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- Subscribe - Contact Us - Rate Card - Place an Ad Valley&State Backpage O&E Sports Archives Classifieds Faith&Beliefs Obituaries Revels September 18, 2004 Restaurateur sees niche in falafel By Bill Choy Ashland Daily Tidings Opening a new business can take a lot of blood, sweat and tears to make it become a reality. On Saturday, Happy Falafel, a Mediterranean-style fast-food restaurant, opened its doors after months of preparation by owner Greg Wilcox. On Friday afternoon, workers were hard at work putting together last minute touches to Greg Wilcox, owner of Happy Falafel, planned to open the doors of his Ashland Shopping Center eatery on Saturday. Andrew Mariman | Ashland Daily Tidings the establishment, at 1690 Ashland St. in the Ashland Shopping Center. Wilcox was busy chopping eggplant as employees helped put in tile pieces, while friends of his measured space on the walls to figure out where to put the photos. He was also waiting for the delivery of his menu board, which he hoped to have by evening. His shoes were so worn out, his wife Kim had to run to the store to buy Wilcox a new pair. "Even if I'm here until 3 a.m., we'll be open at 11 a.m. tomorrow," he said. Wilcox said last-minute preparations are all part of putting the pieces of a business together and said he was feeling quite excited and comfortable about the opening of Happy Falafel. "These are your usual, last minute details" he said. "It's about getting all the little things that pop up taken care of." But with such an undertaking, there are still worries. The past few nights, Wilcox has had dreams about his business such as none of his employees showing up for work, or his French fries always burning. He said he realizes these are just dreams of anxiety and knows his real opening will turn out much better. Wilcox, who moved to Ashland six years ago, said he always liked the location, but the space was always taken. When it became available, he jumped at the chance to lease the space, and started to make his business a reality in August. Wilcox has been a professional chef and restaurant consultant for 27 years and has worked the past three years as a metal worker. Using his experience as a metal worker, he was able to install the kitchen equipment and hood system above the stove himself, while his wife and friends helped him with duties such as painting the walls. "Everyone's been pitching in," he said. Wilcox said fast food restaurants that specializes in falafel have been popular for many years in the San Francisco Bay area, where he lived before moving to Ashland. Besides falafel, which is a fried, seasoned garbanzo bean mixture rolled up into balls, the eatery serves Mediterranean inspired delicacies such as gyros, Greek salad, and hummus. Happy Falafel also has fresh cut fries, banana milk shakes and baklava, with no menu items over $4.65. The organic pita bread is made by the Little Shop of Bagels, also located in the Ashland Shopping Center. Wilcox said many people and families grab a fast food burger or fries. He hopes his business will offer "a better, healthier alternative to that." Wilcox said Ashland is a perfect place to open his business. "I've been having 20 to 30 people a day coming over and telling me 'I can't believe we're finally getting a falafel shop in town,"' he said. "I think people in Ashland are well-traveled and know what this style of food is."' Happy Falafel is also offering teachers in the Ashland School District a 50 percent discount because Wilcox has been impressed with their hard work and dedication. His daughter attends Ashland Middle School. "It's my way to say 'thank you' for offering her a great education," he said. DailyTidings.com Home Page Valley&State | Backpage | O&E | Sports | Archives | Weather | Classifieds Columnists | Faith&Beliefs | Obituaries | Revels | Subscribe | Contact Us Copyright 2004 Ashland Daily Tidings and Ottaway Newspapers All Rights Reserved Click Here Site Search: .:Advertisements:. RESOURCES - Mail Tribune News - ODOT Road Cams