We caught up with the brilliant and insightful Katie Button a few weeks ago and have shared our conversation below.
Hi Katie, thanks for joining us today. Too often the media represents innovation as something magical that only high-flying tech billionaires and upstarts engage in – but the truth is almost every business owner has to regularly innovate in small and big ways in order for their businesses to survive and thrive. Can you share a story that highlights something innovative you’ve done over the course of your career?
When the pandemic happened there were two core learnings that came from that experience. The first was that as a business we were vulnerable for having all of our revenue based on people dining in person in our restaurants. We also learned that we had built over the years extreme brand trust and loyalty. Our customers were deeply connected to us and even when they couldn’t dine with us, they were looking for ways to support us. It made me realize the power of the connection that happens in the restaurant industry. We create memories. We create joy and connection. We give people the time, space and experience to slow down and savor life’s moments. This inspired us to grow our brand, to take the trust and magical in person experiences we were creating for people to begin to build from the basis into a full lifestyle brand with e-commerce and wholesale lines so that we can connect with our customers no matter where they are in the world.
As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?
Katie Button is a five-time James Beard Foundation award nominated chef, cookbook author, media personality, and co-founder of Asheville-based Cúrate, a collection of restaurants, online marketplace, wine club and culinary journeys designed to connect people with the Spanish experience.
Katie earned a Master’s degree in Biomedical Engineering, but her passion for food and travel ultimately guided her towards a career in the food world after being immersed in the industry at a young age. She honed her craft in the kitchens of some of the world’s best chefs, most notably Ferran Adrià and José Andrés, before finding her own success with her restaurant group, Button Meana Group, and Cúrate lifestyle brands.
Katie, alongside her business partner Felix Meana, built the Cúrate brand on its Spanish meaning – ‘heal yourself,’ offering curious guests a guided journey into the rich food and beverage culture of Spain. Through their collection of James Beard award-winning restaurants, online marketplace, Spanish wine club, and expertly guided culinary trips, they look to connect people through the Spanish experience. Their nationally acclaimed flagship restaurant, Cúrate Bar de Tapas, has been an Asheville staple for over a decade, while restaurant, market, and bakery, La Bodega by Cúrate, offers a more casual experience and an escape from the bustle of downtown.
Beyond their award-winning restaurants, Cúrate Trips gives travelers incomparable access to explore Spain, Portugal, Morocco and Sicily through some of the world’s most acclaimed food and wine experiences curated by culinary travel experts. Online marketplace, Cúrate at Home, showcases specialty Spanish ingredients and home goods handpicked by Katie, along with the Cúrate Wine Club designed by Felix and the curators of Cùrate Bar de Tapas’ award-winning wine list.
Can you tell us about a time you’ve had to pivot?
I earned a Master’s degree in Biomedical Engineering and was miserable in my studies the entire time, but nonetheless was about to start a PhD in neuroscience when it dawned on me that this wasn’t what I wanted to do.
I was immersed in the food/restaurant industry at a young age as my mother owned a catering company, and I realized I should let my passion for food and travel guide my career. I didn’t have a clear vision at first, but just knew that my happiest moments were all centered around food.
I immediately started working in restaurants and ended up being lucky enough to hone my craft in the kitchens of some of the world’s best chefs, most notably Ferran Adrià and José Andrés. It didn’t take long for me to catch “the bug” of the restaurant industry – I loved the environment, pace, etc.
This all led up to going off on my own with the help of my business partner, Felix Meana, to open our own restaurant, Cúrate Bar de Tapas, and build our restaurant group, Button Meana Group and the Cúrate lifestyle brands.
Learning and unlearning are both critical parts of growth – can you share a story of a time when you had to unlearn a lesson?
People pleasing is definitely a lesson that I have had to unlearn. It turns out that my people pleasing tendencies is precisely why I was so well suited for the hospitality industry, it’s at the very core of everything that we do. The challenge with people pleasing, comes with management, or when it comes time to set boundaries even with customers. Over the years I have struggled with this. I have always wanted to keep people happy, its an immense strength and tool when used appropriately, but detrimental when you need to clarity or need to have a difficult conversation. I have worked hard on learning the skill of getting more comfortable, being uncomfortable, and have also tried to hire and promote individuals who are naturally gifted at management into those roles. Part of owning and operating a business is understanding your strengths and weaknesses and figuring out how to craft a role where you land in your strengths and hire support for your weaknesses.
Contact Info:
- Website: https://katiebutton.com/
- Instagram: @chefkatiebutton
- Facebook: https://www.facebook.com/ChefKatieButton/
- Linkedin: https://www.linkedin.com/in/katie-button-55a93543/
- Twitter: @chefkatiebutton
