For decades, Bruce Finch has been part of the fabric of this community. Not just as a restaurateur, but as a mentor, a teacher, and a friend. He is someone who genuinely loves the people and places that make up the Valley. Today, on his birthday, we’re going to dive a bit deeper in his life as we wonder, what would he be doing if not this?
Bruce grew up in Coeur d’Alene, Idaho, the middle of three kids in a family that loved the outdoors. Summers were spent on the lake swimming, fishing, and sailing. Winters meant ice skating and skiing. That curiosity and sense of adventure followed him into adulthood. Over the years, this sense of wonder has shown up in everything. From helicopter skiing in Canada to rafting trips with early Happy Day crews, and even exploring old abandoned buildings with his daughter, Alex. We have to wonder, what if Bruce had ended up as a world explorer? Or maybe, an Olympic Swimmer?
He also spent time as a fighter in his youth. Street fighting with his best friend, George Sandal, kept Bruce busy in his teenage years. While George didn’t fight, he was extremely tall and scared some competitors away. People would even travel to get a shot at Bruce! Perhaps he could have ended up as a fighter…
Before he ever stepped into the restaurant business, Bruce studied education and taught shop class in Salem, Oregon. Here, he valued hard work and helping those around him. Bruce has always been a natural teacher and a natural leader. If not for his restaurants, he could have ended up teaching at Lewiston High School! Ironically, he has spent his life teaching nonetheless.
His path into restaurants wasn’t something he had carefully planned. When Lewiston’s Taco Time opened in 1969, the original idea was for his wife, Joy Finch, to run the restaurant. But when they found out they were expecting their second child, Bruce stepped in to help. What began as simply doing what was needed eventually grew into something much larger.
In those early years, Bruce’s father, Charles Finch, played an important role as well. Charles was a contractor and was able to help build out the first 3 Taco Time locations. He was an important guy that helped solve the countless practical problems that come with building restaurants. It was an example that stuck with Bruce: do the work, figure things out, and keep moving forward. Do you think Bruce could’ve ended up as a contractor as well?
That mindset has shown up consistently throughout his life. Tobe Finch, Bruce’s son, remembers watching his dad bring home broken fryer baskets to weld and repair himself. Nothing was too small to fix, and nothing was ever someone else’s problem. Looking back now, that hands-on thinking is what helped shape a full Happy Day maintenance department! But at the time, it was simply Bruce doing what he had always done.
Over time, Bruce discovered a real passion for the restaurant world, especially the people and the food. Even today, he still shows up regularly in the restaurants. You can often catch him in the kitchens tinkering with recipes or on the floor guiding employees. David Hays, General Manager at Zany Graze, says Bruce’s presence has always meant a lot to the people who work with him. “I see Bruce almost every day,” he said. “And if we don’t see each other, we’re usually calling or texting.” Over the years, their relationship has grown into a genuine, treasured friendship.
Bruce’s passion for food is equally well known among the chefs who work alongside him. Chef Nicholas Garcia says some of his favorite moments are simply conversations with Bruce about food.. “He tries new things with no fear,” He said. That curiosity and openness continue to shape the creativity found throughout the restaurants. For Nicholas, the reason is clear: “Bruce is truly passionate about food.” This passion for food drives us to think, what if Bruce had become a chef?
Believe or not, it doesn’t stop there. We heard from Lance Shingleton, our Catering Warehouse Manager, and he described Bruce as a wonderful man, “The world is a better place with you in it!” He stated. Lance shared stories about Bruce doing dishes at Zany’s on Friday nights. When no one else would do it, “Bruce and Pat are back there, soaking wet trying to keep up when they call me!”
Over the decades, Bruce has helped grow Happy Day into a major regional restaurant group while still keeping its roots firmly planted in the Lewis-Clark Valley. Today the company includes 14 restaurants as well as catering, delivery, and a local food initiative! At various times, the company has employed more than 550 people and has truly grown into a multi-generation family business.
Despite that growth, Bruce has always chosen to keep things close to home. Expanding farther away was always an option, but staying local meant he could stay connected to his restaurants and employees. Community has always been at the heart of it all. Through Happy Day, Bruce has helped serve more than 100,000 free meals to veterans through the Tuesday Veteran’s Meal program. The company has also worked to support local agriculture and food systems whenever possible.
Bruce Finch’s story isn’t just about restaurants. It’s about the community that formed around them. So while it is interesting to imagine what other paths he could have taken, we’re happy he followed this one. Bruce, the Lewis-Clark Valley is grateful for the life you’ve built here. Happy Birthday, and thank you for helping make this place feel a little more like home.
Leave a Reply