Name Change Means Expanded Menu For Amerient

By Joe Naiman

Since Wei Ling purchased the former Old Telephone Company restaurant at Main and Seventh nearly two years ago, the name has changed twice — but the menu changes at what is now Amerient have been additions, not subtractions.

Ling initially changed the restaurant’s name to Hometown, but when he expanded the menu of American food a year ago to include Chinese fare, he changed the name to Amerient.

Dining hours also increased: the restaurant previously served only breakfast and lunch but now is also open for dinner.

Ling was 11 when his family moved from China to San Diego. He began his American education as a sixth-grader and eventually graduated from the University of California, San Diego with a degree in mechanical engineering.

He had helped other people run restaurants but hadn’t operated his own business before purchasing what is now Amerient.

“I see the potential,” Ling said of purchasing a Ramona restaurant. “There’s a lot of business potential in this small town here.”

Ling pointed out that Amerient is at a corner intersection in downtown Ramona, within walking distance of many offices. It also has sufficient parking with easy access.

“We have a very great location,” he said.

Ling still maintains his full-time job for the federal government in San Diego, but he moved to Ramona in December 2004. “I can really spend a little bit more time in here,” he said.

“It’s a nice area, basically. It’s a great area for the kids,” he said of Ramona, “and also for the business.”

Ling has two children, ages 6 and 5. His wife, Mei, works at the restaurant part-time and is home with the family the rest of the time.

“It’s tough, but that’s how it is,” Ling said of working full-time and running a business.

When he purchased the restaurant, the staff included eight to 10 full-time and part-time employees. Now he has more than 20 employees.

“It’s been growing,” he said.

Ling had to adjust to working with employees and with vendors. “At first, it’s been pretty hectic,” he said. “Now, it’s much better.”

Ling estimates that he has between 300 and 400 different items combined on the American and Chinese menus. The Chinese menu, which features Mandarin, Cantonese and Szechuan fare, contains 245 items, not including beverages or dessert.

Amerient uses fresh ingredients each day, delivered by a wholesaler.

“We always have to maintain that. That’s our goal,” Ling said. “We also have to manage everything very efficiently, too.”

He noted the emphasis on maintaining high-quality customer service as well as fresh ingredients.

Ling’s personal favorite on the Chinese menu is the General Tso’s Chicken, which is deep-fried, then stir-fried and served with a spicy sauce. The most popular Chinese items have been the Orange Chicken and the Kung Pao Chicken, while the Pepper Steak has been the most popular American item, he said.

During the past year, Amerient’s lunch and dinner sales have increased more than 100 percent, Ling said. Breakfast sales have dipped 10 percent to 20 percent, although Ling attributes that to rough economic times. “We kind of understand that,” he said.

The Cedar Fire occurred shortly after Ling purchased the restaurant, so he has experienced such situations in the past. During the fire, Ling provided free food for firefighters while giving customers 50 percent off during the fire.

“A lot of people did not have places to go,” he said.

Amerient’s community service now consists of donations and sponsorships. “We support the community, the community supports us,” Ling said.

Ling likes to focus the donations and sponsorships on schools and youth organizations, but he has been treated well by all of Ramona.

“We are very glad with the community here,” he said. “We really like the people.”

Ling recognized the tradition of the Old Telephone Company restaurant; in addition to Chinese decor, the walls also include documents representative of telephone history, which have not been removed other than for maintenance.

Ling, who owns the property as well as the restaurant, has done some remodeling since he purchased the building.

“We’re making progress,” he said.“I believe that it’s going to be a very successful business.”

Amerient offers take out and serves beer and wine. They are located at 688 Main Street and can be reached at (760) 789-6855.