Years ago when I moved to Lake Tahoe I quickly learned from locals around town about this place called the Squeeze In. Known for serving the best breakfast in town, competiting during a “Throwdown with Bobby Flay” and also for having the “Best Omelettes on the Planet” ® . That was enough convincing for me and soon I headed over to experience my first breakfast at the Squeeze In.
Located on historic row of downtown Truckee, CA I learned that Squeeze In had a few different meanings. First, it pays tribute to the restaurant’s cozy size which consists of one long hallway spanning only 10.5 ft across in length so you literally have to “squeeze in”. Secondly, they serve generous portions of delicious breakfast and lunch dishes which you also have to “squeeze in”! Most famous for their omelettes with 65 different versions featured on their menu with colorful names such as the “Forest Gump”, “Shake & Bake”, “Spanish Flay” in tribute to Bobby Flay and their very own “Lake Tahoe”. Squeeze also has a number of other delicious items on their menu including what they call “the usual breakfast” which you can imagine the players and tasty lunch specialities such as burgers, sandwiches, salads and more! I dined with a friend, shared their signature “Racy Tracy” winning omelette and immediately fell in food love. One thing I was particular impressed with, my friend brought her young 1.5 yr. old daughter who was antsy to play – immediately the server brought over a toy box crate filled with wonderful things instantaneously occupying her allowing us to enjoy our breakfast and chat.
Recently, Shila Morris, president of the Squeeze In visited my MBA personal branding class to tell her family restaurant’s history, triumps and tribulations and how social media marketing channels contributed to their success. It was during this hour lecture that I came to learn that I had much more in common and opportunity to learn from Shila and the Squeeze. Shila explained the story of how her parents acquired and established their family business fulfilling their early dreams of someday owning the Squeeze In after years of enjoying “free omelette” tips from Shila’s dad’s company. In particular, Shila described parents as a free-spirited, beach loving surfers from Southern California which resonated with me strongly. See, I am also married to a similar soul whom I met on Maui, Hawaii and whose life-long dream is own and operate his own restaurant. Therefore, the stories Shila shared of Squeeze In’s history, successes, mistakes and strategic growth through the use of social media marketing channels hit a deep cord.
Today Shila’s mom Misty Young and original co-founder of the restaurant recently wrote a book which will be on shelves this summer titled From Rags to Restaurants documenting the lessons and experience that her family has learned in establishing their small business and sharing this advice to anyone who wants to open a restaurant and or wants to take their restaurant business to the next level. To say the least, this book will be in my husband’s Christmas stocking next year!
Recently I visited Shila Morris at the Squeeze In in Truckee to learn more about her favorite things about the Squeeze In and Truckee during the summer months in Lake Tahoe. You can also check out Shila’s “5 Must Do’s this Summer” in the region on a recent blog post. Check out my interview with her below and learn a bit more about the Squeeze In:
Not rookies to video, the crew at Squeeze In love their creative videos including favorites such as “Squeeze In “Omelette Style”/”Gangnam Style” Parody Video and their very own Squeeze In Harlem Shake video each with thousands of views! Also, check out their blog “The Good Egg” and learn more about specials, events and get an insider view of the Squeeze In.
Have you dined at the Squeeze In in downtown historic Truckee? If so please share your favorite dish in the comments below. If not, head over there today! They are open daily from 7am – 2pm and now celebrate four locations throughout the Tahoe-Reno region. Look forward to squeezing in alongside you soon!
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