Alonso Castañeda / VP of Brand Development and Strategy at Savory Management Forktales

VP of Brand Development & Strategy at Savory Restaurant FundStarted career at 18 – managing a small Mexican grill (under 10 units)Began franchising and helped the company expand until acquisition by Jack In The BoxThen helped grow the Paradise Bakery with franchising until acquisition by PaneraMoved on to 14-unit company called Cafe Rio, grew to 100 units and, you guessed it, acquisition!Grew another franchise system with Four Foods Group; then purchased 48 Little Caesar’s locations. Added 30 more locations, then sold them off and “lived happily ever after”.https://www.hashkitchen.com/https://savory.mercatopartners.com/










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“Small brands – those 5 to 15 location concepts … this growth from that moment to 50, 100, 200, seems very enigmatic and tough.” – Joseph “During that growth phase … we learned a lot on going fast but not too fast.” – Alonso“There’s nothing you can read, nothing you can do, that will teach them but your experience. You can’t replace experience.” – Alonso“Every stage in the restaurant business is difficult. It has its own little challenges. The industry in itself is hard, right? The initial stage from 5 to 50 is especially hard … you gotta keep that momentum. Setting up that foundation is so important.” – Alonso“Sometimes restaurants get funding and they slowly forget to be scrappy.” – Alonso“There’s all these services that come to you as a young operator and they offer you … this extra little software that tells you the weather … the sales pitch was fantastic … so the middle of your P&L fattens up and your profits are so low.” – Alonso“You have to be brilliant at the basics. If you have great service, great quality food, and a clean environment, and you’re consistent with it, that’s all you need.” – Alonso“If you’re not careful you can get rid of your money. It’s pretty easy.” – Joseph“What’s needed today and a little bit of tomorrow, instead of what’s needed five years from now.” – Joseph“If you’re a mom and pop shop, opening your first or second location, do you need to spend $50k on a brand identity? Probably not.” – Joseph“Focus on operations, get those systems smooth… when you hit that 10, 15, 20 location mark then take a look at the brand.” – Joseph“Your food is your branding. Your marketing budget is getting your food in people’s mouths …. Feed the local football team for free. That’s your marketing” – Alonso“Everything you do does build a brand, so if you do it wrong you’re doing yourself a disservice.” – Joseph“We find these brands that have so much potential to become a great emergin