Episode 64 - Raul Luis: The Power of Restaurant Marketing
This episode is different. Not only did we sit down with the man who literally brought birria from Mexico to the US — but I also did a live marketing breakdown of his business on the second half of the episode. First time we've ever done this on the show.Raul Luis is the owner of Birrieria Chalio. His family started selling birria out of their house in East LA in the 1970s (yes, the SWAT team showed up once — you'll hear that story). 50+ years later, they're running four locations, doing $4.5M/year at their Texas store alone, and are known as the kings of birria in America.We got into the real stuff — how his dad brought live goats over during the Bracero program, why they didn't have a menu for the first decade, how they figured out to steam-cook birria for 8-10 hours after the fire department shut down their traditional underground method, and the lesson from Ricardo Diaz that kept Raul up at night for three days.Then I flipped the script. I pulled up his website live, walked him through what's broken, showed him exactly why he's flying blind on his $800/mo ad spend, and reverse-engineered what it'll take to hit his $8M goal.If you own a restaurant — especially a legacy one — this is the episode.🍽️ Learn more about how to scale your restaurant through Dineline’s done-for-you marketing program: https://dineline.co/growth/watch/Youtube