Ten Year Plan follows the journey of three young entrepreneurs who in 2006 opened a radically fresh, disruptive restaurant concept in the heart of Los Angeles.
“An intimate and forthright look into what it actually takes to successfully scale a business with heart and purpose. This is a business book for anybody that wants to make a difference.”
— Chip Conley, Founder Modern Elder Academy
Take the long view.
Ten Year Plan lays out a practical, proven approach to creating enduring value—including missteps, misgivings, setbacks, and successes. Applicable to any industry, the scalable business model crafted for Tender Greens gives equal emphasis to margins and mission.
“There’s never been a better time for the restaurant industry to have a road map, a way forward to build a more socially just and environmentally-friendly food system.”
— Danielle Nierenberg, President of Food Tank
