How I Built A $75 Million Restaurant Empire
ฝัง
- เผยแพร่เมื่อ 6 พ.ย. 2020
- When Marcus Samuelsson was working as a chef in France, he was told that he’d never own a restaurant because there weren’t any Black-owned businesses with the ambition that he had. This propelled him to move to America where he had seen Black excellence and was motivated to bring his vision to life. Today that dream resides in Harlem and has become one of New York City’s most famous restaurants.
Born in Ethiopia, he was separated from his parents during the Civil War in 1974 and subsequently adopted by Swedish parents. After spending his entire youth cooking alongside his grandmother, he developed the chops to work in kitchens around the world. Since then he’s been an immigrant six times, but laid his roots in America where he opened 23 restaurants and employed 2,000 people under normal circumstances.
When Covid struck New York City he quickly turned his restaurant into a community kitchen and began donating meals to essential workers and some of the hardest hit communities of color. His efforts kept much of his staff employed and fed over 250,000 people in need.
» Subscribe to CNBC Make It.: cnb.cx/2kxl2rf
About CNBC Make It.: CNBC Make It. is a new section of CNBC dedicated to making you smarter about managing your business, career, and money.
Connect with CNBC Make It. Online
Get the latest updates: www.cnbc.com/make-it
Find CNBC Make It. on Facebook: cnb.cx/LikeCNBCMakeIt
Find CNBC Make It. on Twitter: cnb.cx/FollowCNBCMakeIt
Find CNBC Make It. on Instagram: bit.ly/InstagramCNBCMakeIt
#CNBC
#CNBCMakeIt
Your environment REALLY matters, if you want to be excellent surround yourself with excellence
Very true
He was adopted by a Swedish family.
@@swicheroo1
Your point?
@@beach_boy1141 He got his mindset from Sweden, not the US.
The US just inspired the theme of his restaurant, but Sweden gave him the mindset needed to build it, believe in his own abilities and not give up.
I am thinking about a new type of restaurants : eating-spots,
in eating-spots, food keeps changing, chefs also rotate,
this is opposed to current restaurants,
thanks to this rotation of food and chefs, eating-spots are way more powerful than restaurants,
along with that, there is an app,
people vote for the food that will be cooked in the next days,
menu is influenced by the live input of the people via an app
Brother is worth millions and you don’t see any fancy clothes no Gucci chain... nothing. Be rich don’t look rich ❗️
Congratulations 🎉🎈.
But he made off in America off the black people space so he was not born here or raised here so he doesn't have that connection too black American community but shine on kishnite brother but remember your here on black American blood and tears
@@lillyglass8608 Good comment .I couldn't agree more . Especially with that European accent, he's not going to have the same experience in the USA as blk people who were born here and have suffered blatant racism,even giving stricter drug sentences for crack(associated with blk street dealers),than for powdered coke...
I am a foreigner,and this is obvious to me..
He probably wears couture. Chains and certain brands are what rappers wear.
That’s how it should be
@@lillyglass8608 it doesn’t matter.... remember he is also creating jobs for folks as well....plus he also celebrate the rich culture of Harlem.
A true success story. Believe in yourself, never give up...
Guy comes to America with ambition. America provides him with a platform to succeed. Guy works hard, and makes it. Never gets old. Congratulations, sir.
then some of this country's ppl say... "Go back where u came from" or "immigrants take our jobs" LOL
@princessjazz5767 That sentiment comes from the sense that there is TOO much immigration. Obviously, that's possible. Over 3 million illegal border crossings under the Biden administration. It's great business for human traffickers, not so good for assimilation into American culture or wages when you have a landslide of low-skilled workers suddenly showing up in the labor market.
Wow 6 times immigrant. Congratulations on your multi million dollars restaurant business. Food indeed brings people together
Multi dollar LMAOOOO
@@muhammadibrahim5483 what’s funny
@@Blecyn you congratulated him for owning a "multi dollar" business. Which would mean a 3-100 dollar business...now im sure your not doing this on purpose so, let me just tell you that you my friend are one of the dumbest people to have ever gotten a comment with over 100 likes.
@@muhammadibrahim5483 multi million dollars 💵. We good yeah?
@@muhammadibrahim5483 yeah she is right it is a multi million dollar his company is worth $75m
I love to see a fellow Ethiopian winning 🇪🇹 🇪🇹 🇪🇹
@Que_Rico I was referring to his ethnicity not his nationality or family upbringing! Usually they go hand in hand but not in all cases and that's more than fine.
@Que_Rico he identifies as both ethiopian and swedish. Go slither back into your right-wing fascist hole.
I am thinking about a new type of restaurants : eating-spots,
in eating-spots, food keeps changing, chefs also rotate,
this is opposed to current restaurants,
thanks to this rotation of food and chefs, eating-spots are way more powerful than restaurants,
along with that, there is an app,
people vote for the food that will be cooked in the next days,
menu is influenced by the live input of the people via an app
Amen
@yes maby you are wrong ETHIOPIANS are proud black African an emblem for black African survival.
He came to America because there was black excellence . That’s dope
He’s not 100% black bruh.
@@CaptainPlanet007 so what is he?
@@CaptainPlanet007 hes literally ethiopian. Like what are you talking about.
@Captain Planet where is Ethiopia located? Come on man
@Sumaya Ali i know it pretty well as I’m African myself. Just wanted to point out how this comment is inappropriate
Much love from your homeland, Ethiopia, Marcus Samuelson.
My husband met him a while back and said he’s a very humble, hardworking dude👍🏽👏🏽
It does really show
I am thinking about a new type of restaurants : eating-spots,
in eating-spots, food keeps changing, chefs also rotate,
this is opposed to current restaurants,
thanks to this rotation of food and chefs, eating-spots are way more powerful than restaurants,
along with that, there is an app,
people vote for the food that will be cooked in the next days,
menu is influenced by the live input of the people via an app
👍
I met him too. He comes into Red Rooster while you're eating sometimes. He's great and the food is honestly amazing
@@stanvanillo9831 buncha liars here😭😭😭
“If you’re passionate & you’re open to learn, you will never be out of work”🤔
He said it right
This is so true, the more you know the more money you can make
I am thinking about a new type of restaurants : eating-spots,
in eating-spots, food keeps changing, chefs also rotate,
this is opposed to current restaurants,
thanks to this rotation of food and chefs, eating-spots are way more powerful than restaurants,
along with that, there is an app,
people vote for the food that will be cooked in the next days,
menu is influenced by the live input of the people via an app
@@Zo-hc2fn thanks for giving me an idea
@@FazzyKVlogs you are welcome mate
I love seeing him judge on Chopped and other cooking shows, so great to hear his incredible story! :) #blackexcellence
As an ethiopian, I am proud to see him thriving. What I am most proud of is his humility and the respect that he shows to the african-american community. He is truly bridging the gap between africans and african-americans through food and culture exchange!!
Really rich people don't wear or drive their money! To keep wealth, humility is key! May God continue to bless you sir!
Amen....never leave God out the equation.
Repent, Jesus christ is coming back.
I believe he is one of the best chef there is.and certainly very underrated.
How is he underrated? he won the most prestigious award 6 times, is considered the best chef in NY and was guest chef for Obama's state dinner.
@@andyt9181 O okay I didn't know that.My bad
I am thinking about a new type of restaurants : eating-spots,
in eating-spots, food keeps changing, chefs also rotate,
this is opposed to current restaurants,
thanks to this rotation of food and chefs, eating-spots are way more powerful than restaurants,
along with that, there is an app,
people vote for the food that will be cooked in the next days,
menu is influenced by the live input of the people via an app
@@mohammadrajibuddin7255 the best chef are not on telivision 😂😂😂😂, only a real chef will understand what i m talking
Repent of your sins and follow Jesus Christ Almight y.
I love your mission of bringing people together. In a world that is so divided today, we need more people like you.
Am happy when I see my hardworking Ethiopia's make it in the world
Me I am even much happier when I see my fellow African make it out there. From uganda
@@justusmwesiga6723 you're right brother there is no Ethiopian without African
@@abenzerkebedeethiopian4578 and no Marcus without Sweden!
My mom LOVES this man. Can’t wait to share his story with her
Your mom doesn't know to cook
I am thinking about a new type of restaurants : eating-spots,
in eating-spots, food keeps changing, chefs also rotate,
this is opposed to current restaurants,
thanks to this rotation of food and chefs, eating-spots are way more powerful than restaurants,
along with that, there is an app,
people vote for the food that will be cooked in the next days,
menu is influenced by the live input of the people via an app
@@BlackMamba-lt8oe stupid
@@BlackMamba-lt8oe dumbest comment ever
The way he embraces his family.. the one that adopted him is soo heartwarming...
I went to his restaurant in Harlem last December for a personal event! The love that I got from the staff was simply Amazing! I ask to see Marcus and he was to happy to take a pictures with my party. Such a talented, intelligent, humble man. I wish him and his staff nothing but the best!
I was wondering where did I saw him and I realized he has been on many buzzfeed tasty videos.
I always get to see him in my YT stories cooking salmon or something
He just looks a regular guy. The beauty of decency!
Food Network CHOPPED judge🥰
Brother marcus.I can't tell you how proud I am by your success.as your country man,wishing you peace ,health and happiness!!.
Our dear Marcus, our pride, as an Ethiopian, I am proud of you because you showed us success in America is possible but not overnight! I watch your shows also “No passport required” very interesting! I feel good as it’s representing ppl and cuisine from all over the world! You promote those struggling less represented chefs and restaurateurs so ppl know their businesses. Keep it up brother. One more thing I like about you is that you never pretend to be someone else; you’re the real stuff who I think is not flashy (though you have real capacity to be so). You appreciate where you come from and is a simple guy!
Thanks for what you did for ppl in this difficult time.
Take care and god be with you all the way!
BLACK EXCELENCE IS WHAT HE SAID!
but it's mostly for African immigrants to America not the ones who are descendants of slaves. On average they earn twice as much
@@tytube3001 why?
@@tytube3001 < agent of chaos. As usual
cringe
@@tytube3001 Please stop spreading divisive lies.
Wow! What an inspiring story and such a unique upbringing.
I love Marcus’s perspective and his heart to continue to stay CONNECTED to his core beliefs and desire to help people both close and afar
Rich people play the money game to win. poor people play the money game not to lose. the goal truly is, the rich people always want massive wealth, the poor sees a surplus as an opportunity for consumption instead of investing it...we have to change our mindset and do what the rich does, with the little we earn, which is investing it. the world is changing..
@Chris Davis To me I believe that investment is meant for the already rich, the rich invest their money in commodities, bonds, stocks, and now in crypto. when they are tired of working all day long having sleepless nights.
@@smithwillison6345 I will partially accept this claim.
Few weeks ago Elon Musk brought some billions dollars worth of Bitcoin, which today with the current rate of Bitcoin the profits already generated by him is more than the profit he could have made selling Tesla cars for about 4-5years.just imagine that.
@@smithwillison6345 Investment isn't that easy the way you guys see it
@@danhanson5314 Sir investment is easy. But only if you have mentor or an expert who do it for you.
We love his plantain recipe
He has amazing passion.....and positive energy....
An inspiration 🇪🇹🇪🇹🇪🇹
We are proud of you our beloved brother! You show The World how proud and strong Black, African , Ethiopian , and Swedish you are!🙌🏽🙏🏽😍 what a wonderful family raise you to be come such a loving and caring young and enter-pruner man you are..?!🙌🏽🙌🏽🙌🏽😍 we are proud of you and keep shining my dear! I haven’t be New York but when I am your Resturant will be my first stop..?!🙌🏽😍🥰🥰✊🏽✊🏽✊🏽
Wow! Thank you for all that you are doing in your community. I never knew your story but we had dinner at your restaurant every night for a week while we were in Sweden(Stayed at the Clarion hotel, your restaurant on the ground floor). Congratulations, Mr Samuelsson! That's a blessing!!
Very proud of the work you did during COVID. It means so much to have been a hero during dark times.
So happy I’m watching this right before going to bed. Chef Marcus story is so inspiring just the motivation I need for my own brand
Tried Red Rooster in Harlem last month, was a great experience! Great to see the chef's story.
He went with Anthony Bourdain on a trip to Ethiopia for an episode of Parts Unknown, a must watch💯💯💯
This is fantastic they gave back to the community. It is hard times for everyone during covid. One thing covid has taught me is be grateful for what we have.
I love this so much, for so many reasons 🤎. Bravo 👏🏾 👏🏾👏🏾.
I've had the pleasure of eating at one of his restaurants and I intend to visit Red Rooster as well. I hope some day I can open my own restaurant and tell my story so I can inspire others.
LOVED this episode. Marcus you’re the true example of determination and passion for building someone’s vision. Loved seeing this! Will surely look out for your restaurant ventures when I fly back to NYC
Totally agree
Congratulations Mr. Samuelson! 🥂🥳
I wish the food delivery apps allowed for donating to restaurant you want to support. I've been lucky to not loose my job threw Covid and I have tried to order food for pickup and throw a few more dollars into their tip jar. Red Rooster is amazing and I wait for the days the 180 staff members can come back!
well you already "donate" to the restaurant by buying the food.
@@asadb1990 sure, but there are places I wanted to support without buying anything. Like my small independent juice shop that I got breakfast from daily. You don’t want a pressed juice delivered and I want to see them survive.
@@mc-ge2bt i dont know how i feel about being a charity for a niche business that survived on customers from corporate who love to splurge for expensive stuff like fancy lunches, juices, etc. now if that juice shop would give me deep discount on daily purchase or if they occasionally gave a free drink, i would feel differently.
@@asadb1990 how about they serve the community and are nice people who I want to see in business when the world gets better. It’s not charity for nothing, it’s community.
@@mc-ge2bt well when the restaurant industry recovers, lets see if these same restaurants that we support can return a favor by offering some sort of perk such free drinks or sides with order. otherwise i would feel a bit jilted.
This is everything!!! Thank you, chef Marcus Samuelson.
I love that he embraces all sides of him. He is a Swedish Ethiopian American Dream! Thats beautiful!
It's so amazing how certain people have a distinct sense of clarity about what they want to do with their lives and then go on go pursue with all they've got. Being a decent human being also helps
Wow! His success is France's loss 🤷🏽♀️😉 🤣🤣🤣🤪
Isn't it amazing how there's always someone to tell you that you CAN'T do something. I won't name them but I know of two prominent black men who were told by their teachers they would NEVER be successful. Always hold on to your DREAMS
Very nice story! As tourists, we had the opportunity to spend 10 days in Harlem and visited Red Rooster. Excellent food and environment! Cheers from Brazil!
I knew a guy in College that was Ethiopian and adopted and grew in Sweden.
There are alot of them in Sweden
@@enqrbit Sweden is very lucky
@@yonatandemissie8219 Lucky?
Sweden? Uh huh....
This man is such a role model! Can’t wait to visit one of his restaurants! Thank you for sharing your story! ♥️🙏🏻
Enough respect and kudos to you brother , you are an awesome person. God bless you for all the help that you have provided during these hard times .
A wonderful human being. Hard work, aspiration, and intellect All in One. Kudos!
Your success is inspired the young black generation you did great .God bless you bro!
🇪🇹 🇪🇹 🇪🇹 🇪🇹 Keep up working my brother I’m happy to see you this level
He has always been 1 of my favorites. It’s great to learn more of his story.
This is such an inspirational story. Much success to you and the entire Red Roof Team.
He's 1 of my favorite chefs!!!!👏👏👏👏 I LOVE THIS! BE BLESSED MARCUS🙏🙏🙏🙏
I am thinking about a new type of restaurants : eating-spots,
in eating-spots, food keeps changing, chefs also rotate.
this is opposed to current restaurants,
thanks to this rotation of food and chefs, eating-spots are way more powerful than restaurants.
along with that, there is an app,
people vote for the food that will be cooked in the next days
menu is influenced by the live input of the people via an app
Amazing and inspiring story we so proud of you bro GBU more and more from Eritrea 🇪🇷
"The trick is to stop thinking of it as ‘your’ money.” said the IRS auditor
I see you everywhere😂😂
To the IRS your not a person your just a number, unless your a liquid billionaire which they have special departments for.
open a non profit like the rich stop paying like the poor
I am thinking about a new type of restaurants : eating-spots,
in eating-spots, food keeps changing, chefs also rotate,
this is opposed to current restaurants,
thanks to this rotation of food and chefs, eating-spots are way more powerful than restaurants,
along with that, there is an app,
people vote for the food that will be cooked in the next days,
menu is influenced by the live input of the people via an app
A chef I admire and my favorite subjects : food and history
This is why you're SOOO Loved. Keep up the Great ministry.
Jag älskar din tåga din tro på att allt är möjligt och din generositet. Keep keeping on
Thank you for covering this uplifting story!
What amazing journey you had and Your hard work paid off. Also give back to the community during hardship time that’s What your seeding is a blessing .
God is blessing him with so many blessings ❤
so inspiring, he deserves all the success in the world!
Recognition is needed more for him and others of black excellence! Thank you all for what you do!
"Recognition?" Lmao!
Um... he's world famous!
How much more "recognition" does he need? Just because of his race? Gawd ,you're a race obsessed drone... He's Ethiopian,not "black"..
So sick of people like you who focus only on "race",and not the content of somebody's character,knowledge,skills,only "race" is important right? Holy fuc...
Wow 👏 stepping up and feeding your community and thinking about your employees first . Is how it should be . Great job
Excellence...No other words. Thank you Mr. Samuelsson👊🏽
Although he was well established, I first saw him judging on an episode of Top Chef. I love watching him on the Food Network.
U made us proud(Ethiopians)🇪🇹🇪🇹
So Amazing and What a wonderful Chef!! LOVE HIS AMAZING COOKBOOKS, THEY TELL A STORY NOT ONLY ABOUT FOOD BUT IT'S HISTORY, KEEP UP THE GOOD WORK CHEF MARCUS ...
This story just comes to show that talent and potential is ubiquitous but opportunities are not. It also tells a whole story about the truly inspiring determination of the human mind and heart when given the right incentives and values, regardless of race or identity
Great job! wishing you many more blessings...
I bought your book 4years ago and it was very inspiring.
This dude is awesome. Be kind and do more good for the world!
LOVED THIS ! More stories like this please :)
I am feeling so encouraged right now and watching these kind of video it feels so good. loved it
“Be passionate and be open to learning.” Love that closing line.
Be passionate about the vertical you choose to work with. Because you always be open to learning and you will never be out of work.
Lots of love, from Ethiopia.
This is motivational and inspirational af.
That is Great man am proud of you, and please built school for our Country Ethiopia who live in Countryside too.
Just want to say thanks for your efforts in helping others.
One of the best episodes to date!
much love for you Marcus from Ethiopia
Wherever I go, whenever I encounter Ethiopian people; they’re extremely hardworking, ambitious people!
Indeed...
The best video I’ve seen so far on this channel! I would love to collaborate with his restaurant! 😊
Great video! Values and ethics are the foundation of good wealth
Will power is the one thing that makes someone to achieve the impossible as possible 👏👏👏👏👏
👏🏿🙏🏿👍🏿😋will visit after this pandemic
He's an amazing human being. Much respect.
I am proud of you Marcus 👏👏 if you set your mind to something, it is possible.
Crazy awesome story. Gritty and inspiring.
so passionate! Thank you for sharing your story.
You are incredible and blessed with a good heart. Keep it up!!
He is so awesome. So humble and so nice. Fave judge on chopped
"If you are passionate and open to learn, you will never be out of work."
I really hope this is true. You run one of the few restaurants I would go out of my way to travel to. I am a US woman who is over 50, white. Men of all colors were able to vote here in the US before women. The middle east has even had more women leaders than the US. I get discrimination. Obviously, the world is messed up and I hope good people stand behind good people to try to make amends. We are all just humans and flawed, but capable of correcting our errors, esp when others are brave enough to point them out and generous enough to allow us to correct ourselves. I love all of your endeavors, Marcus, because you are both brave and kind. The world needs more of you. Much respect.
እግዚአብሔር ይባርክህ Dod bless you I like your food the way you cooked wan day I me coming your restaurant
Amazing story and great personality!
What an inspiration you are chef Samuelsson. Your creativity, hard work, success, and the ability to hold steadfast to your dream despite obstacles in the path to progress, is exemplary. Also, I love your sense of community, and your desire to give back during these challenging times.
Well done to him!! What a wonderful man 👏👏
Glad I watched this to the end, great message