Andy Monfried was on vacation in Israel when he had what he described as the "seminal" moment in his career.
He and his wife were in Jerusalem when the restaurant they were eating in became the target of two Hamas suicide bombers. The couple were among the few survivors of the attack, shielded from the explosion by an interior wooden column while dozens outside, children included, were killed.
Their survival was pure chance — it was the first time during their trip that they had decided to sit inside — and, for Monfried, it was the catalyst that led him to found his multi-million dollar business.
"That day changed the trajectory of my life," Monfried told CNBC Make It.
"I knew I was going to change everything from that point. The only thing I knew I was going to keep in my life was my wife. We were not letting two Hamas suicide bombers derail our lives."