In Chicago’s vibrant dining scene, few names stand out like Vandalay Brands. With 10 unique restaurant concepts spanning fine dining, beachside eateries, Neapolitan pizza spots, and more, this dynamic group continues to captivate the city’s taste buds. At the helm is Josh Schonfeld, COO, whose hands-on approach and passion for hospitality have been instrumental in shaping the brand’s success.
Building a Chicago Legacy
Founded in 2010 by two lawyers eager for a career change, Vandalay Brands started with a bold idea: opening a beach bar at Montrose Beach. Despite the unlikelihood of city approval, the idea took off, and The Dock At Montrose Beach became the group’s first establishment. Josh joined in 2013, initially managing their second location Caffè Oliva. “I was hired as a GM,” he recalls, “and quickly joined the partnership, helping them expand. These guys had no restaurant experience, and I brought my expertise to help turn their dream into a reality”.
Today, the group has evolved into a culinary powerhouse, with concepts ranging from Mexican eateries to an award-winning brewery in Evanston. “We do it all,” Josh says. “From shucking oysters to brewing some of the best beer in the country”.
A Unique Path to Leadership
Josh’s journey to COO was anything but conventional. Starting his career managing ski lodges and opening restaurants in Vail, Colorado, and Las Vegas, he developed a deep understanding of the industry. When he joined Vandalay, he juggled multiple roles, from HR and accounts payable to filling in when a manager was absent. “I did it all until maybe restaurant five or six,” he admits. “It became too much for one person, so I had to delegate responsibilities”.
Despite his expanded role, Josh has never let go of his love for being on the floor. “I still get yelled at by my partners for bussing tables or running food when I should be focused on strategy,” he says. This hands-on approach, though challenging, has kept him connected to his team and customers
Embracing Technology to Drive Efficiency
Under Josh’s leadership, Vandalay Brands has modernized its operations by embracing technology. From upgrading outdated POS systems to implementing restaurant-focused payroll and HR software, Josh prioritizes efficiency. “We used to do everything old-school—spreadsheets, QuickBooks for payroll. Now, everything is digital,” he explains. However, staying ahead requires constant evolution. “I’m always looking for better tools to manage certifications and employee onboarding, especially with over 500 employees”.
A pivotal partner in this tech transformation has been F3 Technologies, a Chicago-based company staffed with former Toast POS experts. Josh praises their expertise and quick response times. “What I love about F3 is their deep knowledge of Toast and the challenges restaurants face. Whether it’s fixing a printer, managing our Wi-Fi networks, or resolving complex system issues, they’re always there,” he says. “They’ve created a system where we can text them for simple fixes or rely on them for on-site support within a day. It’s a game-changer for our operations”.
F3’s contributions go beyond troubleshooting. They also help Vandalay streamline infrastructure, ensuring all restaurants maintain consistent processes and technology. “From cash management to accounting practices, they’re helping us standardize everything, which is essential for scalability,” Josh adds. Their local presence and hands-on approach have been invaluable in keeping the group’s diverse concepts running smoothly. “We’re lucky to have partners who understand our business and work tirelessly to support us”.
Lessons in Partnerships
For anyone considering partnerships in the restaurant business, Josh offers invaluable advice: “Make sure you go into it with people you trust, who share your passion for hospitality, and are willing to take risks. I’ve been fortunate to work with partners who care deeply about food and service, not just the financial gains”.
Josh’s journey, from managing a single restaurant to leading a thriving brand, is a testament to hard work, adaptability, and a relentless passion for hospitality. As Vandalay Brands continues to grow, his leadership ensures they remain a standout in Chicago’s culinary landscape.
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