Ruben Perez grew up in a culinary family. His father, a chef from Cuba, had high hopes for his son. He wanted Ruben to become a lawyer or a doctor, a steady job with a coat and tie. But in college, Ruben saw the growing Hispanic community in Central Florida and felt inspired to open a Cuban restaurant. He told his dad, “We need something special here.”
At first, his dad was against it, fearing Ruben was abandoning his future. However, with time, he came around. They opened their first restaurant, Don Pepe’s, in 1989 near Orlando. Over two decades, Ruben expanded the business, adding music, a bar, and even other ventures like coffee shops and bakeries.
After the 2008 economic crash, Ruben re-evaluated his approach. He envisioned a fast-casual concept and launched Zaza Cuban Comfort Food in 2013. Fast forward to now, Zaza has grown into a regional chain with plans for even more locations. The menu features classic Cuban dishes like the Cubano sandwich and black bean soup, alongside a diverse range of breakfast options and unique coffee drinks.
Zaza aims to be more than just a Cuban restaurant. Ruben envisions it as a neighborhood diner that serves flavorful comfort food and top-notch coffee. He’s inspired by coffeehouse cultures and wants Zaza to be a gathering spot for the community.
In the restaurant business, success is about understanding trends. Recent surveys show a rising preference for fast-casual dining, which emphasizes quality and freshness. Zaza fits right into this trend by offering meals for all times of the day, including breakfast, brunch, and dinner. Ruben also sees potential in providing catered options for local businesses, which has already begun with their popular baked goods.
For growth, Ruben has partnered with Luis Fernandez, a former COO at Yum Brands, to streamline operations and processes. They are focused on scaling the business one neighborhood at a time. Although hefty growth usually comes with franchising, Ruben has been cautious about that route—yet he remains open to it in the future if the right opportunities arise.
Community is central to Zaza’s culture. Ruben calls his team “familia” and offers benefits like healthcare and retirement plans. This commitment to his staff shows his dedication to maintaining the brand’s culture and values.
In the realm of social media, Zaza is gaining traction. Customers rave about the Cubano sandwich and the new Dulce de Leche drink. Videos highlighting their delicious offerings have started trending on platforms like TikTok, showcasing the growing love for Cuban comfort food.
As Ruben looks toward the future, he reflects on his journey. He wants Zaza to embody the dream of his younger self while adapting to today’s dining preferences. Sales per square foot have indeed outperformed many fast-casual chains, including Chipotle, indicating that Zaza’s unique approach resonates with customers.
So, the story of Zaza is one of passion, community, and resilience. Ruben Perez is not just building a restaurant; he’s cultivating a space where food, family, and culture come together, proving that with the right vision and commitment, dreams can evolve into thriving realities.
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