In Her Own Words: Rachel's Kitchen founder Debbie Roxarzade grows her customer base

The list of challenges the restaurant industry faces seems endless: COVID hangover, staffing shortages, the price of eggs, wage hikes, skyrocketing rents, to name a few. Survivors like Debbie Roxarzade adapt and grow.

I remember the days when I was making a name for myself in the bustling culinary scene of Los Angeles, helping create several celebrated restaurants. My restaurant, Debbie’s Bistro, was even named one of L.A.’s top 10 best new restaurants! It was an incredible experience, and I learned so much about the industry, but seven successful restaurants in L.A. later, I decided to relocate to the newest culinary capital of the world: Las Vegas. With its vibrant energy and endless opportunities, it was the perfect place to start a new phase in my and my family’s life.

I opened Rachel’s Kitchen, named after my daughter, in 2006, a quaint café featuring delicious and reasonably priced bistro fare. The concept was simple: serve fresh, high-quality food with a gourmet touch. It resonated with customers, and word of mouth spread quickly. Before we knew it, Rachel’s Kitchen was the place to have lunch in Las Vegas.

The restaurant industry is constantly evolving, and I’ve had to adapt to stay ahead of the curve. The 2008 recession and the COVID-19 pandemic presented significant challenges, but we persevered. We pivoted to takeout and delivery, implemented strict safety protocols, built up our loyalty program, and embraced technology to connect with our customers. Our server robot, Servi, was also implemented and still remains part of the team at that location. We’re also working on adding some AI technology for our phone system and drive-thru, too. Through these experiences, we emerged stronger than ever.

As challenges continue to occur in the food service industry, such as staffing shortages, rising food costs, and economic uncertainty, we remain confident in our position as a well-established and respected brand. We believe that our strong reputation and loyal customer base will help us face these challenges and continue to thrive. We rely on our customers and the impact we have made in the industry.

Our newest location in Texas is looking to mirror that success. We look forward to becoming a new staple of the Dallas Fort Worth community, turning first-time customers into new fans, and can’t wait to spread our legacy and great food to more communities.

Beyond running the business, I’ve also become a sought-after expert in the industry. I share my insights through podcasts, media appearances, and speaking engagements. I’m passionate about growing the brand and expanding Rachel’s Kitchen’s legacy.

As I look back on the past 18 years, I’m proud of what we have been able to do as a brand and, looking towards the future, the continued growth.

In Her Own Words is a daily Bizwomen feature edited and curated by Ellen Sherberg and written by individual contributors. If you would like to contribute, please send an email to Esherberg@bizjournals.com.Sherberg is a longtime reporter, editor and publisher at American City Business Journals, Bizwomen’s parent company.