“The Restaurant Dream? provides a rare and realistic look inside the restaurant development process, from start to finish. Lee offers a wealth of useful information for restaurant developers of all experience levels.”

— Patrick Hynes, Senior Director, Purchasing, Darden Restaurants


“Lee provides you with everything you need and then some. His insights into the nuts and bolts of restaurant concepts, design, equity structure, marketing, and opening are unparalleled. You won't eat in any restaurant again without thinking about the tough decisions and banter that went on behind the scenes to determine every specification and detail that you see, touch, and eat.”

— Scott Uehlein, Corporate Chef, Canyon Ranch


“Opening a restaurant is probably one of the most difficult undertakings that any sane person will approach outside of scaling Mount Everest. The Restaurant Dream? provides those who are interested in approaching this restaurant design summit with a concise but incredibly thorough sherpa-like approach to realizing this goal. While it may not guarantee a successful restaurant, it will certainly prepare you for the climb.”

— Larry Traxler, Vice President Architecture and Design, Hyatt Hotels Corporation


“Lee's expertise was extremely helpful in my own restaurant development efforts. His book The Restaurant Dream? is an essential resource for anyone who is preparing to open a new restaurant, or just thinking about it.”

— Mike Alstott, NFL Running Back and Restaurateur

"Every year thousands of people venture into the restaurant business, either establishing their own independent restaurants or through purchasing a franchise from one of the established restaurant chains. What sets "The Restaurant Dream?: An Inside Look At Restaurant Development, From Concept To Reality" apart from the many "how to" books about starting up and operating a restaurant is that it is written in the form of a story, interweaving educational material with real-life experiences, including all the unexpected twists and turns that author and restauranteur Lee Simon personally encountered. Laid out for the reader are the aspirations, emotions, planning, deceptions, camaraderie, frustrations, risks, and lawsuits that were a part of the restaurant development and operations experience. Readers will see the strategies employed, the logic engaged, the successes and the failures that any aspiring restaurateur can learn and profit from, thereby improving their own prospects for success. Although specific to the restaurant business, The Restaurant Dream? has much to commend it to the reading lists of anyone considering an entrepreneurial venture in establishing a small business regardless of the product or services to be provided the public. Very highly recommended and invaluable reading!"

— Midwest Book Review

“Every person who has the dream of opening a restaurant must read this book. A priceless detailed description of making a plan prior to what will be the most bank withdrawals ever made in one year.”

— Tim Rosendahl, CEC, CCE, AAC, President - Executive Chef, Dakota Food Group


“At last we have a book that allows students and other would-be restaurateurs to make informed decisions about entering the restaurant business. Lee's detailed account of real-world restaurant development experience is a useful companion to what we teach in the classroom.”

— Stephani Robson, Cornell University School of Hotel Management


“A must-read for anyone who plans on starting their own restaurant company. The Restaurant Dream? helps eliminate the nightmares.”

— Rob Foraker, Director of Equipment Purchasing, Max & Erma's Restaurants, Inc.


“In his journey through the development of a restaurant concept, Lee identifies the trials and tribulations that all restaurateurs experience. A must-read for anyone contemplating entry into the always crazy, sometimes unexpected, but never boring world of restaurant development.”

— Brian Wright, Development Principal - Partner, Corinthian Restaurant Group, DBA Earl of Sandwich


“Having had the pleasure to work directly with Lee on our new commissary confirms the practical skills articulated in this incredible book actually work in the real world. A mandatory cover-to-cover read for anyone planning to invest time, resources, and funds into the food and beverage industry.”

— Warren Dietel, President, Puff ‘n Stuff Events Catering


“The Restaurant Dream? is a refreshingly honest and incredibly informative look into Lee's journey as a restaurateur. He clearly addresses and answers many of the questions fledgling owners and partners don't want to talk about, or even think about, in all the planning and operating insanity that comes with the business. This book is a must read for anyone interested in opening their first establishments; and learning about the Business of Restaurants.”

— Jacob Hamburger, Managing Partner, Prey Bar and Lounge, New York, New York


“Lee presents a real-life view that recognizes the many details that must be dealt with as a developer of a restaurant concept. His personal experiences with all aspects of the development process are clearly evidenced in this blend of classroom theory and real-world practicality.”

— Frank Zorc, Senior Director of Development, Ginn Clubs and Resorts


“In The Restaurant Dream?, Lee chronicles his roller coaster ride of developing a restaurant from the initial idea through the grand opening. His experience will benefit anyone who thinks they want to open a restaurant.”

— Carolyn Lambert, Associate Professor, Pennsylvania State University School of Hospitality Management


“An interesting twist from the “How To” tome, the “How Did” methodology for being in the Business of Restaurants provides the reader with a flavor of the journey, tasting both the bitter and the sweet along the way. An intriguing and invaluable perspective for anyone in the hospitality industry.”

— Stephen C. Lipinski, Restaurant Veteran and Hospitality Real Estate Specialist