From Ice Cream Dreams to Restaurant Empire
In this episode of Grit Won’t Quit, Tom sits down with Adam Greenberg of Restaurant Zone, the force behind concepts like Hunters Bar and Grill, Potomac Pizza, and Bagels and Grinds. With more than three decades in the restaurant industry, Adam’s journey is anything but typical. What started as a small, 699-square-foot ice cream shop called Cone Zone in the early 1990s has evolved into a multi-concept operation spanning several locations.
Adam didn’t begin with a grand plan to dominate multiple segments of the food industry. In fact, his original vision was to build a chain of ice cream parlors. But a pivotal opportunity to acquire a pizza shop changed everything. That single decision reshaped his trajectory, introducing him to a higher-volume business model and setting the stage for long-term growth.
Adapting, Scaling, and Knowing When to Pivot
One of the defining themes of Adam’s career is adaptability. As he expanded into pizza, deli, and breakfast concepts, he continuously adjusted his approach based on performance and market demand. Not every concept worked—and that’s exactly the point.
Rather than holding onto underperforming ideas, Adam made the tough calls to close or pivot when necessary. Whether it was shutting down a high-end restaurant in a college town that didn’t match the demographic or reworking store layouts to improve efficiency, each decision was grounded in data and long-term thinking.
He also leaned into economies of scale—combining concepts under one roof to reduce overhead costs while maximizing output. Shared kitchens, staff, and infrastructure allowed his businesses to operate more efficiently without sacrificing quality.
Surviving the Unthinkable: Lessons from COVID-19
Like many in the restaurant industry, Adam faced one of his greatest challenges during the COVID-19 pandemic. With dining rooms closed, demand uncertain, and costs mounting, survival required creativity and grit.
Instead of shutting down completely, Adam and his team found ways to keep going. They introduced innovative solutions like pre-order bagel pickups, moving thousands of units weekly despite restrictions. They maintained operations with reduced revenue, often running at a loss in the short term to preserve the business long term.
Perhaps most notably, when a nearby hotel needed to feed over 100 National Guard members with just hours’ notice, Adam stepped up without hesitation. His team quickly mobilized, creating a reliable food service operation that not only sustained the business but generated critical revenue during a volatile time.
Throughout it all, his team remained loyal—many choosing to stay and work for reduced pay rather than walk away. That loyalty, Adam emphasizes, is one of the proudest outcomes of his leadership during the crisis.
Building Systems for Sustainable Growth
Now in 2026, Adam’s focus has shifted from rapid expansion to refinement. With nine locations operating across multiple concepts, the priority is building systems that support scalability.
After years of organic growth, he’s investing in structure—standardizing processes, improving operational efficiency, and bringing in experienced leadership to streamline the business. The goal isn’t just to grow bigger, but to grow smarter.
A key innovation shaping his future strategy is a hybrid restaurant model: multiple concepts operating within a shared space, complete with a central bar and shared infrastructure. This approach reduces build-out costs while offering flexibility and a diversified customer experience.
The Reality of the Restaurant Business
Adam is candid about the challenges of the industry. His advice to aspiring restaurateurs? “Don’t do it.” And if that doesn’t deter you, be prepared for the realities ahead.
Restaurants are notoriously difficult to sustain. Many fail within the first few years, often due to undercapitalization. Hidden costs—from construction overruns to pre-opening expenses—can quickly derail even the most promising ventures.
Beyond finances, the day-to-day pressures are relentless. Staffing, supply chain disruptions, equipment failures, and unpredictable sales all require constant attention. Unlike many industries, lost revenue from a slow day or weather event is gone forever.
Yet despite these challenges, Adam has never missed a payroll in 34 years—a testament to his discipline and commitment.
Grit as the Ultimate Differentiator
At its core, Adam Greenberg’s story is about resilience. Whether navigating economic downturns, industry shifts, or global crises, his success comes down to one thing: he never stops moving forward.
From loading thousands of bagels into cars during the pandemic to negotiating deals in a matter of days, Adam embodies the mindset that defines Grit Won’t Quit. It’s not about avoiding obstacles—it’s about pushing through them, adapting quickly, and staying focused on the long game.
For anyone considering the restaurant business—or entrepreneurship in general—his journey offers a clear takeaway: success isn’t just about having a great idea. It’s about execution, endurance, and the willingness to evolve.
Final Thoughts
Adam’s story is a powerful reminder that there are no shortcuts in building a lasting business. It takes years of learning, constant adjustment, and the ability to make hard decisions under pressure.
But for those willing to embrace the challenge, the rewards go far beyond financial success. They’re found in the teams you build, the communities you serve, and the resilience you develop along the way.
This podcast episode was filmed at Wingman Planning in Belmar.
