Business & Tech

Owner of Dao Sushi and Thai Talks About the Recipe for Success

The Burr Ridge business co-owner dishes about what she believes to be more important than money in making it in the restaurant industry.

When was ready to open its Hibachi section last week, several loyal customers were waiting to receive the news. They had given Jojo Chen, co-owner and manager of the restaurant, their cell numbers so they could know right away. True to her word, Chen contacted each of the 10 who asked to be notified.

One of them was Dr. Michelle Kosik, a surgeon at . She and her husband Mike own a home in Burr Ridge. Kosik had told Chen she and her family wanted to be the first customers to try the Hibachi section, and they were.

"Two hours later, she walked in," said Chen. "I was so surprised."

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Kosik, her husband Mike, and their two children Mikey and Natalie have been regular patrons of Dao since it opened in 2009. Kosik is a vegan who had had a tough time getting her children to eat vegetables.

"It's difficult to find a vegetarian and vegan-friendly restaurant that also appeals to the traditional American desires," said Kosik. Mikey was five, and Natalie was six when they decided to try Dao.

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"The first time we came here, Mikey and Natalie had the Buddha Feast. Mikey said, 'Mom, this broccoli is to die for.' What mother doesn't want to hear that from her son? That's why we've come back over and over," said Kosik.

The desire to give customers healthier food options was actually the reason that Chen and her husband, Andy, decided to open their first sushi restaurant, , in Romeoville in 2006. Before that, the two had owned an 8,000-square-foot Chinese buffet in Kenosha, Wisconsin.

"A lot of people would [overeat,] because it was a buffet," said Chen.

The two started looking at ways to incorporate healthy cuisine in a sit-down setting and decided to sell the buffet. The Cantonese couple decided to try their hand at the sushi business.

Both had experience working in Japanese restaurants. Chen had been a server in a Japanese restaurant for 13 years, and her husband had started as a dishwasher and worked his way up to training with the executive chefs. It was a customer in their Romeoville restaurant who suggested the couple open a location in Burr Ridge.

"He said, 'You need to open one by my house.' There's definitely nothing comparable in the area with your sushi,' said Chen, who said she then started researching the area. The two opened the Burr Ridge location in December of 2009.

"We had more success than we expected," she said.

The Chens and John Zhang, who is the head chef in the Burr Ridge location and part owner of the restaurant chain, make it a point to have one partner on location in each restaurant at all times. Andy Chen is now the executive chef of the restaurant chain, responsible for the creation of menu items. Each partner spot checks to make sure food items are up to standard.

"To be successful, it's not how much money you make," said Chen. "You have to have a satisfied customer. Bottom line: it's quality food. That's totally a non-negotiable."

Chen said they added hibachi to the menu, because they wanted to appeal to whole families, looking to spend a night out together.

"From the clientele, I could tell it was going to be successful. This is all families [here in Burr Ridge.] You know with sushi, sometimes older people, seniors don't like the raw fish. They don't get it. They won't even try it, but this has something for the grandparents, as well as the kids, so people can enjoy family time," said Chen.

The restaurant has fresh USDA beef, chicken and fish delivered five to six days a week in order to ensure freshness and requires that all waitstaff have at least one year of fine dining experience.

"Customers have to feel that your restaurant is a second home. That's the only reason they come back," said Chen. "Everyone has competition, but I think that is the key thing to being successful."

The restaurant chain will open a third location in Oak Brook by the end of the year.


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