Keith Richards describes mindset starting Taziki’s — ‘I knew at that point there was no plan of failure’
Keith Richards, founder of Taziki’s Mediterranean Cafe, appeared recently on Yellowhammer Podcast Network’s “Living Life on Purpose” to talk about the leap of faith it took to launch his business and many other topics, including a program created for special needs employees.
Richards described to podcast host Matt Wilson that the idea to start Taziki’s took form after a three-week trip to Greece with his wife, Amy.
At the time, Richards was working with Frank Stitt at Bottega in Birmingham, but he wanted to start his own restaurant.
So he borrowed $50,000 and relied on family to help him get the restaurant ready to open.
“I knew that at that point there was no plan of failure,” Richards told Wilson. “I could not fail. I could not stop what I was doing.”
One Friday night during only their third week in the business, that resolve got put to the test.
That was the night the dinner crowd swelled beyond what Richards expected, and he ran out of food. He recalled Amy, who worked for US Airways at the time, having to shut the restaurant down. As an apology to their customers, Amy handed out 50 signed menus that were good for a free dinner at a future date.
Richards said he got back 49 out of 50 menus, and now Taziki’s has 93 locations in 17 states.
He credits the trust he built with restaurant customers in Birmingham as essential to Taziki’s success.
“My relationship that I created with our guests at Bottega was very important,” said Richards. “The guests trusting me. Trusting me knowing while they were at Bottega they were going to get great pizza or great pasta. I was going to make sure that I saw through what Frank was serving, it was going to hit our guests in a positive way, and then I was going to make that connection. Honestly, I feel that is how we became successful.”
When Richards set out to open the second Taziki’s, Amy had become pregnant with twins. Apparently, a pattern had set in because Amy was pregnant with twins again when the third Taziki’s opened.
Even with the added responsibility at home, Richards knew he was working as he was called to do.
“A lot of its faith built,” he said. “Trust the Lord in giving us the right direction. And really being passionate about guest services.”
Another part of his business about which he is passionate is his employees.
Tazkik’s has an exceptional special needs hiring program that has grown to include 15 employees. It was born out of a chance encounter with a special needs teacher from Shelby County. Now it is one of the most valuable aspects of Taziki’s culture.
“For me, it wasn’t so much of just bringing in the student, it was almost how can I get back to that parent,” outlined Richards. “God has blessed us with four healthy children, I thought, you know what, if I could give Momma D or Daniel’s mom or Steven’s father just some time to reflect and play tennis or pray or meditate or shop without them, then I’ve kind of created two little opportunities for both. For them to be self-sufficient and work with us as our team, then the parents go do what they want to do. It gives them time away because when you look at the life expectancy now of a child with Down Syndrome, now they are living to 70 or 80 years old.”
Richards believes the program has even allowed him to look at his company in a different way.
“We cherish them, we protect them, and we love them,” he said. “To me, that was another aha moment with Taziki’s. It’s so easy for us to give back.”
“How can you have a bad day?” is a question Richards often asks himself when he sees one of his special needs employees engaged in their daily routine at work.
“We want to make sure these kids flourish,” said Richards. “I don’t do it for the feeling. I do it because it gives them an opportunity, it gives them a meaning and a purpose.”
Another opportunity he developed to help them and his restaurants is called HOPE Project. HOPE stands for Herbs Offering Personal Enrichment.
Under HOPE Project, special needs students at several Shelby County schools grow herbs that are used in Taziki’s restaurants. What started as a project in a small bed in front of one school is now the recipient of grants and includes greenhouses and numerous sites.
Richards believes he is fulfilling an inherent responsibility by partnering on these types of projects.
“It’s up to us as business leaders to empower and to hire those [special needs] students,” he concluded.
Listen to the entire episode of Living Life on Purpose to hear Keith Richards provide some advice for aspiring entrepreneurs and warn of the challenges they will face. He also describes the unique ways he fought burnout while he was getting his business going. He discusses plans and expectations for growth, how technology has made a difference in their business and find out why he says, “Taziki’s is my middle name.”
For more stories of how people have lived their lives with a purpose, listen and subscribe to Living Life on Purpose with Matt Wilson on iTunes, Stitcher, TuneIn, Spotify and Google Play. Matt’s guests include Andy Andrews, UAB head football coach Bill Clark, Congressman Gary Palmer, Scott Dawson and many others.
Tim Howe is an owner of Yellowhammer Multimedia