The WHY from Industry Veteran Justin Morales

My name is Justin Morales, and I've had a long journey in the restaurant industry, starting as a line cook and eventually becoming the General Manager at Fire by Forge in Hartford. Like many in this business, I have my own hero's journey. I began in the kitchen, working my way up to the front of the house. My credibility was built in the kitchen, my reputation was established at the bar, and I earned respect as a leader when I moved to the front of the house.

Working in the kitchen gives you a kind of street credibility—you're working in hot conditions, getting cut and burned, often without recognition. The customers may not see your face, but they enjoy your food, while the servers and bartenders get the praise and tips. However, the respect from those who recognize your hard work on a busy line is priceless.

In the 90s, I knew I wanted to keep growing and expanding my skills. I started working in the front of the house at a legendary place in Hartford called The Roo Bar, a college bar with some incredible bartenders. They were like rock stars to me, and I wanted to be like them. I remember cutting my long hair and trying to work the front of the house, though I was terrible at it at first. In this business, when you take on a new role, you'll likely be bad at it initially. But you have the opportunity to learn and improve, or you might give up. Fortunately, I had no shame in admitting I was bad at it, so I learned and eventually became a bartender.

I kept at it, using a bar book to fake my way through making drinks until I got the hang of it. I became a good bartender and loved it because I really embraced hospitality. My experience in the kitchen and at the bar eventually helped me transition into a leadership role, where I learned that leadership isn't about showcasing yourself—it's about being a shepherd to the people who work with you and for you.

Now, at Fire by Forge, I've come full circle. I'm teaching people who might lack direction or need a roadmap on how to succeed, avoid pitfalls, and find encouragement. I wasn't a celebrity chef, and I didn't go to culinary school like many chefs do, but I worked my way up from the bottom. While I might not fully speak the language of a classically trained chef, I can hold my own, and I'm always learning.

This business is a meritocracy. If you work hard, have imagination, and earn credibility through your work ethic, reputation, and respect for others, you can craft your own career. Being in this industry has saved my life—working in a restaurant, not an office, is where I belong.

I've also written a book called Serving Life Behind Bars: Kitchens and Hospitality, which tells the story of my journey, the mistakes I made, and how I kept going. The book explores how everything came full circle for me, the importance of letting go of ego, dealing with the toxicity in the industry that's now changing for the better, and navigating the aftermath of COVID-19. The pandemic brought challenges, but it also led to new opportunities and the birth of many independent restaurants. It's exciting to see people from our industry become successful operators, and I'm proud to be part of that journey.