I recently went one-on-one with Elisia Flores, CEO of L&L Hawaiian Barbecue.
Adam: Thanks again for taking the time to share your advice. First things first, though, I am sure readers would love to learn more about you. How did you get here? What experiences, failures, setbacks, or challenges have been most instrumental to your growth?
Elisia: L&L Hawaiian Barbecue is a family business, so in some ways this path was always part of the story. But getting to the CEO role was anything but linear or guaranteed.
It was important to both me and my dad, co-founder Eddie Flores, Jr., that I gain experience outside of L&L. I left Hawaii for college and, after graduating, joined General Electric (GE) through one of their financial management leadership programs. I genuinely enjoyed my time at GE, and for years, I was convinced that corporate America was where I belonged.
Over time, though, I started to recognize the limits of that path for me personally. I found myself drawn to the idea of working in a smaller, more entrepreneurial environment where I could have a more direct impact. In 2014, I moved back home to Hawaii and joined L&L as CFO.
The sense of purpose did not hit immediately, but within a year, it became clear. L&L represented my family’s American Dream come true. I began to see my own role and legacy as helping other families achieve their American Dream through entrepreneurship and L&L ownership.
I became CEO in 2019, and shortly after, COVID hit. Those early months were filled with fear, uncertainty, and constant change. What grounded me was the steady guidance of my dad and the strength of our team. We often say that we treat our franchisees like ʻohana (family), and during that period, we truly lived that value. It was a defining lesson in leadership, communication, and trust.
Since then, my focus has been on building a strong foundation for growth. That means ensuring our existing stores are financially healthy, deeply connected to their communities, and supported as leaders. It also means continuing to expand thoughtfully while protecting our position as the leading Hawaiian Barbecue and plate lunch brand.
Adam: In your experience, what are the key steps to growing and scaling your business?
Elisia: Longevity starts with the product. If what you deliver to customers is not excellent in a real and consistent way, it is very hard to sustain a business over time.
From there, two things matter most as you grow: a clear vision and a strong team. Early on, founders are often the engine behind everything. As the business grows, the vision has to be clear and compelling enough that others can step in, make decisions, and move the business forward without everything running through one person.
Scaling is a completely different muscle. It requires systems, discipline, and a willingness to simplify. At L&L, that is a major focus right now. We are constantly asking how we can make things easier to replicate and more plug-and-play, while still staying true to who we are. There are always trade-offs when you scale. That is why values become non-negotiable. You need to be very clear about what you are willing to change and, just as importantly, what you are not willing to compromise.
As you reach that stage, it is also critical to bring in outside perspective. Inviting experienced individuals and subject matter experts onto your team can accelerate growth and help you avoid mistakes that are hard to see from the inside.
Adam: What are your best tips on the topics of marketing and branding?
Elisia: Have great partners. Marketing is one of those areas where, regardless of the size of your business, you almost always benefit from working with external experts.
What matters most to me is finding partners who truly understand the brand and are aligned with our vision, but who are also willing to challenge us. The best partners are not just executing what you ask for. They are bringing ideas, pushing thinking, and helping shape the strategy alongside you. Marketing is constantly changing, which is why having different perspectives in the room is so important for sustained growth.
When it comes to branding, authenticity is everything. If a brand is not grounded in who it truly is, people can feel it immediately. The strongest brands are honest, consistent, and rooted in a clear sense of purpose, and that authenticity is what builds trust over time.
Adam: What do you believe are the defining qualities of an effective leader?
Elisia: I have had the privilege of being around many incredible leaders in Hawaii and around the world. When I think about the leaders I admire most, the common thread is a genuine sense of care. They care about the customers they serve, the communities they are part of, and the people they work alongside every day. That kind of care shows up in how they listen, how they make decisions, and how they lead through both good times and hard moments. It creates trust and accountability, and it sets the tone for the entire organization. There are certainly many skills that contribute to effective leadership, strategy, decisiveness, and vision, among them. But without real care at the core, those skills only go so far.
Adam: How can leaders and aspiring leaders take their leadership skills to the next level?
Elisia: At any level of leadership or experience, the most important thing is staying open and curious. The moment you think you have it all figured out is usually the moment growth stops. Leadership is not a destination. It is a constant process of learning, unlearning, and adapting.
Another area I have leaned into over time is relationship and network building. One of the greatest privileges of being in a leadership role is the breadth and depth of the network you gain access to. That network is not just a resource for yourself, but an opportunity to support others. Small actions, like making an introduction, opening a door, or helping someone plug into the right opportunity, can have an outsized impact on someone’s career and development. At the same time, those relationships continue to shape your own perspective, learning, and sense of purpose as a leader.
Adam: What are your three best tips applicable to entrepreneurs, executives, and civic leaders?
Elisia: Act with Aloha – Growing up in Hawaii, much like in many small towns where it feels like everyone knows everyone, you are raised to lead with compassion, kindness, and respect. Those values are foundational. They shape how you treat people, how you show up in difficult moments, and how trust is built over time.
Think in generations – As a family business and a private company, I have the privilege of thinking long term. Framing decisions through the lens of the next generation, or even the generation after that, is one of the best ways to ensure you are building something that lasts and not just reacting to the moment.
Keep a transformative mindset – We are living in a world that is moving fast. If you are not actively thinking about how to evolve, adapt, and grow, you are not truly thinking about the future. Transformation does not always mean radical change, but it does require curiosity, courage, and a willingness to challenge the status quo.
Adam: What is your best advice on building, leading, and managing teams?
Elisia: This is less advice and more a perspective I like to share. There is no single way to be a great leader. For a long time, leadership was often defined as leading from the front. The leader was the strongest presence in the room, set the direction, and everyone followed. That style worked incredibly well for my dad, and it helped build L&L into what it is today.
My leadership style is different. I tend to lead from the side. I prefer to work alongside people and shape the direction together, rather than dictate it. For me, leadership is about collaboration, trust, and creating space for others to lead.
We are in a time where different leadership styles are not only accepted but needed. What matters most is authenticity. When leaders try to force a style that is not their own, it shows. When they lean into who they are and how they naturally lead, they bring out the best in themselves and their teams. That, to me, is the real work of building, leading, and managing strong teams.
Adam: What is the single best piece of advice you have ever received?
Elisia: One of the best pieces of advice I ever received came from my parents many years ago: if you do not ask, you do not get. It is simple, but incredibly powerful. I have carried that lesson with me throughout my career and personal life. It has shaped how I approach opportunities, decisions, and even difficult conversations. For me, asking is not about entitlement; it is about advocating for yourself and being willing to step into discomfort. As someone who is more introverted, and often the only woman or minority in the room, it is a reminder to speak up and take space when it matters. More often than not, the answer is yes, but you will never know unless you ask.
