It would have been easy for him to go another route. He was flooded with offers. Everyone, not least his own customers, thought he was nuts. "Why don't you just open up a bigger Noodle Bar?" was a constant refrain. "Yeah, we could have done it" says Chang "and sure, we want to make a lot of money, too. But we wanted to take a chance and experiment. We wanted to do it because we thought it would work" he said about opening a new type of restaurant, instead of the one that was already successful.

— Dave Chang, Chef and proprietor of Noodle Bar retaurant in NYC  

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