Andrés Morales left his corporate job to start Road Grill with his son during the pandemic. The brand hit 25 million followers and worked with Will Smith, Dwayne Johnson, and Rosalía. They talk about building trademarks, family business, and how social media drives their customer experience.
Let me introduce you to Robe Grill. Roberto Morales, the tiktoker. I said tiktoker. I told Robe we can't be tiktokers. What I was sure of was that there had to be a physical trademark and an auditory trademark. That chill, it wasn't recorded. It was never ready. Because you're afraid of what your first circle says. I mean, the first circle is the one that betrays you. It's terrible. As a father, you do have the responsibility of discovering your children's talent. Ri had a talent and we were discovering it. At that time, even he didn't know it.
What the secret to getting these global stars to notice you? The secret is a little kiss inside. After more than 15 years building one of the most iconic brands in Mexico, Andres made a decision that few dared to make. Leaving the security of corporate life to partner with his 17 year old son and start a business in a completely new field, that of content creators. What began as an experiment during the pandemic became Road Grill, a brand with over 25 million followers. Collaborations with celebrities like Will Smith, the Rock and Rosalia, and businesses ranging from knives and seasonings to alliances with global giants.
Bachoco helped Billboard gain a foothold in Mexico. Why a billboard? It was because there were no resources.
It was.
It was the cheapest option. The Bachoco campaign is a campaign for Mexico. It belongs to the people. People live it, they wait for it. Tacos Paris is the antithesis of marketing. It's awesome. I don't understand it at all. It's a bit unfair to compare the experience of a taco to a five hour line. You're never going to beat your time, right? But people wait for five hours in line and leave happy. There are also good things to do. There are also very good things on social media, right?
