After Buying This Restaurant: Skinny Limits

by in Shows, February 5th, 2014

Keith Simpson on Buy This RestaurantWhen Joanie and Cary began their Buy This Restaurant journey with Keith Simpson, they weren’t business newbies, having run their Skinny Limits juicing operation out of a food truck for a while.

They would be, however, first-time restaurant owners, so they looked to Keith for help in finding a prime location that would offer them the expanded real estate for customer service they so desperately craved, plus room to bottle and distribute their products — fresh juices and raw foods among them. After scouring several Austin properties, some with asking prices well within their $350,000 budget as well as some that were over budget, the husband-and-wife clients opted to pursue a space that was once home to a music store. Although this location had not previously been set up as a restaurant, it promised a whopping 3,300 square feet of space and came with what Keith called a “monument sign” out front, which would go a long way in helping Joanie and Cary promote their restaurant.

FN Dish caught up with Joanie a few months after filming the show to find out how their business is progressing, and to learn more about her and Cary’s plans for Skinny Limits. Read on below for an exclusive first interview with Joanie and to get the latest details on the restaurant.

How is the renovation process? Has it taken the full six months to open?
Joanie: It is going great. Of course it’s slower than we want, but as the building is taking shape, we are getting more and more excited. It’s going to take the full six months to get it open. With design review, permits, construction bids, etc., it’s a long process. Having our temporary kitchen has been a great way for us to keep up with the growth of our shipping business without getting too stressed out.

What was the most-influential factor in you choosing the corner location over the East Sixth Street space and the Thai restaurant?
Joanie: This is our one big shot at creating a space that is ours. We need it to be exactly what we want. Even though the other spaces could have worked, we made a list of each compromise we would need to make moving into the spot. At the end of the day, the corner location may have been the most amount of work to get into, but it had the fewest compromises. We are in this for the long-term, so the choice became clear.

In terms of construction, what have been your greatest struggles and successes as you work to open Skinny Limits?
Joanie: Taking on this construction project is a lot of work. Cary and I are constantly going by to check the building progress or meet with the designer to pick finishes or make adjustments to keep us in line with the budget. It is a lot to keep up with. Our greatest success is that we have such great people working on our team that they are stepping up and handling things while we are spread thin. We are grateful for our team.

What’s the greatest difference in working out of a full-size restaurant compared to a food truck? Have you run into any experience or obstacle that you weren’t expecting?
Joanie: Space, space, space! We love having all of the extra space in our temporary kitchen. We can only dream about how great it will be working in our custom space.

What advantages has the blank-slate setup of the corner location offered so far?
Joanie: When we took the concepts to the architect and the builder, they had no problem working the ideas into a workable plan that met all of our criteria. Had we chosen another location, there would have been things we wanted that we would have had to cross off our list.

So far, have you run into any trouble converting a non-restaurant space into a working restaurant kitchen?
Joanie: The only trouble so far has been a few time delays for permits. Converting a non-restaurant space to a restaurant requires a change of use from the city. This means our plans had to be reviewed by the health department, zoning department and water/wastewater department. It’s a complicated process.

Are you sticking with Keith’s original design concept for Skinny Limits? Tell us about your design ideas for the new space.
Joanie: We are, with a few minor adjustments. To keep on budget, a few changes needed to be made. Our architect and builder worked hard to get us as much of our dream worked into the plan that would meet our budget. Our favorite part of the new space is the larger production area. We are shipping out more and more product across the country, and having the bigger production area means we can fulfill more orders.

What do you think will be the most-important design aspect of the space in order to achieve the multiple purposes — juice bar, grab-and-go meals and bottling — within Skinny Limits?
Joanie: Designing the space to provide a flow of product is critical. Fresh produce needs to be able to come in, get prepped, batched, juiced and bottled in a manner that doesn’t have us stepping all over each other. Station design to accomplish this is critical. Both our architect and builder have a lot of restaurant experience and have designed a space with workstations that will make the flow fast and efficient.

What was the best-selling juice from your food truck operation?
Joanie: Our best-selling bottled juice is called Balance — it is cold-pressed kale, cucumber, spinach, lemon, parsley, apple, celery and ginger. The ginger is so great for inflammation and digestion; it also tastes delicious.

Who do you envision to be your typical customers — families, business people, wholesale operations?
Joanie: Our typical customers are everyday people from all walks of life; they care about their health. Most of our customers have or want to have a healthy-eating lifestyle.

What advice do you have for others considering transitioning from a food truck business to a brick-and-mortar restaurant?
Joanie: Listen to your customers! If they are asking you for more and telling their friends to try you out, that is a great signal to move forward. When we first opened, not everything was working out. We had items on the menu that were slower movers and others that seemed to be a hit. We talked to our customers, got feedback and then made changes. Over time, our sales improved and word of mouth about our products spread.

What are you most looking forward to for your new restaurant?
Joanie: We both have this great vision of being in the new space — most looking forward to having ample space to be able to provide the full-service menu that a healthy lifestyle demands. Our older children, Alec and Emma, will be working side by side with us, making juice, bottling, labeling, helping customers. The juice will be flowing!

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Comments (11)

  1. ts from illinois says:

    enjoyed watching the show but was disappointed not to see the remodel and finished restaurant. Kind of made me feel like I wasted the time.

  2. William Bruce says:

    As president of the American Business Brokers Association, I watched the premiere with real interest.

    The broker, Keith Simpson, presented a professional appearance with one exception. And he appeared helpful, but I couldn't tell whether he was representing the buyers or the sellers.

    The one appearance exception referred to above was a short (thankfully) segment in which Simpson appeared in a purple dress shirt, purple tie, and purple handkerchief in his coat pocket. In this scene he looked more like a faith healing televangelist. Business brokers srtive for a professional appearance similar to CPAs and bankers.

    A factual error that I noted occured when he was talking to a buyer prospect for a juicing restaurant (vegetable juice plus food) for a total price of something over $300,000. He told the prospect that they should be able recoup their investment within one year. That is totally unrealistic in my experience as a business broker since 1986. He made other claims during the program of too quick returns on investment.

    The other thing I didn't like was that he told the same prospects, "You must decide quickly as someone else could snap up these restaurants at any time." This is too close to a used car salesman. Profesional business brokers do not use this tactic.

    Simpson referred to himself several times as "one of the top restaurant brokers in the country." However, he's not a member of the American Business Brokers Association nor the International Business Broker Association. And I couldn't find any listings of his on, the Internet's most popular business-for-sale marketplace. Additionally, he is not a licensed real estate agent or broker in Minnesota (resident or nonresident) where he showed some prospects a business which included real property.

    Maybe he's not really a business broker, but "plays one on television."

    William Bruce, President
    American Business Brokers Association
    (251) 990-5934

    • Tom M says:

      I thought his projections on ROI were very unrealistic, maybe no so to a TV Business Broker. I believe your last sentence to be the case.

  3. Guest says:

    As someone from Austin that is familiar with the company and has been to more than one of their locations (they currently have three), I find what was said in the show strange.
    Yes, they have a trailer that they run but I've been to the FarWest location and it is a full blown retail space with a small kitchen that you can see right behind they counter. You can even watch them make your smoothie or fresh juice order.
    Not sure if how the business was represented in the show was unintentionally misleading or just a bold faced lie, but it makes me wonder.

  4. The Colonel says:

    This new show adds a important perspective to bar/restaurant reality TV. I would like to see it expanded to an hour and provide additional focus on the equipment needed for the specific restaurants. Working in a successful bar and grill started by a couple with no experience I see major challenges in getting the storage, preparation and "cooking" equipment required for a restaurant.

  5. Gary says:

    Like this new show. But it does seem like they could have waited to start the series once some remodels were done. Regardless GOOD LUCK to all.

  6. Terri says:

    I like the show BUT you need to let us see it completed. You see disgusting restaurants but you don't get to see the remodel. I want to see the business in it's new renovated space in operation. I like the concept but finish it. The way you're going I can see this getting boring.

  7. Amy says:

    I liked the program, but I consider it unfinished, it's like a suspense movie… would love to see an update in the same program.

  8. Marti says:

    Enjoy the show! Keep it going please.

  9. Kelly says:

    How does one submit to be on the show???

  10. Roger says:

    Great show

    We would like to see more.


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