has one group in mind, the customers. >> it took about a month and a half, two months. just really, you know, putting up some specials, making sure that those are the things that people wanted on the menu. it's a very loyal crowd. and you don't have that transient crowd like you do in a metropolitan area. you always have to really focus on customer service and really pay attention to everybody's needs. >> it's been a costly learning experience for these high school friends but the lesson is clear. >> do research and get the information before you make a drastic change. asking your existing patrons what they like, what they don't like. and go from there. >> it could take as long as two years for them to recoup their losses. but food specials, plenty of tvs, and a customer loyalty program have helped get people back in the door. while he takes the blame for the failed experiment he says he'll never underestimate his customers again. >> the customers run the business, it's not me. they're the most important thing