Ten Year Plan: How the Founders of Tender Greens Scaled Their Heart-Centered Brand

Ten Year Plan follows the journey of three young entrepreneurs who in 2006 opened a radically fresh, disruptive restaurant concept in the heart of Los Angeles. Defying the long odds stacked against everyone in the restaurant industry, the founders and their skilled team built Tender Greens, named by Conde Nast Traveler as one of "The Ten Best Restaurant Chains in the World," and by Forbes as one of the "25 Most Innovative Consumer Brands." Ten Year Plan lays out a practical, proven approach to creating enduring value--including missteps, misgivings, setbacks, and successes. Applicable to any industry, the scalable business model crafted for Tender Greens gives equal emphasis to margins and mission. Your business, especially now, can be a powerful engine for needed social change.