We had the good fortune of connecting with Jason Helfer and we’ve shared our conversation below.

Hi Jason, we’d love to hear more about how you thought about starting your own business?
What was your thought process behind starting your own business? Well, I’ve always been drawn to the world of food. It’s been in my family’s DNA for over 400 years. I remember cooking my first meal at the age of five, and from there, the passion only grew. When I thought about starting my own business, it wasn’t just about making a living. It was about continuing a legacy, connecting with my roots, and serving dishes that resonated with history and my family’s journey.
I felt there was a need for the kind of food I envisioned, something authentic that would bring people joy and offered at a reasonable price. The thought of sharing a piece of my family’s tradition, of those peasant villages from centuries ago, and providing a unique culinary experience drove me to take the leap and open up my own place.

What’s one piece of conventional advice that you disagree with?
Well, I’ve always been drawn to the world of food. It’s been in my family’s DNA for over 400 years. I remember cooking my first meal at the age of five, and from there, the passion only grew. When I thought about starting my own business, it wasn’t just about making a living. It was about continuing a legacy, connecting with my roots, and serving dishes that resonated with history and my family’s journey.
I felt there was a need for the kind of food I envisioned, something authentic that would bring people joy and offered at a reasonable price. The thought of sharing a piece of my family’s tradition, of those peasant villages from centuries ago, and providing a unique culinary experience drove me to take the leap and open up my own place.

Risk taking: how do you think about risk, what role has taking risks played in your life/career?
Risk is an intrinsic part of the journey, especially in the restaurant industry. Every choice, every expansion, every menu change – they all carry their own risks. But without risk, there’s no growth. Risks have played a pivotal role in my career. They’ve either led to great successes or lessons learned. However, it’s essential to approach risk with a clear mind. Before diving into something, you need to ensure your foundation is solid.
For instance, in the restaurant business, before you even think about opening the front doors, your finances must be in order. The biggest risk I ever took was expanding too quickly, and while it brought challenges, it also taught me the importance of strategic planning. In essence, risk-taking is a make-it-or-break-it game. If you don’t take a chance, you’ll never know what could have been, but it’s always wise to approach each risk thoughtfully and prepared.

What habits do you feel helped you succeed?
Consistency has been the bedrock of my success. It’s crucial to be consistent in the quality of food, service, and every aspect of the business. Many start off strong, giving their all in the first few months, but then they slack off, thinking they can let the reins go a bit. That’s where they falter. Success requires a consistent commitment, day in and day out.
Moreover, on a personal level, my daily habit of praying helps ground me and keep my focus. It’s my moment of reflection and connection, ensuring I start each day with clarity and purpose. Faith has been a constant guide for me, reminding me of my mission and the bigger picture.
Lastly, being present has been instrumental. Whether it’s with my staff, ensuring they’re trained and motivated, or with my customers, ensuring they see the face behind the business. Your presence can create a sense of connection and trust that’s invaluable in any business.

What is the most important factor behind your success / the success of your brand?
The most important factor behind my success has always been being present. It’s vital not only for operational reasons but for the spirit and culture of the brand. When you’re present, you can train your staff better, motivate them, and provide real-time solutions. More so, customers love seeing the person behind the brand. They feel a connection, and it gives them a sense of trust in the products and services we provide.

What’s the most important lesson your business/career has taught you?
Never give up. There have been numerous challenges, from global events affecting the market to local tragedies shaking our community. Through it all, the essential lesson has been to persevere. Even when times are tough, you push through, focusing on your vision and ensuring that you adapt and innovate.

Work life balance: how has your balance changed over time? How do you think about the balance?
In the beginning, it was all-consuming. Working 15-18 hours a day, six days a week, meant there was little room for anything else. Over time, and after building a trustworthy team, I’ve learned the importance of balance. But it’s crucial to remember, especially in this industry, that when you’re away, things may not always go as planned. People might get complacent. So while I’ve found a bit more balance now, it’s taken me three decades, and I’ve always kept a keen eye on my business even during my time off.

How did you come up with the idea for your business?
The idea traces back to family roots and traditions. The name “Peasant Village” comes from my family history in the peasant villages of Europe – Czechoslovakia, Germany, Poland. Each family member had a role, whether as a butcher, farmer, or baker. The concept was to pay homage to those roots and never forget where we come from, acknowledging that in essence, we are all peasants.

Why did you pursue an artistic or creative career?
Food and culinary arts have been in my bloodline for over 400 years. Cooking has been a passion since I was a young child. The decision to pursue this as a career felt more like a calling, a continuation of a legacy, rather than a mere choice. It was a way for me to connect deeply with my ancestry and share that love and history with the world.

What are you inspired by?
I’m profoundly inspired by the younger generation. Their creativity, passion, and innovative approaches to the culinary arts are mind-blowing. As we grow older, there’s a risk of becoming complacent or losing that spark. But these young chefs and culinary artists remind me of the boundless possibilities in our field. They challenge me, push me to think outside the box, and remind me why I fell in love with this craft in the first place.

Alright, so let’s move onto what keeps you busy professionally?
What Sets Me Apart: Passion and dedication have been the twin pillars of my culinary journey. For the last decade, not a single day has passed when my fervor for the restaurant has diminished. I pride myself on the relentless pursuit of inventive cuisine and my efforts to source ingredients that resonate with the local palate of San Angelo.

Professional Evolution & Learnings:
The last 20 years have been a learning curve. Among the many lessons, the standouts have been the virtues of patience, the necessity of astute budgeting, and the importance of never compromising on ingredient quality.

Brand Image & Personal Growth:
As the years rolled by and Peasant Village evolved, my own personal journey has been one of humbling experiences. From a young, perhaps arrogant chef, to a grateful custodian of a brand that epitomizes family, celebration, and quality, I have come a long way. The Peasant Village brand today stands synonymous with quality and down-to-earth cooking, a testament to our commitment to our patrons.

Experience at Peasant Village:
For those who make the journey to Peasant Village, either from nearby locales or from across the oceans, I promise a culinary experience that tantalizes their taste buds. I aspire to introduce them to familiar dishes with unexpected twists, flavors that make their palate dance, and presentations that bring a smile to their face.

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
San Angelo & Dallas Highlights:

San Angelo, situated in the heart of Texas, is a unique blend of natural wonders, historical landmarks, and vibrant culture. One of its most fascinating features is the Concho River, an intriguing water body known not just for its rare backward flow, but also as the birthplace of the elusive Concho Pearl.

The Concho Pearl is no ordinary gem. This rare purple pearl, with its iridescent hue and unique luster, has become emblematic of San Angelo’s beauty and mystery. Harvested from freshwater mussels endemic to the region, these pearls have been sought after for generations, often becoming treasured family heirlooms passed down through the ages. Their exclusivity and rarity have made them a symbol of luxury and an integral part of Texan folklore. For visitors and locals alike, the quest to find a Concho Pearl on the banks of the river or to witness its beauty in local jewelry shops adds a touch of adventure and wonder to their San Angelo experience.

Beyond the pearls, San Angelo offers a deep dive into Texan culture. The Fine Arts Museum, a repository of regional artistic endeavors, showcases the creativity and talent of the area. Fort Concho, on the other hand, stands as a monument to San Angelo’s historical significance, narrating tales of the past through its well-preserved structures. Rounding out the experience, the city’s local pubs and signature cuisines tantalize the palate and offer a warm, genuine Texan welcome.

Dallas complements this with its metropolitan allure. The city is a cultural powerhouse, boasting world-class museums, innovative dining experiences like the Medieval-themed restaurants, and a plethora of entertainment venues. A visit to Dallas promises a rich tapestry of experiences that weave modernity with tradition.

From the mesmerizing Concho Pearls of San Angelo to the bustling streets of Dallas, my journey has been about celebrating the diverse beauty of Texas. Through Peasant Village and beyond, the aim has always been to offer unforgettable moments of joy, discovery, and connection. As the story of our offerings spreads far and wide, it is my hope that more people will come to experience the magic and wonder of our beloved Texas.

Who else deserves some credit and recognition?
A Heartfelt Shoutout to My Father, Pops

In the intricate tapestry of life, certain threads shine bright, echoing with the hues of love, guidance, and unwavering support. Today, as part of the Shoutout series, I wish to highlight one such radiant thread in my life—my father, fondly known by many and to me as “Pops.”

For many, a kitchen is simply a space where meals are conjured. Yet, in our home, under Pops’ watchful eyes, it transformed into a haven of memories, lessons, and cherished moments. Pops didn’t just cook in the kitchen; he breathed life into it, making it a space of tales, wisdom, and above all, fatherly love.

Every twist of Yakisoba noodles, every bite of crispy Chicken Karaage was steeped in stories from Pops’ rich past. The aroma of these dishes was more than just delightful culinary scents; they were fragrances of his life stories. On breezy Sunday afternoons, as the savory scent of Yakisoba wafted through our home and the golden Chicken Karaage sizzled, Pops would transport us to days of his youth—with tales of challenges tackled, loves that shaped him, and dreams he pursued. These tales were not just nostalgic recounts but layers of life lessons he wrapped for us.

But Pops’ kitchen wasn’t just about stories. It was a treasure trove of lessons. He had this magical way of morphing a culinary blunder into an essential life lesson. A slightly charred Karaage would be his cue to remind us that perfection isn’t always the goal, but persistence surely is. An overly tangy Yakisoba sauce became a metaphor about the occasional excesses in life and the importance of balance.

Among the many guides I’ve had in my journey, Pops stands tall and unparalleled. His life lessons, often dished out in that fragrant kitchen, have sculpted my beliefs, my dreams, and my very core.

Today, when the cacophony of life gets overwhelming, I find solace in my kitchen. In the sizzle of the Karaage and the stir of the Yakisoba, I hear echoes of Pops’ voice, ever guiding, perpetually uplifting. It’s within these culinary arts that I feel his essence the most, as a reminder of the invaluable lessons he bequeathed and the boundless love he showered.

To my beloved Pops, my eternal gratitude for being the compass in my life’s journey. Your teachings, from the kitchen and the heart, have enriched me in indescribable ways.

To all reading this, may you discover your own “kitchen”—a sanctum of memories, lessons, and unconditional love. And if luck graces you, may you have a “Pops” guiding you with wisdom, warmth, and perhaps, some culinary enchantment.

Website: thepeasantvillage.com

Instagram: https://www.instagram.com/peasantvillagerestaurant/

Linkedin: https://www.linkedin.com/in/jason-helfer-235a6297/

Twitter: https://twitter.com/chefjasonhelfer

Facebook: https://www.facebook.com/PeasantVillageRestaurant

Yelp: https://www.yelp.com/biz/peasant-village-restaurant-san-angelo-2

Youtube: https://www.youtube.com/@peasantvillage

Image Credits
Seth Chomout

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