Welcome to the very first edition of Rich Off Food — the place where restaurant owners, food hustlers, and creators come to level up, stay sharp, and build an empire brick by brick.
If you’re reading this, you’re part of the movement.
🎯 THE TRUTH I LEARNED THE HARD WAY
Most people wait for the perfect moment, the perfect setup, the perfect money, the perfect plan.
But here’s the reality:
In entrepreneurship, we don’t get paid every Friday.
We get paid when we make something happen.
I learned that building Vanilla Rice from zero…
Cooking in tiny kitchens…
Juggling a daughter, life, bills, pressure — all of it.
Nobody came to save me.
I saved myself by outworking the excuses.
And now my mission is simple:
Help the next generation of food entrepreneurs get rich off food — without losing their life, their sanity, or their purpose.
🔥 LESSON OF THE WEEK: START BEFORE YOU’RE READY
Every big thing in my life started before I felt “ready”:
• Opening a restaurant
• Doing private hibachi gigs
• Creating content
• Launching a brand
• Pitching investors
• Expanding locations
If I waited until everything was perfect, I’d still be waiting.
Here’s the cheat code:
Start messy. Start tired. Start stressed.
But start.
Momentum beats perfection every time.
📌 3 ACTION STEPS FOR YOU THIS WEEK
1️⃣ Pick one move that will push your business forward
A menu update, a new product, calling a supplier, creating a post — anything.
2️⃣ Do something today that your future self will thank you for
Small wins stack fast.
3️⃣ Remind yourself: You’re one idea away
Your next breakthrough is sitting in your notes app right now.
💡 THIS WEEK’S MOVE
Reply to this email and tell me one thing you’re struggling with in your restaurant or business.
I’ll pick a few people and give you actionable feedback for free.
This is how we build the community.
Because I’ve lived the struggle.
I’ve run out of money.
I’ve started over.
I’ve built from scratch.
I’ve figured things out with no roadmap.
Now I’m building the blueprint I wish existed when I started.
Rich Off Food will be:
• Real stories
• Real lessons
• Real strategies to make more money
• Tools to scale your brand
• Behind-the-scenes of building a food empire
You’re early.
⚡ LET’S BUILD
If you got value from this, share it with one person who needs it.
Welcome to Rich Off Food.
We’re just getting started.
— Zach “Vanilla Rice” Tolen
🔥 RICH OFF FOOD | The Food Entrepreneur’s Playbook
Built for restaurant owners, food hustlers, creators, and anyone chasing momentum.
👉 Need help growing your restaurant, brand, or revenue?
Book a strategy call with my team.
👉 Follow the journey on Instagram: @realvanillaricelv_
Let’s build your empire, one plate at a time.