That’s now how it works. Creativity is built on discipline. Think about a Michelin star kitchen. People see the beautiful plate when it hits the table. They see [00:01:00] the artistry, the colors, the creativity. What they don’t see is a thousands of hours of repetition behind the plate. The knife work, the sauce is made the same way every time.

The standards that never move, that discipline is what allows creativity to show up. I’m working with a PGA golfer that I’m blessed to have in town this week, playing in the cognizant here. But we had a issue going back a couple years ago, that he wanted to be a little bit more creative on the course.

He wanted to shape shots better, recover from tough lies, make smarter decisions under pressure. But when we dug into practice habits, they weren’t disciplined, not consistent routine, no structured reps, no clear standards. Once we tighten that up with his swing coach. Same swing work, same pre-shot routine, same focus every day.

Something interesting happened, the creativity wanted started showing up on the course because discipline builds confidence con, and also as my boy, Jocko will say, discipline equals freedom. Confidence frees your mind. And when your mind is free, creativity shows up. Same thing in business. Same thing in life.

People say they want innovation, but they won’t build the habits that make innovation possible. So if you’re waiting to feel inspired before you execute, you’ve got it backwards. Execute first, [00:02:00] discipline first. ’cause people are operating at the highest levels. They don’t wait for creativity. They build structure that allows it to happen.

And talk about excellence. I got me Michelin star in the culinary world, which is, it’s like a gold medal squad, right? No. It’s like an Oscar baby. It’s one of the honors that a chef can achieve. A Michelin star isn’t just an award. It’s a global recognition of excellence, discipline, creativity, consistency at the highest level of cuisine.

And again, it’s like a gold medal or an Oscar. Joe Sdo is a third generation New York chef trained and legendary Culinary Institute of America, and he earned that coveted Michelin star at the DJT Donald Trump in Las Vegas, putting his name among the, a elite of group of chefs among worldwide for extraordinary food.

He also is the co-founder of Black Tap. Kraft Burgers and Beers and Global burger phenomenon known for its craft burgers and those outrageous, crazy shake milkshakes that took social media in the restaurant world by storm. Now he’s bringing that passion, heritage, and big flavor Italian. The Italian American cooking right here to South Florida with the opening of Arthur and Sons in Jupiter, Florida.

A restaurant that’s [00:03:00] already creating serious buzz in the local dining scene from Michelin level kitchens to building up restaurant brands. People line up for my guy here, Joe, and also gotta give a shout out to the awesomest most PR rep ever. Emily Penn Lees for setting this up. This guy’s been I went to sleep at 2 45 and we’re actually recording this at nine 30.

So he is a baller kinda showing up here. Chef, 

Chef Joe Isidori: what’s up? 

Coach Fergie: Thank you for coming in brother. 

Chef Joe Isidori: What’s up that you said that you just said the best thing you need to show up. Yes. You understand. 

Coach Fergie: Every 

Chef Joe Isidori: day people, like y you just, I don’t even know you. We just met and your whole little lead in just inspired me.

’cause you, he just made me think. Creativity, this, that there’s no luck in life. You gotta wake up, love it, and you gotta show up. Love it. You gotta do it every single day. If you don’t have any discipline, if you don’t have hussah, if you don’t have, you know what I’m trying to say? Yes. You gotta show up.

Absolutely. Once you show up, you do the work you land in, you land on your feet, and you become one of the best. And that’s the only way he is. Brady says it. Brady says it the best. You know how he always says, I just outwork people when I was a young cook. Okay. I went into these French kitchens.

I, I’m a dumb kid from the Bronx. Okay. I’m a street kid. I used to [00:04:00] hang out by a payphone with a 40 old English in my hand and my hat kicked to the side. And all of a sudden, all of a sudden I’m in this kitchens in like the nineties with French guys. I got no idea what they’re saying. I was scared.

I was scared to death, right? But the whole point was I went to work every day. Sure I worked harder than everybody else. Yes I showed up early, I left last, I did everything I could. You want to know why? ’cause I never wanted anyone to know. I didn’t know what I was doing. 

Coach Fergie: Love it. 

Chef Joe Isidori: And that was how I succeeded.

Coach Fergie: That’s the discipline I talk about. It’s doing what you don’t wanna do when you don’t wanna do it, but do it with a smile on your face. That’s 

Chef Joe Isidori: it. 

Coach Fergie: You 

Chef Joe Isidori: showed up every day. Yeah. You gotta show up, you gotta do it, you gotta do it with, and that’s it. In the end of the day, I, what I’ve done is my secret to my successes.

When I was younger, I was in those kitchens where I got 

Coach Fergie: standing on milk crates. 

Chef Joe Isidori: Yeah. That was my dad. My dad. I did a little dive on it. There you go. I liked it. This guy did his homework. That’s good. That’s the secret to success too. You gotta do your homework. But I’ll tell you, I tell my PR agents all the time, I don’t like homework.

Don’t gimme homework. But but she’s, yeah, she’s right here, so she’s like rolling her eyes at me. But, no, you gotta do that. And so [00:05:00] when I was younger, I got my butt kicked in these fine dining restaurants. And what happened was is it infected me a little bit. And when I won all my Michelin stars and all my awards, I gotta say I, I was a bit of a jerk sometimes, sure. But you had to be tough like that. But what I realized when I woke up one day, I said, I gotta make some money here. Yeah. I thought about team and culture and you have to build them, you have to cultivate them. You have to. You have to make sure that they buy into your vision. And how do you do that?

You gotta take the armor off. You gotta have a little humility and you gotta motivate them. Love it. The only way to do that, I don’t wanna say be nice to them, you gotta have tough love because at the end of the day, without structure, you’re nothing. But you gotta have a little tough love. You gotta make sure that they understand why we’re doing things.

Sure. And then you gotta hug ’em, love ’em, and kiss ’em at the end of the day. Sure. And they’ll run through brick walls. 

Coach Fergie: Absolutely. 

Chef Joe Isidori: Once I realized that as a chef, I literally, and I’m not exaggerating, I opened restaurants around the world. New York, Disneyland, Disney World, Dubai, Abu Dhabi.

I’m like a walking [00:06:00] promo board over here. Love it Singapore. Okay. I mean you, Switzerland. We went everywhere. My son was six months old. His passport had more stamps in it than anybody gets in his entire life. He was riding Air Emirates first class in a bassinet, the kid. Alright. But once again, guess what?

When the world came knocking, I showed up. You 

Coach Fergie: showed 

up. 

Chef Joe Isidori: I showed up and I did it. And here we are today. In Jupiter, in the palm beaches.

Coach Fergie: I’m just gonna say that. So you’ve cooked everywhere. You just mentioned from 

Chef Joe Isidori: everywhere. 

Coach Fergie: Everywhere. So how does South Florida dining scene compare to places like New York City and 

Chef Joe Isidori: I’ll tell you right now, you know the old saying you can make it in New York, you can make it anywhere.

Yeah. Let me tell you something folks. If you can make it in South Florida, you can make it anywhere too. It’s a tough scene. Scene. We got all new 

Coach Fergie: Yorkies 

Chef Joe Isidori: down here, man. Dude. Tough scene,

So Jupiter as my second has been my second home since 2003. I’m actually I’m a big New Yorker walking, talking the whole nine yards.

I promote myself like that. You think? But, yeah. But my, my, my refuge and my sanity has always been in Jupiter, Florida and Palm Beach in general. Sure. So in 2003, we had a home here. We were one of the first homes built in ABA [00:07:00] coa. Okay. We lived there for many years. Oh, wow. Okay.

Then my family built a big home and we’ve been there for a long time and I lived on like 55th between Park and Lex. Yeah. And I and COVID hit, I, everyone knows this kind of storage. Sure. But my wife and I saw so I was like, what are we gonna do? I said. Let’s go down to Florida.

I said, hide out for a little bit. Stay at my parents’ house. I said, Jupiter, she’s from Bensonhurst. She’s Jupiter, what the hell is that? And we went down there. I had to go to Disney to reopen up one of my restaurants at Disney World. DeSantis opened the state. I had to go to work. 10 days later, I come home.

My wife said, you got your checkbook. I said, yeah. She goes, I bought the house across the street. I said, you did what? She goes, I bought, I love it here. So we moved our whole family down here, and now we’re proud Jupiter residents. Love it. I go back and forth to New York Weekly, right? I’m here on the weekends.

Now I got a restaurant here and not to turn this into a sob story, but recently my wife was diagnosed with stage four ovarian cancer. That was a year ago. That hit me like a ton of bricks, and what I realized is. Because I was a great coach. Because I was a leader. Yeah. I got restaurants in [00:08:00] California, Tampa, Orlando, New York.

I went to all my teammates, I went to all my partners. They said, listen, can’t be here all the time now. You gotta show up and do your own job. Love that. I’ve taught you enough. Now, all those restaurants, they’re running not without me, but I can go there once a month, not once a week. They flourish.

They flourish, yeah. And I made a conscious decision that I’m gonna open up in Jupiter to be near my family. I found the best location I could. I built a badass restaurant and I’m here because I believe in Jupiter. That’s what I want to be. I wanna be my family. So 

Coach Fergie: walks to Arthur and son’s chef, in Jupiter.

What experience do you want them to walk away? Talking about the next thing. 

Chef Joe Isidori: One word. 

Coach Fergie: Yeah. 

Chef Joe Isidori: Fun. 

Coach Fergie: Fun. That’s 

Chef Joe Isidori: love that. Listen to me, listen dude. I love this. 

Coach Fergie: Listen, 

Chef Joe Isidori: I love this 

Coach Fergie: Sky 

Chef Joe Isidori: squad. Listen to me, knock it off. Don’t be fancy. Yeah, nobody cares. It’s just chicken par. Yeah. Have a little fun. Your life. It’s 

Coach Fergie: just chicken park.

Chef Joe Isidori: Okay. These people come in. That’s awesome. Yeah. Oh, do cuisine this and knock it off. Yeah, knock it off. Throw a hat on. Shake your booty in your chair. Get gravy. Have some good time. It’s gravy, not sauce. It’s a whole nother episode. And that’s it. You leave Arthur and [00:09:00] Sons. You’re gonna say this. I had fun and the food was amazing.

The vibe was amazing, but I had fun and I want to go back. That’s it. 

Coach Fergie: The restaurant residence is brutal, man. It’s tough. So it’s the worst. It separate chefs. Who, whose decades in the why do chefs burn out? 

Chef Joe Isidori: Because they’re egos. 

Coach Fergie: Okay. 

Chef Joe Isidori: They can’t get outta their own way. 

Coach Fergie: Keep going.

Chef Joe Isidori: I tell my my, my chef friends all the time, you gotta stop. My dad, when I was younger, he was a great chef. He would tell me, you know what your problem is? You got champagne taste on a Budweiser budget kid. Okay? You want to know, you want to know, you want to know, you want to know. Secret of life.

He said, chicken palm. He goes, that house you live in? Chicken palm. That Mercedes you got in a driveway, chicken palm. You see all the things you like to do. Chicken palm, remember one thing in life, kid, chicken palm pays the bills. So he told me, whatever you do, he goes, whatever you do, you make sure you find your chicken palm in life.

So I, I did that and that was my first level of success. So I tell people now, find your chicken palm. It could be a burger. It could be a taco. I’ll tell you what, it’s not. It’s not oysters. It’s not gu gras. It’s not sovi. There’s sovi. Yeah. It’s none of that crap. It is. [00:10:00] It is a taco fried chicken. A hot dog.

Don’t be afraid of it and lean into it when you do it. Yeah. And the last piece of the puzzle is once you find your chicken parm, be authentic. 

Coach Fergie: Make it yours. 

Chef Joe Isidori: Don’t try to be something you think somebody wants you to be. It. You hear today? Yeah. This is me love. This is me. I got the guard off, the accents out.

I’m, you guys can’t even see me. I’m throwing my hands all over the place. I’m gonna see you. This is it. No promise, but this is it. Find your voice. Yeah. Find your chicken palm. Be yourself and knock it off with all the other crap. 

Coach Fergie: Love 

Chef Joe Isidori: that. Don’t be fancy. 

Coach Fergie: I love it. You. Built restaurants, written cookbooks appeared to major TV shows.

At this point in your career, I know you’re doing a lot this, I got a big TV show coming out soon. What wife, if you don’t mind saying, 

Chef Joe Isidori: my wife is my wife is Louise. 

Coach Fergie: Louise. 

Chef Joe Isidori: Louise Altice. A Dori. 

Coach Fergie: Louise Alt is a Dori. So now she’s going through a challenge right now. The prayer’s out. She’s in remission.

She’s in remission. Good. Excellent. So at this point in your career, what challenge in the professional side still excites you the most 

Chef Joe Isidori: Evolving. 

Coach Fergie: Evolve. Love 

Chef Joe Isidori: it. You need to evolve. 

Coach Fergie: Yeah. 

Chef Joe Isidori: What I did, I’ll put all my other restaurants aside, right? Sure. [00:11:00] Let’s just use Arthur and Sons. Four years ago we opened the first Arthur and Sons.

I can show you that first store to the store I just opened, and you’ll see nothing but evolution, right? We went from this little tiny 38 seat on the corner of the West Village of New York City, the hottest neighborhood in the world. Okay. Doing 300 people a night on butcher block tables, paper napkins, big portions of food, hip hop playing.

We were cool as you know what, as time has gone on, and especially with the COVID world, what happened is like the middle started to go away, right? So people either wanted to go have. Shake Shack Burger. 

Coach Fergie: Sure. Or High End 

Chef Joe Isidori: or Carbone. Gotcha. Gotcha. It’s for lack of a better term, we don’t like to talk about the competition, but that’s a whole nother story.

We got a few shows we could do. So I recognize that if I don’t start to increase the experience, a little bigger store, a little bit more curated entertainment. We went to some linens we changed the wine glasses. We did all these little things, which, it’s business. Sure. You allowed me to raise the [00:12:00] prices a little bit.

Yeah. But people were happier. Love that. Because now what happened is you become a custodian of other people’s time, money, and energy. Yeah. So when they come to a restaurant, they want to know, am I gonna be safe? Am. Am I gonna get something that value or quality and do I want to go back?

So the only way to do that and people are particular how they spend their money now. So 

Coach Fergie: one second. Gonna cut. We’re gonna throw it to Steve Austin. Austin. Our, my, I’m blessed to have my sponsor with Rises Mortgage. And we come back. We’re gonna really dive into the quality that. Chuck Joe talks about Steve, take it away.

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Coach Fergie: Hey Steve, thank you so much. And the market’s warming up down here, just like the restaurant scene with my guy here. Yeah. Yeah. Chef Joe is a Dory, but Joe in the culinary world earning that Michelin star, I gotta take you back to this. Got it. Okay. With I mentioned like an Olympic gold medal, but also an Oscar.

So what does that moment actually feel like for a chef? When you hear your restaurant has been awarded with, great. I know you wanna be humble, I want to hear like 

inside. 

Chef Joe Isidori: No. I’m not gonna, I humble this, humble that. No, it’s the greatest feeling in the world. What are you crazy? You’re dead. You’re Italian.

We call you mote. You’re dead behind the eyes if you don’t understand that. When I got that phone call, I looked around, I said, you got the wrong number. What’s going on? No, it’s a great, it’s the greatest thing ever. I worked very hard for it. Yeah. But it could be the, it could be a blessing and a curse at the same time.

Don’t be fooled. And it was a great feeling. I’m an objective guy. And I’m about, all right, so I’m a football player. I played high school football, college football. I played, semipro was a linebacker. Okay? And [00:15:00] my goal was when I played sports is. Never stop moving. Okay. If I, my feet keep moving, I will end up in the end zone and don’t stop till the whistle blows.

I got a few cheap shots after the whistle too. Yeah. But that’s the whole story. So my life is like that. And my point is like I achieve an objective and I immediately throw it to the side and say, what’s next? Next? Yeah. So that was what the Michelin Stars thing was. All right. I won. 

Coach Fergie: Yeah. 

Chef Joe Isidori: Okay. I said, what’s next?

Alright, let’s go for two stars. 

I tried. I said, okay. But when I tried it, I still stayed in the one star vein, but I realized, wait, there’s a better way. And don’t just stop, keep your feet moving. Pivot. Yeah.

Coach Fergie: Lot. 

Chef Joe Isidori: Find another lane and keep moving down the field. Keep the ball moving.

I’m all about Ironman football. I want to, I wanna ram it down your throat. I wanna keep coming at you three 

Coach Fergie: yards in a clot of dust, 

Chef Joe Isidori: right? A hundred percent. A hundred percent. And so I take everything like that. So the Michelin star, like a lot of people just sit back, oh, look at me. I have a Michelin.

Thought right now. What’s next? Next, let’s go 

Coach Fergie: hear that squat. He’s talking about that, those peaks. I always say the top of one [00:16:00] peak is the bottom of the next. Yes. And that’s what you bringing. So talk about evolving here. So outside of, chefing in the restaurant world, what is your chicken par?

Chef Joe Isidori: My chicken palm is the best chicken pom in the world. Why? 

Coach Fergie: No, outside of that? Oh, outside. What is your outside, what’s your passion, man? Outside of it, 

Chef Joe Isidori: My passion is my family. 

Coach Fergie: Yeah. 

Chef Joe Isidori: I, that’s all I do. 

Coach Fergie: Yeah. 

Chef Joe Isidori: I don’t have any hobbies, it’s, unfortunately, I’m not the athlete I used to be.

But no, I only care about, I only care about my, my, my family and my business and that’s it. And my, and I keep my circle real tight. 

My father said, you’re gonna. Five. One on one hand. Five friends. That’s it. That’s all you’re gonna have. Oh, okay. Yeah, I know the whole world. Look, I’m not trying to be cocky like I know everybody.

Sure. Okay. I could pick up the phone, I could have, we, Jimmy Fallon will come in. Drew Barrymore come in. I’ll have the Trumps sit. I’ll have this, I’ll have that. What does that mean? It means we gots. I don’t know if you know what that means. That means nothing. Nothing. Yeah. At the end of the day, you got five people.

That’s it. So I treat my life that way. So my most important thing is my family and my family that I can, my friends, that I consider family. It’s how I met Emily. Okay. I met her through [00:17:00] a family friend, and now she’s gonna become one. I keep it tight and the only other thing I care about is my business, and I don’t mean business like dollars and cents.

Sure. I build brands. 

Coach Fergie: Sure. 

Chef Joe Isidori: I build culture. Yeah. I build energy and it’s focused on my moral values and my core values at home, and I bring them into my restaurant. That’s all I do, my wife says all the time, don’t you want a hobby? This is my hobby. I wake up every day. I love doing this.

Why? Why I, what better that I get to work, I get to make money, I get to socialize, I get to meet people. I said, when I go other places, I feel like an introvert. I’m like, you know what I, they’re like, why don’t you play golf? I said, you wanna put me on a golf course for four hours chasing a little white ball?

Ill lose my mind. Mind. Same dude. I ball there. I can’t do it. 

Yeah. 

Chef Joe Isidori: If I still am 48 years old, be 49. I’d if you, if I could, if my body let me, I still wanna play football. 

Coach Fergie: Sure. 

Chef Joe Isidori: Because I need the adrenaline. I need to hit, I need all that stuff. Yeah. And that’s how I treat it all. So no hobbies? No passions.

My family, my business, my customers, my staff. That’s my, what do you think people 

Coach Fergie: might misunderstand about you? 

Chef Joe Isidori: I’m big and loud and I come at [00:18:00] you, but at the end of the day, I’m just a teddy bear. 

Coach Fergie: Yeah. I thought that’s, you’re gonna say brother. Yeah. Yeah. I love it. So if you get in that DeLorean with Marty McFly.

Yeah. We’re dating ourselves a little bit here, but we go back to the double deuce, the 22-year-old. Joe, what kind of knowledge nuggets might you drop on him at the 22-year-old Joe, that with what you’ve learned, not that so much changed anything ’cause you’ve achieved so much, but maybe to help him shorten the learning curve a little bit.

Chef Joe Isidori: Don’t be fancy, knock it off. Nobody cares. It’s find your chicken palm kid. I’m gonna save you a lot of heartache. Listen, I woke up, let’s call it thir. I lost my dad at, when I was 32 years old. He died. He died in his kitchen.

Coach Fergie: Wow. 

Chef Joe Isidori: Yeah. Really It’s just hear, man, listen, I talk more people outta this business than into this business.

Yeah. And I woke up and I said to myself, my Marty McFly moment was my dad dying. And I said what would he want me to do right now? And he said fine. Chicken pump kid. Knock it off. What are you doing with this Michelin star? Bs? And I was broke. I was single.

I lived in some brownstone in deep Brooklyn. Not fancy. I [00:19:00] had nothing. At one point I couldn’t even turn. I, my, my aha moment was I was in Metro Tech station. If you’re in Brooklyn, you don’t understand that. I had a money order in my hand. If you gotta pay a bill with a money order, you’re on your hands and knees, right?

I stood in line with lines of people. Nothing fancy.

To pay my ConEd bill, my utility bill, just to turn my lights back on in my house and I said to my, and I woke, so I did that. I woke up the next morning, 6:00 AM and I had the mirror moment where the fog is on the mirror. You wipe it off.

And I looked at myself, I said, you gotta stop this. This has gotta stop this. What do you want? I said, I wanna make some money. I wanna have a life. I want a wife. I want a kid. I want a home. I met my wife two weeks later. 

Okay. I sold the restaurants that I had my fine dining restaurants. My wife’s like, how are you gonna take care of me?

I said, I’m gonna open a burger joint. She was like, okay. I figured, that’s my chicken palm. I’m gonna go serve a burger. 

Coach Fergie: Yeah. 

Chef Joe Isidori: So I, and everyone’s what, how are you gonna do that? So I don’t know. I’m gonna buy a little 18 seat place in [00:20:00] soho. I’m gonna throw the last dime I got into it.

I said if I do X, Y, and Z did the numbers, I can make enough money to support, pay my rent put a little aside. My wife and I can have a wedding. Like I have old school mentality. I opened that restaurant and I put out this story about, a nostalgia. They said, what do you want to do?

I said, I’m gonna recreate the greatest memory with my dad. And that was going to the local lunch, Annette, and getting a cheeseburger deluxe, I was the happiest. He’d get an egg cream and I’d get a milkshake, 

Coach Fergie: right. 

Chef Joe Isidori: And. I put out a press release that basically said this Michelin star chef said Fine dining.

He’s gonna flip burgers for the rest of life. 72 hours later, the lines were down the block, right? 72 hours. The lines were down the block. I had to close the restaurant for a day just to repr. Okay? I won Best Burger in New York. I got every piece of press you can. Instagram went nuts. Guess what? I found my chicken parm.

Yeah, it was a burger, right? It a burger, yeah. I ended up both. We took that brand to 24 locations [00:21:00] worldwide. I did about 14 of ’em. I created, my wife, created the crazy shakes, not me. It was her idea. Love it. We did that and it changed my life. I made a whole bunch of money. I achieved all the, remember that list I told you about?

Like here’s my list. I did it. So my, so back to your question. Me, Marty McFly, we get in the time machine, we the DeLorean, we go back, I say, kid, knock it off. Don’t be fancy. Nobody cares. It’s just chicken parm. Find your chicken, you find your chicken 

Coach Fergie: parm. 

Chef Joe Isidori: And I’ll cut out the nonsense of living off ramen noodles and drinking Schlitz beer in a in a cheap ass apartment in deep.

Coach Fergie: In soho, south of Houston, right? Is that what that means? South of Houston. South of 

Chef Joe Isidori: Houston, yeah. 

Coach Fergie: Houston, Africa. That’s right. That’s how they say it. There. I did my first trip to went to the Ryder Cup. It was up in

Chef Joe Isidori: Oh, good. 

Coach Fergie: Yeah. Up there in Bethpage and just got lost in, I had the best time just getting lost in the boroughs for a couple days.

It was actually a lot of fun. Piece of advice for young chefs who dream of earning a Michelin star other than find your chicken parm. What, dig deep a little bit here, what you’d tell them. 

Chef Joe Isidori: Go for it. If you really have the passion and you, but you need to understand what comes with it.

It’s not all, it’s not all [00:22:00] champagne or roses. Love 

Coach Fergie: it. 

Chef Joe Isidori: A lot of guts and glory. You gotta be ready for it. Like I, I think when we were all off air, I told you something, I said I don’t have any regrets in life. I’m a old, I’m, my, my motto is, no, should have could. Yeah. Do who cares?

Absolutely. Just dump. 

Coach Fergie: Yeah. 

Chef Joe Isidori: But one of my biggest regrets is I didn’t serve our country. 

Coach Fergie: Yeah. 

Chef Joe Isidori: And I always wanted to, but what I did was, is I ingrained that discipline in me. That hos buzz, I like to say. Sure. That show up kind of attitude. So I would say to ’em, look, go for it. Sure. This is what you need to do in order to do it.

Okay. You’re not gonna have any friends. 

Coach Fergie: Sure. 

Chef Joe Isidori: Okay. You’re gonna look around, make sure you’ve got a team that’s as crazy as you. Because they’re, it’s not, it’s the trenches. Okay. They’ll die with you. Yeah. Yeah. So they’re gonna die. They gotta die with you. 

Coach Fergie: Yeah. 

Chef Joe Isidori: And once you get there, along the way, you’re gonna have to, you’re gonna ruffle some feathers.

You might be a little bit of a jerk at times. But remember what it took to get there. Find some humility in the experience. Love it. And use that to find your chicken parm and move on. Having a life of all Michelin star restaurants. It’s [00:23:00] damn near impossible. Yeah. There’s very few people in this world that can do it.

Coach Fergie: You make people happy when they go in there. Yeah. So speaking of that, like I asked this to all my guests, but how, and I think I might know it with you already, but how do you want your dash to remember that little lining between your incarnation date and your expiration date, your life date and your death date?

Dash says a lot about a person 

Chef Joe Isidori: like so my, my 

Coach Fergie: if I was standing up in front of people at your death. 

Chef Joe Isidori: Alright. 

Coach Fergie: What would you want me to think about you? 

Chef Joe Isidori: How I make people feel? 

Coach Fergie: Okay. 

Chef Joe Isidori: My family. Yeah. The my, my greatest achievement will be my son. 

Coach Fergie: Love it 

Chef Joe Isidori: per, 

Coach Fergie: is he following a little bit in the huffy 

Chef Joe Isidori: footsteps or, I don’t really want him to, 

Coach Fergie: yeah.

Okay. 

Chef Joe Isidori: I’ll let him. Same 

Coach Fergie: thing, 

Chef Joe Isidori: man. But my, I, I wanna, I want to take my, my, my God-given talents, my career, my relationship with my wife, and I want to create memorable moments, make people happy, which will ultimately. At the end. Yeah. Listen, I’m sitting here with a t-shirt I bought on Amazon, pair of pants.

I put the pants at TJ Maxx. I gotta pay dudes on. I got a stupid hat on. Okay. I don’t care about money and my [00:24:00] own fancy stuff. Yeah. But all of this is gonna give my son the final result. But everything I just said is gonna give my son a better life. 

Coach Fergie: Love it. 

Chef Joe Isidori: And I want to put him in a position where he can do great things.

But I want people to remember how I made them feel and how much I did this 1000000%. From my wife and kid and nobody else. 

Coach Fergie: Love it. And then how can we find you, brother as we wind 

Chef Joe Isidori: this down? Oh, go on. Social media. I’m all over the place. You are? I got 150, 160,000 followers right now. Some schmuck from the Bronx.

I grew up in Yonkers. I shouldn’t have a following like that. Yeah, it’s awesome. You could do, you’re funny on 

Coach Fergie: there 

Chef Joe Isidori: though, man. It’s awesome. I gotta, I got a website, I gotta have one of those. Arthur and Sons nyc.com. I don’t have a phone in the restaurant. I’m sorry folks. Okay. And I don’t give my cell phone number out.

But that’s how you can find me. Yeah, I’m on TV a lot. I do a lot of the morning shows. I got a big show coming out on Food Network. I can’t tell you when, what, who or anywhere, but let’s just say this Spring huge show. Love it. Huge show coming out. You’ll see me there. So that’s it. Stay tuned. Watch the channels and wanna come 

Coach Fergie: and squad.

You can go to rezi.com, RES i.com and put in [00:25:00] Arthur and Sons. There also the address is 40 50 US one in Jupiter. It’s at the corner of Marchinski in US one. It’s awesome, man. Thank you so much for coming on, brother. You’re welcome. This is a blast. Thank you. My awesome producer Brian Mud to w Janno again to Miss Emily Pandis, the best PR rep in Palm Beach County.

Level Up. Love your gut squad.

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