Andrés Morales (speaker) describes how, after leaving his job at Bachoco, he encouraged his children to start something of their own around 2020 and helped them design a cooking-video project. He explains market research he did (noting a prevailing stereotype of older, bearded backyard grill cooks) and the idea of positioning a younger, cooler face (his son Rob) to stand out. The group ran a brand-planning exercise — naming, visual and auditory identity — which took several months from decision to first video release.
Chapters
But why don't we do something? Did I have a playbook, a business objective? What did that mean in practice? Why don't we do something? That's a good question. Because I worked at Bachoko. I mean, I wasn't trying to do business with my children, obviously. I mean, I. I mean, when I left Bachoko, I was going to hire myself somewhere else. I was going to do something else. Right. I mean, it was circumstantial. I mean, what I was trying to do in 2020 was motivate them to start something of their own. Yes. Not something with me. Right. But something else happened. Right. And so we kind of designed the idea of saying, hey, why don't you make cooking video? Because another thing we saw is that in a very simple research, I realized that out there in the market, what there was, I'm talking about 20, 25 years ago. I mean, what there was were the cooks, the stereotype of the grill cook. The stereotype was this bearded guy drinking beer in his backyard, right? And there was no one there who was cool or young. I said, hey, Rob had the face of a kid now. I mean, he was younger. I said, well, maybe he could make a splash, right? Someone who can cook what you already know how to do. I told him, well, I like it. Let's get started. What? Well, let's start with the name, right? What are you going to call yourself? Let's see. Tell me about that. Because I know it took three months from when you guys made, let's say, this decision to do it together to when you landed, and then it took another couple months for the first video to come out. But this exercise, which is not what people normally do, especially at 17 years old, is a brand planning session targeting visual and auditory stamps. Tell me a little bit about this process. Why did you say, we need a name? Why did you say, what did you use at that time? Well, the truth is that it wasn't as complex as it sounds. It was something in my kitchen. But you use your resources and your expertise, right? Robert had a talent, and we were discovering it at that time, right? I mean, he didn't even know it. And the first thing we said, well, if you're going to go to a social network, a social network that has a name, what do we call ourselves? We started to torment ourselves with this. Why not Roberto Morales?
