Meet Cheryl And Rooted In Flavor

Speaker 2 0:30

My name is Cheryl Lang. Miss's name is rooted in Flavor Catering, or rooted in flavor, LLC. Um, we serve everyone from, for every event, from birthday parties, bar mitzvahs, corporate events, weddings. We're just here to help.

Speaker 0:45

I love it. I can't wait to hear more.

Speaker 2 0:47

Yeah.

Speaker 0:48

So Cheryl, for listeners meeting you for the first time. Can you share a little bit about your background and what led you to create rooted in flavor?

Speaker 2 0:57

Yeah, sure. So cooking has always been my safe place, like something very close to my heart. Um, my whole family cooks growing up and like I've always cooked for people. It's always just been the thing that I enjoy. Um, of course, you know, went to college, got into corporate America and that just never seemed like the right fit. Um. And so I was actually at Georgetown University

From Corporate Work To Catering

Speaker 2 1:19

working, and I was working at the business school no less. And I just picked up on a lot of things. I was like, maybe I could do this full time. I ended up leaving there and going into, uh, work for like an investment banking office, but it still just didn't feel like the perfect fit. Um, and I would just come home to make myself happy and cook. So I thought like, maybe I can do this full time. Um, I spent eight months in Spain, in Madrid, just. Studying there, study abroad. Then I studied there under other chefs. Um, I go abroad and studying under other chefs, Croatia, Greece, these different places. Um, and it's always had an affinity for European cooking. Um, so then I decided to just take the plunge one day. I. Quit my job, developed the LLC, like helped the marketing plan for it and we were off from there. So it's been great ever since.

Speaker 2:09

Wow. How cool. Yeah. What a journey to where you are today.

Speaker 2 2:12

I know

Speaker 2:13

you know, you shared that your time studying and living in Madrid had a major impact on you. How did that experience kinda shape the way you think about food, culture and hospitality?

Speaker 2 2:24

Yeah, so I actually had an internship over there and it was in the hospitality industry for an event planning, um, company. Um, one of the things that I noticed is that every, all the dishes are. The same, you know, whether it's like tortilla or it's just like an egg base with like potatoes, things like that. Or if it was like some kind of rice dish.

Madrid And Clean Ingredient Cooking

Speaker 2 2:44

It's just their way of making it and it was such a cleaner way of eating without having to sacrifice the flavors of it. Right. Like as opposed to using like. A bunch of processed things and like refined sugars and things like that. It was more like accessing, you know, fresh tangerines or fresh, you know, whatever, to, to really get those true flavors and those juices out and into your food. And so you're not, you're now. Eating cleaner, healthier, you're happier and you're not sacrificing flavor. And that was like the main, um, everywhere I go, every time I travel, I like to experience the city through food. It's like my most favorite thing to do.

Speaker 3:20

Yeah, absolutely. Being able to kind of pick that up there and bring it here to be able to share it with all of us. Yeah. I think that's so awesome. Yeah.

Speaker 2 3:28

Yeah.

Speaker 3:29

And you know, before launching Rooted in Flavor, you were working, like you said, in corporate America and had a strong background in marketing. How did that chapter of your life prepare you for building your own business?

Speaker 2 3:42

Yeah, so I think I mentioned before working in marketing at Georgetown and it is. It was really a blessing 'cause it came at a time where I really needed to go back to, without even knowing it. I needed to go back to a platform and to an environment of study, an environment of learning where I could be cultivated in growth and really just sitting there and like

Marketing The Business And Early Surge

Speaker 2 4:00

learning from. The students who were there, who were in business school were around the same age, and then the professors, um, I had a boss who was like very influ influential in me. He was like very, just like, you got this, like create your own path, chart your own thing, you know, like, do what serves you kind of thing. Um, it really helped. And then knowing I knew the. The bread and potatoes of, you know, marketing. Like I know how to set up websites and how to reach clients and how to identify your clients and how to get in front of them, how long it takes. So then transcend that over into my business, which is very seamless. It was just like working for them, doing the same thing except for even better now. 'cause I'm working for myself. Right. There was like a. Instant gratification and instant ROI, if you will, because it was like something that I really loved to do and so that I was seeing, you know, the profits from right away.

Speaker 4:48

Yeah, absolutely. It really added that extra layer of you to really just help build your business.

Speaker 2 4:53

Yeah.

Speaker 4:53

That's awesome.

Speaker 2 4:54

Yeah.

Speaker 4:55

And you know, you also mentioned, we were chatting before that once you officially launched, things took off quickly during the holiday season. What was that early momentum like for you, and when did you realize you had made the right decision?

Speaker 2 5:10

It was such a shock. I mean. Again, going back to the marketing background, I knew things will happen overnight. I know it takes some while. You've gotta like kind of get through the system. People need to find you. It costs money and so it's easy to go down. You know, it'd be like very discouraged. Um, but it just so happened that I did all that in July. Um, so we had July and August. It kind of like really. Get into, and then September was the start of the holiday season, and I got that first inquiry and that first hire, and I was so proud of myself. I was like, oh my God, I was so ner. I just remember being so nervous and I was like, I just really wanna do a great job. And I was praying about it like, oh my God. Like, can I, can I, can I actually do this? And I was, if there was no other. Proof needed. It was that I just kept getting them day after day and like, I mean, there were some times I didn't sleep for like 36 hours, like at a time. Like the holiday season was just so rampant. It was amazing. I was like, wow, you guys just want little meat. Like you got, you wanna, you want me to cook for you? Like, thank you, you know? And I just developed this whole persona. It was so surreal going from corporate America. Slacks button down, you know, having to be a certain way to now like really charting my own path and now really like diving into what I really feel like I was meant to do the whole time.

Speaker 6:25

Yeah, for sure. It was definitely your passion and your calling, I

Speaker 2 6:28

feel. Yeah, for sure. For sure.

Speaker 6:30

It's meant to be, and. You've said that hospitality is at the heart of what you do. How do you make each client experience feel personal, customized, and genuinely cared for?

Speaker 2 6:43

Yeah, so I'm a really big proponent in knowing who your client is. Not every client is meant for you. There are some people who just want kind of, we call it like big box restaurant style, you know, food. I just want the food, something to put in your belly, and those aren't really my clients. I want you to savor the moment I

Custom Menus And Quality Pricing

Speaker 2 7:00

want you to. Savor the bite. I want you to really enjoy what you have, which is why we have every single menu, it's custom for each client. We never make the same thing. We don't buy frozen things. We don't buy, um, processed things. So we always source fresh, whether that's farmer's markets, whether that's vendors, you know, we just source from the best quality ingredients that I possibly can. Um. So you can have the best experience that you can. 'cause that's where I believe it starts. If you don't have good in ingredients to start with, if you're working with something that's already been broken down, then you can't create something amazing from it. Um, so I really like to, let's piece together different parts of like your taste buds from parts of like what your nervous system and your body is craving to reach, like your perfect bite.

Speaker 7:43

Yeah. And being able to just get such a personalized experience. I mean, getting a, you have a different menu each time for each different client. I mean, that is so unique.

Speaker 2 7:54

Yeah.

Speaker 7:54

I think it just truly sets you apart and just.

Speaker 2 7:57

Yeah. Thank you. Thank you. Yeah, it's, um, it can be difficult sometimes, especially, you know, I've always say I love to cook, but with the business and being the owner of the business, it's probably become like 15% of my job. 'cause I'm like, all right, there's accounting and there's marketing and there's this, and there's that. And you know, a lot of it's how you make money by making the same, offering the same things, finding the ingredients that you need for the cheapest thing, cheapest way possible. And then, you know. Providing that, that's, we kind of do the opposite. Like we just find the most quality ingredients for what the client wants, and then we provide that, and then we price it based upon that. So we always tell people we charge by ingredient type and number of people. So if you want something quality, then you know you're, you know it's gonna come with a quality. Price tag. You know, we are fair across the board, but you know, it's an intimate experience. You're going into people's homes or personal space and you're controlling what's entering their body. Um, there's a level of trust that has to happen there. Level of care. That's how I want. I would like people to serve me when I'm at a restaurant or I'm out, and so that's what I'm gonna do for everybody else.

Speaker 9:02

Yeah, absolutely. What an amazing experience.

Speaker 2 9:05

Yeah.

Speaker 9:06

And like you said, you know, your events are completely tailored to each client, and you've worked in so many different environments, you know, like you said, from private homes to corporate spaces, large events. What do you enjoy most about the variety your work brings?

Speaker 2 9:23

I get to meet so many. Different people. I actually had, early on, I had a client ask me, you're not scared going to every different people's homes and their environments. 'cause in the beginning I was doing it pretty much solo and I was like, no. And I've actually never had an

Clients Memories And Family Roots

Speaker 2 9:37

issue. I've never had an issue driving late at night, driving just long distances. Um. One of the, I met like a celebrity client, Tatiana Ali. What? So cool. Yeah, it was really cool because I watched Fresh Prince of Bel Air growing up, and so to see her in person, I was like, she, she's such a sweet girl. Such a sweet, sweet lady, like sweet, nice. Her, her husband, her kids. They're also very nice. It was like a very surreal moment for me that. You guys would choose me out of everybody to cater for you. And it's those, that's not the only experience, right? But it's like those experiences that stand out that just like reassure you, you're doing the right thing. This is where you're supposed to be. I've always been great with people. That just has been like always a gift of mine. And still being able to incorporate that in this has just done wonders.

Speaker 10:21

Yeah. And being a part of those memories that people are creating, you know, when they work, you know? When you're able to cook for them. Yeah. And provide these experiences. I'm sure it's just such a full circle moment.

Speaker 2 10:32

Yeah, it really is. No, it really is. It really is. I love talking to people. I love providing for people. I just like, that's how I grew up. Like when I say that in the, in the beginning we were always cooking. My dad is always, was always, we used to say, you're cooking for the entire block. 'cause he would make enough food to feed. Everybody who came to the door, that was our thing. We would go to restaurants and like try to recreate what the restaurant had and like, guess what ingredients is in there? How can we make it better? How can we play with this and do that? It's always been our thing. So like I really, it's really derived from him, the entire company. Um, that's where it started.

Speaker 11:07

Wow. For

Speaker 2 11:07

sure.

Speaker 11:08

Having those family values and being able to put them into your work today. Yeah. That's just so sweet.

Speaker 2 11:14

Yeah. Yeah. I'm really, I'm really grateful for it.

Speaker 11:17

And when clients talk about rooted in flavor, what are some of the compliments or general feedback that have just meant the most to you?

Speaker 2 11:27

It's more, I love it when they bring me in it. This has happened actually just last night. Uh, when they bring me into the kitchen, I always explain each course, especially for plated dinners. Plated dinners are like my favorite. Um, and they're always like, you're such an inspiration. Like, please tell us about yourself. You know, I, I get that I present younger than when I probably am, which is fine with me. I'll take that to the bank all day. That's a compliment. Right? Exactly. Exactly. It's such a compliment. Um, but there's so. Amazed. They're like, how have you done this? And it's my transparency with them. Like, have you gone to culinary school? It's like, no, I haven't. I travel around the world and study under other chefs for a couple weeks at a time so that I can learn what they know and bring it back. It's the most authentic way to bring you the most authentic stuff. I, I don't, I don't want to work in a restaurant. I don't wanna open up a restaurant like I want to do what I know I'm good at doing and I, you know, and I wanna service you guys. So that kind of feedback has just always been. So special to me. 'cause it's just like another, I'm always nervous for every single client, even though I know it's good. Like, I know it's, you just never know what the other person is gonna feel, how they're gonna feel about it. Um, so I'm always nervous. I'm always trying to do a good job and make sure I'm garnishing correctly. And I have like a variety of colors, a variety of flavors. Like, I wanna blow your mind. It's okay. It's not acceptable to me. I'm like, uh, it was just okay, like, tell me more. Um, that I've thankfully never gotten, I've always gotten Wow. Please give me your number. Thank you so much. Like we wanna have you again and they have so

Speaker 12:52

yeah.

Speaker 2 12:52

Means a lot.

Speaker 12:53

I can definitely tell you go the extra mile. You do the extra stuff. Yeah. Just to make sure that you knock their socks off, so,

Speaker 2 12:59

yeah. Yeah. It's like that's what we, that's what we want. Knock the socks off. It's like that's the bottom of the line, right? Yeah. And my whole staff knows that, like they're very, you know, I try to make, treat everybody with respect, lead with humility, elite with humbleness. I always make sure that my servers eat, even if that costs me a little bit extra money, they're gonna eat. When my clients are eating, they're gonna go home. They're working hard for me, I'm gonna work hard for them. And that's just how, that's gonna be the basis of my company. Until it's not my company anymore, like until I die. So

Speaker 13:26

I love how you mention that because it's so important that we take care of the people that help make it all happen

Speaker 2 13:31

at the end of the day. Exactly. Exactly. It really is. It really is. I mean,

Leading With Humility And Care

Speaker 2 13:35

again, going back to my time at Georgetown, it is a Jesuit university and they were really big into that. And just making sure you treat people just with respect, leading with humility, and that really had like a big impact on me. Just like I never wanna be that boss that's like, oh. Bottom line, first workers later, like, no, we're going to make sure you guys are happy. And I believe that they're, if you're working hard for them, they're gonna work hard for you. So

Speaker 14:00

Absolutely. It comes both ways, right?

Speaker 2 14:02

Yeah, exactly.

Speaker 14:04

Beautiful. Okay. And speaking of beautiful, you've spoken so beautifully about food just being a way to bring people together and create connection. What do you hope people feel when they gather around something you've prepared?

Speaker 2 14:17

Warmth. Warmth. Food is such a way it always has been. Of bringing people together, um, of connecting with people. It makes you feel good. Like in your bones, in your body, in your mind, spiritually, mentally, all these things. Like, it's just a way to kind of like settle the waters and just eat, just feel warm,

Food Connection And The Industry Shift

Speaker 2 14:36

feel happy, you know, be together. It is a time of enjoying and so whatever I can do to help you and that'll help you enjoy, feel better about what you're eating, you know, feel like tired or lazy or this or whatever, you know. That's what I'm here to do. Like that's, to me is a job well done.

Speaker 14:51

Yeah. I think also just like taking that time to slow down too. Yes. Also plays into it. Um, you know, we all have such busy lives and jobs. Yeah. And. Being able to sit down and, and what better way to connect with your friends or family is over, you know, a nice meal.

Speaker 2 15:07

Yeah, exactly. Exactly. Eating, snacking, this, our life revolve around it so much and it's been like, you know, in the US at least, there's this so controversy around food and big box eating, big box restaurants, things like that. And you know, it can alter your mood in various ways. And I'm here to change that to, you know. Throw something, throw a monkey wrench in that and try and, you know, make it not so

Speaker 15:31

awesome. And kind of going into that a little bit more, you're, you're also seeing a real shift in how people think about food ingredients and the overall dining experience.

Speaker 2 15:43

Yeah.

Speaker 15:43

What changes are you noticing in the industry right now that excite you the most?

Speaker 2 15:48

Yeah. So think we talked about this before. Um, there is a big shift of customers. But also now the industries are noticing that we are going away from these big box chain restaurants, right? Like gone are the days where you see a Ruby Tuesdays or Red Lobster on every single corner, right? They have to shift, they have to go off the times. I think a great. Part of business and growing, it's knowing that you can adapt to the times that we're in. Um, people are becoming more aware now. They're reading the backup ingredients. They wanna know what's going into their bodies. They, you know, they're noticing like, okay, me feeling heavier and eating like this heavy food, it's having like some kind of impact on my mental stability. There's all these things, right, that we're noticing and these are things are happening in tandem. So this shift now to like really customers making sure that the people who are providing. Food and ness for them are being held to the fire. Like they need to be held responsible and need to be like, you know, accountable for what they're serving you. I think that's like so exciting. It's so exci because that's always like how I try to eat. Like I literally just won't, like, I'd get so frustrated from out at a restaurant, I'm like, I kinda make this better Uhhuh. Or I know it's like this meat is in quality, or I know this isn't this, you know, like, but now we're not seeing that. Now we, you're like, okay, no more five 50 page menus. One menu, a couple things. This is what we do. Okay, moving on. We don't need to offer everything under the sun, right? Like, yes. Let's get back to getting back to quality.

Speaker 17:17

It kind of reminds me of like when you go know shaded diners. Love good DERs. Yeah, love. Love a good, sometimes like there's so many different pages. Yes. On a menu. Like it's

Speaker 2 17:26

overwhelming. It's

Speaker 17:27

a lot. It's

Speaker 2 17:27

a lot. It's overwhelming to read. I mean, and again, going back to like. Slowing down. I don't you wanna just like unplug your brain for a while. I don't want to like read an essay on what I have to eat and then think about like what's in this food. I, I mean, not just might be me coming from like, 'cause I've been doing it, there's no way anyone could, can provide those many options at a quality. Rate, like at a, you know, with quality. So there's gonna be some cuts somewhere. And we kind of have this like, okay, like don't think about it, don't believe it, da da, da. Right? But now these, even diners now, I love a good diner. I love a good dive bar, love a good chicken wing, you know, absolutely right. Love a good french fry. Like all the things, but. One French fry one, you know, there are Michelin star restaurants that are just serve like chicken sandwiches or burgers and fries and that's fine 'cause they're quality burgers and fries, right? Like you're, you're serving a certain, like a certain subgroup. Like, you know, you have a certain kind of customer. I'm not going there to eat Michelin star like cutesy food. I'm going there for a quality burger and fries. Right? So I think it's being more accountable to that and like this big shift that is like, Hey, this is what we want. And giving, you know, industries the chance to live up to that is just such a great thing. I hope it lasts forever and ever.

Speaker 18:44

Yes, it's an upward shift.

Speaker 2 18:46

Yeah, I hope so. I hope so.

Speaker 18:48

And rooted in flavor is clearly about more than just catering food. How would you describe the experience you're creating for clients when they invite you into their homes or events?

Speaker 2 18:59

Yeah, and so back to what I was saying about just relaxing. I mean, um, a lot of clients, I don't say a lot, but a number of clients inquire about, you know, they get a little bit nervous. It's their first time, what can you help with? What are you not gonna help with? We clean was at the table. We'll, you know, do whatever it is we need to do, especially on the site. And I'm not going to nickel and dime

Full Service Hospitality At Home

Speaker 2 19:19

me for everything, right? I'm not gonna say, oh, this is a fee, this is, this is a fee. Once I'm there, it's about the hospitality. It's about your experience. So if I, if you're carrying a bunch of things and you're clearly stressed as an event, you're already putting on enough, like my staff will immediately grab the stuff outta your hands. They'll immediately start doing dishes. They'll immediately start sitting the table polishing China glasses, whatever it is. And that's not necessarily. In the scope of work that, that we were hired for, we're hired to cook, but it's an entire experience. That's what I want them to leave with is knowing that we went. Above and beyond to make the whole experience a success. Not it's a partnership. It's not just like a okay, come in, come out. You know, we're there to make sure even the next day your, your entire kitchen. But to say like, we leave the kitchen the way we found it, or better we mop the floors. We sweep because it's who wants to eat and have a great night and wake the next morning to a sink full of dirty dishes. No one, I don't like that, right? So I'm not gonna do that for a client that's included in your service. And I really feel like it should be for all services, but.

Speaker 20:19

That's incredible. I mean, it just sounds so seamless from beginning to end to, like you said, when it's the next day and you come into a clean, spotless kitchen.

Speaker 2 20:27

A clean kitchen. Right. With leftovers.

Speaker 20:30

Oh, that's the best part. Right, right. There's nothing better. I. And looking ahead, what are your hopes for rooted in flavor as the business continues to grow and reach more people?

Speaker 2 20:41

Yes. Well, I'd love to expand. I love to, at some point, invite in like investors so we can take on just multiple events in different cities. Like I, people ask me all the time, do you wanna open a restaurant? I'm like, no. No, I do not that it's not what we'll be doing my retirement plan, I'm gonna retire in Madrid, open up a small cafe and just make my favorite things. But that's why I want. The catering, you know, in different cities to be, I want it to be the same

Growth Vision Plus How To Connect

Speaker 2 21:06

level of quality and I don't want it to be so big. So what we do turn into like a big box factory, right? I think what's so special about rooted in flavor is that we are tailored to the person and once you grow too big, that's just not possible anymore. And there is like, we really quality over quantity. Like we really value that. And so if you want rooted in flavor, even as we expand to say different cities or even different states, you have to come to us. You have to like, it has to make sense for both parties. Not everyone is our client as we know. Right? So that's where I see us going. I won't be, you know, there'll be a time where I have to put down the knives, put down the torch, and you know, it's time for me to relax now. And if, you know, maybe my kids or, um, someone I train wants to take it over to not be happy to do that. But my entire business plan, everything's about ushering in the new set of people so they can take it. I have no desire to. Stay and you know, have the reins donated for the entire time. It's just to give back to the world, put more into the world than I take from it, and that's my only goal.

Speaker 22:10

Yeah. I love that plan. Yeah. Kind of passed on the torch, but keeping that quality and consistency

Speaker 2 22:16

right.

Speaker 22:16

That was originally instilled in it.

Speaker 2 22:18

Right, exactly.

Speaker 22:19

It. And for anyone listening who may be planning an event or looking for a more elevated, intentional, culinary experience, where can they find you and connect with rooted in flavor?

Speaker 2 22:31

Yeah, so the best way to reach us would be via our website, www dot rooted in flavor. It's R-O-O-T-E-D-E-N-F-L-A-V-O r.com. Or email us at enjoy@rootedinflavor.com.

Speaker 22:45

Okay, perfect. Simple enough?

Speaker 2 22:47

Yeah. Yeah.

Speaker 22:48

And. Ask me wrap up. Is there anything you'd like to add that I haven't touched on today?

Speaker 2 22:53

I think we got everything. I guess if I could leave you with anything, like I was saying before is to put more into the world than you take from it. Like, you know, everything's not, nothing's that serious, you know, smile a little bit more, have a little bit more laughter. Let's continue this movement of moving from like being so stressed out all the time and enjoying the small things in life and that's rooted and flavor. We're just here to help.

Speaker 23:16

That is the best advice I've heard in a long time. Yeah.

Speaker 2 23:20

Great.

Speaker 23:20

I love it. I love it. Thank you so much, Cheryl, for joining me on the podcast. Yeah,

Speaker 2 23:25

thanks for having me.

Speaker 23:26

Of course. And yeah, just sharing your knowledge and passion and inspiring story with us.

Speaker 2 23:31

Yeah.

Speaker 23:31

I wish you and your team the very best and all that comes your way. Thank

Speaker 2 23:35

you. Thank you so much.