Brunch and burgers may not be a combination that readily comes to mind when thinking about restaurant concepts, but for 2015 Burger Route winners Rick and David Rodriguez, it’s an idea that’s truly taken off. Located in Chicago, the brothers own and operate Whisk which serves brunch daily from 7AM to 5PM and then transforms into Whisk Burger offering up cooked-to-order burgers and other hearty specialties from 5PM to close.
Here are some key learnings that have led to their amazing, ongoing success:
The term “house” may imply a sense of mediocrity, or run of the mill. The “house wine” is neither the best, nor the worst. However, the Rodriguez brothers took the term in a different direction. If they were willing to call something the “house burger” they wanted it to be something they could stake their reputation on. And it’s won them acclaim, a loyal following and fans who are willing to wait in long lines to try one. The House is an 8-ounce patty with Chihuahua cheese, chipotle mayo, guacamole and tortilla strips. (For $3 more the adventurous can order it “breakfast style” which replaces the bun with French toast and is topped with scrambled eggs and chorizo.)
Experimentation often leads to the best ideas, and LTOs are a great way to test those trials. Rick recalled a concept they called “The Kitchen Sink Burger” because it came with basically every topping they could think of (within reason). An LTO that made it onto the permanent menu was The Ron Swanson (named after the super macho character from Parks & Recreation). It’s an 8-ounce patty wrapped in 1 pound of bacon, topped with bacon-mayo and served with a side of regular or Cajun fries.
Rick and David have been in the restaurant business nearly their entire lives and they know firsthand how important quality ingredients are to the success of a restaurant. Rick is adamant that freshness matters, “If you have fresh ingredients, people are going to love it. Freshness is key in this business. And that’s one thing we have here. We get deliveries six days a week.”
Rick’s passion for what he does is clear when he speaks about what he’d tell those just getting started. It shouldn’t be a surprise that those new to the industry can expect to be at their restaurant 24/7. Rick reiterates that point very clearly, “You have to be ready to be constantly perfecting your craft.”
Things are different these days, too. With review sites and other outlets, customers will share their opinions without filters. Rick points out, “There’s the saying the customer is always right, but sometimes that’s not the case—and you have to be ready for that. The one person you don’t please, is the one person who’s going to go on social media and say negative things about your place.”
And of course, follow your passion. He says, “Do what you know you love. I have no experience cooking Thai food so I’m not going to go out and open a Thai food restaurant just because Thai is hot right now. I know how to cook burgers, I know how to bring flavors.”
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