
My Story
Hi, I'm Jeff. I opened my first cafe in Santa Monica at the age of 23. Throughout my career, I've owned four cafes, a neighborhood bar & bistro, a corporate catering business, a school lunch operation, and a smart food vending service. From high school to the present day, I have worked in every conceivable position in restaurants, retail, and office settings, including all tasks under the bookkeeping umbrella. The demands on the small business owner are vast, and early advice to focus on strengths while delegating weaknesses served me well.
​
During my restauranteur career, I relied on three core competencies: my culinary instincts for customer-pleasing flavors, creativity in designing efficient and enjoyable operations, and a passion for financial management—from cost controls to budgeting and profitability analysis.
​
Some ventures were solely mine, others involved partners and shareholders. I thrived on fiscal accountability, especially in preparing spreadsheets and financial reports for quarterly shareholder meetings.​
​
After relocating to Portland, Oregon, I transitioned from operating restaurants to founding Secret Recipe. Here, I apply my decades of bookkeeping, client relationships, operations management, and leadership experience gained as a food service entrepreneur.
​
Understanding your financial numbers is essential for business success. Having an experienced small business professional guiding you toward true profitability is YOUR Secret Recipe.
Why I started Secret Recipe
As a small business owner, I wore every hat imaginable: company visionary, team leader, financial provider, while also trying to be present as a father, husband, friend, son, and brother. With so many responsibilities competing for my attention, I inevitably neglected one critical priority—my well-being. The consequences accumulated silently: sleep deprivation, weight gain, a shorter fuse, mental absence during precious family moments, disappearance from friendships, and a dimming of the professional excellence I prided myself on. Ironically, I chased solutions constantly—reading business books, attending seminars, promising my wife that "this investment" would transform everything. I became skilled at finding solutions but poor at implementing them. My obsession with finding the 'perfect path' became the very obstacle preventing my progress. I excelled at activity but failed at true progress. I didn't realize I had trapped myself in an exhausting cycle of motion without momentum. At forty, I reached my breaking point and sought business coaches and mentors. This investment in myself, not just my business, proved transformative. Gaining perspective created unexpected positive ripple effects throughout my life. The positive changes I saw in my business performance were matched by equally significant improvements in my personal life. Looking back, I regret not taking action sooner. However, I recognize that these experiences were necessary parts of my journey. The challenges I faced as a small business owner have given me valuable insights about effective strategies and pitfalls to avoid that I wouldn't have gained otherwise. As your bookkeeper and coach, I can help ensure your compliance, clarify your financial picture, and support your unique vision of success—both professional and personal. Your achievement of these goals would be my greatest professional reward.