Welcome to my Blog. I own JLB Eatery Royal Oaks. Part 1-Past
The Charismatic Swindler
My attorney told me it is best to prepare everything in chronological order, and this blog is my compilation of topics, mostly in order. Each week or so, I will add one of the above sections to this blog. For some sections there will be a lot of detail. I will also include bonus material not listed above. The Charismatic Swindler gave me so much to write about, it's not one or two things, it's dozens. From the charismatic false promises to reality, from the location he selected to the Original Joy Love Burger, the swindler's lies, and the trickery in the contract. You'll learn it all.
Financial Review & Lawsuit Threat
The first year was financial chaos, and a slow realization of the swindler's motivations. I've always said, "Data will tell you everything you need know", and now I have data, and his text messages. The attempts at bullying to get his way, accusing me of fraud, and a letter from his attorney with threats of a lawsuit. This is followed by my decision to fight back and realizing the one place where I can publically describe this experience with the swindler. Right here.
Before we get into the past, let's talk about Google Reviews
Our Customers Love Us!
We are proud to have the highest Google Review rating amongst the entire chain. At our JLB Eatery Royal Oaks location, our primary focus is on three things: 1) Food Quality, 2) Customer Service, and 3) Cleanliness. We are blessed with an amazing staff team and amazing customers. We are extremely proud of our 4.9 Rating and 552 Reviews (as of 04/06/2026).
Double Cheeseburger
We love reading our customer reviews. The Double Cheeseburger is big ... two half pound patties of Certified Angus Beef... and it is the best customer value of all of our burgers. We are also flattered this customer puts our location above 4 of the other locations visited! We totally agree we are the best. Thank you, Maestro, for your awesome review on 1/3/2026!
Past. Present. Future. How it started.
How it begins
A few years ago, we were searching for a business. We heard JLB Eatery could be good. We met with the founder and that's where the swindle begins. He makes claims about investment returns and how easy they are to open. He says he'll take care of everything, with no investor effort in the buildout process, and he made several other claims about operational excellence and owner care (which is all part of the swindle).
The Original Joy Love Burgers and my location
The Original Joy Love Burgers
The Original Joy Love Burgers
The Original Joy Love Burgers
The charismatic swindler also started Joy Love Burgers and later sold the company. Then he opened another Joy Love Burgers. He was forced to change the name after a lawsuit, and he now has a vendetta against the Joy Love Burgers owner. The certificate on his JLB Eatery wall still shows Joy Love Burgers (as of 1/4/2025). Basically, he st
The charismatic swindler also started Joy Love Burgers and later sold the company. Then he opened another Joy Love Burgers. He was forced to change the name after a lawsuit, and he now has a vendetta against the Joy Love Burgers owner. The certificate on his JLB Eatery wall still shows Joy Love Burgers (as of 1/4/2025). Basically, he stole it back. Joy Love Burgers is the original, JLB Eatery is simply a replica of it.
Location, Location, Location!
The Original Joy Love Burgers
The Original Joy Love Burgers
From the beginning, the swindler says he will take care of everything, from finding a location to build out and opening. Remember, Joy Love Burgers! I believe the founder picked my location due to its proximity to the Joy Love Burgers on Westheimer, which, unfortunately, is now closed. It was about 1 mile from our store, and after we were
From the beginning, the swindler says he will take care of everything, from finding a location to build out and opening. Remember, Joy Love Burgers! I believe the founder picked my location due to its proximity to the Joy Love Burgers on Westheimer, which, unfortunately, is now closed. It was about 1 mile from our store, and after we were open for 10 months, they had to close (I am not sure why). He wanted me to compete with Joy Love Burgers!
Location continued
The Original Joy Love Burgers
Location continued
We all know location is important, but I had little knowledge of how to search when we began. The swindler says, "Trust me, I have 25 years of experience in this!" Unfortunately, I trusted him. Our ability to generate revenue was hindered from the start due to the location he chose. Again, I believe he chose it because of his vendetta aga
We all know location is important, but I had little knowledge of how to search when we began. The swindler says, "Trust me, I have 25 years of experience in this!" Unfortunately, I trusted him. Our ability to generate revenue was hindered from the start due to the location he chose. Again, I believe he chose it because of his vendetta against the Joy Love Burgers owner. Joy Love Burgers closing has helped slowly improve revenue, but the location is still deep in the red financially.
Original Plan for Multiple Locations
Three to four locations, maybe more
Three to four locations, maybe more
Three to four locations, maybe more
Our original plan was to open three to four locations. My company would fund location #1, then get a loan for location #2. Once the swindler identified our current location (October 2024), we began working on the bank loan for location #2. Again, I trusted him. I used the bank he suggested, and I believed he was going to start looking for
Our original plan was to open three to four locations. My company would fund location #1, then get a loan for location #2. Once the swindler identified our current location (October 2024), we began working on the bank loan for location #2. Again, I trusted him. I used the bank he suggested, and I believed he was going to start looking for location #2. The loan process began in November 2024. We figured it would take a few months, and since we were targeting February 1 opening Location #1, the timing would line up perfectly for starting location #2.
The Bank Loan
Three to four locations, maybe more
Three to four locations, maybe more
The bank loan was a lot of effort. I prepared forecasts based on the margin and cost projections provided by the swindler, as well as multiple other documents requested by the bank for them to do their due diligence. The bank worked closely with the swindler and eventually the loan funded in February 2024. They actually approved and funde
The bank loan was a lot of effort. I prepared forecasts based on the margin and cost projections provided by the swindler, as well as multiple other documents requested by the bank for them to do their due diligence. The bank worked closely with the swindler and eventually the loan funded in February 2024. They actually approved and funded a higher amount than requested. At the time, I accepted since Location #1 was starting to go over budget (range was $150k - $170k).
The Ball and Chain
Three to four locations, maybe more
The Ball and Chain
In January 2024, I learned another location wanted to sell for $150,000. That amount is cheaper than opening a new one (which, at the time, it was clearly more than $150,000 for location #1), and I told the swindler I was interested in buying it. Well, the swindler said he wouldn't let the owner sell for $150,000. The swindler essentially
In January 2024, I learned another location wanted to sell for $150,000. That amount is cheaper than opening a new one (which, at the time, it was clearly more than $150,000 for location #1), and I told the swindler I was interested in buying it. Well, the swindler said he wouldn't let the owner sell for $150,000. The swindler essentially has a ball and chain since he can prevent owners from selling. I don't think the swindler ever told that location owner I would buy it for $150,000. Recently, a friend of ours almost bought it for $80,000.
Paying Interest for nothing, draining cash, delays!
With the loan funded for Location #2, it was time to seriously begin the effort in identifying a 2nd location. At the same time, costs and time to open Location #1 were exploding over the original estimate we were quoted by the swindler.
City approvals were delayed because the swindler's drawings were far too simple and he had no solution on how to move forward. Part of the additional cost and delay was for me to identify and hire a firm for professional drawings. Of course, the swindler refused to pay for the professional drawings that were required by the City of Houston. He thought he could just meet with someone from the permitting office to cheat the process. Why cheat it? Just do it right and honestly! The first professional drawings were received on February 18, 2024, that's 3.5 months after signing the lease (originally, it was going to take 3-4 months to open). Swindle, Swindle, Swindle.
Since location #1 was delayed, I again suggested I buy the store that was available for $150k. The swindler again said that price was too low and we should wait to look for location #2 after #1 is complete. So, now the timeline is delayed, the costs to open are increasing, and there is interest being paid on a loan for no good reason.
I hired the licensed firm on 12/19/2023 for professional engineer drawings. I had wanted to learn from the dude who says, "trust me, I have 25 years of experience", but now I knew something was missing, like knowledge. I took an extremely active role in the buildout, organizing and scheduling vendors, and working closely with the City of Houston permitting office.
The City of Houston is pretty detailed in their approval process for the engineering drawings. There were only a few modifications needed, like a bigger gas line, and the final drawings were approved on March 22, 2024.
I drove the rest of the process, learning as I go, managing contractors, scheduling inspections, and multiple meetings. Our first inspection was on 3/29/2024, and the last was on 5/7/2024. Finally passed! It was a hell of journey, and 4 months behind the promised schedule! Once someone has your money, like the swindler, the time to delivery seems to drag on and on. This process would have taken much longer had I let it. So much for, "I'll take care of everything". Swindle, Swindle, Swindle.
Opening is more chaos. There is no organized plan. It is a shoot from the hip process, visiting the same vendor multiple times because things were forgotten or the wrong items were purchased and needed to be returned. We couldn't wait to be open so we could stop the chaos. We did finally open on May 23, 2024. There were many lingering issues that I resolved afterward, from equipment issues to Point of Sale system menu mistakes and physical menu inconsistencies (they used my mark-ups to create the next version of the menu).
One example, the booths and tables rub against the wall when they are moved and scrape the paint. I asked the swindler how to resolve it. His reply, "just re-paint the wall". That is not a solution, so I came up with my own. I installed doorstops on the base of all of the booths and installed a simple railing at table height. The total cost of the solution was $120 and it took a little more than an hour.
Let's Fast forward for just a bit! 2025 Q4 Revenue was higher than 2024 Q4 by 13%. However, Inventory Purchases were down 8%! The change - HOW we buy inventory, NOT WHAT inventory we buy. Menu items were constant, for example, menu prices, items, and serving size/portion stayed the same.
Before I tell you the "How", I want to highlight more items. For Q4 2025 Margin % increased 7% Year of Year (YOY), which accounts for nearly half ($7,401) of the overall $14,835 increase in Margin (other half is higher sales). FYI-April 2026 Margin % is 71.6%, almost the 72% the Swindler promised
Here is the how: Our main vendor opened up another distribution channel where stores can pick-up product. I visited the pick-up location in June 2025! Prices are amazing. I immediately contacted the swindler ... When I shared my excitement about the prices, he got very angry! Why?
Recall the promises: **72-74% Margins **Does not accept vendor kickbacks because he wants the stores to be as profitable as possible **Is constantly trying to get the best prices, and encourages the stores to all buy from the same vendor for buying power All, 100% Lies! Delivery=Kickbacks!
I've been involved with improving the Houston community since 2008. When I heard the swindler's story in 2023, I believed he cared about helping people who invest with him; I truly thought I found a kindred spirit. It took a while to realize it, but in the June 2025 meeting, I knew I was wrong
Not only is he getting kickbacks, but they are significant. In April, across 25 items, delivery is more expensive by 23% ... which is 15% more than our other vendors whose delivery prices are about 8% more, on average. High volume items - Proteins are 32% more expensive, other items are 27% more.
Pick-up prices = Game Changer, especially with integrated AI
Pricing and Inventory AI Model
Pricing and Inventory AI Model
Pricing and Inventory AI Model
Artificial Intelligence (AI) is amazing.
For my small business, I created an AI model that does several things:
1) Read pricing tables
2) Read inventory levels based on sales and purchases
3) Provide sales trend models, maintain safety stock, and helps manage working capital for high volume inventory
AI Best Pricing
Pricing and Inventory AI Model
Pricing and Inventory AI Model
The AI model consistently provides the weekly favorable pricing between Delivery and Pick-Up. It tells me which items have price volatility and whether I should buy extra of a particular item because of pricing favorability. The AI model is helping me achieve the highest margins possible across the items I purchase.
AI - Just in Time Inventory
Pricing and Inventory AI Model
AI - Just in Time Inventory
The AI model reviews inventory, provides daily inventory levels, analyzes sales trends, and suggests purchase timing (store has very little storage capacity) at specified levels of safety stock. It incorporates minimum order thresholds and helps manage working capital. Employees no longer have to say, "We are low on this!", the AI model already knows.