Eatzi’s Market & Bakery (Eatzi’s) was created by award-winning concept developer Phil Romano in 1996 as a joint venture with casual dining restaurant company Brinker International, Inc. Soon after its launch, Adam Romo joined Eatzi’s as the company’s first CFO.  "The initial acceptance was way above expectations," says Romo, adding, "The concept successfully offered something new and different, restaurant-quality cooking in a European market setting." With multiple open kitchens, the aroma of fresh baked goods, and opera playing in the background, Eatzi’s entertained customers and quickly developed a loyal following. Eatzi’s successful Dallas debut led to expansion in Atlanta, the District of Columbia, Houston, and New York City. However, says Romo, "Expansion was not successful, and the profit drain led to a sale to a profit equity firm that had difficulty with continued operation and eventually went into bankruptcy." In this episode, Romo explains how Eatzi’s was revived when Phil Romano purchased it out of bankruptcy in 2006 and Adam rejoined the group as its CEO. "We learned from our mistakes with location, size of facility, and operational challenges," says Romo. Extensive customer research was the foundation of their new business model. "We learned that our guests look to us for quality, convenience, theatre, price, and value so every decision made must enhance those five branding principles."  Today Eatzi’s operates seven successful Texas locations in Dallas, Ft. Worth, Plano, and Grapevine. The units are 5,500 square feet, trimmed down from the concept’s earlier 10,000-square-foot locations. Off-premises dining accounts for 90% of Eatzi’s sales with on-premises business accounting for the remaining 10%.  Eatzi’s appears poised for future growth with its commitment to quality and personal guest service. The concept continues to provide convenient online ordering, delivery, and "grab-and-go" sales for which it is famous.