In this edition of Restrocast, Ashish Tulsian sits down with Stratis Morfogen, the dynamic founder and CEO of Brooklyn Chop House and Brooklyn Dumpling Shop. Known for his deep-rooted passion for the restaurant industry, Stratis shares his journey from growing up in a family of restaurateurs, rubbing shoulders with celebrities and the Mob to becoming a pioneering force in the culinary world. Stratis Morfogen has been an innovator in New York City’s hospitality scene for decades. He brought New York’s famed Fulton Fish Market to the internet in 1997 with the creation of FultonStreet.com, and was the restaurateur behind many well-known New York establishments, including Club Rouge, Gotham City Diner, Hilltop Diner, The Grand, Philippe Chow, and Jue Lan Club, among others. He is the author of Be a Disruptor and Damn Good Dumplings
You mentioned that you were a restaurateur from the womb. Tell me about that. What were your early years like, and where did it all start?
Stratis Morfogen: At the age of six, my mother wanted to take us to Disney World, but I wanted to go to the Fulton Fish Market with my dad. I loved the energy and learned my first math lesson there. It was in my bloodstream from the beginning, and I knew I wanted to run restaurants.
What was so fascinating for you as a kid about your father’s and uncle’s journeys in the restaurant business?
Stratis Morfogen: The energy at the Fulton Fish Market was phenomenal. It was like National Geographic for me. I loved being part of the action, learning about the business, and seeing the respect my father and uncles received. It was an unconventional but the best education.
What were your first experiences working in the restaurant business with your father?
Stratis Morfogen: I worked every weekend from six to eighteen, starting as a busboy. My father made me work for everything I wanted, teaching me the value of hard work. My first real experience was serving Carlo Gambino, which taught me the importance of discretion in the restaurant business.
How did you handle your schooling, given your early dedication to the restaurant business?
Stratis Morfogen: School wasn’t my focus. I knew I wanted to be in the restaurant business. My father supported me by emphasizing practical skills over traditional education. I finished high school early to dive into the business.
What was your first independent business venture?
Stratis Morfogen: My first venture was Kid’s Kingdom, an amusement park’s food and beverage operation. I transformed it from making $3,000 a week to $40,000 by introducing DJ nights and battle of the bands, which was a significant success.
How did you transition from the amusement park to your first restaurant?
Stratis Morfogen: After the success at Kid’s Kingdom, I bought property and partnered with my dad to open Hilltop Diner. We disrupted the traditional diner concept by bringing in a three-star chef, making it a unique and successful venture.
Tell us about your nightclub experience and the transition to the Internet business with the Fulton Fish Market.
Stratis Morfogen: I opened my first nightclub, Rouge, which became popular unexpectedly. Later, I brought the Fulton Fish Market online in 1996, which was a pioneering move. We quickly grew, leveraging search engine optimization, and made significant profits until the dot-com crash.
How did you come up with the idea for Brooklyn Chop House and its unique concept?
Stratis Morfogen: The idea came from merging high-end Chinese cuisine with a traditional steakhouse menu. The concept of LSD (Lobster, Steak, Duck) was born from wanting to offer a diverse and exceptional dining experience. We also introduced innovative dumplings like pastrami and French onion soup dumplings.
How did you navigate the challenges posed by COVID-19?
Stratis Morfogen: During COVID, we pivoted by donating meals to healthcare workers, which built our morale and community goodwill. Despite the shutdowns, we remained active and even expanded, securing a prime location in Times Square for Brooklyn Chop House under favorable terms.
What advice do you have for entrepreneurs in the restaurant space?
Stratis Morfogen: Disrupt the status quo, reimagine concepts, and don’t be afraid to fail. Failure is part of the journey, and when you hit it right, it’s like a grand slam. Embrace your creativity and surround yourself with smart people to succeed.
Stratis Morfogen’s journey from the bustling Fulton Fish Market to the innovative Brooklyn Chop House is a testament to his entrepreneurial spirit and unwavering dedication to the restaurant industry. His story serves as an inspiration for aspiring restaurateurs to embrace disruption, learn from failures, and constantly reimagine their concepts. As Stratis continues to innovate and expand his culinary empire, we look forward to seeing what the future holds for this industry trailblazer.
