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Transcript
Anthony Codispoti (00:00)
Welcome to another edition of the inspired stories podcast where leaders share their experiences so we can learn from their successes and be inspired by how they've overcome adversity. As you listen today, let one idea shape what you do next. My name is Anthony Cotaspoti and today's guest is Rigo Espinoza, founder and visionary behind raw kitchen and Cantina, a modern food restaurant he launched in 2021.
They bring the vibrant flavors of Baja California together with fresh Asian touches, serving everything from citrus sharp aguachiles to creative sushi style tacos, all paired with craft cocktails and a laid back cantina vibe. Within its first year, they earn glowing customer reviews, repeat features in local press like Voyage LA, and a loyal following that lines up every weekend.
Rigo is a Mexican-American restaurateur with more than 12 years in hospitality. He sharpened his skills at the respected culinary art school, Mexico, and grew up in a family that has run eateries for over 45 years. His story mixes heritage, hard work, and fearless creativity. Now, before we get into all that good stuff, today's episode is brought to you by my company, Ad Back Benefits Agency. Listen, if you run a business, you're likely stuck in the cycle of rising insurance premiums.
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As an example, we recently helped a client increase net profits by $900 per employee per year. Results vary, but the consultation is free. See if you qualify today at addbackbenefits.com. All right, back to our guest today, the chef and owner of Raw Kitchen and Cantina, Rigo Espinoza. Thanks for making the time to be here.
Rigo Espinoza (01:53)
Okay.
Anthony, thank you so much for your time, for your audiences as well. Really appreciate that. I've been very excited to be on your show today, on your podcast, and can't wait how this is going to get developed.
Anthony Codispoti (02:21)
All right, let's jump in. So we mentioned your proud family heritage over four decades in the industry. What were some of those early memories like of growing up in the restaurant space?
Rigo Espinoza (02:32)
Definitely, I believe since I was a young kid, probably seven to eight years, that's when I started seeing the whole family kind of working in the food industry. They started as a little taco shop. the funny thing is if I go 45 years or plus, and I kind of remember the story that I would get told by the family members, is that my grandfather is the one that will come from Baja California on a little bicycle, motorcycle.
and they'll bring whatever catch they had back in the days, and this is 1976 around, and he'll bring the catch, the fish taken out of the ocean in Baja California and Senada to be exact. He'll come over to La Puente, California, and that's where he would just put his bike, get little cart, and start cooking fish tacos. That's how everything started. Eventually, both of my grandparents died, but they continue the legacy.
From there, my sister started with their own branding as well in 1998. And that's I started working for her when I was barely 12 years old. I remember I was the buzzer and just the thinker of the customers, right? And just whenever I get a dollar for tips, because they'll see me so young, cleaning tables, I'll get super excited. that's, I believe that's where my family saw the passion that I had before being in the customer service field.
Anthony Codispoti (03:53)
So were you always in the restaurant space then or did you leave the family business and come back at some?
Rigo Espinoza (04:00)
I did left on good thing you asked Anthony ⁓ during my teenage years. I didn't know what to do. I like, I don't want to continue with this type of industry or business. So I went off on my own and started doing the insurance. I was in customer service. I didn't feel it was aggressive on sales. So I started, I started as customer service. I loved it. I went to do sales as well. Then I opened up my own ⁓ insurance ⁓ brokerage.
with a couple of friends that didn't last long. It was probably like less than a year that when my sister pulled me again, they were like, why don't we open a restaurant and you manage it? This is in 2009 in the city of Riverside, California. And ever since I was like, all right, let's try it, let's do it. And so yeah, I went back into the restaurant in 2009 again, but now with more of a role now in management.
There, that's when I went back to college as well. I felt there was a need in the industry or in our restaurant chain, but by that time there were five only, five restaurants. And I wanted to assure that we're not following the traditional mom and pops ⁓ thoughts that we tend to have when we open up businesses. And I went for business administration, accounting, HR, so I could be able to make it a corporation and not only a...
restaurant where we'll be just feeding the family.
Anthony Codispoti (05:30)
And the family chain five locations is this la bufadora Baja grill.
Rigo Espinoza (05:34)
You got
it right, La Buforda Baja Girl that was established in 1998 and the city of El Monte. That's when I started cleaning the tables.
Anthony Codispoti (05:43)
And it's still around, still five locations.
Rigo Espinoza (05:46)
Still around mmm, it's actually more than five now. Thankfully. It's a successful company. We have 13 locations all combined I'm part owner of one of them as well the one that we open in 2009. That's the one that I co partner with them and Yes, 13 is growing. They're gonna be opening another location in Mennifee in the following months already So it's too thriving is still really really successful and the corporate field
administration now and not only a restaurant. From there, what we do, we distribute the food to all of the locations, the same consistency. And I believe we got that from partners like, not partners, but the big companies like In-N-Out, McDonald's, that they have their own ⁓ food commissary to continue the consistency on the quality.
Anthony Codispoti (06:37)
So a lot of the food is prepped at a central location. It's easier to do there. You don't need kitchens as big at each of your locations too. And then you can distribute to each of the locations. It's easier, more efficient. And like you said, the quality is more consistent. Is that right?
Rigo Espinoza (06:53)
All of that, but not limiting to as well that we don't need a lot of experts at the restaurants anymore. So we can work with, we can provide employment to younger kids, 16, 17 years old. They know how to do all the food now because the seasoning is already there. So you don't have to depend on a chef. And if that chef quits or gets injured, is out for a couple of weeks or more, your operations will not be heard.
Anthony Codispoti (07:11)
Mm-hmm.
Rigo Espinoza (07:22)
because you already have the recipe.
Anthony Codispoti (07:25)
No, it makes a lot of sense. So you're still involved with the family business, but ⁓ several years ago you had an idea to do something on your own, raw kitchen and cantina. What was the inspiration?
Rigo Espinoza (07:36)
Ooh, I got the goosebumps when you said that you took me back to 2020, 2020 actually during the pandemic. Definitely. So a little bit about that. I don't know how much time we have to be able to just talk a little bit on it, but it was a great journey. After opening 12 locations with Buffalo, I wanted to create something different. And I mean, I was the head of like leading the whole team, opening restaurants here and there.
There was a year that we opened up three restaurants. So it was a lot of work. And my responsibility was mainly the location, the whole aspect of the ⁓ build that or the tenant improvements from there, be there for three months, train everybody to ensure that they go through everything they have to know. Once it's all set with management and the whole staff, I'll take off. My idea was like, I'm not learning something new and I'm always a guy that either I even go to school.
or throughout the whole year, or I start doing something new. And I feel like I was not getting that, I like, man, I'm just doing a copy and paste, copy and paste with the restaurants. And there was a location, I wanted to be in downtown Riverside. Are you familiar with the area? No? It's in downtown, it's in downtown Riverside. There's a lot of restaurants, of course, a lot of Mexican restaurants as well, clubs, and of course you have the city hall and everything else.
Anthony Codispoti (08:52)
I'm not. Fill me in.
Rigo Espinoza (09:04)
great location. I always wanted to be there. have currently we have three locations in Riverside including the food commissary and this place got was available but when I talked to them I knew them it was a landlord for another company another restaurant that we have in the Riverside as well and like Rigo I like you guys you guys are great tenants but Riverside it's already too populated or there's a lot of Mexican restaurants now.
We want a variety. want to mix up different things. I was like, wait a minute. We have a new concept. I didn't have anything. I was like, I just didn't want it to get turned around and be like, Ringo, you know what? We ain't gonna work with you guys. And he was like, all right, I can't wait for the concept to see it. What type of business is it? I was like, it's a bar. It's gonna be mainly seafood featuring Ensenada chefs and the cuisine and the Baja wine.
Anthony Codispoti (09:58)
You just made it up on the spot.
Rigo Espinoza (10:00)
I just made it up on the spot, right? I I feel pretty confident trying to be all natural that I can. was like, I don't like to give a no as an answer or get a no as an answer if I don't try. And he was like, all right, can't wait to see that. Send me the menu. I was like, shoot, a menu? I can't do that within two hours, right? I remember I drove to one of the locations to work in the office and I got my marketing guy, shout out to Joaquin Gallegos, great guy.
is the one in design for Bufalora and this new location that we have. I started getting some pictures on Pinterest. There was no Shadgy Petit back then yet. I started getting some ideas, some Aguachiles in there, some towers, and some of the stuff that I had done with the Bufalora as well. So we do definitely have about 40 % seafood. we came out, I sent them everything that I had.
I like, you make this happen right now? This is the opportunity for us to go in. There's already like two other locations that want that place or that location. And we came up with it 24 hours after. We had the man need to send us a plan. I created the LOI.
Anthony Codispoti (11:09)
One day later,
you came up with the con, well, you came up with the concept on the spot and within one day you sent him the menu.
Rigo Espinoza (11:15)
Same
day I send the menu the next day. had a business plan So business plan Yes, I was like here you go. Sorry for the delay. I got a little busy, you know, I'm trying to make something up so like I said I don't want to take it to get a note from from from from this landlord and Now like you know what impressive I like it I'll give back to you because I got a student who got to reach out to to the other Businesses that want that location at the end
Anthony Codispoti (11:20)
my gosh, same day you sent in the menu.
Rigo Espinoza (11:44)
We're not accepted. So like all this work imagine how you feel all this work that we did I got Who I keen my our marketing manager? Working on it till like four or five in the morning that same night and we get denied now like, know What we're gonna go with the brewery. All right, I understand but like both call me out. Let's stay in contact. All right, perfect I like I have the idea already. I have the the menu we can make it happen out of the team at the point
and I presented over to the family members. And I called them like a week or two weeks after and I like, all right, so remember about the location that we were looking to go in? It's not gonna happen, but we already have everything. So I wanna make sure that if you guys are in with me to look for a location. I mean, you could put this restaurant concept anywhere where there's a downtown prime location and people will look for that experience.
So when we did that meeting, ⁓ a few of them that were LN, a few of them were not. They were like, you know what, I like the concept, I like everything you have, but you do it on your own. It's your time for you to shine. It's for your time to create something that you've been wanting to. I've seen the product that you've done with Buford Abaja Grill. Now you can do it. And we're gonna be behind it, supporting it. And I was like, all right, I'm gonna go for it, right?
So took me like three weeks, almost a month to be scouting locations all the way from Temecula, California, Rancho, Cucamonga, Ontario, Riverside, and everywhere. But it did not, it was not working until I find the location in Rancho Cucamonga. I thought it was a great one. It is the jewel of the Inland Empire. We're in a prime location. had everything just for us to go in and we open up three months after.
Anthony Codispoti (13:33)
And sorry, sorry for interrupting,
Rigo, what was the timeline now? I want to know where we were in comparison to COVID.
Rigo Espinoza (13:39)
Absolutely. So this is in 2021 already when we put everything to work by September I was handshaking the deal with the landlord in Rancho Cucamonga. So yes, September 2021 that we came in, we had so many things going on as well with Buforda Baja Grill. was training new management. We're opening another two locations at the same time.
So I couldn't get hands on with this location. So I let it sit for a few, like a month or so. And three months after we had our new concept, our location, I call it my baby because it feels that way, right?
Anthony Codispoti (14:20)
So you were having this idea and you were chasing it down all, you know, while COVID is still very much going on and California had, you know, some pretty strict restrictions in terms of, you know, a number of people and masking and all that. How challenging was that at the time that you opened?
Rigo Espinoza (14:40)
It was very concerning because we didn't know what was gonna happen. And my thing was during the pandemic, I noticed that people were drinking a lot more because of the stress that was causing. And also that we needed a patio to be able to do all fresco like they did. would let you, go through another shutdown. I need to have a patio so I could put tarps and everything that we do with the other locations and doing the protocols and monthly meetings with the staff. So it was concerning. But I like, there's opportunities. If we don't take this opportunity right now, it ain't gonna come.
And we always take risks and that's the only way to be able to make it into your, or putting the dream that you have or the ideas into something that people can see.
Anthony Codispoti (15:21)
Yeah. So tell me about the customer experience. What's the menu? What's the decor? What's it like when I walk in the door?
Rigo Espinoza (15:29)
Absolutely. So 2022, we opened up the location. It was in February 4th of 2022. And we named it Rock Kitchen Encantina. Rock Kitchen Encantina has offered for four years now. Four, yeah, going to four. It has offered the Baja cuisine, which is gonna be a full bar now. So we have 14, about 14 cocktails that are signature cocktails. And you come in, they're survive.
You see more of beach beach style restaurant even the decoration what I did with the restaurant and make it seem like a boat so once you come in you see all the sea life and See just checking out the logo that I have or the branding. It's a it's a it's a Rock fishbone That would you see it inside?
Anthony Codispoti (16:24)
sushi.
Rigo Espinoza (16:27)
Close to it, because I do have that fusion with Japanese cuisine as well. I mean, it would take it back to Ensenada and its roots. A lot of Japanese came over as well. Asian, like China took over Ensenada in Baja California. So we have that fusion with them. We have a lot of the rice. We have Chinese food, which was one of the best ones. Of course, after China, and we have that fusion. And that's we started to give to the customer here.
I was a good vibe. I was a great customer service. Give them a journey of Baja California, the gastronomy and of course the wines, the wine route. have over so far within the last three years, we have featured five different winemakers from Baja California and about 10 wine pairings that we've done. And there's another one coming up in February actually.
that we're featuring now, Sonora, Guawila, and Ensenada ⁓ in our menu. And featuring their own wine, so there's always something happening. We have music happening on Fridays, Friday nights, always a good one. We do karaoke after eight or nine o'clock. We do karaoke, sometimes they start dancing here and there. There's a good vibe, a lot of memories. ⁓
community I was telling me, Ringo, there's always something good to remember and something that we want to forget. ⁓
Anthony Codispoti (18:01)
So
is this combination of raw fish and Mexican cuisine unusual? are there other folks that have done this before with success?
Rigo Espinoza (18:15)
I don't see another company that does it this way that is from Baja California and is doing the raw fish like salmon and tuna. I just wanted to create something different. It was easier for me to buy a franchise that already has a staple. We know for sure we're going to get at least 20 % of the customers that we want because of their labels or their name brands.
creating something new and not copying somebody. It's always great. It's a good feeling. And that's what I try to do. Definitely there's a lot of Mexican food. There's a lot of sushi places out there, ⁓ Japanese, but as well as Mexican sushi. ⁓ But I believe we're a bit different. And I do have two chefs. I'm also continuing my school with culinary arts, but specifically in Mexico. So I'm trying to learn.
Anthony Codispoti (19:01)
Yeah.
Rigo Espinoza (19:11)
the pre-Hispanic way that they used to cook. And that's something that I'm also adding to our ⁓ quality and the skills that we use in this restaurant.
Anthony Codispoti (19:21)
Say
more about that, what it is that you're hoping to learn.
Rigo Espinoza (19:25)
What I'm hoping to learn, one of the things that I do want to do is doing the crossover with the chefs. I want to do collaboration with them. That's where I'm meeting all these people out there in Tijuana. Cause I go to school once a month and I have to travel out of the country and be able to just meet with them and create a collaboration where you have someone from let's say Oaxaca, which is they have a great, ⁓ great food, great gastronomy as well, and be able to just collaborate with them.
The main thing is to have no limits, no boundaries whatsoever in my industry, in the food industry.
Anthony Codispoti (20:03)
So when you first opened your doors on Raw Kitchen and Cantina Rego, what was it like? ⁓ Customers lining up at the door, was it crickets? Were people confused? Did they need some education on the fusion of these cuisines?
Rigo Espinoza (20:20)
A little bit of everything, but I'll take it and I'll start with what you said. A little bit of confusion. So what's going on? What is this place? It was brand new. there was, we started off very slowly because we do a soft opening. For the first month, it was like, all right, so we got five customers today. Let's keep them going for more. Right. And then we can, we can come, what came over or comes over and, we'll get more clientele. Then from there, when we were already with the training with the staff,
I did two ribbon cuttings or two grand openings with different chambers and that where everything exploded. I went a little bit more seen by the community. We had a lot of people, influencers coming over trying to do a video, trying to collaborate and it started happening. I believe the second month or the third month, that's when kind of everything exploded and people were talking about raw kitchen and cantina.
Anthony Codispoti (20:56)
Mm.
And so it exploded specifically because of these two different ribbon cutting ceremonies that you did with two different chambers of commerce.
Rigo Espinoza (21:26)
I would say a little of everything because when I opened up the doors, I was nervous. I was like, this is it. Let's turn on that sign, right? That open sign. And just trying to figure things out. think even my energy was bringing that. Okay, how can you say it? Like nervous at the same time and people were not seeing us. Like a little ghost. was like, what's going on? You know, we have a prime location. We're right in front of a huge outlet mall.
We have a ⁓ concert arena nearby and I was like what's going on? I think we had everything we added the right marketing we added a we're partner up with with open table and Sorry getting up and we said we got the we got that old Valentine's that was a good one because we open up a tweet before Valentine's So we did not know what we're expecting and we got over a hundred and eighty reservations. I like ⁓
we're gonna do this right so we're putting tables inside and it was just those those things that little by little then the word of mouth it started happening which we got the regular clients people were coming to check us from different places here from LA they're like okay I heard this location it's right here on Riverside there's nothing on this side whatever it's a ranch in Kamonga there's nothing on this side we people want to go to LA so they're like all right coming over here they love the flavors as well
I give that to the chef that was at the time that we opened. Then I got very involved with the Chambers of Commerce. I'm currently a board member, but I had to work a lot for people to like us, like the brand, and put a face to the name, basically.
Anthony Codispoti (23:12)
Tell me about the work that you're doing to connect with the community and specifically through the chambers.
Rigo Espinoza (23:17)
Okay, the main thing that it's on my mind and that's that's why I was elected as one of the board members with the Rancho Camonga Chamber of Commerce was because of the collaboration. I was there supporting the businesses because they've gone through struggles just like we all do. I mean, I've gone through a lot of struggles and still we network, we're out there, we're always providing for marketing the brand.
And that's what I started doing, collaborating with them, helping them out with nothing in return and knowing that they have someone to talk to, someone to reach out to and having the city support. So with everything that you said and everything that you offer, it's always a great one for my personality and to be able to just go to their business and help them out. As a board member, we create a lot of events within the city. We do a lot of ribbon cuttings now.
We guide them to the resources that they don't have. things like podcasts, including TV interviews and other smaller gatherings. It's always helpful for the community business owners as well. Something that we started a year ago and we're going to be doing our one year anniversary, it's a young professional network group.
That's growing within every event that we do. We just did one last week and it was a successful event that we have people from 20 years old all the way to 40 that they're in the industry, but they're not in that type of what's it called? In that environment and would always say with the environment basically, you you have a lot of distractions I mean it happened to me when I was 20
Anthony Codispoti (25:00)
Like that type of roll? ⁓
Rigo Espinoza (25:09)
22 years old, I wanted to man up, but I was not getting the whole courage to do it. So that's where we at. I mean, I'm already almost hitting two forties and be able to help out someone that wants to open up a business, especially if it's a restaurant, I'll mentor them so they don't commit, they don't do the, the mistakes that I did to save them some time.
Anthony Codispoti (25:32)
Thinking back, what is one mistake that you made that stuck with you and like you learned from it going through it?
Rigo Espinoza (25:43)
There has been a lot of mistakes and more than mistakes. It's something, it's an experience, something that I could always take on me and be like, you know what, this didn't work. Let's scratch it off. Let's not forget about it so we don't make it again. But one of the mistakes that I did with the restaurant is people were asking me for stuff to add to the menu. Why don't you have the traditional, I'm gonna say chilaquiles. Why don't you have the traditional tortas? So little by little, and I gave some,
opportunities for our chefs to create something new on the menu. And then I started getting an extensive menu. I will stick to what people like. They might like the chilaquiles, but they will not be eating chilaquiles every day. So having an extensive menu really cost me a lot of money, lot of waste in our kitchen as well in our fridge. And that's something I will not do.
Another thing as well, something that really kind of marked a time frame or in my timeline of life in this business, it's be open for, not for public basically, stay open till later and just enjoying the time with them. I will not do that again. That was a mistake that I did, which I was trying to be a little bit too friendly.
or two kinds of people could like me and like the brand and for them to support it that I started bringing everything, you know, just at no cost. I enjoy those moments, but it was for about a year. It was not good for business. I got ⁓ a little lost because I was here to like two or three in the morning. ⁓ I was not, I would be either be here at eight o'clock or something that was not at eight o'clock. And those things are something, I mean, lesson learned.
Anthony Codispoti (27:24)
wasn't good for business.
Rigo Espinoza (27:40)
You you you you improve from them. It was good at the moment I think I connected a lot, but I had to stop that I Ran out I stopped drinking even though I do own a full bar I stopped drinking and I'm trying to do everything for the better of the business
Anthony Codispoti (27:58)
As you think
back over your career, Rigo, who is someone in particular that has had a big impact on
Rigo Espinoza (28:06)
big impact, there's a lot of them. I have received a lot of mentorship and I always try to, I have big ears for a reason. I was listening to those with the experience. My, biggest impact or a role model, I would say it's my sister. My oldest sister is the one that has taught me everything about the business and how to negotiate and how disciplined she is on taking everything. ⁓ Just not for granted. And I was looking to give back to the.
to family members, friends, and the community.
That was a good one.
Anthony Codispoti (28:41)
You have something
more you want to say on that?
Rigo Espinoza (28:44)
⁓ Definitely. All of my experience I got from her. She's the one that raised me as well. So it was great to be able to just not work with her, but also live with her and respect her as a mother. And ⁓ yeah, after that I got married, had my kids and everything and I still sit here as my mother.
Anthony Codispoti (29:04)
Yeah.
That's fantastic. That's really touching. I appreciate you sharing that. ⁓ Talk to us more about the menu. Maybe pick one of your favorite dishes and tell us how the idea came about and how it sort of fuses these two different flavor concepts together.
Rigo Espinoza (29:29)
Absolutely what something that I like on our menu is gonna be the pulpo mestizo and actually that was featured last week on KTLA on the news and The pulpo mestizo is something that we came up with about two years ago And it's a charbroiled octopus. We call it pulpo salandeado But we put that in a skillet along with some country potatoes and pork belly the initial name of that dish was pulpo cochino
or dirty octopus. And people were curious about that. mean, if you even you see some things on the menu, there's some some different creative ⁓ names. We also have another ⁓ burger that we added a ⁓ jalapeno pepper on top and some eggs and we call it the porn burger. So people really look for those, especially the younger crowd, right? Any influence that will come over like, let me get the porn burger, let me get the
the dirty octopus, they're interested on that. People like that experience. Something that you will not get just on a traditional, typical restaurant.
Anthony Codispoti (30:34)
So those
two names show me that you're having some fun. like there's a little bit of a racy vibe. Does that sort of like carry on throughout the rest of the menu and sort of the decor of the place?
Rigo Espinoza (30:44)
Correct. was putting some, uh, some questioning whenever you're going to be ordering and some fun. So it's something to talk about whenever I go to the table and I'm taking care of a new party. I start telling them everything about the menu, what they should get, what, you know, what do they like and it's kind of shocking. Whatever I'm featuring either that week or something that's a staple, a staple that I couldn't get away out of. And I would like when I created this location or when, when, when that came.
the dream came alive. But I was like, I'm gonna be adding the fish taco. I mean, we're known for the fish taco. I told you guys about the story of my grandfather that would come from Baja California with the fish, right? So that being ⁓ along with all the restaurants that we currently own, or sister restaurants. And I added the fish taco, ensalada style beer batter, but I'm gonna make it a little bit different from what my family does. I'm gonna do a blue corn tortilla.
And I'm going to have it there just as an additional because I'm from Baja. But the customers have the last vote. They actually voted the fish taco as the best one. And that's something that I sell the most, even though that was not what I wanted. I wanted to feature a little bit more ⁓ cuisine, culinary arts experience, a little more elevated, a lot more presentation, gourmet. But the fish taco is still one of the top number ones.
Anthony Codispoti (32:10)
You know, and I've heard this talking with other successful restaurateurs like yourself is, you know, especially ones that have received some formal training. You know, they have ideas, they have the technique to do things that are more creative. ⁓ But at the end of the day, right, it has to be what your customers.
Rigo Espinoza (32:28)
Yes, yeah, we'll definitely have to adapt to it. That's another advice I would give to any business in general. Adapt to the customer demand. I mean, you can have a great idea. It's not gonna take you months or even years if you want to adapt to the community that is not ready for it, probably. I tried to. At some point, I did try to, but it was just costing me time and money.
Once you go with the flow, listen to the customers and you start comparing your numbers, that's when you know you're going to on the right track. So that's an advice. I would listen to your customers. I would see what they have to say. Your reviews is always great if you don't have a chance to talk to every customer that comes through those doors, right?
Anthony Codispoti (33:13)
That's great advice. Any other tips for aspiring restaurateurs?
Rigo Espinoza (33:19)
Okay, that's a lot of tips, right? But if you want to work 24-7, do it. If you want to assure that you forget about the holidays, especially events, Mother's Day, weekends with your family, if you're ready for that, to just give that up, do it. Otherwise, you're gonna be pulling all over your hair. There's gonna be some time. There's definitely gonna be some time. It's a lot of work.
In order for a manager, a chef or anyone in the company, even the customer service, a front of the house team, they have to understand you. And once you show your values and the values are compatible, they know what's, where are those core values, basically. You're a start to get some time off here and there. I do always see it. I might work three months straight with no day off, but I know I'm going to be able to have two weeks off.
if I need to, but it's always gonna be like that. In the restaurant field, there's always some challenges. You're not always at the best successful peak, not always, so you just be ready for it. Once you self-strap or people are not liking what you're doing or you're not the favorite anymore because there's a new restaurant in town or across the street that they're gonna go to, you have to be ready for those as well and not get too impacted. I've helped out
people or business owners open up their restaurants and with ideas paperwork getting their liquor license or kind of giving them advices on that part and Sometimes it was frustrated at some point when they're almost ready to get it So they don't ever give up. Take that risk if you're ready for it It ain't gonna be easy It's not as simple as when you're the third party and when you're just transferring a product from point A to point C
You're the middle man, that's simple because you will not have to work a lot or you don't need a lot of employees to work on that. You depend a lot on the community, a lot on the economic as well. the employees, I don't know if I said employees already, but employees, they have to be well trained.
Anthony Codispoti (35:32)
You did. Yeah. Let's talk about the employees
because I mean, they're a big part of the reason for your success. What, what's your approach to finding, attracting and then retaining good employees?
Rigo Espinoza (35:45)
I strongly believe that everyone has a talent and it is your responsibility as a manager or the owner to find what that talent is. cannot put someone to take care of a customer if their thing is bartending. Or you cannot put a bartender in the kitchen if that's not their thing. Sometimes we're like, hey, we need to fill in this position.
And that's where we have to be a little bit more careful and hire a little bit slower because that's when we make our mistakes. Once you figure that out, that you know everyone has a talent and just put them where they're going to shine and thrive. The other thing is knowing their goals. My first, one of my first questions when I do the interview, it's what are your goals? What are you looking for from the company? And I'm sure that they get met.
That they know that we need the boat it has not happening is gonna get to a point that they might not be as much Interested in the position or engage with the company that things will start falling apart if you're not taking care of us They play a big role they roll in the company Without them I will not be able to do or take care of the other store that we have through all the community events that we have being in this all these
being on the board in many network groups that we have in the area. So definitely got to take care of them. That's the number one. Another thing that we like to do, it's I don't like to have a lot of, or give them a lot of repetitive actions. I would like to throw in some events, something new to learn. If there's a course that we could take and we could learn and improve, that's something that we like. It's like, you like the paycheck at the end of the week, right?
but also learning and be able to collaborate with them, doing the credit, it's always great.
Anthony Codispoti (37:47)
Yeah. What's the future of raw kitchen and Cantina look like? The family business you guys have been expanding over the years. Is there the thought to do that with the same concept?
Rigo Espinoza (37:59)
Yes, yes, we're definitely looking for a second location. I wanted it happen in 2025. There was some issues happening in 2025. On the personal side, and I was willing to business, which we couldn't do it. We're ready to sign a contract for another location. I had to wait a little bit longer, but 2026, I believe we're gonna be having that expansion. The expansion with the full restaurant bar as well. Finally focusing more on the restaurant.
and something that I, that is always been on my, that I wanna do, I wanna create a chef's table. What would that chef's table be? It's gonna be a separate room, a private room for capacity 10 to 20, 25 people, something smaller than 130 that we currently have in this location, and be able to just cook for them. If myself or my other two chefs that we have here at the restaurant, be able to cook for them and give them the,
the dining experience, a five course meal, seven course meal that we could be able to talk about where this dish is coming from. So it's a little bit more on the making sure that we share the experience that we have and talk about history on each dish. That's something I'm very passionate about on the business side. Definitely, definitely be able to just franchise this franchise out this ⁓ restaurant brand and ⁓
Anthony Codispoti (39:26)
Or you want to turn it
into a franchise concept, not just to open more corporate locations, but turn it into a franchise.
Rigo Espinoza (39:27)
creating. Yes.
That's main goal. And that's with both companies. With Labo Ferrabah Girl and Raw Kitchen, that's in our mind. And I know it's gonna happen.
Anthony Codispoti (39:43)
You probably you know, you obviously need more locations of raw kitchen and canteen and kind of prove out the concept but with the other restaurant you probably have enough to sort of go that franchise route. Is there a timeline in mind for that?
Rigo Espinoza (39:49)
Really?
Yes.
It's ready for it. What we started doing there, it's creating or bringing partners into their locations. So there's not only one owner, there's multiple now. have about, I'll combine with the 13 locations, about 10 to 12 different business owners. Cause we're following that concept or model of a franchise. So we're almost there. would say within, I could vision the company within about.
Anthony Codispoti (40:19)
Yeah.
Rigo Espinoza (40:25)
Three to five years max it will become a franchise. There's a lot more he comes I will come with that before more responsibilities and more risk But once you're ready, mean if if God gives you the opportunity to do it Don't ever go against them
Anthony Codispoti (40:34)
Yeah, for sure.
I like that. know, behind pretty much every success story, there's usually a chapter that almost broke someone. Can you share a serious challenge that you've gone through, personal or professional, and how you got through that?
Rigo Espinoza (40:56)
Yes, I'm going to go back to 2024 and this restaurant journey. I was getting out of success. know, the, the, the, the, the lines at the, at the restaurant were, were, were long during the weekend, you know, full capacity. everything was coming out great. The location people loved the location, loved the vibe, the energy, the food mainly. And it was doing so great. Uh, and.
But as I mentioned, just staying, ⁓ trying to please everyone and getting some acquaintances, other collaborators or friends and not putting like a cap to it. I was getting home late to my kids, to my wife. I was just working a lot more and then just being tired and trying to be at all these events a little bit more inaccessibly.
or excessively. And that gave me, ⁓ it cost me a lot. I started seeing a lot less compromise from my staff. I saw them a little bit more as a, know, we're like, we were here till like two in the morning ⁓ and things like that, right? I, things started going down a bit and I started having a lot of issues at home.
Anthony Codispoti (42:02)
Yeah.
Rigo Espinoza (42:24)
My kids were not seeing that as much. that's where, in 2024, I had a lot of issues, lot of fights with the wife. And I had to recover from that. I had to make better decisions. I had to assure that we were not just there for fun. But let's go back to the business side and primarily the family side. I did make a lot of changes, a lot of mistakes.
⁓ right now I, I, I'm with my kids a hundred percent of the time. That's what, what I try to do every day after work. I was giving them least two hours to play with them, to do homework with them, take them to practices, ⁓ sports practices. And I believe that was a tough, tough year. Like after seeing how this success, success, you're like, all right, so people like to you, people want to be there with you. ⁓
But you gotta be careful who you choose and go with life a little bit and not none of that throttle basically Respecting the business
Anthony Codispoti (43:33)
I'm curious as you were
going through this challenging time, Rigo, was there like one kind of light bulb moment where you were like, okay, this has to change tomorrow? Or was it kind of a gradual realization and you gradually made changes to get things back on track?
Rigo Espinoza (43:53)
I definitely did gradually changes. ⁓ It was not from one day to another. It was a little bit difficult to organize my life, right? And the best thing was started taking baby steps as a, let's go back to the business. That's the core. That's how we feed family, ⁓ the employees, my family as well. Let's step back a little bit and share what you.
we're failing on. I was able to work with the team again, to take my family as well. yeah, it was just a year of lot of success, right? It was great. were liking it. And I was like, have to stop. This cannot be happening. Yeah, it just helped me out to realize.
that not because you were able to make it, that means that that's it. That's it with your job. don't have to do anything else. It's gonna go on itself. You could lose it. could lose it. You could lose it all. People don't know when to stop. And that's the risk we all take.
Anthony Codispoti (45:08)
And I think I heard you mention some of the changes that you made. You quit drinking. Did you start closing earlier so you and the staff could go home? Was that one of them as well?
Rigo Espinoza (45:18)
Yeah, mainly we stay to later because of a private event and they're having fun, know, they're they're consuming as a business. So there's there's Well, if so, we're not closing earlier right now. This is a time that we still can conduct business before it was like, yeah, come over. You know, we have a full bar. It's an open bar. So let's let's have fun. Right. And that was like.
that was not good.
Anthony Codispoti (45:48)
Got it. So
Rigo, what would you say is your superpower?
Rigo Espinoza (45:54)
my superpower. Oof. I'm determined. I'm determined. I feel like a leader as well. ⁓ could be a lead. I could also be guided as well. Like I said, my ears are always open to hear anything, but that might be my attitude. I don't go out there with the bad behavior, anything that I do.
I would say just my personality. Personality is something that opens up the doors a lot. It has happened to me a lot of times and it's, I've been blessed to count with that. ⁓
Anthony Codispoti (46:36)
What's your favorite thing to do outside of work?
Rigo Espinoza (46:36)
Just wait.
I like to watch a lot of comedy or sports events. What's it called? Mainly the main thing that I do right now is with my kids to be able to just have fun with them. that they like. We have an arena here that we have access to. So close to us and we go to different. The last time we took them to professional boot riding. Anything that involves.
I just a little bit everything to be honest. Lately with my studies, I got a lot into reading, a lot into like doing a lot of research and development for myself as well for my career. So I love to eat, I love to try new places, see what they're doing as well to assure that I went in the right field too. So I was out, I was out.
Anthony Codispoti (47:36)
I've just got one more question for you today Rigo, but before I ask it I want to do three quick things First of all to get in touch with our guests today go to their website raw kitchen Cantina comm and find their location their hours their phone number everything their raw kitchen Cantina comm Also, if you're enjoying the show a quick comment or review on your favorite podcast app Goes a long way towards helping others discover us. So thank you for taking a quick moment to do that right now
And as a reminder, if you want to get more restaurant employees access to therapists, doctors, and prescription meds that, as paradoxical as it seems, actually increases your company's net profits, reach out to us at addbackbenefits.com. So last question for you, Rigo, a year from now, what is one specific thing that you hope to be celebrating?
Rigo Espinoza (48:29)
One year from now. First of all, my master's degree is, what's it called, my degree. Be able to just get that, gain all the experience that we need to get from all the chefs. I should be celebrating my third location by next year as well. 2027 is coming hard. Two more, Yes, and this year, by 2027, I should be celebrating that. We got three companies.
Anthony Codispoti (48:49)
You're going to open up two more and then next year. Okay.
Rigo Espinoza (48:58)
up and running successfully, right? And like I said, taking care of that as well. Celebrating life, celebrating this new chapter of my life, coming out of depression, coming out of just being out, it's been good for me to make a change in my life. And I can't wait for that next person that Mr. Rob or Rigo Espinosa will be celebrating in 2027 definitely.
Anthony Codispoti (49:26)
love it. Rigo Espinoza from Raw Kitchen in Cantina. I want to be the first to thank you for sharing both your time and your story with us today. I really appreciate you being here.
Rigo Espinoza (49:37)
Anthony, thank you so much for the opportunity you provide to us, for bringing me on board with your podcast. I love this. Thank you so much for all the great questions that you did today. And I can't wait to see more of you.
Anthony Codispoti (49:50)
I appreciate all those kind words, Rigo. Folks, that's a wrap on another episode of the Inspired Stories podcast. Hey, if one thing stood out today, try putting it into action. Thanks for learning with us.
Connect with Rigo Espinoza:
Website: rawkitchencantina.com
Company: Raw Kitchen and Cantina