A snappy memoir/how-to-start-a-business manual.
The narrative is a fun and educational chronicle of the journey of two cousins who grew up in Maine but had not seen each other in years. After reuniting over cocktails in Los Angeles, they arrived at the idea of working together. Tselikis and Lomac shared a dream of re-creating some of their most precious childhood memories, which always included glorious summer days surrounded by family and meals of delicious Maine lobster. “The goal wasn’t simply to sell lobster—it was to sell Maine lobster in the Maine way,” write the authors. Even though neither cousin knew the basics of the burgeoning food truck business, they soon began discussing plans to open one. In 2012, Cousins Maine Lobster began with one truck in LA. Just a few years later, the enterprise had evolved into a fleet of franchised food trucks around the country, an online delivery service, and a stand-alone restaurant, grossing over $15 million in net profits per year. The cousins got a big break with their appearance on the popular reality TV show Shark Tank and benefited from a continuing relationship with their mentor, Barbara Corcoran. Their story also offers valuable insights regarding the hard work required for success in the restaurant business. The authors provide frank discussions deconstructing numerous missteps and how their dreams and principles sustained and guided them, and as in many business books, each chapter contains a distilled lesson. Non–business types may enjoy the colorful overview of Maine’s history and vivid descriptions of the demanding yet beautiful environment that is so dear to the authors’ hearts. For those unfamiliar with the lobster business, the book offers an interesting portrait of an enterprise whose deep roots and strong relationships help define a state’s cuisine.
Pleasant, somewhat perfunctory, but worthwhile, especially for those looking to get into the food truck game.