NativeAdVantage 10-Q2BA:

(10 Questions 2B Answered)

What do you do best?
What makes you the best?
Biggest success?
What are your aspirations?
Most challenging moment?
Favorite Motto?
Favorite People?
Favorite Places?
Favorite Products?
Current Passions?

Featured NativeAdVantage:

Andy Weir: Author of "The Martian"

John Philipson: VP, Six Senses Resorts

Tom Sito: Chair of Animation, USC Film School

Elizabeth Wynn: Broker, Sotheby's RE

Leonard Greenhalgh: Professor, Tuck-Darmouth)

Ryan Blair: NY Times Best Selling Author/Entrepreneur


Featured NativeAdVice:

Shai Reshef: Founder of University of the People

Paul D'Arcy: SVP of Indeed

Susan Hatje: GM of Mandarin Oriental, NY

Dan Laufer: Co-Founder of RentLingo

Hilary Laney: President of Tri-Digital

Greg Marsh: Co-Founder of onefinestay

Omar Qari: Co-Founder of Abacus

Gabriell Weinberg: Founder of DuckDuckGo

Stacy Rauen: E-I-C of Hospitality Design Mag

Jon Gray: CRO of HomeAway

Joe Speiser: Co-Founder of

Ben McKean: Co-Founder of HungryRoot

John Boiler: Founder/CEO of 72andSunny

Wayne Pacelle: CEO of The Humane Society of the US

Tom Guay: GM at The Sagamore Resort

Dr. Alejandro Junger: Founder of The Clean Program

Rob Flaherty: CEO of Ketchum

Neil Thanedar: Founder/CEO of LabDoor

Andy Grinsfelder: VP of Sales/Marketing, Delaware North Resorts

Laura Frerer-Schmidt: VP/Publisher of Women's Health

Avi Steinlauf: CEO of

Kathy Bloomgarden: CEO of Ruder Finn

Gabriel Flateman: Co-Founder/CTO of Casper

Mark Bartels: CEO of StumbleUpon

Bill Hagelstein: President/CEO of RPA

Adam Singolda: Founder/CEO of Taboola

Jonathan Plutzik: Proprietor of The Betsy-South Beach

Jessica Scorpio: Founder/VP of Marketing at GetAround

Ralph McRae: CEO of Leading Brands

Warren Berger: Bestselling Author

Liz Kaplow: Founder/CEO of Kaplow Communications

Dave Girouard: Founder/CEO of UpStart

Dave Asprey: Founder of BullectProof Executive

Douglas C. Smith: President of EDSA

Val Difebo: CEO of Deutsch NY

Guido Polito: CEO of Baglioni Hotels

Doyle Graham, Jr.: CEO of Valencia Group

Oscar Farinetti: Founder of Eataly

Angelo Sotira: CEO of DeviantART

Ali Khwaja: CFO of Safecharge

Zach Erdem: Proprietor of 75 Main

Jim Beley: GM of The Umstead Hotel

Alexis Gelburd-Kimler: Proprietor of West Bridge

Elie Georges: Proprietor of Hotel San Regis

Kalen Caughey: Founder o VOKE Tab

Michael Friedenberg: CEO of IDG

Donna Karan: Founder of DKNY

Edward Nardoza: Editor-in-Chief of WWD

Scott Dadich: Editor-in-Chief of Wired

Rhona Murphy: Former CEO of The Daily Beast

David J. Pecker: CEO of American Media

Lilian Roten: VP of Swissotel Hotels

Kenny Dichter: Founder/CEO of Wheels Up

Joshua Tetrick: Founder/CEO of Hampton Creek

Paul James: Global Brand Leader of The Luxury Collection

Dr. James Wagner: President of Emory University

Amy Thompson: President of ATM Artists & Management

Neil Gillis: President of Round Hill Music

Brett Matteson: President of Columbia Hospitality

Jonathan Reckford: CEO of Habitat For Humanity

Phil Harrison: President/CEO of Perkins+Will

Chef Bill Telepan

Tony Horton: Founder of P90X

Beth Weissenberger: Co-Founder of The Handel Group

Michael Fertik: Founder/CEO of

Dana Cowin: Editor-in-Chief of Food & Wine

Bob Proctor: Chairman of Proctor/Gallagher Institute

Dennis Turcinovic: Owner of Delmonicos

Vittorio Assaf: Co-Founder of Serafina Restaurant Group

Shafqat Islam: Co-Founder of Newscred

Matt Williams: CEO of The Martin Agency

Bruce Rogers: Executive Chef at Hale & Hearty

Caleb Merkl: Co-Founder of Maple

Candy Argondizza: VP of Culinary at ICC

Neil Sazant: President of The Sagamore

Matt Straz: Founder/CEO of Namely

Terry Couglin: Managing Partner of Marta/Maialino

Andrei Cherny: Co-Founder/CEO of Aspiration

Ronen Nissenbaum: Managing Director of Waldorf Astoria NY

Patrick Godfrey: President of Godfrey Q

Sarah Berman: Founder/President of The Berman Group

Michael Schwartz: Owner of Genuine Hospitality Group

Stephan Aarstol: Founder/CEO of Tower Paddle Boards

Peter Shaindlin: COO of Halekulani Corp.

August Cardona: Founder/CEO of Epicurean Group

Nick Kenner: Co-Founder of Just Salad


Chef Daniel Serfer: Owner, Mignonette & Blue Collar

My NativeAdVice:


Chef Daniel Serfer, a Miami native, opened two restaurants in his home town- Blue Collar in 2012 and Mignonette in 2014. Serfer didn't always aspire to be a chef, let alone a restaurateur with a flagship at a hooker motel. His goal was to be a criminal defense attorney but while studying for the LSAT he realized his inspiration came from cooking and not the law.  Danny’s cooking is from-scratch, straightforward and delicious.  Serfer is able to oscillate between casual American comfort food and elegance with ease, and his restaurants reflect his no frills, full flavor attitude. He was a pioneer in Miami as one of the first restaurateurs to set up shop in the resurgent MiMo district when he opened Blue Collar and follows suit with Mignonette in the up-and-coming Edgewater neighborhood. 

How did you get into the industry?

I went to college at Florida State; at that time there was not many good places to eat in Tallahassee so in order to eat well I had to cook for myself. I ended up liking that very much and decided to give cooking a chance instead of becoming an attorney. I also liked the fact that working in a kitchen allowed to me to sleep in (assuming I was only working a dinner shift somewhere).

Any emerging industry trends?

New industry competitors where at one time only one company held a monopoly, an example is resy to opentable, uber eats to grubhub, etc.

Any industry opportunities or challenges?

There are so many great new places opening up, that is has become increasingly more difficult to keep talented people on board for a long time. It is understandable though as talented cooks want to move around to get a variety of exposure to different techniques and cuisines.

Inspiration for the business idea, and your vision for the Business?

When I moved back from New York no one would hire me so I had to open up Blue Collar in order to have a job. Also, I wanted to create the kind of place I would like to eat at once a week, that lead to Blue Collar.

What's next for the Business in the near future?

We have been so fortunate thus far in terms of support from the community. I just hope that it continues with whatever else we may do in the future.

Your key initiatives for the success of the Business?

Simple; work hard, then work more, then a lot more and don’t expect anyone to do you any favors. Also don’t expect to make any money. Do what you love, and do it well, and money will be a side benefit, it cannot be the goal.

Your most difficult moment at the Business? (and what did you learn?)

Opening up Blue Collar was very challenging. I had never been part of an opening team for any restaurant. With no experience I had to figure everything out on my own as I went along, much of the time flying by the seat of my pants. I under-staffed terribly and as a result had very little support even once we had a rhythm going. I learned how to open a place and the importance of staffing.

Ideal experience for a customer/client?

I am just happy when a guest dines with us, receives excellent service and enjoys their meal. Ideally, enough that they tell their friends and come back to become one of our regulars.

How do you motivate others?

I have a variety of techniques I like to use. The least effective in my experience is actually dollar- motivated. I try and set a good example and tell all who work with us as much of my story as they wish to hear. I hope that it may motivate them to do the same so they can be where I’m at one day. We also try and do fun stuff together like picnics, dinners, and games and always allow for plenty of jokes and laughter inside the restaurant. Additionally I let people have input at the restaurant whether that means beverage selection we offer, food selection on the menu, or even what music is playing on the stereo.

Career advice to those in your industry?

Start working at the best place you can and stay there for as long as you have to learn everything about it, even if it takes 5 years or more. Allow the people in charge of you and underneath you to mentor you and absorb every possible piece of advice you can.