What's the story behind FLAVOR?

Like all great business leaders, Jimmy Bornamann started from the bottom – and worked his way to the top with a lot of determination, passion and dreams. A student of the "School of Hard Knocks," he’s happily dedicated more than half his life to the hospitality industry with no end in sight.

Twenty years ago, while attending Harper Creek High School in Battle Creek, he got his first gig in the business as a dishwasher at Chi-Chi’s. He moved up the food chain at various establishments, attending both Battle Creek and Kalamazoo Valley community colleges. He served as a server at a retirement home in San Antonio, while attending college there. He moved back to Michigan and was hired as a cocktail waiter at Carlos Murphy’s in Kalamazoo, before finding a home at Aries Café in Plainwell, first as a bartender, then as a bar manger, then floor manager and finally general manager of Aries London Grill.

"I read, I listened, I watched and I took control of lots of little situations," Jimmy says. "I went to conferences, researched the field, networked with area business leaders and listened to self-help audio books. I hung out with the owners, Bob and Tom Vanravensway, and I kept moving up and kept striving for more. I also did a lot of dreaming; I wanted the glamour and ego of owning my very own restaurant."

Enter Kalamazoo’s Tom Huff.

"He had a liquor license that we [Aries] wanted in Kalamazoo County, so we called him," says Jimmy. "We all formed a partnership in 2000, the Brothers Vanravensway, Tom Huff and my self, and we opened up London Grill Singapore in downtown Kalamazoo. I finally got my restaurant 10 years after I set out to get one."

That satisfied Jimmy’s dream…temporarily. He served as managing partner for London Grill Singapore for a year or so before he and Tom acquired Aries London Grill in Plainwell. Jimmy’s dream of owning multiple locations had come true and life got a little crazier.

"I thought I was cool and I thought I knew what I was doing," Jimmy recalls candidly. "So I went out and bought a pizza joint, a mom and pop place with a liquor license, with new and untested partners." It wasn’t long before things with that venture started to fall apart; sales fell and profitability dropped. The pizza joint failed; the mom and pop concept failed. "The lesson learned there is stay focused on what you are good at," Jimmy shrugs, "and, don’t mess with the golden goose."

Today, at 36 years of age, Jimmy is the managing partner of both restaurants and is president and CEO of the corporation. In 2006, London Grill Bombay will celebrate 15 years with the opening of an outdoor beer garden; the recently expanded London Grill Singapore turns six. The corporation also operates "London Grill Catering by Design" which services corporate and business events, fundraisers, weddings and private parties.

Over the years, Jimmy has established a loyal following of "Very Important Customers" who receive discounts for their birthday and anniversary, as well as 10% off any bill just by flashing their VIC card. His successful marketing concepts also include regular discounts – most commonly a buy-on-get-one-free coupon – which are emailed to some 4000 individuals. It’s this personal, word-of-mouth strategy that works best for the London Grill restaurants, bringing customers back time and time and time again. During the 2004 holiday season, Jimmy introduced a "Give the Grill" program which includes eight gift certificates (valued at $190) for $25.

Jimmy’s also cooking up something new for 2006 – an independent restaurant consulting company called Flavor. His years of self-taught marketing concepts and strategies will now be served up to others in the business. The company will focus on customer service, budgeting, cost-spending analysis, email marketing and direct mail programs. He’ll also offer a "secret shopper" program, which will provide feedback in a variety of areas to restaurants who utilize this service.

So what is Jimmy’s secret recipe for success?

"I’m just a good old boy, who loves great food and who loves to match food with wine and beer. I appreciate the finer things in life, like a good cigar and great port," he says. "I’m also your typical, put your mind to it and get it done kind of guy."

Jimmy is a founding member of the Downtown Kalamazoo Restaurant Association, is a member of the Kalamazoo Regional Chamber and sits on the Plainwell Downtown Development Authority board. He sits on the board of the Kalamazoo Irish Festival, is a member of the Kalamazoo Irish Club, and is involved with the Loaves and Fishes as well as the March of Dimes "Signature Chef Auction." Jimmy also speaks to high school students about how fulfilling a career in the restaurant industry can be, hoping to bust the stereotypes associated with the real job world.

"It’s important for me to be involved in the community, both with the restaurant and in my personal life," Jimmy says. "I am completely community minded; I like to help people because it makes me feel good and it’s also good business sense."

While the obvious goal when operating a business is to make money, prosperity takes many forms. Making a difference and creating those "feel good" opportunities help keep Jimmy’s feet planted in the real world. He realizes that in order for his business to thrive, he must help those around him – especially his employees – reach levels of personal success as well.

"We took one of our employees, who was homeless, and trained him to be one of our top cooks. He’s now moving up to the top pay grade," Jimmy says with pride. "We have another employee who was once dependent on welfare and now he’s been working for us for five straight years. These people have developed such pride in their work and they have really turned their lives around…it is remarkable to witness and be a part of."

Jimmy’s also working with an agency in Allegan County with a deaf-child program, teaching them how to cook so they can become contributing members of the community. "We had one 16-year-old girl who did such an amazing job, that we were able to get her in to a culinary school in Grand Rapids. This is what it’s all about...going to bed at night knowing that you’ve made an impact in someone’s future."

The past has been good to Jimmy and his wife, Shelly – who has her own career in the restaurant industry that spans 25 years…including her current gig as the manager at London Grill Singapore. Their future looks equally bright.

"I guess we have finally made it," Jimmy says with a smile. "I have managed to hit all my goals and I am looking forward to new opportunities in this industry."

Jimmy and Shelly have three children (ages 5 to 14). They recently purchased a five-bedroom farmhouse on five acres in Mattawan, just south of Kalamazoo.