Culture

Strength, passion, loyalty. That, in our opinion, is the difference between a good company and a great one.

Now it's one thing to say those words. It's another to embody them. To develop a culture that encourages and ensures that they aren't just words. We're confident that Aurify has developed such a culture — though of course it is being refined every day, every hour, with every choice we make.

We compiled our core values with the help of our entire organization. Each person identified and shared what they viewed as important values to live by. We all pledged to embrace and live by these values each day, in both our professional and personal lives.

Brands

When we at Aurify consider new ideas, we think in brands. We think in five-year and ten-year plans. We design them for national expansion. We think about how our potential target audience can be broadened. We think about how to maximize brand value (for established brands, too — e.g., Five Guys). We're excited that we've enjoyed success with our original concepts — so far — and aim for more expansion and success with them in the coming years.

We're also excited about bringing our new original concepts to market. Our optimism in their reception is rooted in our passion for what we do, an ever-expanding understanding of the business, and increased access to resources.

PERFORMANCE

Our financial performance, and double digit growth, speaks for itself.

But excellence in performance may be measured in many ways. By the ingredients our restaurants use, their preparation, their taste. The hospitality you experience. The cleanliness and overall appeal of the setting.

Performance may be measured by the way our people communicate — with you and with each other. The way they feel appreciated and empowered.

Return on investment is only one indicator of performing well. At Aurify, our performance should also be measured by the ideas, entrepreneurs, locations and team we choose and develop. By the entrepreneurial spirit in our corporate office, and at all of our locations.

Entrepreneurs

Andy and John, founders of Aurify, are entrepreneurs through and through. With whom do they most enjoy working? Entrepreneurs. People who are passionate and thoughtful about their ideas, and unwaveringly committed to turning those ideas into realities, and then successes.

At Aurify, it has been thrilling to meet and partner with some of the brightest, most innovative minds in the industry. We are currently working with several entrepreneurs on new concepts, and are always searching for the best, most original, and especially most enthusiastic individuals out there, so that we may help them to execute on our concepts. In the Aurify office and at all of our brands, we continually champion the value of entrepreneurialism, and each person's entrepreneurial potential. We consider it an indispensable quality, if we're to create, learn, perform, grow and thrive the way we all want.

Oh, yeah: It also makes for a much more fun environment.

Jobs

When Andy and John started in the hospitality industry, they were unaccustomed to its historically high turnover rate — now a woeful 150%, with roughly half of that flip occurring within six months of hiring. As employers in other industries, they had never seen anything like it.

But they understood the key: finding and keeping good people. From the beginning, Aurify has made it one of its missions to replace the negatives often associated with working in the industry with positives. Up and down the chain. Says Andy, "In this industry, whoever trains and retains their people best, wins."

Already, Aurify significantly beats the industry retention average. We do this by focusing tirelessly on better hiring, better training, and promoting team members' feedback and growth.

Growth

At Aurify, we live to create — opportunity, brands, dining experiences, ROI. But the concept of creation means nothing without growth. Our brands are deliberately selected for a number of virtues â — none more important to us than the ability to grow long-term, across broad demographics, nationally and ultimately internationally.

We are growing across all of our brands. We are growing in the New York area. We are expanding into new markets beyond the New York area. We are thrilled to be currently developing several new original concepts.

We are pleased with how much we've grown in the last several years. It is nowhere near where we're headed.

Experiences

No word is more important to us than "create" — and creating success comes only if we create great experiences first, and for all concerned. Our ability to do that consistently has allowed us to make involvement with Aurify — be it working for us, dining at one of our establishments, investing in us — a positive experience for team members, guests, investors and communities. That, in turn, enables us to develop industry-leading, world-class companies.

To provide the best possible experience for our guests, we need to make it a great experience for all of our other stakeholders: team members, investors, and the communities in which we operate. We are committed to making a positive difference.

The world changes everyday, and consumer tastes change with it. We want each of our brands to mean something for people now.

Knowledge & Support

We understand that our brands will grow at different rates. Our incubator-like model allows us, with great efficiency, to operate, monitor and expand our portfolio companies. It's exciting to see our brands develop and flourish, as each confronts unique challenges and seizes unique opportunities. It's also exciting to see how Aurify becomes increasingly better equipped to help them, and to develop new business opportunities.

Aurify's corporate structure leverages skills and experience across multiple domains. That means we're able and eager to provide meaningful support to each entrepreneur and brand for decisions regarding daily operations, attracting great talent, negotiating contracts, setting up financial controls, identifying attractive real estate, and more. It means that Aurify can also help with high-level strategic guidance and board-level oversight.