"From Abuela's Kitchen to Restaurant Empire"

Your Business Journey and Insights...

What were some of the biggest challenges you faced early on, and how did you overcome them?

Language barriers were huge. Most of our partner grandmothers speak limited English, so navigating health department inspections, supplier contracts, all that business stuff was really complicated. I ended up hiring bilingual coordinators for each location who basically translate between the food world and the business world.

Also, convincing investors that "grandma food" could be profitable was... an uphill battle. Everyone wanted to see projections and market analysis, but how do you quantify the fact that Mrs. Rodriguez makes the best mole you've ever tasted?

Describe a defining moment or turning point for you and your business.

There was this day in 2020 - middle of COVID, everything was falling apart. My abuela was crying because she thought we'd have to close, and I'm not gonna lie, I was panicking. But then we pivoted to meal kits where families could make our grandmothers' recipes at home, with video tutorials from the abuelas themselves. Suddenly we weren't just selling food - we were selling these intimate cooking lessons across the country. Revenue doubled during lockdown. That taught me our real product isn't just the food; it's the connection and the story behind it.

What's one lesson you've learned through experience that you wish you had known earlier?

Food costs are brutal, and I had no idea. I was pricing based on what I thought was fair, not what we actually needed to make money. Almost went bankrupt in year two because I was too generous with portion sizes and too cheap with prices. Had to sit down with each grandmother and explain that if we don't make profit, we can't help anyone. Now we have strict food cost targets, but we explain the business side so everyone understands we're building something sustainable.

If you could give one piece of advice to someone just starting out, what would it be?

Learn the numbers before you fall in love with the concept. I'm naturally more creative than analytical, but restaurants are math problems disguised as art projects. Also, if you're working with vulnerable populations like we are, remember you're not just responsible for your own success - these women are depending on you. That's heavy, but it keeps you focused.

How do you approach personal and professional growth?

I eat at every location at least twice a week - keeps me connected to the customer experience and our team. I also take business courses online because honestly, I learned to cook from my family, but nobody taught me how to run a restaurant empire. And I travel whenever I can to try different food cultures, because every trip gives me ideas for potential new partners.