July 5, 2018 — When recent college grads Luke Holden and Ben Conniff opened a hole-in-the-wall, 200-square-foot lobster shack in New York City’s East Village in the fall of 2009, they were wholly unprepared.
The economy was still struggling and neither Holden, a 25-year-old banking analyst, nor Conniff, a 24-year-old freelance food writer, had any restaurant-management experience. The two had recently met through Craigslist and gave themselves a two-month timeframe to open their shack, which they dubbed “Luke’s Lobster.”
“We were very naive out of the gate,” Holden, the company’s CEO, recalls. “We were just a couple of inexperienced, hungry, can’t-say-no, going-to-find-the-answer-on-Google-type individuals.”
Holden had graduated from Georgetown University in 2007 and moved to New York City to work in finance. As an analyst at Cohen and Steers Capital Advisors, he eventually earned nearly $150,000 a year in salary and bonuses. At 25, he had an extremely comfortable lifestyle — but something was missing.
“He called me one day,” Holden’s dad, Jeff, tells CNBC Make It, “and said, ‘I’m making great money down here, I’ve got great friends, but I just don’t like what I’m doing.'”
Holden did have an idea he was excited about: a lobster shack. Growing up in the coastal town of Cape Elizabeth, Maine, his childhood revolved around the ocean. Restless with his corporate job and nostalgic for home, Holden decided to return to his family roots. In the summer of 2009 he started searching online for a high-quality, affordable, authentic Maine lobster roll, but was disappointed with the results. They were either too expensive (in the $30 range), poorly frozen, or had too much “mayo-celery,” Holden says.