We build what we love, and what we believe will still be here in a hundred years. We move fast, spend with discipline, and reinvest everything we earn back into the work. The list of brands will keep growing, the standard will not move: obsessive about what is genuinely best for the client. You can read about each one below.
I didn't want to make this page. I prefer the work to speak. But lately we've started getting a little bit of credit out there, and a lot of new people are choosing to work with us, suppliers, landlords, operators, partners, employees. Some of them know us. Most of them don't. And I figured if someone is about to bet their time, their lease, or their career on us, they should at least get a chance to read who we are, in our own words, before they do.
What we do, in plain terms: we build consumer brands. Most of them live in physical locations, restaurants, stores, clinics, with a digital layer built around them. We love this work, we think we are pretty good at it, and bit by bit, we are getting better.
So this is that. The most honest version I could write of what we believe and what we're trying to build. Nothing fancy. If something here doesn't match how we actually behave, please tell us. We'd want to know.
Thanks for stopping by.
A chicken brand. Fried and grilled. Tenders, pieces, sandwiches, done at the best quality the category allows, at a price that is genuinely fair. Built to scale fast and run clean.
Because the category had drifted. Most options ask you to choose between quality and price. We don't think that trade-off has to exist, and we are building proof that it doesn't.
Affordable luxury. No visible logos. Beautiful pieces that speak for themselves, made to be worn for years, not seasons.
Because we believe this is the future of fashion. The logo era is ending. What comes next is quality, restraint, and clothes that hold up over time, and that's what we're building.
A measurement-first clinic for people serious about their body and their lifespan. We measure. Others estimate.
Because health has been sold for decades on guesses, fads, and vibes. People deserve real data about their own body, and a plan that's actually based on it.
Soft-serve, properly done. Better ingredients, better texture, better experience, at a fair price.
I love Dairy Queen. But the category stood still for decades, no real innovation, no new energy. I figured if no one else was going to push it forward, we should.
Fast-casual done right. Real food, fair prices, no excuses.
In Mexico, if you want fast-casual without overspending, your one real option is Chili's. It's good, but we think the category deserves more than one good answer. So we are building another one.
Our first company. Built, scaled, and sold in 2022. We mention it here only because for someone deciding whether to work with us, it is the single most useful piece of evidence that we finish what we start.
We don't have a fund on our cap table demanding a five-year exit. The people backing us are people we know, who understand we're building real businesses to keep, not to flip. That patience is why we reinvest every peso and take the right call instead of the fast one.
I hold majority equity in every brand, not because the economics require it, but because a long horizon needs one hand on the wheel and one person carrying the pressure. As we scale, we'll bring in institutional partners who share that horizon.
For a supplier, a landlord, or an operator, here's what it means in practice: we're not under pressure to extract value from the deal in front of us. We're here to do the next one with you, and the one after that.
My three main investors are three founders I admire deeply, and whose opinion I trust completely. I am lucky to have each of them in this.
Jorge was the first person to believe in this. He was my first investor, but more than that, he taught me how to be a better entrepreneur and a better person.
He is the best human I have ever met. I am constantly trying to learn his approach to deals: try to take less, so the other side can take more. It is the opposite of how most people negotiate, and the reason everyone who knows him will run through a wall for him.
Salomón is sharp, intense, and one of the most driven people I have ever worked with. I have learned an enormous amount from him. He is a genius in human relationships and in how to approach a problem from an angle nobody else is seeing. He has taught me more about money, what to spend, what not to spend, and how to think about both, than almost anyone.
Luis is a founder in his own right, and he comes from a family with deep operating and capital experience, which gives him a very particular way of seeing life and business. He has a real understanding of equities and fast-growth companies, and his judgment is one of the few I trust without question.
Each of our brands also has its own partners, directors, and investors who hold equity alongside us.
Our goal is to build a generational group of brands, one that will still be operating, still respected, and still serving customers long after the people running it today are gone. That is the standard we measure every decision against.
We are not in a hurry to look big. We are in a hurry to be good. Every brand we operate must earn its place in the group, and every brand we add must clear the same bar as the ones already here. The standard does not move.
The numbers will follow. But the numbers are not the point, they are the evidence that the rest of it is working.
If you are a supplier, a landlord, an operator, or a potential partner, and what you've read here sounds like the way you want to work, we'd like to hear from you.
We read everything. We answer what we can.