New Jersey native Jeffrey Zurofsky, Co-founder and Partner of ‘wichcraft, and Co-host of Bravo TV’s “Best New Restaurant,” sat down with Joanna Gagis on “Life & Living” to discuss entrepreneurship in the culinary arts.
The Fort Lee native says that it is important to teach young entrepreneurs to grow. “If you do not repeat the mistakes you make, and learn from them and move forward, you will grow.” He cites the phrase, “only make new mistakes.”
“Best New Restaurant” acts as a way for restaurants to compete in the hopes of being known as the best new restaurant. This show is different than others of the same genre because it shows the restaurant staff in their own environment, chronicling the everyday challenges of running a business.
“You see them in their own environment, working in their own conditions,” Zurofsky states. “Every contestant on the show said that the competitions that we had given them were some of the toughest challenges they had.”
Zurofsky says that growing up, he learned how to cook from the television programs he would watch in his New Jersey home. “I learned how to cook from PBS.”
Believing that good food should be more accessible than just at fine dining restaurants, Zurofsky opened ‘wichcraft, a sandwich shop based on ingredients from the farmer’s market.