Always FreyDay

Friday, May 6, 2022
Facebook Live Video from 2022/05/06 - The Best Jersey Shore Cheesesteak

Facebook Live Video from 2022/05/06 - The Best Jersey Shore Cheesesteak


2022/05/06 - The Best Jersey Shore Cheesesteak

[NEW EPISODE] The Best Jersey Shore Cheesesteak

The audience will hear from a restaurateur who has a goal of combining personality with great food.  TJ and his team believe in creating a studio for life's blend of happiness and flavor.

Success does not come easy, especially if you are an SMB just getting started in the restaurant industry.  In addition, if you started your business during the pandemic, it might have made the journey even harder...

Our special guest just celebrated his 1-year anniversary in business and is making patrons smile, during beach season and beyond.

We are joined by TJ Perl, Founder of CheeseSteak Louie's.  TJ and the Lou Crew are on a mission to provide an unparalleled cheesesteak experience by the Jersey Shore.  Listen in this Friday to get a mouth-watering taste of the action! 


Tune in for this sensible conversation at or watch the Facebook Livestream by Clicking Here.

Show Notes

Segment 1

Introducing TJ Perl, manager, owner and head chef of Cheesesteak Louie’s. At 21, the opportunity to manage a top-earning Jersey Mike’s in Jackson, NJ gave him the perspective on the food industry and business administration. Understanding how difficult it would be to compete with a major chain like Jersey Mike’s or even family sandwich shops, TJ opted to take his expertise and appeal his enterprise, Cheesesteak Louie’s, freshly sliced ribeye cheesesteaks, to a previously untapped market in Seaside, by the Jersey shore. 

The success of the first location already gave TJ the privilege to think ‘franchising’ in the near future, but TJ claims that it is passion for food that continues to bring people, and smiles, flowing through his doors. “You just need 3 to 4 great menu items done (exceptionally) well.”

Segment 2

First thing about Louie’s, walking through the doors, personality should hit you first, making you feel more than welcome, but at home. Generally and excitably, the entire eating experience is elevated by the sense of comfortability, so breeding a culture of family and customer care as “80% of the operation” plays a huge role in the successes of the business thus far. “Customer Care. Fresh Product. Happy People,” TJ concludes this is the “simple recipe” to his ‘mad’ method.

Segment 3

Celebrating their first anniversary means CheeseSteak Louie’s opened its doors during the pandemic..! What was that like? “The takeout industry boomed (during) the coronavirus quarantine mandate…” is TJ’s candid reply. A silver loophole of good timing, and the starkly stellar year of his Jersey Mike’s, that pushed him to land at the current Seaside location. “I felt at home.” Being accepted by the other local businesses, owners, and locals for their friendly environment has made their first year invaluable.

Segment 4

A Louie Challenge: 3 glorious cheesesteaks (10inches, 12oz. meat), 2 sides (french fries, tater tots, mac & cheese) MUST FINISH IN 45min OR LESS to be the first to receive: a free Louie’s t-shirt, $50 gift card, Name on the Wall of Challengers. Community engagements like a food challenge, captivates the eye and makes the curious wander in.


00:00:44.250 --> 00:00:54.810 Steven Frey (SMB GUY): Well Hello out there Planet Earth and happy Friday hope everyone had a great CINCO de Mayo it's Friday and it's always Friday with me Stephen fry your SMB guy.

00:00:55.050 --> 00:01:05.220 Steven Frey (SMB GUY): I see why am I, or in case you missed it SMB stands for small and medium sized business for the last 20 years i've been a consultant for SMEs, a voice and a sounding board for business leaders.

00:01:05.490 --> 00:01:14.130 Steven Frey (SMB GUY): Advocating on their behalf, as well as their employees, I believe strongly in sharing stories providing perspective and creating connection.

00:01:14.490 --> 00:01:27.000 Steven Frey (SMB GUY): Every single Friday, you could find me right here on talk radio dot nyc doing just that lending what is left of my mind, and my voice to this live radio show where I interview SMB leaders, as well as their trusted advisors.

00:01:27.330 --> 00:01:33.510 Steven Frey (SMB GUY): One thing that i've seen consistently over the years is some of the best thought leadership for SMB is actually happens on Friday.

00:01:33.780 --> 00:01:41.040 Steven Frey (SMB GUY): right about the time we feel that freedom of the weekend coming however we're also anxious to start the weekend these crucial pearls of wisdom.

00:01:41.250 --> 00:01:46.620 Steven Frey (SMB GUY): This clarity that we have it's often overlooked it's forgotten in favor of fun weekend activities.

00:01:46.860 --> 00:01:56.850 Steven Frey (SMB GUY): And our freedom from work here on always Friday we take advantage of that weekend freedom in clarity we discuss popular topics that are on the minds of SMB leaders, as well as their trusted advisors.

00:01:57.120 --> 00:02:05.130 Steven Frey (SMB GUY): The name of the show is not just a play on words people my last name actually means free in German little tidbit for you guys method behind my madness.

00:02:05.670 --> 00:02:12.900 Steven Frey (SMB GUY): today's episode of always Friday is brought to you by SDA wealth strategies, a boutique financial services firm located in Hudson valley New York.

00:02:13.140 --> 00:02:23.160 Steven Frey (SMB GUY): Offering personal wealth management and comprehensive business solutions for its clients SDA stands for simplifying financial lives designing financial strategies and advocating to implement them.

00:02:23.490 --> 00:02:34.770 Steven Frey (SMB GUY): SDA offers a concierge experience for individuals and businesses, the firm's highest priority is always their clients best interests while empowering people and businesses to be consciously proactive.

00:02:35.040 --> 00:02:45.870 Steven Frey (SMB GUY): And to thrive today, tomorrow and beyond, for more information, please visit SDA wealth strategies COM between CINCO de Mayo and mother's day coming up this weekend.

00:02:46.380 --> 00:02:55.590 Steven Frey (SMB GUY): I just have food on the mind tacos and brunch with mom can't can't stop thinking about food lately and very apropos because today's show is all about.

00:02:55.890 --> 00:03:04.440 Steven Frey (SMB GUY): The best Jersey shore cheese steak success does not come easy, especially if you're an SMB who's just getting started in the restaurant industry.

00:03:04.890 --> 00:03:11.280 Steven Frey (SMB GUY): In addition, if you started your business during the pandemic, it might have just made the journey, a little bit harder.

00:03:11.670 --> 00:03:20.970 Steven Frey (SMB GUY): Our special guest today just celebrated his one year anniversary in business and is making patrons smile and every which way possible during beach season and beyond.

00:03:21.360 --> 00:03:29.610 Steven Frey (SMB GUY): He and his team are on a mission to provide an unparalleled cheesesteak experienced by the Jersey shore and they have a goal of combining personality.

00:03:29.940 --> 00:03:37.410 Steven Frey (SMB GUY): With great food talk is cheap, we all know that RON talk radio dot nyc we don't want this to just be about talk.

00:03:37.800 --> 00:03:43.740 Steven Frey (SMB GUY): The goal here is let's use the insight on the SMB landscape and create more impact come Monday morning.

00:03:44.040 --> 00:03:51.810 Steven Frey (SMB GUY): it's far too often where businesses are focused on the product that's going to solve all of their problems, the shiny new mouse trap the magic wand, the magic bullet.

00:03:52.230 --> 00:04:00.150 Steven Frey (SMB GUY): One consistent thing that I see out there is products change every single day in every other facet of our lives personal and business, no matter.

00:04:00.510 --> 00:04:09.120 Steven Frey (SMB GUY): There is no substitute for surrounding yourself with the right people first and keeping the focus on a good tangible process that's going to help you achieve your goals.

00:04:09.450 --> 00:04:16.320 Steven Frey (SMB GUY): You do that the right products will present themselves when they're needed by the business everything begins and ends with the people, so.

00:04:16.770 --> 00:04:24.420 Steven Frey (SMB GUY): In the spirit of surrounding yourself with the right people great show for you here today, somebody who i've been very excited to meet and get to know, over the last couple of months.

00:04:24.630 --> 00:04:34.800 Steven Frey (SMB GUY): we're chatting with tj Pearl founder of cheese steak Louise tj was born and raised in Jackson New Jersey ocean county striking distance from the Jersey shore.

00:04:35.280 --> 00:04:46.530 Steven Frey (SMB GUY): He graduated Jackson memorial high school in 2012 and started studying communications with a goal of becoming a news anchor or a baseball commentator as he loves the New York Yankees and he's in good company.

00:04:46.920 --> 00:04:53.520 Steven Frey (SMB GUY): started working for Jersey mike's after high school was intrigued by the opportunities in the restaurant world and the world of food.

00:04:53.790 --> 00:05:00.300 Steven Frey (SMB GUY): became a manager in 2016 continue to be a local leader for Jersey mike's for the next five years.

00:05:00.750 --> 00:05:09.150 Steven Frey (SMB GUY): In 2021 at a time where many aspiring restaurant tours may have been afraid to start making their moves he opened the first location.

00:05:09.420 --> 00:05:19.890 Steven Frey (SMB GUY): of cheese steak Louise which has quickly become a Jersey shore staple tj and his team, believe in creating a studio for life's blend of happiness and flavor.

00:05:20.220 --> 00:05:29.730 Steven Frey (SMB GUY): from personal experience i'll tell you that tj cheese steak is a force to be reckoned with, and he will put his burger up against anyone out there can't wait to try that one too.

00:05:30.090 --> 00:05:40.290 Steven Frey (SMB GUY): As always we're going to discuss my favorite questions who's your favorite movie or TV show character what's your favorite movie or TV show what's your favorite musical instrument who's the artist you'd like to hear play it.

00:05:40.680 --> 00:05:52.470 Steven Frey (SMB GUY): joining us from the shores of seaside here in sunny New Jersey before or possibly During the lunch rush for everyone who's addicted to Louise already tj welcome to always Friday great to see you again brother.

00:05:52.860 --> 00:05:54.660 tjperl: pleasures mine Steve, thank you for having me on.

00:05:55.290 --> 00:06:10.140 Steven Frey (SMB GUY): So I, personally, I can't wait to get back down there and eat some more food the smells the taste the overall feeling I had walking into cheesesteak Louise was nothing less than magical do us all a favor and share with us the founders journey, how did you get where you are today.

00:06:10.620 --> 00:06:22.620 tjperl: Well, first of all thank you for saying that because, like you read our studio for blend happiness food and personality, you know means the world to us when you walk into my store and you don't feel like family that would hurt me so i'm glad you.

00:06:24.090 --> 00:06:36.690 tjperl: know that you felt right at home in our place, but my journey started man, we can go all the way back to let's start with Jersey mike's man, I mean i've always loved food i've always loved sandwiches my mother always told me i'd be a sandwich maker professionally so.

00:06:38.040 --> 00:06:47.130 tjperl: worked out weirdly oddly that way but uh you know, I was given the opportunity, when I was 21 years old to be the manager of the Jersey mike's in Jackson and.

00:06:47.790 --> 00:06:53.940 tjperl: From there I just kind of you know, I took such great pride and pushing out such a great product, you know and combining it with great personality.

00:06:55.140 --> 00:07:03.510 tjperl: That was one point I said, you know what communication just not going to be my thing you know i'm too invested in this, so I decided, I wanted to open up my own.

00:07:04.110 --> 00:07:11.970 tjperl: sandwich shop and, at the time it's very saturated you know, the food industry, especially but sandwiches in general in New Jersey, you know every corner it's got a great.

00:07:12.390 --> 00:07:16.770 tjperl: Italian Deli that pushes out some great sandwiches to compete with Jersey mike's be really tough, so I said.

00:07:17.550 --> 00:07:27.960 tjperl: I want to try something different, you know when open up a market that doesn't really exist and freshly sliced cheese steaks let's just read by, to be exact, was just it was an opportunity for me to.

00:07:29.070 --> 00:07:44.580 tjperl: To get my foot in the door with in the food industry, so I said, you know that's what we're gonna do we're going to we're going to be freshly sliced cheese steaks and one year later, you know so amazed by the success that we've had and then 27 years young, as I say.

00:07:45.630 --> 00:07:49.590 tjperl: I got a full life ahead of me, and I really hope it just blossoms into the franchise that I hope it does.

00:07:50.070 --> 00:07:57.090 Steven Frey (SMB GUY): Oh, and I have every bit of confidence that it will and sounds like this weekend when you're celebrating mother's day you have your mom to thank for.

00:07:57.510 --> 00:08:03.780 Steven Frey (SMB GUY): Calling you a pro sandwich maker and that's kind of dictating the destiny, a little bit, but you know talking talking about becoming.

00:08:04.080 --> 00:08:10.560 Steven Frey (SMB GUY): A franchise you know you kind of witness that firsthand with with Jersey mike's evolving into the behemoth that it is now.

00:08:10.890 --> 00:08:16.830 Steven Frey (SMB GUY): You know, talk to us a little bit about you know how how you see some of those travels going I know we're just with the first location now.

00:08:17.100 --> 00:08:24.690 Steven Frey (SMB GUY): And you're doing anything that's that's really worthwhile doing doing the first one's always the hardest but talk to us a little bit about some of your vision for the future.

00:08:25.050 --> 00:08:31.470 tjperl: Well, so when you talk about a franchise what you're really talking about a system, you need a system that's work that works, and it needs to be.

00:08:31.950 --> 00:08:37.020 tjperl: In fine tune and in perfect sync for it to work now my biggest problem is going to be trust factor.

00:08:37.410 --> 00:08:47.130 tjperl: In any industry, you know trust plays a major role and I didn't realize how significant that can be right now I make all the cheese steaks you know, I have a guy in here, and he helps me out and he's terrific but.

00:08:47.430 --> 00:08:54.750 tjperl: At the end of the day I just care so much about the customer experience and I care so much about the food that we're pushing out and that's why reviews are so fantastic but.

00:08:56.550 --> 00:09:09.180 tjperl: Sooner or later i'm going to have to gain that trust and learn how to train a little bit better in order to open up multiple locations, but it's a journey it's a journey that's going to be a lot of fun for us all, and certainly something i'm looking forward to.

00:09:09.930 --> 00:09:15.960 Steven Frey (SMB GUY): yeah and and a lot of times when you're trying to build a good system, especially around the food service industry and food and being a restaurant tour.

00:09:16.290 --> 00:09:23.610 Steven Frey (SMB GUY): it's it's about keeping things as simple as possible and that's something that I saw my immediate Lee Yvonne walking in is that.

00:09:23.850 --> 00:09:34.440 Steven Frey (SMB GUY): The menu is relatively simple but not that it's not mouth watering because it wasn't it is but it's just keeping it keeping it simple and not not going to overwhelmingly complex but.

00:09:35.130 --> 00:09:44.010 Steven Frey (SMB GUY): talk to us a little bit about I know you guys open at 11am and I will share some of this a little bit later on with everybody, but you guys you guys do breakfast sandwiches as well, though yeah.

00:09:44.340 --> 00:09:50.370 tjperl: Well, so you talk simplicity and that's so important when it comes to you blossoming into what we want to be a franchise right because.

00:09:50.760 --> 00:09:54.090 tjperl: We pick one or two things that we're really good at we focus on that.

00:09:54.750 --> 00:09:56.580 tjperl: Now, to answer your breakfast question, yes, starting.

00:09:56.940 --> 00:10:05.820 tjperl: Late may maybe early June we're going to incorporate breakfast sandwiches into our menu, which will include our waking state which is steak pork roll eggs all calm combined into the view.

00:10:06.030 --> 00:10:09.540 tjperl: Perfect sandwich actually just posted a picture of it on my instagram story today.

00:10:10.230 --> 00:10:16.140 tjperl: We got the seaside slammer, which is a breakfast sandwich at bars for pro steak eggs tater tots on top, which has been.

00:10:16.800 --> 00:10:22.920 tjperl: A customer favor and ever since I opened them so glad I did I did it to be unique and it just kind of it just worked out so well.

00:10:23.220 --> 00:10:34.650 tjperl: But uh yeah you know you talk about having a simplistic menu I think that's really important, because you want to just focus on something that you really good at and perfect it don't worry about having this extravagant menu with.

00:10:35.250 --> 00:10:50.130 tjperl: thousand items on you don't need 1009 you just need three to four great items and and be great at making them and pushing them out, people are going to travel and cheese steaks I mean everybody loves cheese sticks burgers and like you said I put them up against anybody around.

00:10:51.810 --> 00:10:59.010 Steven Frey (SMB GUY): them right, I can attest to that again I gotta I gotta try this freakin burger I wouldn't I wouldn't be surprised if I tried to eat my microphone by the end of this discussion.

00:10:59.280 --> 00:11:12.780 tjperl: The last father's day actually I need an epigraph to my father, the big Al burger and it's been a number one seller, for us, as far as burgers are concerned, real simple man lettuce tomato onion bacon to patties your choice of cheese tomato ketchup and it's just it's a perfect blend.

00:11:14.640 --> 00:11:21.390 Steven Frey (SMB GUY): voice your your story is one of those just just straight up feels like living the dream is that is that how you feel on a daily basis.

00:11:21.660 --> 00:11:30.690 tjperl: i'm absolutely living a dream I am so blessed I wake up every morning and I get to cook and feed people and make them happy and smile, and then, at the same time I get to talk to them and becoming a personal with them and.

00:11:30.990 --> 00:11:34.260 tjperl: hear their story and kind of tune into their life and.

00:11:34.950 --> 00:11:43.890 tjperl: You know, most people will you know they wake up and they dread what they do, but I mean I don't wake up happy every single day there's stress when it comes to owning a restaurant, but at the same time I get to come to a playground every day.

00:11:44.250 --> 00:11:50.310 tjperl: I walk into my own story, you know i'm just a kid on the playground and it's game time, of course I don't regret anything you've done so far.

00:11:51.120 --> 00:11:57.870 Steven Frey (SMB GUY): and seeing seeing everybody's reactions and you know interactions with you is is nothing less than pure gold.

00:11:58.140 --> 00:12:08.520 Steven Frey (SMB GUY): You know your social media presence to like you've been around for a year you've been doing a great job of getting getting the word out there and getting getting stories out there and pictures of people out there you do, that all yourself, you have some help with it.

00:12:08.730 --> 00:12:14.070 tjperl: Now I do it all myself once again to trust factor thing you know it's something that i'm learning and i'm getting better at but.

00:12:14.370 --> 00:12:21.840 tjperl: we're utilizing free marketing to our advantage so many people are on these platforms and that word of mouth travels so much faster when you connect with them on social media.

00:12:22.200 --> 00:12:25.080 tjperl: So you connect to them on instagram and Facebook next thing you know you got.

00:12:25.440 --> 00:12:32.940 tjperl: 10 new followers and then you got 10 new faces to feed and those 10 people branch off to another five to 10 people and next thing you know you're you know you're sitting around.

00:12:33.510 --> 00:12:41.730 tjperl: But 1100 followers I think I have right now on just instagram alone, you know I think much more on Facebook, so that stuff is very important to me.

00:12:42.390 --> 00:12:52.890 Steven Frey (SMB GUY): So you're in an area by seaside that's largely seasonal but you're open all year around how excited you get when you see people you know traveling from near and far off season.

00:12:53.070 --> 00:12:57.720 tjperl: Most important thing to me is that I get people come over the bridge and other other areas of State because.

00:12:57.900 --> 00:13:08.340 tjperl: in winter time to get real tough around here, and if it snows it's like wow I mean it's like a ghost had never seen anything like nothing i'm used to you know growing up in Jackson So when I get food he's the travel that's real cool man.

00:13:09.330 --> 00:13:18.570 Steven Frey (SMB GUY): Absolutely we're gonna make some more of that happen as we talked through this i've already have some folks over the bridge that are excited to come come try cheese steak Louise we're gonna take a quick break.

00:13:18.900 --> 00:13:22.530 Steven Frey (SMB GUY): But we will be right back with tj Pearl founder of cheese steak Lewis stay with us.

00:13:26.040 --> 00:13:34.200 Are you a business owner, do you want to be a business owner he work with business owners hi i'm Stephen fry your small and medium sized business or SMB guy.

00:13:34.620 --> 00:13:51.240 And i'm the host of the new show always Friday, while I love to have fun on my show we take those Friday feelings of freedom inspired to discuss popular topics on the minds of SMEs, today, please join me and my very special guests on Friday at 11am on talk radio dot nyc.

00:13:54.270 --> 00:14:00.180 You a conscious co creator or you are in a quest to raise your vibration and your consciousness.

00:14:00.720 --> 00:14:10.470 i'm Sam leibowitz your conscious consultants and on my show the conscious consultant our awakening humanity, we will touch upon all these topics and more.

00:14:10.800 --> 00:14:24.060 Listen live at our new time on Thursdays at 12 noon Eastern time that's the conscious consultant our awakening humanity Thursdays 12 noon on talk radio dot nyc.

00:14:29.850 --> 00:14:34.410 Are you on edge day we live in challenging at times so let's lean it.

00:14:34.980 --> 00:14:43.110 i'm Sander parchment the host of the edge of every day which airs each Monday at 7pm Eastern time on talk radio dot nyc.

00:14:43.500 --> 00:14:57.870 tune in live with me and my friends and colleagues as we share stories of perspectives about pushing boundaries and exploring our rough edges that's the end of every day on Mondays at 7pm Eastern time on talk radio dot nyc.

00:15:01.980 --> 00:15:06.330 Listening to talk radio nyc uplift educate our.

00:15:38.670 --> 00:15:47.640 Steven Frey (SMB GUY): Welcome back everybody it's Friday it's always Friday and it's me Stephen fry your SMB guy we're chatting with tj Pearl founder of cheese steak Louise.

00:15:48.030 --> 00:15:52.080 Steven Frey (SMB GUY): One year anniversary just celebrated down and see side by the Jersey shore.

00:15:52.650 --> 00:16:01.590 Steven Frey (SMB GUY): tj we're going to talk a little bit about the method behind your madness here in just a moment I wanted to give a quick perspective for everybody come sit out by the fire pit for just a moment.

00:16:02.250 --> 00:16:09.450 Steven Frey (SMB GUY): The idea of building your business with the end in mind, is always an important type of strategy well you know you got to enjoy the journey.

00:16:09.780 --> 00:16:17.700 Steven Frey (SMB GUY): That focus on the destination as well tj talked about in the last segment, the idea of becoming a franchise and the fact that a franchise is a system.

00:16:18.090 --> 00:16:24.000 Steven Frey (SMB GUY): hits home with me a great deal when I walked into cheese steak Louis for the first time it instantly had that feeling of.

00:16:24.450 --> 00:16:32.280 Steven Frey (SMB GUY): wow This could be a franchise and I know that people have walked into to the cheesesteak Louise location and and as tj how many stores, are there.

00:16:32.730 --> 00:16:39.150 Steven Frey (SMB GUY): And as tj had mentioned in the last segment trust is a difficult thing, especially when you have a people centric approach so.

00:16:39.360 --> 00:16:46.980 Steven Frey (SMB GUY): to really get the concept out there and in the hands of other owners and operators who can deliver the same type of experience that tj delivers.

00:16:47.400 --> 00:16:55.950 Steven Frey (SMB GUY): not exactly the easiest feat, but it can absolutely be done so tj getting into the method part of the show here, this is the science behind what you do.

00:16:56.220 --> 00:17:00.030 Steven Frey (SMB GUY): The idea is, what do you do, how do you do it and how do you go to market for it.

00:17:00.330 --> 00:17:07.920 Steven Frey (SMB GUY): And I love this tidbit that's on your site we're more than just the cheese steak I started this company with the idea of combining personality, with great food.

00:17:08.100 --> 00:17:14.850 Steven Frey (SMB GUY): We believe in creating a studio for lives blend of happiness and flavor you believe what we believe you'll love cheese steak Louise and I.

00:17:15.150 --> 00:17:27.330 Steven Frey (SMB GUY): i'm pretty sure you could find some other folks that believe what you believe out there, not to mention that putting your cheese steaks and burgers up against everybody else but uh give us a little bit of the method behind the madness, the science behind what you do.

00:17:28.410 --> 00:17:33.630 tjperl: Okay, so i'm glad you asked that question because it all starts when you walk through my doors when you walk through my doors.

00:17:34.770 --> 00:17:40.500 tjperl: The personality is going to hit you first all right, and our personality is wonderful and you're going to feel right at home, which I know you have when you first met us.

00:17:40.770 --> 00:17:46.020 tjperl: And it's not just you it's everybody that walks through our doors now when I would go into restaurants and eateries and things like that.

00:17:46.350 --> 00:17:51.960 tjperl: A lot of times I wouldn't feel very welcome, but I would when I did feel welcome and made the whole experience that much more enjoyable.

00:17:52.230 --> 00:18:01.230 tjperl: So I think that it's very important for my staff to understand that customer care is 80% of this operation, so when they walk through my doors they're going to love they're going to feel front.

00:18:01.530 --> 00:18:04.830 tjperl: they're gonna feel at home they're going to feel like the family, like they're so welcome here, you know.

00:18:05.070 --> 00:18:15.810 tjperl: And then, at that point, it doesn't even matter what I push out because they're so happy to be here they're going to love it regardless, so my job in the kitchen becomes that much easier when people are already happy to be here.

00:18:16.170 --> 00:18:23.070 tjperl: Now vice versa, and I tell my staff there's two if they walk in they have an attitude people just don't be a welcome they're not happy to be here.

00:18:23.250 --> 00:18:32.280 tjperl: I could doesn't matter once again doesn't matter what I push out of that kitchen, it could be the greatest food they've ever had the never going to return because they already have a bad taste in their mouth before that you've invited my product.

00:18:32.790 --> 00:18:42.690 tjperl: So that customer care stuff goes so far and I can't say enough good things about my staff, my staff is excellent in that department and i'm extremely grateful and i'm extremely fortunate to have.

00:18:43.050 --> 00:18:56.460 tjperl: A small staff, but very honest reliable trustworthy with great attitudes and one thing that is it's, the most important aspect of what we do here now, the product in the kitchen real simple keep it fresh keep it simple okay and.

00:18:57.750 --> 00:19:03.270 tjperl: You don't you don't need to sacrifice flavor when you don't overseas and things are you don't overcook things.

00:19:03.660 --> 00:19:10.440 tjperl: We do sliced bread cheese sticks we do hand rolled at 20 ground beef burgers we slice all of our produce fresh every morning.

00:19:10.800 --> 00:19:18.240 tjperl: We wash and clean our produce we select the fresh everybody everything in my kitchen is fresh, including the French Fries French Fries we bland because.

00:19:18.690 --> 00:19:34.350 tjperl: Of what the first potato every morning we we drain them out or during the store to start you out we blanch them at 250 degrees and then they're ready for when you want to order food so it's simple customer care fresh product happy people sick.

00:19:35.430 --> 00:19:36.450 tjperl: there's amanda that's the.

00:19:38.550 --> 00:19:50.250 Steven Frey (SMB GUY): that's the trick, and it is something that's fairly simple and yet a lot of folks out there still very hung up on the product which don't get me wrong the product you push out is freaking unbelievable.

00:19:50.550 --> 00:19:59.040 Steven Frey (SMB GUY): But the experience is is what people are after that's when you really looking at most dining experiences that's that's what it is it's about how you feel.

00:19:59.520 --> 00:20:12.300 Steven Frey (SMB GUY): But there's there's a number of other other cheese steak locations in the area where you are, and I know there's some great differentiating factors you just talked about the fact that you do slice slice ribeye steaks you know fresh ingredients.

00:20:12.630 --> 00:20:16.770 Steven Frey (SMB GUY): But you, and especially us, you know talking to you about what you're doing and how you're doing it.

00:20:17.130 --> 00:20:28.620 Steven Frey (SMB GUY): it's not like you're looking to be a competitor to other folks who are around you it's really just about the idea of sharing the passion and sharing delicious food is that that's that's how you go to market that's how you feel.

00:20:28.860 --> 00:20:37.680 tjperl: bottom line is where the new guy on the block we're just happy to be here we're happy to be doing what we're doing and no I don't I don't see them as competitors I don't because we serve a totally different product.

00:20:38.100 --> 00:20:49.650 tjperl: They do what they do when they made a career out of it so kudos to them that's great big props to them, but we're not them and we're not trying to be them we're not trying to beat them we're just trying to fit in in this town and make it blossom.

00:20:50.820 --> 00:21:03.270 tjperl: and make it, you know, a destination spot, and I think that in one year we become that just doing what we do best you know and that's keeping our promises quality product quality customer care and cheese steak Louise yeah.

00:21:03.360 --> 00:21:11.850 Steven Frey (SMB GUY): it's it's it seems so simple yet a lot of folks missed the mark talk to me a little bit about this logo I don't have any cheese steak Louise attire which i'm looking forward to getting but.

00:21:12.090 --> 00:21:19.710 Steven Frey (SMB GUY): You know the closest thing I had in my wardrobe was this House of jerky share from Hilton head and it's it's unbelievable it's got its own seems very, very similar.

00:21:19.740 --> 00:21:20.160 tjperl: yeah we're.

00:21:20.430 --> 00:21:27.870 tjperl: Just do I get you some cheese steak Louis here to really spice you up a little bit now, but so yeah so I tell you a little bit about this logo here so.

00:21:28.170 --> 00:21:37.950 tjperl: When I first had the idea to open cheese steak Louise my father, who is he draw he's not a cartoonist professionally but he draws very well yeah so I had come I approached him and I asked him.

00:21:38.850 --> 00:21:44.280 tjperl: You know, would you like to draw alot give it a shot, you know you want to be a part of cheese steak Louise give it a shot draw me a logo and.

00:21:44.880 --> 00:21:53.610 tjperl: He drew up a couple things that I wasn't crazy about and he kind of just pushed it off to that you know what I don't have that much time, but he runs his own business, well, so he didn't have much time, to begin with, but.

00:21:54.090 --> 00:22:09.060 tjperl: He gave me the you know the runaround so I went and I created our she St Louis logo that you see on our website and then you'll see around our store and on our peril and merchandise and then about two three months after opening my father just drops this little number.

00:22:10.110 --> 00:22:11.010 tjperl: right in front of me.

00:22:11.370 --> 00:22:15.420 tjperl: And the and I was are you kidding me dude I mean this is.

00:22:15.570 --> 00:22:16.950 Steven Frey (SMB GUY): For perfect yeah perfect.

00:22:17.250 --> 00:22:18.930 tjperl: From the get go you couldn't draw this.

00:22:19.290 --> 00:22:19.590 tjperl: and

00:22:20.040 --> 00:22:26.790 tjperl: He was laughing and ever since then, I put that in my store that's all my business cards and and when people ask that's Louis right there.

00:22:28.800 --> 00:22:32.640 Steven Frey (SMB GUY): It looks so perfect to the ever everything from the shades of the beard and the sandwich backer.

00:22:32.640 --> 00:22:33.030 attach.

00:22:36.900 --> 00:22:44.220 tjperl: It all works up yeah I mean I got a fat head of him in my in my store I got a big image of him on the wall and that's Louis right there.

00:22:44.730 --> 00:22:46.680 Steven Frey (SMB GUY): What kind of what kind of businesses, your dad.

00:22:47.370 --> 00:22:59.190 tjperl: My father does contract because he's a pizza facilities who's like the middleman for contracting but he's been doing that for a better half 10 years now 12 years now, so awesome.

00:22:59.520 --> 00:23:08.820 Steven Frey (SMB GUY): So yeah you'd mentioned before you love your staff, they embody what you're doing they're cranking out cheese steaks and and burgers right now, while you're hanging with me, which I appreciate very, very much.

00:23:09.270 --> 00:23:11.520 Steven Frey (SMB GUY): You know, talk, talk a little bit about.

00:23:11.940 --> 00:23:18.630 Steven Frey (SMB GUY): You know what really makes some of that magic happen because no doubt you're growing two more locations and trying to become a franchise type of model.

00:23:18.840 --> 00:23:30.360 Steven Frey (SMB GUY): You want to be able to translate that you know the passion and the end the service mindset that you have to other folks that that come in and want to open a cheesesteak Louise it sounds like you're doing really well with that in your home store.

00:23:30.720 --> 00:23:39.540 tjperl: Right, so we actually do have a lot of you know, when you mentioned that we have a lot of people asking, are we a franchise and are you willing to franchise we get that question a lot.

00:23:40.950 --> 00:23:43.680 tjperl: Are we ready for yet now we're only we're only a year in.

00:23:44.400 --> 00:23:50.640 tjperl: But when people want to share the cheesecake Louis experience you know and make profit on it, and whatever they want to do with it.

00:23:50.970 --> 00:23:59.490 tjperl: it's very important to understand that this is a job and not a hobby okay and it's full time effort here, you know so when you want to.

00:24:00.240 --> 00:24:12.840 tjperl: use our name, you need to be able to uphold those promises and it's not just a you know you're not just going to sit there and enjoy check coming in you're going to have to put in the work and it won't just be anybody that's allowed to do it, you know.

00:24:13.920 --> 00:24:19.860 tjperl: It would there's a process to it, you have to have the personality, to be able to run it and you have to have the passion and the kitchen, to be able to run it.

00:24:22.110 --> 00:24:28.770 tjperl: The reason i'm here every day all day is because I care so much about that customer experience I care so much about pushing.

00:24:29.430 --> 00:24:38.910 tjperl: The perfect cheese stick the perfect burger out and making sure that everybody enjoys it, you know, there are times when people have to wait an hour and a half for cheese steak and it breaks my heart but.

00:24:39.750 --> 00:24:50.160 tjperl: At the end of it, I say to myself if they're gonna wait just make sure they enjoy it so even have a sign, you know, right at the front on my counter there that reads we're not going to sacrifice quality for speed and I think that kind of.

00:24:50.940 --> 00:24:54.330 tjperl: I think that kind of summarizes what we do here cheesecake Louise.

00:24:55.230 --> 00:25:00.360 tjperl: Who value quality, you know we value the customer experience so if you have to wait an hour for cheese steak.

00:25:01.380 --> 00:25:09.780 tjperl: You even want to enjoy that you know I don't want you to regret waiting that our I want you to make sure that it was worth of data waited two hours, and I would have paid up you know.

00:25:10.800 --> 00:25:20.310 tjperl: that's what I that's what we want that's what we strive for here, so when you ask about a franchise and people asking you about furniture if they can uphold that promise we're not interested yeah.

00:25:20.370 --> 00:25:26.070 Steven Frey (SMB GUY): Absolutely sounds a little different than the sign that my aunt had in her kitchen when I was growing up that said tonight's menu.

00:25:26.130 --> 00:25:26.970 take it or leave it.

00:25:28.890 --> 00:25:30.540 tjperl: problem is they'll leave it nowadays.

00:25:32.310 --> 00:25:33.750 tjperl: every quarter got a cheese steaks.

00:25:34.860 --> 00:25:35.640 tjperl: They don't leave it.

00:25:36.300 --> 00:25:40.860 Steven Frey (SMB GUY): So so next week i'm interviewing a buddy who does some food tours and I.

00:25:41.580 --> 00:25:48.000 Steven Frey (SMB GUY): Think about what you what you've opened up here and you've been around for one year and I think about what's going on in the area around you and I.

00:25:48.360 --> 00:25:54.300 Steven Frey (SMB GUY): know I know that you have some some group events are folks that come in, like a lot large group over over to to stake Louise.

00:25:54.660 --> 00:26:06.480 Steven Frey (SMB GUY): You know, talk, talk to us a little bit about about the experience that you get when you see a large group of folks come in and really see like provide them with the passion and with the food and the smiles on the face like it's it's got to make your heart swell.

00:26:06.540 --> 00:26:17.040 tjperl: Right, so it does me at my heartstrings right into my stomach and I get really nervous when I see a huge crowd walking because I always worried that they're going to be upset that it's going to take a little longer than your average fast food restaurant but.

00:26:17.370 --> 00:26:24.900 tjperl: That goes back to my staff, especially my counter staff, you know they make them feel at home they talk to them, they chat them up, you know they make them feel like you know.

00:26:26.460 --> 00:26:36.930 tjperl: Half an hour is 10 minutes you know they don't it's like oh so quick I came out so fast and i'm like sigh of relief, because I did take my time with it, you know, and I did make sure that it was perfect so.

00:26:37.800 --> 00:26:42.480 tjperl: When I see large groups like that means a lot to me because I know that people are so excited to try.

00:26:47.460 --> 00:26:50.010 tjperl: But they're also willing to wait for good food and that that is awesome.

00:26:51.180 --> 00:26:58.170 Steven Frey (SMB GUY): yeah with you guys actually delivered to the beach as well, like with people who are kinda kind of chilling there over the summer.

00:26:58.470 --> 00:27:09.900 tjperl: Oh yeah yeah we definitely do beach deliveries what happens is they'll give us a call to let us know that they are they wanted delivery and then we make the food once we're leaving we give them a call, let me to stop at the boardwalk to pick up their food.

00:27:11.670 --> 00:27:22.260 Steven Frey (SMB GUY): See the idea of be she's just about upon us being able to chill out on the beach and have a cheese Louise delivery a huge Tuesday good burger to the beaches, I want to be there, so bad right now I can't wait.

00:27:25.440 --> 00:27:26.910 tjperl: To come on down me whenever you get.

00:27:27.690 --> 00:27:38.880 Steven Frey (SMB GUY): Absolutely man we're gonna take a quick break, but we will be right back with some of the madness in today's world when we return with tj Pearl founder of cheese steak Louise and seaside say stay with us everybody.

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00:28:41.790 --> 00:28:52.650 Small Business trying to navigate the coven 19 related employment laws Hello i'm Eric sovereign employment law business law attorney and host of the new radio show employment law today.

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00:29:44.910 --> 00:29:59.490 Steven Frey (SMB GUY): Welcome back to always Friday with me Stephen fry your SMB guy but not just me we're chatting with tj Pearl founder of cheese steak Louise established 2021 just celebrated the one year anniversary out see side by the Jersey shore.

00:29:59.820 --> 00:30:11.010 Steven Frey (SMB GUY): tj, this is the madness part of the show this is where we like to talk a little bit about the artistic observational view stories, you have from the field, no story or subject to taboo anything goes.

00:30:11.340 --> 00:30:16.560 Steven Frey (SMB GUY): And you know right off the BAT I look at the idea of establishing a brand new.

00:30:17.220 --> 00:30:26.250 Steven Frey (SMB GUY): food business, something that you've been really looking to do for a long time during the pandemic and really, really getting it moving just a little over a year ago.

00:30:26.550 --> 00:30:32.130 Steven Frey (SMB GUY): I know there's more madness that we're going to talk about, but you know, give us a little bit about what that whole experience was like.

00:30:32.550 --> 00:30:40.260 tjperl: So everyone thinks that that was like the scariest thing to do, the biggest ballsy thing to do, but the truth is the takeout industry boomed.

00:30:40.800 --> 00:30:48.930 tjperl: When it came to coronavirus everybody who was going to take out of field understands this, nobody was going to sit down restaurants, nobody was going to bars.

00:30:49.500 --> 00:30:57.030 tjperl: So those and, unfortunately, you know those businesses if they couldn't get loans, a lot of them crumbled you know and that's a real shame, but the takeout industry boom so.

00:30:57.420 --> 00:31:08.760 tjperl: I was actually going to sign a lease in 2020 march of 2020 and because of coronavirus I backed out of it, I didn't know what the uncertainty in the restaurant fields, especially when it came to corona buyers um.

00:31:09.450 --> 00:31:19.890 tjperl: So I backed out of it, and then I stayed at Jersey mike's and we had this record breaking year and I said to him, you have me until the end of the year, in which case I have to start my own journey and he was.

00:31:20.610 --> 00:31:29.100 tjperl: Understanding very supportive and then I found a spot in millstone New Jersey and I didn't love it I just didn't love it.

00:31:29.790 --> 00:31:34.620 tjperl: So I was, I was going to sign a lease there because I was tired of waiting and I felt like I needed to start my life so.

00:31:35.370 --> 00:31:42.270 tjperl: What I did was I went on loop that one more time, which is basically a zillow for commercial real estate, if you will, for yep so.

00:31:43.110 --> 00:31:50.550 tjperl: I found a place in seaside heights and it wasn't listed as a restaurant, so I know I looked at the pictures and.

00:31:51.330 --> 00:31:57.870 tjperl: Google, the name of the business Sure enough, it was a restaurant, and it was a restaurant that was actually still in use so.

00:31:58.770 --> 00:32:08.340 tjperl: I inquired about it and I met the guy the next day and I fell in love with the freestanding location yeah as you see there freestanding location great visibility corner lot.

00:32:08.940 --> 00:32:20.070 tjperl: Right off the bridge and has ample hood space in my kitchen it really was just the perfect scenario for me and I felt at home, so I negotiated a deal with the landlord and here we are now and.

00:32:21.420 --> 00:32:27.120 tjperl: yeah now corona buyers really didn't scare me that much when we kind of opened up at the tail end of.

00:32:27.570 --> 00:32:39.870 tjperl: The mask mandates, so we you know at the beginning, we had our masks but I didn't want to segregate our customer base either, so you know people were uncomfortable with us not wearing a mask you know we were you know, whatever we were doing but.

00:32:40.890 --> 00:32:53.040 tjperl: It wasn't it wasn't this crazy extravagant thing for us where coronavirus played a huge role in our business, the only thing only part of coronavirus that plays a huge part in our business is food costs now and staffing.

00:32:54.240 --> 00:33:03.750 tjperl: People weren't they weren't looking for jobs, so I was fortunate to find the amount of help that I did find, especially in a seasonal operation and then.

00:33:05.250 --> 00:33:10.530 tjperl: The food costs is just you know lately as of late i've just been astronomically high we're trying to.

00:33:11.130 --> 00:33:21.840 tjperl: maintain a steady pricing for what we serve here without sacrificing our quantity and our quality, but things do get a little tough, sometimes, and especially in winter time but.

00:33:22.350 --> 00:33:38.400 tjperl: we're the one year, you know, and it seems like the coronavirus is behind us, we just have an aftermath to clean up but amen i'm a single 27 year old, with very few liability if anybody can do it it's me and we're gonna we're gonna we're gonna hit this thing, no.

00:33:39.150 --> 00:33:48.150 Steven Frey (SMB GUY): I would agree that it does seem like the very ideal perfect location, but selfishly I kind of wish that you had a location and millstone because it's only 10 minutes from my house, but.

00:33:49.290 --> 00:33:52.470 Steven Frey (SMB GUY): But not to worry man, I will absolutely make the drive again to go back down there.

00:33:53.250 --> 00:33:54.120 tjperl: Closer to you soon.

00:33:55.980 --> 00:34:06.060 Steven Frey (SMB GUY): Absolutely so there's there's a lot of fun madness that's associated with with you know what you're doing and how you're doing and I definitely want to get into some of that and not the least of which is.

00:34:06.450 --> 00:34:13.590 Steven Frey (SMB GUY): becoming part of you know, the beach Community that's very tight knit communities, when you talk about seasonal businesses and folks that.

00:34:13.860 --> 00:34:26.670 Steven Frey (SMB GUY): That frequent the Jersey shore during during peak season now talk to us a little bit about what it what it's been like to be establishing yourself last year getting to know the people in the Community and and building longer term relationships with those folks.

00:34:26.970 --> 00:34:35.910 tjperl: So what's what's what people don't understand is that on April 23 2021 when we opened our doors we had zero customers people don't like understand that.

00:34:36.570 --> 00:34:41.640 tjperl: When you open a business a brand new business you don't have customers, you only have friends and family supporting you.

00:34:42.090 --> 00:34:49.650 tjperl: So the surrounding town became interested in the new business and they wandered in here and they have been nothing but exceptional to me.

00:34:50.250 --> 00:34:56.940 tjperl: So welcoming across the street, I have surf liquors those guys over there have been so welcoming to me and they've been such great support to me.

00:34:57.180 --> 00:35:00.540 tjperl: And then chloe's across the street, which is a seaside staple I mean.

00:35:00.840 --> 00:35:10.890 tjperl: I can't ask for better neighbors I mean they have been just like circle records extremely welcoming that you're helping me establish my business, you know they're saying very nice positive things about us and our business and.

00:35:11.370 --> 00:35:25.260 tjperl: It definitely means a lot, because they have a lot of patrons and they have a lot of people who trust them and they wander over to cheesecake Louise and now they have another home, you know another another local spot where they can enjoy food and.

00:35:25.770 --> 00:35:29.670 tjperl: You know it's it's it's part of seaside now just one short year.

00:35:30.840 --> 00:35:38.610 tjperl: As far as the beach theme it's not something that we've ever not something we do you know we're not a beach theme store like for our one year anniversary.

00:35:39.390 --> 00:35:42.630 tjperl: I made these beach balls with our logo on it, I should have brought one to show you.

00:35:43.050 --> 00:35:49.440 tjperl: But uh you know that's really the only big thing that we do here I mean none of my sandwiches are named after a beach theme type deal but.

00:35:49.830 --> 00:35:57.030 tjperl: You know, being one block from the beach probably wouldn't be such a bad idea, but as far as a, you know as far as being here for only a year and.

00:35:57.630 --> 00:36:06.390 tjperl: being accepted by the locals you know in seaside park and seaside heights lava lead or utley TOMS river, you know we're blessed we are truly blessed.

00:36:07.200 --> 00:36:13.980 Steven Frey (SMB GUY): Absolutely it's at so many little thoughts come to mind, for even me just chatting with you over the last couple of days, while you were at the store but.

00:36:14.340 --> 00:36:19.110 Steven Frey (SMB GUY): Before it opens like people are calling and calling trying to get some get some food orders in and.

00:36:19.410 --> 00:36:30.810 Steven Frey (SMB GUY): Hearing the people stop in even before you're technically open and hearing them say see you tomorrow if that's freaking awesome you just celebrated a one year anniversary and they're already looking at you, as a daily stop.

00:36:30.870 --> 00:36:39.930 tjperl: yeah to have regular just a really cool thing and it's so important in this field, you when you have guys that just consistently love your product that are loyal to you that's really cool and.

00:36:40.410 --> 00:36:42.960 tjperl: yeah there's no there's not much downtime here at Louise you know.

00:36:43.380 --> 00:36:53.280 tjperl: When I walk in the morning I just I assume I keep the door open because I assume someone's going to wander in whether they just want a cup of coffee a drink or if they want a pork, or like cheese which I carry at this point in time.

00:36:54.090 --> 00:37:03.630 tjperl: I want to make sure that they you know they're not disappointed they're not going to leave this appointed so yeah the regulars man it's it's it's huge I mean we love you know, the new faces and the foodies and stuff like that, but.

00:37:03.930 --> 00:37:09.030 tjperl: Regular pay your bills man, you know regulars make what you do worthwhile so.

00:37:09.810 --> 00:37:16.830 Steven Frey (SMB GUY): So i'm assuming that there were some thoughts, even from the beginning about how the menu might evolve and go in some different directions, but.

00:37:17.190 --> 00:37:22.710 Steven Frey (SMB GUY): The the idea of folks hitting you up routinely for bacon egg and cheese pork roll egg and cheese.

00:37:22.980 --> 00:37:30.420 Steven Frey (SMB GUY): You know is that I know you said you know previously you're planning on integrating it full time into the venue as soon as beach season kicks up after Memorial Day.

00:37:30.750 --> 00:37:38.280 Steven Frey (SMB GUY): You know any anything else that has come along like that, where people are like hey do you have this and it's popped up more than once, where you're like Oh, maybe I should have this.

00:37:38.430 --> 00:37:49.950 tjperl: yeah as matter of fact that didn't happen when it first opened I didn't do burgers I did a cold so well because I slice the ribeye fresh and I only have one slicer in my keep my operable kitchen.

00:37:51.810 --> 00:37:56.520 tjperl: I had to take the cold tubs off the menu, because as much as I do, love cold subs and I know my way around a cold sandwich.

00:37:56.880 --> 00:38:05.730 tjperl: It just didn't it didn't fit well with the slicing of the ribeye fresh raw meat and cold cuts just doesn't mesh well, so I had to make a change so.

00:38:06.240 --> 00:38:12.600 tjperl: I said, you know what's what is something that's extremely popular that I could also incorporate into my menu, and it was burgers and.

00:38:13.140 --> 00:38:23.820 tjperl: So that that's how burgers came about our deep fried hot dog is something that at first was very under valued and now I can't keep enough in stock i'm going back to my father, my father law, he grew up in.

00:38:24.570 --> 00:38:33.090 tjperl: Your Washington heights move down to like bloomfield at a younger age and he worked in clifton for 24 years of his life and he loves rots hot hot dogs.

00:38:33.900 --> 00:38:41.880 tjperl: They do the deep fried hot dog, so I incorporated a deep fried hot dog into my menu just because I know he enjoyed it so much and as of late, and what a hint it's been.

00:38:43.530 --> 00:38:46.920 Steven Frey (SMB GUY): super super seems like your dad's a great motivator for all.

00:38:47.310 --> 00:38:49.200 tjperl: Every influencer no doubt about it yeah.

00:38:50.070 --> 00:38:54.810 Steven Frey (SMB GUY): Call it area and fluids MIT MIT MIT puts together a kick ass logo for you just just awesome.

00:38:55.140 --> 00:39:01.980 tjperl: Yes, yes, yes, I do not like you know I don't want to just you know shed light on my father my mother, has been very supportive as well, my whole life.

00:39:02.640 --> 00:39:09.150 tjperl: She was the one that you know ultimately had me in the kitchen helping her coke and like I said mean kudos to her, she was the one that said.

00:39:09.540 --> 00:39:19.860 tjperl: You know you love sandwiches so much you're going to own a sandwich shop, one day, and she was right, so this mother's day we're going to incorporate a shake after her name is Anna so we're going to call the Ana banana.

00:39:20.100 --> 00:39:30.510 tjperl: Yes, so it's gonna be a vanilla milkshake with a banana hanging out of it with love walnuts, on top of the whipped cream and she doesn't know it yet, but i'm gonna surprise for this Sunday with that.

00:39:32.430 --> 00:39:43.290 Steven Frey (SMB GUY): that's that's awesome so that you took some of the Jersey mike's experience with dealing with the cold subs and you know try that at the beginning I could totally see how that doesn't necessarily fit with everything else that you're doing but.

00:39:43.890 --> 00:39:49.770 Steven Frey (SMB GUY): i'm sure that there's a whole lot of experience that came from your years with Jersey mike's and becoming a manager and a leader and.

00:39:50.040 --> 00:40:03.720 Steven Frey (SMB GUY): You know, seeing that the whole evolution of the brand and the franchise kind of firsthand what are some of the you know the thoughts and lessons that that you feel like you've taken away from that that are really going to bode well for you, moving forward or Tuesday Lewis.

00:40:04.020 --> 00:40:12.510 tjperl: yeah a lot i've learned a lot just having progressed from working as an associate at the Jersey mike's Level Working my way up to the manager now owning my own cheesecake shop.

00:40:14.880 --> 00:40:24.480 tjperl: The only way I can really explain it is every time that you get a promotion you become more aware of certain responsibilities that you weren't aware of previously.

00:40:24.930 --> 00:40:35.880 tjperl: And I thought that, when I was a manager at Jersey mike's I had it all figured out and then I opened up a shop as an owner and now i'm seeing things through the light of an owner and how.

00:40:36.750 --> 00:40:46.980 tjperl: A lot of people open up restaurants things like that and other businesses but they're not they don't have a clear why in place as to why they're doing it a lot of times it's just money motivated.

00:40:47.310 --> 00:41:01.590 tjperl: And you learn real quick when you become an owner, you see Milton book bills bills bills bills bills and how you manufacturer that stress means everything it's so important, you really learn who you really are and what your character really is.

00:41:03.900 --> 00:41:10.200 tjperl: yeah and, on top of that, we make sure that we have a clear why as to what we're doing here.

00:41:12.120 --> 00:41:22.020 tjperl: Why we're here and just to share the experiences that we share and we live and the journey is more fun than the destination, I would say you're not having fun during the journey man you just.

00:41:23.070 --> 00:41:23.910 tjperl: you're in the wrong field.

00:41:24.540 --> 00:41:32.730 Steven Frey (SMB GUY): yeah no 100% agree and knowing your why and looking at things as as a manager of the of the Jersey mike's world and then.

00:41:33.180 --> 00:41:41.790 Steven Frey (SMB GUY): parlaying that over to Europe being your own business owner there's definitely some differences, you had a big big team of people behind you with Jersey mike's where.

00:41:42.120 --> 00:41:57.660 Steven Frey (SMB GUY): You could really work, you know, in the business in your location, but this is being your own business owner and looking to develop a system for expansion and everything is a lot of working on the business and thinking a little bit more about the air war versus the ground war so.

00:41:57.930 --> 00:42:02.040 tjperl: very fortunate that worked for Jersey mike's as well, because you see a.

00:42:03.060 --> 00:42:09.360 tjperl: Like a growing a fastly growing franchise in the making, and you see how it's how it's.

00:42:09.690 --> 00:42:22.380 tjperl: tuned and how everybody's job makes sense and they put them in the right spots, to make sure that everybody else is doing their job and helping each other out, I was very fortunate to have that opportunity and I don't take it for granted.

00:42:23.220 --> 00:42:31.980 Steven Frey (SMB GUY): yeah I would agree and giving you some great perspective on how what what's going to work and what's not going to work for your initiatives moving forward there's.

00:42:32.280 --> 00:42:38.580 Steven Frey (SMB GUY): there's there's almost nothing more valuable than that it's funny you know you you've always been a foodie you got into the Jersey mike's world and.

00:42:38.910 --> 00:42:45.750 Steven Frey (SMB GUY): You know, sometimes when you're when you're in those circles working for a larger organization it's you might might question what am I what am I doing here but.

00:42:46.050 --> 00:42:56.760 Steven Frey (SMB GUY): You know the whole point of view, being there it's like it might have actually groomed you really nicely to do things your way and how you how you foresee that happening in the future so it's invaluable.

00:42:57.660 --> 00:43:02.160 tjperl: No hundred percent I agree with that you know when you work for Jersey mike's you feel so small, but.

00:43:03.600 --> 00:43:12.810 tjperl: it's so valuable that the lessons that you learn and the experience that you gain from working in a franchise like that and kudos to them and best of luck to them.

00:43:13.470 --> 00:43:26.490 Steven Frey (SMB GUY): yeah absolutely and kudos to you and best of luck to you, although your stuff is so good, and the feeling is is so magical that comes from it doesn't really need to be luck just need to have some more support around you more of the right people who share the vision.

00:43:27.720 --> 00:43:28.590 tjperl: it'll grow for sure.

00:43:29.070 --> 00:43:38.520 Steven Frey (SMB GUY): we're going to take a quick break, but we will be right back with my man tj Pearl founder of cheese steak Louise and the captain of the Lou crew stay with us.

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00:45:40.080 --> 00:45:51.510 Steven Frey (SMB GUY): Welcome back to always Friday with me Stephen fry your SMB guy we are chatting with my man tj Pearl founder of cheese steak Louise first location opened by the Jersey shore and seaside park.

00:45:52.170 --> 00:45:59.580 Steven Frey (SMB GUY): opened a year ago celebrated its one year anniversary we had some great topics of discussion around the madness, most of them fun types of madness.

00:45:59.850 --> 00:46:13.890 Steven Frey (SMB GUY): about building the following and the Community and the the regulars who are coming in and saying see it tomorrow, by the way we didn't even get to chat about this in the last segment I understand you guys have a food challenge that you disseminate out there is that right tj.

00:46:14.100 --> 00:46:22.350 tjperl: Oh yeah Yes, our food challenge our Louis challenge, if you will, three of our glorious cheese things which are 10 inches and PAC 12 ounces of meat each there, they are.

00:46:23.910 --> 00:46:25.260 tjperl: A thing of beauty right there, my friend.

00:46:25.470 --> 00:46:37.020 tjperl: Sure it's three of those and two of our side, you can choose between French Fries tater tots or MAC and cheese and you have to finish it within 45 minutes or less if you can manage that and.

00:46:37.350 --> 00:46:49.260 tjperl: What i'll do is i'll give you a free Louise T shirt i'll give you a $50 gift card and i'll put your name on our wall and you have been the first to complete our challenge because so far over seven seven heroic.

00:46:51.750 --> 00:47:02.100 tjperl: Ever tried it, but nobody nobody's finished, we had one kid come very, very, very close you finished all three steaks and he finished one full side of Fries and he had a little bit less than one botha Fries left.

00:47:03.300 --> 00:47:10.710 tjperl: Man nine minutes left but thing is with this is it's a chore and if you are going to take a second to breathe and.

00:47:11.070 --> 00:47:17.220 tjperl: gather yourself you're going to fail because it's not meant to be enjoyed and that's unfortunate because our stakes are wonderful, but.

00:47:17.490 --> 00:47:25.050 tjperl: When you uh when you when you go to attempt to Louis challenge it's just full speed ahead get it down and get it done as quick as you can now what's really cool.

00:47:25.410 --> 00:47:32.280 tjperl: about it, is it captivates VI and it definitely makes people come in and they become curious about and that's.

00:47:33.240 --> 00:47:38.520 tjperl: that's what we like most about it because it gets new people in our doors, and you know we introduce them to the Louis experience.

00:47:39.060 --> 00:47:46.590 tjperl: But yes, if you're in doubt, for the Louis challenge, please set it up with us and we'll put we'll do like a live instagram feed with you and we'll make a whole.

00:47:47.790 --> 00:48:01.980 Steven Frey (SMB GUY): sounds like we've lost a lot of great men and women out there and the louie challenge but i'm very, very tempted I I i'm pretty confident on to to cheese steaks and one side the three cheese steaks and two sides sounds like a definitely a little bit of a challenge.

00:48:02.130 --> 00:48:09.750 tjperl: Well it's no easy task but that's why it's a challenge it's a little over five pounds of food, plus you mix it in with it, it makes it very difficult but hey.

00:48:11.160 --> 00:48:14.910 tjperl: Good luck to you and we hope you can complete it, we need you, we need one winner.

00:48:15.510 --> 00:48:29.520 Steven Frey (SMB GUY): I have a feeling that there'll be somebody who comes down ready to party, this summer, whether it's me or some some some rowdy rowdy kid or college student that's taken the summer by the beach who's really good to go to put forward the best effort i'm confident so but he's gonna with.

00:48:29.850 --> 00:48:30.510 tjperl: Hopefully do.

00:48:31.140 --> 00:48:40.830 Steven Frey (SMB GUY): But tj, this is the message part of the show the whole idea is from weekend insight the Monday impact with what I do with the program here, and you know you talked about a lot of great things.

00:48:41.280 --> 00:48:48.660 Steven Frey (SMB GUY): Following your passion is always something that's big to me it's, very often, you can you can put together some type of profession, out of following your passion, but.

00:48:48.960 --> 00:48:54.960 Steven Frey (SMB GUY): Also, the idea of take taking pleasure and being of service you're in you're in a service type of industry.

00:48:55.230 --> 00:49:01.950 Steven Frey (SMB GUY): You know the station talk radio dot nyc that we're on here right now is all about professional serving community.

00:49:02.220 --> 00:49:08.070 Steven Frey (SMB GUY): And you and the cheesesteak Louise concept to me, is one of those great examples of how passion can become profession.

00:49:08.400 --> 00:49:14.280 Steven Frey (SMB GUY): And it absolutely comes across when you walk into the store but talk to us a little bit about just some sound bites.

00:49:14.550 --> 00:49:26.310 Steven Frey (SMB GUY): that people can take home over the weekend, not the least of which is come down to come down to the shore and try cheese steak or a burger but you know just a little bit of words of wisdom that people can remember over the weekend and put into action come Monday morning.

00:49:26.760 --> 00:49:29.700 tjperl: Well, the one thing that I always say to myself just keep on chugging.

00:49:30.210 --> 00:49:36.450 tjperl: At the end of the day, you know if you're doing if you're if you're putting forth an effort on the something that you really love you took that chance and you took that risk.

00:49:37.020 --> 00:49:43.680 tjperl: you're already ahead of the game so just stay core stay positive, and you know, things will unfold in your manner and also.

00:49:44.490 --> 00:49:50.100 tjperl: You know I saw something recently that really kind of set well with me this too shall pass.

00:49:51.030 --> 00:49:56.310 tjperl: If you believe that, and you just understand that you know, not all your hard times and your stressful times.

00:49:57.060 --> 00:50:05.700 tjperl: they're not permanent this too shall pass you know and even when you're high and mighty and you're on top of the game and everything seems to fall into place just understand that this too shall pass so stay humble.

00:50:06.150 --> 00:50:10.830 tjperl: And just keep progressing keep moving forward with what it is that you believe and you're passionate about.

00:50:11.880 --> 00:50:18.990 Steven Frey (SMB GUY): Absolutely, for those who haven't been there yet cheese steak Louise calm, you can check him out all over social media he's everywhere.

00:50:19.260 --> 00:50:27.450 Steven Frey (SMB GUY): But 22 boulevard down in seaside it's freestanding building like tj said you'll you'll recognize it from some of the pictures here but.

00:50:27.900 --> 00:50:38.250 Steven Frey (SMB GUY): The red and white types of colors if you haven't been there yet you're going to be anywhere close to the Jersey shore you gotta go check this out it's a force to be reckoned with and total awesome experience.

00:50:39.060 --> 00:50:43.890 Steven Frey (SMB GUY): So any any other quick words of wisdom, you want to you want to put up there for everybody tj.

00:50:44.790 --> 00:50:46.500 tjperl: get down to Louise as fast as you can.

00:50:47.970 --> 00:50:49.950 tjperl: As much of the most sound advice I can give.

00:50:52.140 --> 00:51:01.080 Steven Frey (SMB GUY): Absolutely, and I can't wait to hear those words and follow that advice so once again 22 boulevard and seaside 732250 to 773.

00:51:01.410 --> 00:51:11.460 Steven Frey (SMB GUY): They will deliver it to the beach you got to get your butt up off the sand and walk up to the up to the boardwalk but worth its weight in gold you guys are open 11 to nine, seven days a week, is that the deal.

00:51:11.790 --> 00:51:18.150 tjperl: Early yes and we're going to extend those hours from 8am to 11pm as we get closer to Memorial.

00:51:19.320 --> 00:51:26.880 Steven Frey (SMB GUY): awesome awesome so great we're gonna we're going to share before I let you go and I know you need to get back to the.

00:51:27.210 --> 00:51:33.930 Steven Frey (SMB GUY): The breakfast brunch lunch rush and people knocking down your door before 11am before you open.

00:51:34.350 --> 00:51:39.960 Steven Frey (SMB GUY): But uh yeah before we let everybody let you go we're going to share the answers to my favorite questions.

00:51:40.200 --> 00:51:48.900 Steven Frey (SMB GUY): Who is your favorite movie or TV show character what's your favorite movie or TV show and what's your favorite musical instrument and who's the artist that you'd like to hear play it.

00:51:49.170 --> 00:51:57.390 Steven Frey (SMB GUY): So without further ado, you were pretty quick on this one your favorite movie character is Vincent laguardia gambino.

00:51:57.930 --> 00:52:14.250 Steven Frey (SMB GUY): From my cousin vinny you know the the lawyer who had only recently passed the bar exam after five unsuccessful attempts to defend his cousin and his friend and I know you and I talked about this, I bought both of us sound like we could sit in and quote this movie all day long.

00:52:14.340 --> 00:52:20.790 tjperl: lot of I feel like I scripted all movie already watched a movie it is and what a role he played in a movie but.

00:52:20.940 --> 00:52:32.820 Steven Frey (SMB GUY): What while he might not have been a good test taker which is evident his passion for his profession sent him in a killer direction for success which very, very similar to some of the stories that you've told here today.

00:52:33.120 --> 00:52:40.320 tjperl: yeah hey at the end of the at the whole premise behind this movie is this guy you know school wasn't his thing, but he believed in themselves and.

00:52:40.890 --> 00:52:46.710 tjperl: You know, obviously with a little bit of comedic goal behind it, he wanted his first case and good thing he did, are all those kids would have been fried.

00:52:48.600 --> 00:52:53.430 Steven Frey (SMB GUY): Definitely some can meet a goal that's I said, look at some of the sound bites I think you should give it to me.

00:52:54.660 --> 00:52:57.420 Steven Frey (SMB GUY): And I just think of cheese steak and burgers right there that's All I want right.

00:52:58.440 --> 00:53:04.350 Steven Frey (SMB GUY): But what when it came time for the favorite movies and TV show you actually rattled off a couple of them first you said seinfeld.

00:53:04.620 --> 00:53:05.040 tjperl: Which is.

00:53:05.310 --> 00:53:09.810 Steven Frey (SMB GUY): 10 tends to be a fav favorite around here the show about nothing but always about something.

00:53:11.370 --> 00:53:17.940 Steven Frey (SMB GUY): And you'd also went from there to say the office which not necessarily a surrounding that you're.

00:53:18.270 --> 00:53:33.000 Steven Frey (SMB GUY): familiar with, as far as being a corporate office type of setting but yeah being able to do your do the work that we're doing here today together from your office, while folks are demanding the cheese steak Louise experience outside I I really greatly appreciate.

00:53:33.060 --> 00:53:35.310 tjperl: That looks good and Steve girls oh.

00:53:36.480 --> 00:53:43.380 tjperl: that's a good look for me right guy a little cheese steak Louis logo on the top, I think, would make that really sit well.

00:53:44.100 --> 00:53:48.420 tjperl: With those comedies man I love comedies you know that helps me stay real loose in a stressful environment.

00:53:48.960 --> 00:53:59.220 tjperl: So you know the office in both the office and seinfeld were it took me some time to get into them, it was like I kind of fought through them I hated seinfeld growing up my parents love that I hated it and then one day.

00:53:59.520 --> 00:54:03.360 tjperl: I just did was like background noise and I was like wow that was pretty funny so.

00:54:03.660 --> 00:54:12.330 tjperl: I gave it a shot, I was looking at it and I didn't once again background noise and I hear something else that was funny and sooner or later, I tuned in it became one of my quickly became one of my favorite shows and.

00:54:12.780 --> 00:54:20.100 tjperl: bands and the Office was another one that was a grind just to get through the first season once I did it was just smooth sailing from there, I love it.

00:54:20.520 --> 00:54:31.320 Steven Frey (SMB GUY): yeah it took me a little bit to get it to both of the do I saw this picture Steve carell for you it's like my little heart can barely take it no more just like yeah i'm thinking about inhaling a couple cheese steaks and a burger it's like.

00:54:31.350 --> 00:54:31.950 tjperl: One of our.

00:54:33.990 --> 00:54:35.010 Steven Frey (SMB GUY): Key the defibrillator.

00:54:35.010 --> 00:54:36.420 tjperl: areas like.

00:54:38.160 --> 00:54:38.580 Steven Frey (SMB GUY): Why.

00:54:40.620 --> 00:54:48.300 Steven Frey (SMB GUY): can't I can't help but join my friends and some of these pictures here, and then you went out what went on to movies, and you said you mentioned shawshank redemption the killer movie.

00:54:49.470 --> 00:54:49.860 Steven Frey (SMB GUY): and

00:54:50.190 --> 00:54:56.130 tjperl: movies that's long, but you feel like you know it, it can go on forever and you wouldn't be mad about it yeah.

00:54:56.310 --> 00:55:05.160 Steven Frey (SMB GUY): Definitely, but a little little restricted and shawshank and you went from there to talking about grown ups which hit home with me talked about you and your friends your crew.

00:55:05.430 --> 00:55:13.680 Steven Frey (SMB GUY): Then, maybe even the loo crew, you know firing discussion back and forth ribbon on each other just same group of wisecracking people you've been around your whole life.

00:55:13.710 --> 00:55:23.850 tjperl: awkwardly exemplifies my friend group I mean we don't have normal conversations, all we do is you know we rip on each other every every chance we get but it's all out of love and it's all good times.

00:55:24.960 --> 00:55:34.620 Steven Frey (SMB GUY): It made me think of me and my brother as well i'm turning 42 he's 3039 this year and I don't think we've spoken to each other and anything but movie quotes for most of our lives beautiful.

00:55:34.680 --> 00:55:35.940 tjperl: there's only one way to compensate.

00:55:36.420 --> 00:55:48.210 Steven Frey (SMB GUY): So your favorite instrument and the artists you'd like to hear play You said the guitar and first you said, Brian may from Queen and yeah love love Queen, but then you said, this is just pure gold, you said meatloaf after that.

00:55:48.210 --> 00:55:52.470 Steven Frey (SMB GUY): Is it big big surprise that you stay guy likes meatloaf you can.

00:55:53.130 --> 00:55:55.770 tjperl: buy the dashboard light might be it's a top five favorite.

00:55:55.800 --> 00:56:05.070 tjperl: For me and that's another one that I can sing and I never get tired of it so me low thing ago I grew up listening to meatloaf and I love me love.

00:56:05.940 --> 00:56:16.500 Steven Frey (SMB GUY): me love for do anything for love and so with tj to share his passion and his food with the customers that's where it's at Thank you so much for being here with me today tj really appreciate it and can't wait to get back down there.

00:56:16.830 --> 00:56:18.420 tjperl: thanks for having me I can't wait to see it.

00:56:19.050 --> 00:56:29.220 Steven Frey (SMB GUY): coming up next week we're gonna be talking with Dante from Nice guy food tours will migrate from the Jersey shore up to nyc to chat with Dante mirka Dante founder of Nice guy food tours the number one.

00:56:29.430 --> 00:56:32.250 Steven Frey (SMB GUY): Out of 256 food and drink tours and nyc.

00:56:32.490 --> 00:56:44.400 Steven Frey (SMB GUY): Until then, thank you for joining us on always Friday we hope you gained some weekend insight to make a Monday impact have a great weekend, we will see you next week Friday 11am Eastern time, right after Tommy D on philanthropy and focus bye bye everybody.

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