>> jeremiah: that was so successful that, you know, i took the bit between my teeth and ran. >> sharon: it caused tension when jeremiah changed the type of food that was being served. yes, it did. it made him more in control of what was being served, and always, it was alice's restaurant. but he was the chef and it brought new people in. it brought reviews. >> jeremiah: the problem was, it wasn't making any money. i mean, it was broke. you need to fill the restaurant with people who wouldn't complain that a four-course menu costs $6.50. i have to find the public that understands. that was basically my feeling. and that's why, you know, i wrote to james beard and said, "you've got to come and see us." and of course, he had huge press coverage, you know, with his syndicated newspaper columns. so he was very powerful. and he loved to help out young chefs. if they were male and cute, he liked to help even more. chez panisse became nationally famous because james beard said