How not to strand your company’s revenue generators
Published in the San Diego Union-Tribune, September 29, 2025
by Neil Senturia
Entrepreneurship/customer service/ARR (annual recurring revenue) — those three things are pretty tightly entwined. And so, a story.
Recently I took my co-founder for a late lunch to the local sushi joint. It is never crowded, and this day was no different. I don’t know much about restaurant economics, but one would think you need customers occasionally, unless you are laundering money or selling California rolls out the back door.
It was 2:30 p.m., and we were the only customers inside or out, and the restaurant wait staff was having a late lunch at a table inside.
My office has been on this street for the past 21 years, and I have eaten at this restaurant at least once per week during that time. I am what you would call “recurring revenue.“
A nice woman comes out and hands us menus. I ask if I can have the lunch menu. “No, it is after 2 p.m., so there is no lunch menu.” I politely respond. “OK, no lunch menu, but can I have the teriyaki chicken bowl?”
“No, that is only on the lunch menu.” Now there is that moment.
Remember, I spent 10 years in Hollywood, so I did not need AI to channel an old movie called “Five Easy Pieces,” screenplay by Bob Rafelson and Carole Eastman.
Jack Nicholson: “I’d like a plain omelet. No potatoes. Tomatoes instead. A cup of The answer remained firmly, no teriyaki chicken bowl for you (channeling Seinfeld’s Soup Nazi).
My partner and I stood up, said thank you, walked across the street and had three fish tacos.
Now here comes entrepreneurship 101. Let’s assume I eat there only once per week, average check $25. Now multiply 50 weeks times 21 years, which is approximately a thousand meals. You can quickly calculate that I am a revenue generator for that restaurant of approximately $25,000 dollars.
So, my only question is, can I get the chicken teriyaki bowl, even though it is after 2 p.m.?
Rule No. 800: No soup for you.