I’m Rich!

Canada's Restaurant Guy, Jay Ashton

In the restaurant industry, being rich is often associated with financial success, profits, packed dining rooms, and glowing reviews. But as Canada’s Restaurant Guy, I’ve come to understand that being rich is about so much more. It’s not just about the money; it’s about the privilege of what we get to create, the connections we foster, and the impact we leave behind. For me, richness is deeply personal, a family of four inspires me to push boundaries and build empires designed to change the world. This perspective drives my passion for the industry and reminds me every day just how rich I truly am.

Few industries offer the kind of wealth that restaurants do. We don’t just serve food; we create experiences that shape people’s lives. Whether it’s the joy of a family milestone, the magic of a first date, or the comfort of a quiet meal, restaurants are where moments become memories. These aren’t just transactions; they’re emotional connections, the currency of loyalty, and the foundation of trusted brands. The richness lies in being part of these moments, in knowing that what we do matters to people on a deeply personal level.

This wealth extends far beyond the dining room. Restaurants are integral to their communities. They provide jobs, support local farmers, and serve as the heart of their neighbourhoods. The relationships we build, with customers, staff, and partners, are the bedrock of our success. Supporting local suppliers, hosting community events, and giving back creates a ripple effect of trust and goodwill. In Canada, where 71 percent of consumers prefer to support local businesses, these connections are invaluable. To be a restaurant operator is to be a community builder and that is a form of wealth that transcends financial measures.

Creativity is another cornerstone of our richness. Every menu, every dish, and every marketing idea is an opportunity to innovate. Whether it’s crafting a bold new recipe, designing a memorable dining experience, or launching an engaging social media campaign, creativity is what sets us apart. Customers in 2025 will expect more than just meals, they want unique and meaningful experiences. Restaurants that embrace their creative potential will find themselves thriving, rich not just in profits but in passion and fulfillment. The ability to innovate, surprise, and delight is a treasure unique to this industry.

Even the challenges we face add to our richness. Rising costs, labour shortages, and shifting customer expectations might seem like obstacles, but they are opportunities to grow. The restaurant industry is a relentless teacher, pushing us to refine our strategies, adapt to new realities, and become better leaders. Every challenge we overcome builds resilience and prepares us for the future. This constant evolution is a form of wealth, strengthening us for whatever lies ahead.

At the heart of it all are the relationships we build. The restaurant industry is about people, creating memorable experiences for guests, fostering positive workplace cultures, and forming partnerships that drive growth. In 2025, being rich means prioritizing these connections. It’s about investing in employees, showing gratitude to loyal customers, and building alliances that create mutual success. The strength of these relationships defines a restaurant’s true wealth and ensures its success in any market.

For me, being rich also means family. My family of four is my greatest source of inspiration. Together, we push the boundaries of what’s possible, building legacies and empires designed to change the world. This richness, grounded in love, ambition, and shared purpose, fuels my belief in the potential of the restaurant industry. It reminds me that success isn’t just about achievements; it’s about who you share it with and the impact you create together.

So, what does it mean to be rich in 2025? Financial stability and growth will always matter, but they are not the sole measures of success. True richness lies in the joy of creating, the privilege of serving, and the ability to leave a lasting impact. It’s about recognizing the wealth we already have, the power to bring people together, to tell stories through food, and to build a legacy of trust and innovation.

The restaurant industry has always been about more than just food. It’s about connection, community, and creativity. As we move forward, let’s embrace the richness of our work. Let’s celebrate the value of what we do and recognize that we are already wealthy in purpose, passion, and possibility. To do what we do, to serve and create, is to be truly rich.

As Canada’s Restaurant Guy, I’m proud to say: I’m rich. And so are you.