What does it really take to build a business in the trenches — one plate at a time?

In this episode of American Operator, JC sits down with Robert Strong, Iraq veteran, chef, and founder of Pretty Thai in Austin, TX. From late nights in a food truck to scaling a sauce brand through big-name retailers, Robert breaks down the grit, risk, and resilience behind building something through his grief.

This isn't just another founder story. Robert shares the personal trials his family endured that kept them from being able to enjoy the success (at first) and how that launched his drive to create the Palmer Strong Foundation. He now focuses on making a difference for families in their most desperate times.

You’ll hear:

• Why “don’t do it” might be the best advice for entrepreneurs

• What most people misunderstand about the food business

• The difference between being a great cook and being a great operator

• How culture, authenticity, and obsession with quality helped Pretty Thai grow

Whether you’re dreaming of your first storefront or in the thick of scaling, this episode is for the ones doing the work.