Former Real Estate Investor Opens Teriyaki Madness’ 150th Shop

After a successful tenure as a real estate investor during the tumultuous period of 2007, Mario Essary found his earnings plateauing as the market stabilized. That’s when he decided to seek out new ventures. It was during a trip to Las Vegas for a softball tournament that Essary stumbled upon Teriyaki Madness, the Seattle-style teriyaki franchise and fell in love with the food. But his initial attraction to Teriyaki Madness was not just the product, but also the potential — he knew he could leverage an existing, proven system to scale his portfolio. 

Since signing on with Teriyaki Madness in 2014, his growth trajectory within the franchise has been impressive, with his fourth location — the 150th Teriyaki Madness store — poised to open in Palmdale in March of this year. As Essary celebrates this major milestone, his excitement about Teriyaki Madness's innovation and creativity underscores a shared vision that has fueled his own expansion alongside the fast-growing brand. 

1851 Franchise spoke with Essary to learn more about his background, his path to franchising, his journey with Teriyaki Madness and his plans for the future. 

1851 Franchise: Frame your personal story for us. What did you do before franchising, and how did you decide franchising made sense for you?

Essary: I was a real estate investor during the 2007 crisis. I took advantage of the real estate market and short sales. But when the market started to stabilize, I wasn’t making any money, so I looked into franchising.

1851: What was your perception of franchising prior to becoming a franchisee, and what do you want people to know about franchising now that you are in it?

Essary: I wanted to incorporate a system that was already in place and had been executed in the past. I've never been good at reinventing the wheel, and I knew that a franchise would make scalability much easier. 

1851: What made you pick this brand? What excites you most about this company?

Essary: I was in Las Vegas for a softball tournament and I came across Teriyaki Madness. I really enjoyed the food. I gathered information about other concepts, but Teriyaki Madness really stood out because I loved the healthier options. I believe in the concept and I believe in the food. I started conversations with the team and the rest is history. 

I opened my first Teriyaki Madness location in San Fernando in 2014. When I started, I knew very little about the restaurant business, but I’ve always been able to figure things out as I go. Turns out, I’m pretty good at operating the Teriyaki Madness model! My second location opened five years later in Fillmore, followed by my shop in Chatsworth three years later. Now, we are getting ready to open Palmdale. 

I am a big believer in location, location, location. There is a lot of foot traffic in the Palmdale area, for example, so it should be pretty easy to get people in the door. Then, once they are in here, we know we can provide the kind of great food and customer service that will make them stick around.  

1851: How does it feel to be opening the 150th location? 

Essary: I’m really excited about the Teriyaki Madness brand and its growth in general, so it feels cool to be number 150. They are incredibly innovative and creative, which really matches my personality. I’m glad to be a part of this team and it's been a great ride so far. 

1851: What advice do you have for other people thinking about becoming a franchise owner?

Essary: Got for it. Be a team player. Roll up your sleeves and get your hands dirty. It's hard work at the start, just like anything else, but once you get the business up and running, it is smooth sailing. 

For more information about franchising with Teriyaki Madness, visit: franchise.teriyakimadness.com

ABOUT TERIYAKI MADNESS
Teriyaki Madness is making big moves. Named the #1 Fastest-Growing Big Restaurant Chain in the U.S. by Restaurant Business, Teriyaki Madness’s secret sauce lies in creating value for franchisees, guests and employees alike. More than 145 shops across three countries deliver big, heaping bowls of fresh, natural ingredients to their communities, creating a cult-like following with customers, employment opportunities for neighborhoods, and profitable margins for the franchisees. Backed by world-class technology including delivery and loyalty innovations and an all-star executive team, Teriyaki Madness’ focus is on sustainable growth and exceptional experiences. Visit franchise.teriyakimadness.com for single and multi-unit opportunities, and join the Teriyaki Takeover.