Former Apple Employee Opens BBQ Restaurant in Mexico City, Generates $9 Million in Sales.
Dan Defossey, a 44-year-old from Long Island, New York, initially had aspirations of a political career while growing up.
However, he ventured into the field of education, working as a Teach For America Corps Member in Texas before securing a teaching position at Apple in New York.
After serving as an educator at Apple for over three years, Defossey’s career changed in 2009 when he was promoted to Head of Marketing in Education for Latin America.
This promotion led him to relocate to Mexico City. In 2013, during a hiking excursion in Mexico City with his friend Roberto Luna, a resident, Defossey had a moment of inspiration. He proposed that they pursue something different in their lives.
Despite lacking any experience in the restaurant industry, the two friends made the impulsive decision to open their restaurant.
“We were completely inexperienced when it came to restaurant operations and essentially had to learn as we went along,” Defossey shared.
In 2013, seizing what they believed to be a unique and promising opportunity, Defossey and Luna made a significant investment.
They purchased an airstream in Texas and embarked on a journey, driving it back to Mexico City. Within this mobile setting, they launched their inaugural Texas-style BBQ restaurant.
Defossey’s unwavering belief in the venture fueled his determination to give it his all.
Recognizing the absence of barbecue establishments in Mexico City, despite its proximity to the United States and the undeniable love for meat among the Mexican population, he saw a compelling gap in the market.
The duo recognized the potential to introduce a new food category and understood the importance of capitalizing on such a remarkable opportunity. Defossey expressed his conviction: “When you have that window to be able to do something like that, you have to seize it.”
In a playful nod to their American origins and the audacity of opening a BBQ restaurant in Mexico City, they chose the name “Pinche Gringo” for their establishment. The term, which translates to “Darn American,” carried a sense of self-deprecating humour that helped establish a connection with their Mexican clientele.
Defossey noted that the chosen name brought an element of humility, effectively breaking down barriers and enabling their Mexican customers to embrace and appreciate something unique and distinct.
During the initial stages, Defossey and Luna dedicated countless hours to distributing samples of their brisket and educating locals about the nuances of the meat. However, their early days were marked by meagre earnings of just USD 30 daily, accompanied by subpar food quality.
In a somewhat comical twist, they offered a sample of their cuisine to dogs in the neighbourhood. To their dismay, the dogs rejected the food, serving as a clear indication that there was a problem.
Undeterred by this setback, they persevered and continued refining their culinary skills.
Their perseverance paid off when a local reporter visited their establishment and sampled their food. The ensuing positive coverage provided the much-needed boost to Pinche Gringo’s reputation, attracting a steady stream of loyal customers.
While being a Texas-style BBQ restaurant in Mexico City already set Pinche Gringo apart, its distinctiveness extended beyond its cuisine. Unlike many other restaurants in the area, Pinche Gringo did not “tropicalize” its offerings by incorporating traditional Mexican ingredients into the menu.
Defossey deliberately chose not to include staples such as tortillas, agua Jamaica, agua horchata, and chiles tornados. Moreover, he made the audacious decision to exclude limes, a beloved and ubiquitous ingredient in Mexican cuisine—this intentional departure from the norm aimed to offer patrons something unique and unprecedented.
Defossey’s motivation behind this unconventional approach was to provide an experience that stood out and defied expectations.
By fighting the conventional fusion of Mexican and American culinary elements, Pinche Gringo carved out a niche that set it apart from anything previously encountered by diners.
Since their humble beginnings with the first airstream restaurant in 2013, Defossey and Luna have expanded their business into the successful Groupo Chilango Gringo.
The group now owns and operates an impressive portfolio of seven establishments, which include sandwich shops, a bar, and the Pinche Gringo BBQ warehouse—the most prominent location capable of accommodating up to 3,000 guests simultaneously.
According to tax documents scrutinized by CNBC Make It, Groupo Chilango Gringo reported remarkable financial performance in 2022. The group’s revenue amounted to USD 159,121, while its sales surpassed an impressive USD 9 million. This growth trajectory showcases the popularity and demand for their offerings.
With a team of 105 dedicated employees, the restaurant group consistently caters to a substantial appetite for their cuisine, selling between 15 to 20 metric tons of meat every month.
Defossey’s vision behind establishing Groupo Chilango Gringo was to bridge the cultural divide between Mexico and the United States. By sharing an authentic representation of American culture through their culinary offerings, the duo aimed to foster unity and understanding between the two nations.
In Defossey’s words, opening this restaurant was a means of reciprocating the warmth and acceptance he had received from Mexico. It was his way of giving back to the country that had embraced him so wholeheartedly by providing an avenue to celebrate and share the richness of his cultural heritage.
Defossey’s current objective for the Groupo Chilango Gringo brand is to continue expanding its reach while steadfastly maintaining the positive and inclusive culture fostered among its staff.
According to Defossey, the essence and heart of their restaurants lie in the people who comprise the team. Their dedication and passion contribute to a vibrant and harmonious work environment.
Defossey takes immense joy in going to work daily, cherishing the relationships he has formed with his staff. He genuinely loves the restaurants, revels in being present, and feels privileged to be living his dream.
With this unwavering commitment to preserving the welcoming and supportive atmosphere within the Groupo Chilango Gringo establishments, Defossey is determined to strike a balance between growth and nurturing the close-knit community that has been cultivated.
This ensures that as the brand expands, it continues to provide exceptional dining experiences and remains a place where employees can thrive and find fulfilment.
