He had a 9-Figure Exit (Then Almost Lost It All) | Ep. 412 with Steve Salis CEO of Catalogue.co

Daniel and Steve Salis dive into what it really takes to build restaurants at scale, from creating a brand people love to delivering hospitality every single day. Steve explains how restaurants become cultural beacons inside communities, why &pizza was built to recreate the feeling of a local mom-and-pop pizza shop, and how he turned a simple observation inside a Qdoba into a scalable fast-casual pizza concept. The conversation also goes deeper into risk, COVID, personal sacrifice, underdog mentality, and why Steve believes the ability to execute is what separates real builders from people with ideas.

Key Discussion Points

Steve explains that restaurants are difficult because they require a great brand, great product, great experience, and an extraordinary hospitality model working together consistently.

He describes restaurants as cultural gathering places, saying the best ones connect people, communities, and memories far beyond the food itself.

Steve shares the origin of &pizza: he wanted to recreate the mom-and-pop pizza shop experience for the modern consumer, using pizza as a conduit for community and belonging.

He recalls moving to New York City at 21 as a college dropout, living in a one-bedroom apartment with four other guys, and entering food and beverage just to support himself.

Steve explains how opening a tequila taqueria bar during the financial crisis shaped one of his core principles: premium and approachable can coexist.

He breaks down his approach to risk through three categories: known knowns, known unknowns, and unknown unknowns, arguing that founders need to quantify risk instead of letting fear stop them.

Steve says ideas are common, but execution is rare, and what makes him dangerous is his ability to take an idea and actually operate it into reality.

He shares how COVID became one of his hardest entrepreneurial moments, with lenders calling about $47 million while revenue collapsed to zero and he was financing payroll.

Steve explains why endurance is the most important attribute in business, because when you are going through hell, the only option is to keep moving one day at a time.

He reflects on being an underdog from New Hampshire, growing up lower middle income, watching his father lose his business in 2008, and having to fight for everything he built.

Takeaways

Restaurants are not just food businesses; they are emotional, cultural, and community-driven experiences that must earn attention every day.

Risk is not something to avoid blindly. Steve’s framework is to quantify what can be known, prepare for what might happen, and accept that some unknowns are just life.

The difference between dreamers and operators is execution. Plenty of people have ideas, but few people can turn those ideas into scalable companies.

Premium does not have to mean inaccessible. Steve’s hospitality philosophy is built around delivering extraordinary experiences through premium and approachability.

Endurance beats hype, timing, and even talent when the business gets hard, because founders have to survive long enough for the wins to compound.

Closing Thoughts

Steve Salis’ story is the founder playbook for turning pressure into vision and vision into execution. He built through financial crisis, scaled through category disruption, survived COVID, and kept pushing into what he calls his second act. This episode is a reminder that the restaurant business is brutal, but for the right founder, it can become a platform for culture, community, and legacy-defining brands.

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