Get All Access for $5/mo

How This Chef Navigated a $80,000 Turnaround for His Business Troy Guard of TAG Restaurant Group discusses transforming from chef to owner, asking for what you want, and the power of storytelling.

By Shawn P. Walchef

Key Takeaways

  • Troy Guard was happy with being a top chef, but that was not profitable. Luckily, he was able to transition to business owner using tips from mentors and investors that helped him turn things around.
  • Asking for help can be extremely difficult for anyone, but Troy says it can be the difference between failure and success.

Opinions expressed by Entrepreneur contributors are their own.

Restaurant owners can still be involved in the kitchen without being completely hands-on.

Troy Guard, the founder of TAG Restaurant Group, encountered a number of challenges during his transition from top chef to business owner.

Tag Restaurant Group is a Denver-based collection of "extraordinary dining experiences." They operate TAG, Guard and Grace, Los Chingones Badass Mexican, Bubu, and HashTAG.

After becoming accustomed to being hands-on as a chef, Guard was used to taking control and tried to do so in every aspect of being a restaurant owner. Unfortunately, that approach caused his business to hemorrhage money.

Admittedly, he was too trusting and didn't ensure his workers were following through. Once out of the rut, he was able to navigate a $80,000 turnaround in his business.

"What I've learned is to trust people, but verify," says Guard in a conversation with Shawn Walchef of Cali BBQ Media. "Just like if you're going to rent an apartment, or a house, or a car, the numbers gotta work. So that was a wide-opening experience that humbled me immensely."

If You Don't Ask, You Don't Get

Troy Guard knows it's sometimes hard to ask for help in the business world.

Recounting his own hesitations in seeking favors from vendors, he also underscored its benefits. Overcoming this reluctance led to profitable outcomes. His experience serves as a lesson in the entrepreneurial world, emphasizing the importance of proactive engagement and leveraging relationships to enhance business prospects.

Related: Shawn Walchef of Cali BBQ Media talks Toast and Digital Hospitality

"If you don't ask, you don't get it," emphasizes Troy Guard. "I used to hate asking my vendors for stuff. They're going to give it to me. All I have to do is ask."

Despite acknowledging his limited technological prowess, Guard highlights the paramount importance of sharing compelling stories about his business.

He recognizes the power of digital platforms in conveying messages and creating connections with the audience.

Guard expresses a genuine enthusiasm for sharing stories online. He stresses the significance of seizing opportunities to share narratives, whether about charity initiatives, special meals, or personal stories of employees.

"I love to share stories. I think having these devices is amazing. To be able to share thoughts and pictures and excitement and stories, I think it's tremendous."

Subscribe to Restaurant Influencers: Entrepreneur | Spotify | Apple

About Restaurant Influencers

Restaurant Influencers is brought to you by Toast, the powerful restaurant point of sale and management system that helps restaurants improve operations, increase sales and create a better guest experience.

Toast — Powering Successful Restaurants. Learn more about Toast.

Shawn P. Walchef

Founder of Cali BBQ Media

“Be the show, not the commercial.”

Cali BBQ Media Founder Shawn Walchef helps brands and leaders leverage the new Business Creator Economy with strategic Smartphone Storytelling and Digital Hospitality.

His Cali BBQ restaurant company has generated more than $35 million since opening in 2008. They operate numerous locations in San Diego and beyond.

Shawn’s weekly video series Restaurant Influencers (published by Entrepreneur Media and produced by Cali BBQ Media) has been seen by over 25 million people.

Want to be an Entrepreneur Leadership Network contributor? Apply now to join.

More from Restaurant Influencers

This Chef Went From Dreaming of Michelin Stars to Building an Audience as a YouTube Star

Her Restaurant Business Is Worth $100 Million — Here's Her Unconventional Advice for Aspiring Entrepreneurs

After Co-Founding a Successful Restaurant Group, He Turned to Tech to Simplify the Checkout Experience

He Was Once Head Writer of 'The Simpsons.' Now, He's the Gordon Ramsay of Fast Food — Here's How This TV Exec Found an Unlikely Career as an Influencer.

Growing a Business

5 Effective Strategies to Boost Your Business's Online Presence

Boosting your online presence in 2025 is the key to success for businesses looking to grow. Working on your branding and reputation management is important to drive more sales and improve conversion.

Marketing

He Pitched His First Business at 12 and Sold a Company for 8 Figures When He Was 23. Here's This Gen Z Marketing Expert's Next Big Move.

Griffin Haddrill built a marketing empire working with artists like Justin Bieber and Lil Nas X. Learn how he tapped into Gen Z's digital culture and turned viral campaigns into a business model.

Business News

Apple Is Adding ChatGPT to iPhones This Week. Here's How It Works.

ChatGPT will take over questions that Siri can't answer.

Science & Technology

Use This Framework to Successfully Integrate AI Into Your Business Operations

Here's how to ensure both innovation and compliance when using AI in your organization.

Leadership

As a Leader, Take These 5 Steps to Bridge the Gap Between Innovation and Execution

Companies that want to turn ideas into action must align their people and listen to their customers.