Today we’d like to introduce you to Ruben.
Hi Ruben, can you start by introducing yourself? We’d love to learn more about how you got to where you are today?
The opportunity arose, and with Ruben’s extensive experience in logistics, we knew this would be the key differentiator in scaling the business. This know-how was essential for us to take the risk and invest in the business. From the beginning, we had a strategic logistics plan, studying the best areas, target audience, cost-benefit, and time, which became the key differentiator that now allows us to think about bigger goals, such as franchising.
The pastel food truck already existed, and we were regular customers. We would always check where it would be parked to satisfy our cravings for authentic Brazilian pastel. One day, we saw the ad on social media that “Brazilian Passion Foods” was for sale. From there, we decided to invest and purchased the business.
Although the original name was “Brazilian Passion Foods,” we have been using “Brazilian Foods” to simplify and expand our brand. The company has been around for 6 years, but we bought the business 1 and a half years ago, and since then, we have been focused on driving its growth.
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
We have our challenges, such as constantly searching for good events to participate in. Since we don’t have a fixed physical location, we travel with our food truck all over Orlando, which requires planning and strategy to choose the best spots and events.
One of the challenges is the weather. When it’s very cold, the number of attendees at events is usually lower, and people tend to place orders just for takeout. In the summer, things improve, as people go out more, stay longer at events, chat, eat on-site, and fully enjoy the experience. This directly impacts our foot traffic and sales throughout the year.
We’ve been impressed with Brazilian Passion Foods, but for folks who might not be as familiar, what can you share with them about what you do and what sets you apart from others?
Brazilian Passion Foods is a mobile food truck, known for its Brazilian pastel in various flavors, prepared and fried on the spot. The differentiator is that customers can choose to add or remove ingredients at the time of their order, making the experience personalized. We don’t use frozen production; everything is fresh, ensuring an unmatched flavor. We fry it on the spot, preserving the crunchiness and quality of our products.
What sets us apart is that we work as a family. My wife Carla, our two daughters, and I work together in the food truck. At events with a larger crowd, our daughters join us, which has created a strong bond with other families who recognize our work and approach us, expressing interest in having a similar business. This has given us a true daily field research, allowing us to better understand where we should expand.
As a result, we are expanding our scope of operations, planning to establish a permanent location and franchise the food truck, as well as the fixed location, to other states in the United States. Additionally, we are proud to have doubled our revenue in just one year, which is a significant achievement for us!
If we knew you growing up, how would we have described you?
Growing up, I was always very curious and determined. I loved understanding how things worked and had an entrepreneurial spirit from a young age. I was interested in logistics and organization, always planning and optimizing processes, even without realizing that this would become my career in the future. I was very communicative and enjoyed being around people, which has helped me a lot in the business world. Additionally, I have always had a strong connection with my family, something I carry with me to this day in our food truck, where we work together and strengthen our bonds even more.
Contact Info:
- Instagram: https://www.instagram.com/brazilianpassionfoods?igsh=MTFxNnlkamlhMHVpNA==
- LinkedIn: https://www.linkedin.com/in/ruben-santana-junior-24153934a/
Image Credits
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