Today we’d like to introduce you to Brian Noguera.
Hi Brian, can you start by introducing yourself? We’d love to learn more about how you got to where you are today? History is full of almost moments, those who almost achieved but it proved to be too much, but on the flip side, there are others who take risks and commit. One of my favorite quotes is, fortune favors the brave! In 2012, I was fired. I decided to take a risk in 2013 and started a very small business. Within a few months of being fired, I started a part-time job to pay the bills but started a part-time hustle that took place on weekends, at the local Farmers Market.
I purchased a crepe machine, thought myself how to make crepes, and thus, learned what it was to be an entrepreneur. The beginning was tough, small sales but sales non less, we got up early as a family and went to sell. Some days were good, some bad, and some very bad but we didn’t let that deter us. We learned a lot. After 2 seasons, we started to grow a bit. Customers asked if we had a storefront, we got hired for private catering events. We had something. I saw the potential to grow and opened a second popup at another farmers market in a completely different city, 45 min away.
I partnered with a family member and had them run it. Sales grew! So did my vision. I decided we needed to open a food truck. The food truck scene was small at the time but I saw the mass potential. We purchased an old food truck with the help of a loan. It was exciting. I still remember the 1st event like it was yesterday. $350 in sales in a few hours. Wow! So proud. We continued the farmers market and added 2-3 events per week, mostly nights and still working my part-time job during the day.
End of 2013 and 57K in sales and I never looked back. Left my part-time job. In 2014, went full time and at the end of 2014 added more events and up to 157K in sales. After a few years of the crepe business, we decided to pivot and created MAIZE TACOS, at the time MAIZE FOOD TRUCK. Growing up in SF, we were lucky to have taquerias on almost every corner serving up tacos, burritos, tortas, super nachos, quesadillas, Aquas frescos, etc. Authentic Mexican food. We knew we wanted to bring that flavor to SLC.
In 2016, we purchased a truck for MAIZE FOOD TRUCK, while at the same time still running the crepe business. Probably the best decision to this day because it catapulted us to another level. 2017 we sold the crepe business and went all-in on MAIZE TACOS. Bought a second truck to cast a wider net in SLC. In 2018, I was contacted about a new up and coming commercial development in downtown SLC- they were in search of local- family-owned food business, specifically a Mexican food concept. We were that concept! Everything fell into place.
The buildout took a bit longer than expected, but finally in June of 2019 we opened our doors to the public. What an amazing feeling that 1st day- that 1st week. Looking back at how it all began, the sadness/devastation of being fired, to the risk taken, to the unknown, to the not putting my head down, the sacrifice, the long days and nights, the learning, the journey, the good the bad, the joys, and the accomplishments. Of course, all was not rainbowing. 6 months in and COVID struck hard.
But we have outlasted the pandemic with the help of our amazing customers, and many others. At the moment, the organic growth of our business has taken us to 3 trucks and 2 storefront locations with projected numbers of close to 2 million in yearly sales for 2022. I have the vision of continued expansion, creating more jobs, providing for my family and other families. It’s been a rollercoaster of a ride worth every minute! It’s definitely our American Dream story.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall, and if not, what were the challenges you’ve had to overcome?
Running a business always has rocky roads. It’s never rainbows! You’ve got to recognize that you’re going to take some losses and you have to always be preparing for how you’re going to rebound from those losses. To me, resilience is always learning, always improving, and asking yourself what you can do to get an edge.
The initial struggle was funding the business- but after some research- a loan thru the bank was the best option at the time. Secondly, getting the public to know who you are as a business, what you sell. It takes time to build sales and reputation, it doesn’t happen overnight. The third is scaling. It takes a lot of resources, time, energy, etc. Running one small unit is feasible, especially the small team running- which mostly comprised of family.
Growing to 2-3 trucks, 2-3 retail locations, now that’s a whole other level- 5-10 levels more. Consistency, resilience, will win, the effort is all things that we can control when we wake up to help us succeed.
Great, so let’s talk business. Can you tell our readers more about what you do and what you think sets you apart from others?
I’m the Owner/CEO of MAIZE TACOS. The first few years of the business I wore many hats, I should say all the hats! It was a great experience because you learn every facet of the business. Looking back now, all the experiences have helped better run the organization, definitely paid my dues.
We are family-owned, and truly an authentic Mexican taco shop. We specialize in our signature hand-made corn tortillas, we grill the Pastor traditionally on the spit, make everything from scratch: Our salsas, guacamole to the beans, along with favorites like Mexican street corn, and churros for dessert. In essence, a very traditional but elevated street food.
In terms of proudest, brand-wise is the logo I created. I’ve had several people compliment us on the logo brand we have, how it’s very likable and scaleable in terms of franchising it. I can easily see MAIZE TACOS being bought out in the future because of the branding, the fast-casual, quick service restart that we have created with our signature flavors and look.
What’s next?
Continued growth. We are opening up our second location in March/April. We have added a 3rd food truck to our fleet and the combination of all we strongly believe we get to our yearly goal in hopes of opening our 3rd and 4th locations. My ultimate goal is to reach 7 locations throughout Utah.
Once I get there maybe we grow to 10-15, who knows but that’s the short-term goal for now… changes are inevitable. One of the most important factors as a business is to listen to your customers but ultimately numbers/sales speak more to you than anything else. Two biggest changes that we will implement: 1) scaling requires you to really administer your business at another level.
Every facet of operations has to be precise, consistent. That requires a lot of responsibility and accountability from every level top to bottom. 2) the menu is ever-changing. Tweaking mostly, Yearly, we see what sells more than other items and you tweak small things,
3) Branding/Marketing- needs to grow, cast a wider net- that’s one of the keys to success.
Contact Info:
- Email: info@maizetacos.com
- Website: www.maizetacos.com
- Instagram: @maizetacosut
- Twitter: @maizetacosut
