Today we’d like to introduce you to Lany Labarca.
Hi Lany, it’s an honor to have you on the platform. Thanks for taking the time to share your story with us – to start maybe you can share some of your backstory with our readers?
My story is far from linear — it’s been a constant revolution of reinvention, courage, and purpose.
I began my career as a journalist and TV host in Venezuela, where I developed a strong foundation in storytelling and communication. After migrating due to the crisis, I lived in Spain, and later moved to Panama — a place that marked a turning point in my entrepreneurial journey.
In Panama, I launched my first food ventures, starting with a food truck that became so successful we transitioned it into a full restaurant. That experience gave me a deep understanding of what it really takes to build and sustain a food business — from the creative and operational side to the emotional resilience behind the scenes.
In 2020, during the pandemic, I chose to keep evolving. I invested in my education and became an internationally certified business consultant. That opened the door for me to support all kinds of businesses, not just in the food industry. However, my heart remains in food and beverage — because it’s what I’ve lived and what truly inspires me.
What sets me apart from other consultants is that I integrate neurogastronomy into my methodology — blending strategy, branding, and sensory experience to create concepts that connect emotionally with customers and stand out in the market.
That vision gave birth to Gastrorebeld, my personal brand and movement — where I help entrepreneurs break the mold and create food concepts that are bold, authentic, and profitable. I work both remotely and in person, supporting clients across the globe with a rebellious but strategic approach that goes beyond formulas and embraces the soul of each brand.
I didn’t come here to fit in — I came to stand out, and to help others do the same.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
Not at all — and I wouldn’t want it any other way.
My journey has been full of twists, challenges, and unexpected turns. Leaving my home country due to political and economic instability was one of the hardest decisions I’ve ever made. Starting over in new countries — first Spain, then Panama, and now the U.S. — meant constantly adapting, rebuilding networks, and finding the strength to reinvent myself over and over again.
As an entrepreneur, I’ve faced everything from financial uncertainty to emotional burnout. In Panama, although my food business was successful, I had to learn through trial and error — wearing all the hats, making tough calls, and learning what it really means to lead. Later, during the pandemic, I saw many clients and colleagues lose everything overnight. It pushed me to evolve quickly, to study harder, and to become the kind of consultant that could offer real support in times of crisis.
There were also moments of deep loneliness and imposter syndrome — especially as a woman, immigrant, and Latina trying to break into new markets. But every struggle has made me stronger, more creative, and more empathetic. I’ve learned that success isn’t a straight road — it’s a messy, beautiful path filled with lessons.
And that’s exactly why I created Gastrorebeld: to help others navigate that chaos with clarity, strategy, and boldness. Because sometimes the most powerful thing you can do… is refuse to quit.
As you know, we’re big fans of Gastrorebeld. For our readers who might not be as familiar what can you tell them about the brand?
My brand is called Gastrorebeld — and it’s more than a business, it’s a movement for those who dare to do things differently in the food and hospitality industry.
I help restaurant owners, food entrepreneurs, and culinary creatives build bold, profitable, and emotionally resonant brands. What I offer goes far beyond operations or surface-level marketing. I start with a deep business diagnosis — analyzing the structure, brand health, numbers, and customer experience — to identify what’s really working and what’s holding the business back.
From there, I guide my clients through a brand analysis and personality discovery process. Using branding psychology and archetypes, we uncover the true essence of the brand — that spark that makes it unique — and then translate it into visual identity, storytelling, menu design, and overall customer experience.
I specialize in neurogastronomy, brand strategy, team training, menu storytelling, and social media positioning. My goal is to build brands that don’t just sell — they connect, they move, and they stay in people’s minds (and cravings).
What sets me apart is my dual perspective: I’ve run my own successful food business, and I’ve spent years studying and consulting across different markets. I mix intuition with data, creativity with structure, and emotion with strategy. And I work both remotely and in person, supporting businesses around the world.
With Gastrorebeld, I’ve created a space where rebellious ideas become powerful brands. I’m most proud of helping entrepreneurs not only scale their businesses, but fall in love with their vision again.
If you’re in the world of food and want to build something unforgettable — something that truly reflects your essence and speaks to your ideal customer — that’s where I come in.
If you had to, what characteristic of yours would you give the most credit to?
Without a doubt: reinvention.
The ability to reinvent myself — again and again — has been the driving force behind every stage of my journey. Life has challenged me with migration, career shifts, personal losses, and starting over from scratch in new countries. But instead of letting those moments break me, I used them to evolve.
That same mindset is what I bring to my clients. I don’t believe in staying stuck. I believe in transformation — bold, strategic, and soulful. Whether it’s turning a struggling restaurant around or helping an entrepreneur find their true brand voice, I guide others through the same process I’ve lived myself: reimagining what’s possible and creating something even better.
Resilience keeps you standing. But reinvention? That’s what moves you forward. And for me, that’s where the magic happens.
Contact Info:
- Website: https://gastrorebeld.com/
- Instagram: https://www.instagram.com/gastrorebeld/?hl=es
- Facebook: https://www.facebook.com/gastrorebeld/
- LinkedIn: https://www.linkedin.com/in/gastrorebeld/?locale=en_US
- Youtube: https://www.youtube.com/@gastrorebeld
- Other: https://www.tiktok.com/@gastrorebeld
