For those who think--or dream--of opening a restaurant, this book is a must read. Author Ron Salisbury started out running his parents' venerable Los Angeles landmark El Cholo (founded 1923) and went on to successfully own and operate eight more popular Southern California restaurants over the ensuing decades. The author offers up his experience on how to not just survive, but thrive, in a fickle and competitive business. Want to know why you shouldn't waste money on advertising? - Why you should always check in with the dishwasher? - How not to lose $10,800 in annual sales? - The role that women play in restaurant selection? It's all here, written in short readable vignettes with Salisbury's incisive wisdom and wit. He guarantees that at least one idea will more than save you the cost of the book, repeatedly. More than a restaurant manual, the book is filled with universal insights into good business practices. And diners in search of a great restaurant experience will appreciate Salisbury's insights into what gets people to return to their favorites. "Some of us survivors of the restaurant business have been at it for more than fifty years. Ron is one of them, still engaged in the world of hospitality, always supporting classic, long-lasting establishments, and keeping a strong feeling of integrity and commitment to the art of food." -- Piero Selvaggio, Owner, Valentino's, Santa Monica, California "Ron has spent a lifetime creating successful, iconic restaurants that offer people great food, great atmosphere and places to make memories. As a longtime partner of ours it's been wonderful to witness his continued success. The restaurant industry is full of challenges, yet Ron has identified strategies to ensure that his establishments continue to thrive. There is much to be learned from his experience as a third-generation restaurateur." -- Kent McClelland, President and CEO of Shamrock Foods Company "Ron is a classic. He wanders through life and picks up the best bits, the juiciest morsels, serving them up with an ageless wit. His story reminds us to laugh on the journey and sing in the rain. Ron sets the table for a feast for the soul." Marin and Noah von Blom, Owners, ARC Food & Librations, Costa Mesa, California Ron Salisbury has been running restaurants for the last sixty-five years, a period of time in which most people are born and retire. He grew up working after school as a dish sorter, busser, and steam table expediter in his parents' Los Angeles restaurant, El Cholo. In the decades since, he has opened restaurants throughout Southern California: Sonora Cafe (downtown Los Angeles and La Brea); El Cholo (Anaheim Hills, Corona del Mar, downtown Los Angeles, Irvine, La Habra, Orange, Santa Monica); The Cat & The Custard Cup (La Habra); The Cannery (Newport Beach); and Louie's by the Bay (Newport Beach). He is the recipient of the Elizabeth Burns Lifetime Achievement Award from the Los Angeles chapter of the California Restaurant Association; was nominated to the Hall of Fame of the California Restaurant Association; and appeared In April 2010 on the Rachael Ray TV Show, where he was awarded first place for L.A.'s Best Taco. He has lectured at California State Polytechnic University Pomona.