Today we’d like to introduce you to John Moore
Hi John, so excited to have you with us today. What can you tell us about your story?
I never intended to pursue a career in hospitality—it was a necessity for me. I dropped out of my final semesters of electrical engineering school after realizing that path wasn’t for me. I was hired off the street as a busboy at a newly opened P.F. Chang’s, which turned out to be an incredibly busy location with lots of talented, motivated mentors there. Little did I know, it would give me a wealth of opportunities and introduce me to an industry I grew to love.
When I purchased the business that would later become Forgotten Tonic, my first steps were simply to clean it up, update the recipes, and introduce a stronger focus on hospitality. Over time, Forgotten Tonic has evolved into what our guests call a “hidden gem” in St. Augustine. We make almost everything from scratch, and we’ve built an environment where people can grow into hospitality professionals.
In 2021, we expanded into a neighboring space and made necessary additions like a proper dish area, walk-in cooler, prep room, and secondary bar.
Our mission at Forgotten Tonic is to provide not only our guests but also our team members with unparalleled hospitality and quality ingredients. We aim to be a breeding ground for future hospitality professionals. Today, we continue to grow, and I’m currently exploring opportunities for a second location in Jacksonville, with a vision of expanding into other types of concepts as well.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
It certainly hasn’t been a smooth road. When I first started Forgotten Tonic, one of the biggest challenges was getting the staff from the previous business on board with my vision of unwavering hospitality and an emphasis on excellence. It was a difficult cultural shift, and I had to balance leading that change while bartending, doing prep work, and even cooking in the kitchen.
The pandemic was an especially tough period. Beyond the citywide bans on alcohol sales, the 10-week closure for the grease trap installation, we faced severe disruptions in the food logistics chain and drastic fluctuations in food prices. Employee shortages made it even more challenging to maintain operations. Thankfully, our landlord was incredibly supportive in helping us resolve issues with unpaid impact fees and the installation of a grease trap, which had been neglected by the previous owner.
Another ongoing struggle is managing the significant swings in sales. During the slow months of August and September, it’s hard to maintain momentum, but we need to be fully prepared by the time the busy season hits in November and December. Bringing in new staff and getting them up to speed before the holiday rush is always a race against the clock.
As you know, we’re big fans of Forgotten Tonic. For our readers who might not be as familiar what can you tell them about the brand?
Forgotten Tonic is a hidden neighborhood gem located on historic Aviles Street in St. Augustine, offering a blend of old-world European charm with modern flair. Our cozy, inviting space provides the perfect setting to enjoy expertly crafted cocktails, a diverse wine selection, and a menu of New American cuisine with global influences. Whether it’s a casual dinner, a special celebration, or a private event, we strive to deliver exceptional hospitality and a memorable dining experience in the nation’s oldest city.
We specialize in New American cuisine, infused with global flavors, and our curated list of classic and modern cocktails keeps our guests coming back. What sets us apart is our unwavering focus on hospitality, creating an ambiance where guests feel welcomed, cared for, and never overwhelmed by the formality of a “high-end” restaurant. We want people to feel like they’re getting a unique, genuine experience.
What I’m most proud of is the reputation we’ve built. It’s the way people smile when they talk about Forgotten Tonic—it shows we’ve made a real connection. We want readers to know that when they visit Forgotten Tonic, they can expect more than just great food and drinks—they’ll feel like they’ve found their new favorite spot in St. Augustine.
Let’s talk about our city – what do you love? What do you not love?
What I love most about St. Augustine is the diversity of people that it brings together. We have a wonderful mix of college students, school trips, families on vacation, locals, snowbirds, and even international travelers. It creates a unique and vibrant atmosphere that makes the city feel alive and constantly evolving.
On the flip side, one of the biggest challenges we face is the ongoing parking situation. It’s a constant struggle, especially for attracting and retaining talent. It’s difficult for staff to find parking, and while I’m not privy to the city’s internal discussions, it doesn’t seem like there’s been enough movement toward a solution.
Contact Info:
- Website: https://www.forgottentonic.com/
- Instagram: https://www.instagram.com/forgottentonic_sta/
- Facebook: https://www.facebook.com/ForgottenTonic
- Other: https://www.opentable.com/r/forgotten-tonic-saint-augustine?ref=1068
