Table 5 Quotations in support of RQ2... | Emerald Publishing

Table 5

Quotations in support of RQ2 themes

Themes	Quotes from transcribed interviews
Cooking knowledge	“Also, as far as feedback goes, I think it's fun for me to work the counter so I can interact with the customers…I like to say what did you think of this? Were you happy with everything?”
	“I noticed that I'm all over the place in my stuff. And I guess maybe I'm just trying to find my voice. And this an outlet for that.”
	“It helped me [to] guide what kind of food I want to do. I don't want to just do bar food. I don't want to do just simple eats.”
Entrepreneurial experience	“Catering movie sets and production offices and corporate offices with my buns. And I was doing festivals.”
	“Learning how to pay quarterly estimated taxes to ease the brunt of you know, that first year and you're like, Oh, shit, I owe $8,000!”
	“And it was like an opportunity to step outside the structure of our system, which is, you know, the restaurant industry is brutal.”
Brand recognition	“I feel like there was kind of establishing a name or a reputation of a certain element of business. Maybe trying to establish some notoriety, build a reputation, build a name, in order to open a restaurant. So it was like busting into a restaurant scene, which is really hard to do.”
	“We didn't expect the cover and it gave us tremendous, tremendous exposure and more restaurants were offering us to have popups at their venue or at their restaurant for free.”
	“I think one of the biggest things I learned from or I benefited from the pop-up was building the customer base…. We have a lot of customers already and a lot of regular guests who are really excited for the place to open. So, I think that's probably the most valuable thing I got out of the pop up, ultimately.”
Restaurant management and operations expertise	“Yes, I have learned that the restaurant industry and the restaurant business doesn't really work like the typical 9–5 job where I worked in a law and lobbying firm. And it's, it's, you know, completely night and day, like a lot of the people who work in the restaurant business, they're passionate, but also could be a little cuckoo, because they would like no show at all. And you cannot do that in my old firm.”
	“And we had so much food waste after every event, because I wasn't good at predicting and calculating how much we needed exactly.”
	“We [future restaurant] will have 30 seats. So, we'll know that we can have a small staff and still produce high quality food because we don't have to make thousands of pounds of food every day. So yeah, it's all designed to control the variables that make your life miserable and make service shitty.”
Remain/Exit awareness	“But ultimately, I wasn't confident that our concept was what the [brick and mortar] restaurant would need to be successful. I needed to fine tune it more.”
Remain/Exit awareness	“So we needed to either expand or contract. We made the decision to contract because it was too much time. It was a full-time job for sure.”

Themes	Quotes from transcribed interviews
Cooking knowledge	“Also, as far as feedback goes, I think it's fun for me to work the counter so I can interact with the customers…I like to say what did you think of this? Were you happy with everything?”
	“I noticed that I'm all over the place in my stuff. And I guess maybe I'm just trying to find my voice. And this an outlet for that.”
	“It helped me [to] guide what kind of food I want to do. I don't want to just do bar food. I don't want to do just simple eats.”
Entrepreneurial experience	“Catering movie sets and production offices and corporate offices with my buns. And I was doing festivals.”
	“Learning how to pay quarterly estimated taxes to ease the brunt of you know, that first year and you're like, Oh, shit, I owe $8,000!”
	“And it was like an opportunity to step outside the structure of our system, which is, you know, the restaurant industry is brutal.”
Brand recognition	“I feel like there was kind of establishing a name or a reputation of a certain element of business. Maybe trying to establish some notoriety, build a reputation, build a name, in order to open a restaurant. So it was like busting into a restaurant scene, which is really hard to do.”
	“We didn't expect the cover and it gave us tremendous, tremendous exposure and more restaurants were offering us to have popups at their venue or at their restaurant for free.”
	“I think one of the biggest things I learned from or I benefited from the pop-up was building the customer base…. We have a lot of customers already and a lot of regular guests who are really excited for the place to open. So, I think that's probably the most valuable thing I got out of the pop up, ultimately.”
Restaurant management and operations expertise	“Yes, I have learned that the restaurant industry and the restaurant business doesn't really work like the typical 9–5 job where I worked in a law and lobbying firm. And it's, it's, you know, completely night and day, like a lot of the people who work in the restaurant business, they're passionate, but also could be a little cuckoo, because they would like no show at all. And you cannot do that in my old firm.”
	“And we had so much food waste after every event, because I wasn't good at predicting and calculating how much we needed exactly.”
	“We [future restaurant] will have 30 seats. So, we'll know that we can have a small staff and still produce high quality food because we don't have to make thousands of pounds of food every day. So yeah, it's all designed to control the variables that make your life miserable and make service shitty.”
Remain/Exit awareness	“But ultimately, I wasn't confident that our concept was what the [brick and mortar] restaurant would need to be successful. I needed to fine tune it more.”
Remain/Exit awareness	“So we needed to either expand or contract. We made the decision to contract because it was too much time. It was a full-time job for sure.”