Success Story: Ethan’s Eatery

Ethan’s Eatery Owner Builds a Future on Her Own Terms

Location: Northern California | Butte County | Oroville

Business Type: Restaurant

Small Business Center: Butte College SBDC

Assistance Received: One-on-one business consulting, including buyout and valuation guidance, QuickBooks advising, and commercial loan and property purchase support

California State Assembly District: 3 

California State Senate District: 1 

Visit Ethan’s Eatery online

Ashley Morton started Ethan’s Eatery in Oroville because she felt her community was missing a versatile, casual place to dine where everyone felt welcome. “We envisioned a hub designed for young families, friends, and colleagues alike – a place that balances comfort with a creative edge,” she said. 

She moved forward with that vision despite the unprecedented challenges of the 2020 COVID pandemic, launching that summer to provide a much-needed space for connection.  

Along the way, Ashley turned to Butte College SBDC at several key moments. When her business partner decided to sell her partnership in 2022, Ashley contacted the SBDC for help. Advisor Ronn Van Dusen facilitated the entire buyout process, providing essential guidance on financial analysis, valuation, and the final acquisition. 

The support continued after the purchase. Ashley worked with SBDC QuickBooks Advisor Stephen Kay to better understand the restaurant’s bookkeeping and accounting infrastructure. Stephen identified a critical integration failure between the restaurant’s point-of-sale and accounting systems, then performed a deep-dive investigation into the flawed data sync and resolved it, ensuring the integrity of the restaurant’s financial reporting from that point forward. 

In 2024, Ashley reached an agreement to purchase the building that houses her restaurant, and she engaged the SBDC again. Ronn provided comprehensive support throughout the process, from price negotiations and contract review to securing lending and managing escrow. 

Then, just two weeks before the closing date, a major fire severely damaged the property. The following 11 months were spent managing complex insurance claims for both parties and overseeing total reconstruction. With the SBDC team’s steadfast support, Ashley completed the purchase and reopened the restaurant in 2025. 

“Butte College SBDC has had ‘my back’ all along the way. With my awesome employees and the Oroville community supporting me, I am reminded every day how truly blessed I am. I cannot thank my SBDC Team enough for all their help, advice and encouragement. They have given me the peace of mind knowing they are always there when needed,” Ashley said. 

Now, the neighborhood restaurant offers a full-service experience that balances upscale comfort with casual ease, with indoor seating, an airy outdoor patio, and robust takeout and delivery. The menu spans breakfast, lunch, and dinner, from indulgent brunch plates and hearty dinner entrees to elevated quick bites, along with high-quality coffee, an extensive beer selection, and a creative cocktail list.  And weekly culinary specials keep the experience fresh. 

To learn more about Ethan’s Eatery and its menu, visit them online. And if you are looking to start or grow your business, connect with Butte College SBDC for one-on-one business consulting and more. 

10/26/2026