providing a good life for my daughter, and passing along the valuable life lessons that can only be learned from a lifetime of mistakes. If you were to remove all of my flaws, I’m afraid there wouldn’t be much left. Many of us are held together almost entirely from flaws and shortcomings and insecurities.
During all of this, I found a partner who challenged me in every way. Unwilling to accept excuses and nothing short of completely determined to build a life for herself too. There were so many times over the years, we’ve paused our own individual goals in trade for what was best for our family. When I ultimately jumped on the opportunity for this restaurant, I found support at every turn. It felt like things finally lined up and the stars were aligned. More often than not, the world is usually just lining things up for you to learn a lesson.
While the comments below this post will likely include many observations & pieces of advice, and techniques to ‘save’ or salvage or adapt what I’ve done.; it will not be able to address all of the items that factored into my particular situation here with the taco shop. We are at a critical moment in history where opinions seem to have become ‘fact’, and the cancel culture requires that we demand thoughts (or service) from others exactly as we envision them, with many people able to completely walk away from family or friends (and businesses) who don’t see things painted in precisely the same way. It’s almost impossible to juggle the struggles that the restaurant industry is facing right now. And I won’t lie, it was no picnic or walk in the park years ago either… but when you couple that with supplies running late or not showing up at all, a nationwide staffing crisis, a global pandemic, and a short-tempered consumer base; you have stacked up the ultimate double-whammy of an uphill battle.
Even seasoned, well-established businesses are fighting for their lives right now. And perhaps just around the corner, things are about to drastically improve. And then again maybe they’re not. That’s the high risk-high reward challenge of making something that works. I think in hindsight, a more dining room and service focused menu would have done swimmingly. But no one can know exactly what might happen tomorrow or next week.
I can only define what I personally will set out to do tomorrow, and next week. This last year has resulted in a perspective shift for me, and a huge change in priorities. I risked everything to take this leap. And nothing is more embarrassing than feeling like I failed in front of this whole community, and my family and friends. All while wearing a debt around my neck, whose weight feels heavier each day that you wear it. To those of you who will say, “I had no idea! Everything seemed like it was going so great!!” Appearances aren’t everything.
The only thing that keeps a business going is sales. For my shop, it’s about putting butts in seats. That’s the only thing that pays the bills. And while I had a ton of you come in, I also had a ton of expenses going out. I failed to properly manage or balance those things. With a larger bankroll, and an active liquor license and more time to tweak the menu & train staff, I might have built the vision I set off to do. But it proved to be too much for me. I hope that doesn’t discourage others to take the leap.
I want to share how impressed I’ve been by the city leadership, and the other business owners in town. I was showered with offerings of help, assistance, advice, and shoulders to cry on. Anyone that has survived the beginning knows these feelings I’ve felt the last 4 months.
Here is what didn’t help… to the many friends I bumped into at the grocery store or bank or gym, who said “Oh I haven’t made it in there yet, I’ve been meaning to”; these new businesses will only survive by people giving them a chance. You work hard for your money, and you can spend it however you like. But if you mean the things you say, about friendships and making the effort; then just set out and actually do visit. Because I’m sure there will be a few of you that read I am closing, and say “aww crap, I really should’ve stopped in.” Now just let me say, that alone wouldn’t have guaranteed success. But every little bit helps. Every picture or check-in that you share, every nickel of profit that goes into the pot… the nickels that these small business owners individually rub together at the end of each night just to pay the bills, and put food on their table… that’s how they channel the small victories.
This was never about “getting rich” for me. And I can vouch that it’s the same for most of the others. It was about presenting another option to this community. It was about putting myself out there, creating something from nothing, and showing my daughter that you can build a dream. You see all of these small business owners in their shops every day. None of them got to just run off and retire. It is a lifetime of work, and the greatest pleasure (perhaps even more than money) is seeing grateful people express gratitude for all the sleepless nights and lost family time they gave up to give you their product. That smile is worth its weight in gold.
Now, with a grain of salt, please understand that I am not implying that ANY of you are ungrateful. In fact, those of you still reading this are NOT the reason I have to write this resignation. If I have ruffled some feathers, understand my only intent was to bring about some small change… a shift in perspective towards the struggles that small businesses everywhere are facing.
It has been an honor to operate in this community the last several months. I have made so many wonderful friendships. I have become even more active within groups, and I will carry that momentum forward with me for the remainder of my life. It was so rewarding to be an active part of the city events that these committees have put together. I will cherish those memories always.
I have a challenge to everyone the next time you are out for dinner and presented with cold food, warm beer, or mediocre service… try to just give them a thumbs up. Times are tough everywhere, and there are so many uncontrollable events.
I’ve buried 8 friends in service to the freedoms of this great country, and not one of them would be salty about a room temperature taco or beer, if it meant they were still here to enjoy it. I try to maintain that perspective in every waking moment of my life. Some days are easier than others, and some are just downright impossible. I guess all I can do is wake up each new day and walk in the direction of understanding & truth, and love. I can attempt to weather the struggles of each day, and calmly float in an ocean that is full of people frantically swimming… and if I’m really good, maybe I can get some others to float calmly with me.
Much love to each of you on your journey.
Very respectfully, Jeff Snavely
