23 JUL - 24 CHILE RENACE PROGRAMA 295

Episode Transcript

(00:01):
The Conqueror. The most extensive ritpresents gum Reborn the direct and close mission
of companies and entrepreneurs to face thedifficult times that we are always living at
this time in the Conqueror and availableon video through our social networks Commius.
Now Chile, reborn, friends andfriends, how welcome you are. We

(00:27):
' re in Chile, reborn Radiothe Conqueror. By the way, every
Tuesday of the year Chile is alwaysreborn communicating, talking, dialogue with entrepreneurs
of different facets, from different areas, from different cities, with different ideas,
always Chilean fighters of heart who workand give work. You probably also

(00:48):
listen to me in the real worldfrom Monday to Friday, from 13 to
14 hours from Monday to Friday manyyears ago. On this occasion we have
the honour of talking with Don SergioCruz Rojo, founder of Patacha Hamburguesería,
Patacha Hamburguesería, how hungry he willsay. You' re absolutely right.
So, Sergio, how are yougoing to greet him? Very well,

(01:11):
Tomás, how are you doing well, very well, very happy to be
able to meet you, recognize youand talk about your personal history, your
professional history and the history of PatachaHamburguesería. Starting with the name, which
is a rare name. I loveit, yeah, well, the name.
In fact, it comes from whenI was a kid, plus about

(01:32):
the year eighty- one eighty-two. In a family matter, I
heard my grandmother occupied a term inrelation to my aunt. It was a
sado thing and I tell her myaunt is going to bring it in.
No. If it' s Patachera, she tells me and it turns that
name and after about twelve or fifteenyears and what a saba wants to put

(01:53):
some friends she someone takes out thatsame term. He tells me no.
If the guaton is Patachero by anotherfriend, then of course I shot I
said bes, where did you getthat word. My grandmother said it in
the house, your grandmother, mygrandmother, at the same age ready.
Then, surely Patachero was a termthat they occupied, to say now as
Bacán the children say, but ahundred years ago. Well, when this

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project is a family project with mydaughter Maria José, my lady Mariel we
leave in the middle of a pandemictwo thousand nineteen everyone. But what they
think now is this issue of thepandemic. People are very upset. You
guys had it with a project.We were already starting this, we had
to keep moving forward well, andwhen we wanted to put the name,

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we already had the company' sbusiness name, but we lacked a name,
a name that had to stick.I' m a commercial engineer.
Then I also wanted to put thetechnical part together a little bit with some
landlord and I remember in a secondof my grandmother and the word patache and
I said patacha. I' mlooking for it on the Internet It'
s not perfect It' s perfect. He' s a short man who

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can be remembered we don' tmark everything, he has no gender,
it can be the patacha or thepatacha. Of course, it' s
also from here It was a ring, a name from the north. Then
I liked the name and we identified100% with northern Chile. We don
' t aspire to be like otherswho like everything in America that we don
' t. It is not goodto be born the bourgeois. Of course,

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the gringos are always the ones whowear it, as we say,
but we wanted to adapt it here. And besides that the concept we had
was just a product that brought youcloser, it was like being in the
house when we were invited to people, I wanted to attend to them.
All right, that was all coveredup and that' s why we got
the name. It is what todaydoes not highlight us and distinguishes us from

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all the other locals. We're a Northern sergio tica. It has
been a long time since I heardthe word of the patacha concept I was
born and raised in the countryside,in Portezuelo, in the region ofÑuble,
where I lived until I was fourteenyears old with my family. And
patacha. It' s very country, it' s very Chilean country,

(04:08):
it' s very Chilean. Patacha, la patacha, yes, a patacha
yes. It has to do withabundance, it has to do with gastronomic
generosity, etcetera, etcetera. Ilove the name. I find it great,
great and powerful. A powerful nameis inimitable. Yeah, they'
re the good thing, yeah,absolutely. Listen to how the pandemic went

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ahead, my God Look. Weset out in the near future two thousand
nineteen. It was just if thecovid came with us with a foot track.
We had all the authorization, alreadyhealth resolution, the patent, but
it was the time when one hadto ask permission for everyone. No one
could move, dwell in the municipalityand we said look we have permission to

(04:57):
be down the casino here Antofagasta.Yes, it was impossible to stand on
a side where no one would passbecause everyone was forbidden to leave. So
plan B said we can occupy mydad' s house. It' s
got a garden in front of it. No problem. We made the connections
accordingly. They were going to checkus out perfect and we left with this
fut track. I had seen purevideos in the house. I loved cooking,

(05:20):
but it was different for guitar.So we left my daughter in a
box, my lord was arming andI was the planter. On the first
day we had to sell something,so people were going to happen who were
even in a situation that I rememberthere and we said hey puja we gave
them the bag we until today,in each bag goes a gift gum,

(05:40):
goes to a message. We didit just like they were our first customers
to the neighbors passing by and sowe became known in the sector. And
my daughter, my son is studyingengineering in international business in Viña. She
was the first one and her dadthat we need to fuck on social media,
because so the mouth, which issuper good. This road is going
to be too slow. So daughtertook care of the instagram and got up,

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but I tell you super fast tothe second week. We were already
selling twice as much as we usedto. When we inaugurated a delivery we
were short with a delusion and hadto cooperate for a second. And this
kept moving forward. How wonderful,how wonderful and describe us. We'
re talking to Sergio Cruz Rojo.That' s not true. He'
s the founder of hamburger patache.We' re in Chile. Chapters two

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hundred and ninety- five are rebornfor this Tuesday twenty- three of July.
Every Tuesday Chile reborn radio the conqueror. Describe to us the products,
even if we are venga, evenif it gives us a terrible hunger,
bad leg, no more, butdescribe the products that you produce and sell.
Sure, well, we' rehamburgers. That' s our ciality.
We make meat burgers and we alsosay regana burger, but in reality

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the term can' t be It' s cursed hamburger that vegan but so
that we understand a fifty percent choiceof meat and fifty vegans. Why did
we do it this way, becausewe don' t want to be a
niche restaurant where the hamburger feels 100percent identified with us, but hates the
vegan and vice versa. We wantedto have a table where we could get

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together, but the vegan didn't have the problems that a client told
us. Once they know that theonly problem of vegans, who are the
gutters, give them lettuce and tomatoand throw them in a corner where we
go is always the same tension seeis a clear menu where where the two
options are given and we have,from the widow of the test, whiteness,
from the sauce, all the processwe have for a vegan can eat
calmly, not rush it, justbetween nothing. The same thing doesn'

(07:41):
t inflate the carnivores. Then,of course, we started getting a burger.
For example, the patacha has tobe a hamburger that has two meats
chedar bacon rings of onion and wetake out the note patacha that is made
with a base that is vegan.Visually, they' re very similar.
Then we started getting one and one. Therefore, vegans are a hundred percent
standard- bearers with us and alsopeople change. Everyone lives like this and

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everyone enjoys it. That' sthe idea. Sure, sure, what
a wonder, what a rich thing, how many locals they have at this
point. Fabián, our director,Fabián San Huez Avilés, the director of
Chile, told me that he wasborn for many years and told us that
they have done extraordinarily well and thatthey have progressed in terms of premises.
Sergio, yes, right. Wealready have three local antophagasta. If we

(08:26):
were able to look at it,in the southern sector, which is Avenida
Brasil, we have the samatriz toput it, we are going to be
four years old. There, inthe north sector of Florida street we have
our second place and we opened sixmonths ago in the sector of Laguna coast,
which is very close to the airport. Therefore, we can face anthofagasta.
One hundred percent. Of course ourfort is retirement and delivery. However,

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in the place of the South Lakewe have table, we have more
than nine tables, we have garzonesand the oldest place we have customers who
follow us four years that is,and they recommend to another. So this
family has been growing. In fact, many of the burgers we have,
the names we made up, someof them have been from customers. There
' s one that' s oneof the best known, which is Magnus.

(09:07):
Marcos d día invented him as mayorhere Antofagasta, with a mandal greeting.
He was arming himself in Hamburg whenhe was running for governor. Mira
tells me we told her. Wewant this burger you make the, we
want to name it. So,in the end we got this name Magnus.
He feels super proud. And whena customer is in the store and

(09:28):
he' s also consuming because he' s always going, I say look
at the person who' s therein invention of this burger, then get
everything happy and get this. Wehave another hamburger that' s called bad
influence and we made it that yes, the bad influence is a burger that
was made in an activity with localinfluencers through the applications that we work quite

(09:48):
a lot. They made us certainrials on Instagram and one day we invited
them all only to share, toenjoy champagne, an energizing. We shared
with them and when we were allthis, I remembered the workshops we made
wools, but that said you knowwhat five minutes we separate in a four
groups, what ingredients you would likeothers and we' re going to invent

(10:09):
a hamburger. Each gave the ingredientsfor high mushrooms, what do I know
and then let' s put aname and there several came out and among
that rain of ideas came the badinfluence. I said perfect, but this
one has to be done, sowe go up. We made her carlent
Vegan. All the influencers at thattime went up history. Well, we
went three min topic at that timehere and from there was the bad influence

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It' s also one of theburgers that sell the most. So it
' s all been collaborative. That' s how our company gets built.
That' s too much of ahold- up. It' s nice
that everyone feels identified. Logical.Logical. Logical, Sergio tell us,
How many fagasta for several months Ihaven' t been there, I will
always give talks for entrepreneurs or makeradio live and live, as always in

(10:52):
the real world, etcetera. Howthey' re coughing vaguely that there was
a little bit of the economic partthere. Not everyone works in mining,
where one can believe everything is perfect. In general, there are still enough
problems with the crime part here,but I think we have to start living
with it and economically reinvent ourselves tofind a way forward. If we stayed

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like when we left and everyone toldus that we were wrong in the project,
we' re going to the gutterto cry and, of course,
family, we have to move forward. Then I think that happens in general.
We need to keep moving forward.Sure, there' s a lot
of immigrants. There are many immigrantsin Antofagasta, quite an immigrant, but
they can' t be blamed forall the bad things that happen, that

(11:39):
there are people who get to doxenophobic and they don' t. It
has been a great contribution to thecity, but also to get the light,
as it also exists with Chileans.Yeah, yeah, yeah. The
population of Antofagasta is growing or decreasingor continuing. The stable population. The
people who are going to spend aweekend or summer what I know or get
stable from Antofagasta and surroundings are stillbeing praised. There' s no growth.

(12:05):
However, demographically, towards the southsector is already all or topped with
home. But towards the northern sector, we, where we are Costa Laguna,
there is a project. There areseven thousand homes here and in the
next fifteen years they have to reachten zero more. Everything is being populated
towards the airport and there are manykilometers where you can powler. I calculate
that from here about fifteen years morespends is going to be very close and,

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in fact I will have to separateit most likely in two communes.
It' s already too big andthe Tul authorities are working well for us.
How things are going at the levelof the authorities, what do I
know, the mayors, the councillors. In short, there is support,
there is support for citizenship by localauthorities. There are many deficiencies, there
is speed to do the things thatare said to be done look. I

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believe that many times they flag witheach one on one side, the governor
' s other' s lacal.I think everyone is trying to do their
job as much as possible, butthey' re always going to have tractors.
There are people who love them,but in general, everyone is taking
things out and publishing a lot onsocial media. So it' s like
there' s not a very clearpath to that with things. Then,
as I say, there are instruments. We, some time ago we won

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a fence tect project Some may sayno that all those projects are arranged.
I didn' t have any arrangementsor I didn' t know anyone.
He won me a project, itcost me a lot of thousands of emails
that I had to modify things.So, that' s why I'
m telling you, it' shard to do things enough, but you
have to feel like it. It' s persevering. Sure, Obvious,
Obvious, Sergio. A question Ialways ask because I' m a fan

(13:37):
of water. How is the water, There is water in antophagasta, there
is deficit, there is super abetHow is the issue of water in cough
you spend. What happens is thatthere is no water here and there is
enough and in addition, in themining processes they occupy that labora. So,
they' re getting water, drinkingwater. In a way there are
many drawbacks. With light is theproblem that Antofagasta has and the cuts are

(14:00):
gathered. The whole city of Acáis not known, it falls a blackout
and they will replenish twelve more hoursand it is over. The company here
does not give an explanation and happensevery day in all sectors of Antofagasta.
What are the companies in Antofagasta CGEis the company that is here? Yes,
already, yes. They' renot capable or interested. They are

(14:24):
interested in charging no more clearly andaffects commercial premises, houses, schools.
Even in time ago it happened tous once with the water. I don
' t know if you guys knewyou cut the lake in here for like
two days, because yes, yes, yes, the roads. They did
bring some wires and there' sno spare here. We had to bring
China. There are many versions.The truth was never known. But we

(14:46):
can' t be in a companyso big that it has all these companies
nearby the mining class and that becausesomeone went on to cut a wire there
' s no spare. I mean, these things can' t happen.
It was terrible. The mad schoolswere shut down and Antofagasta, who is
the company here, went out totalk almost crying with apologies, but nothing
else. You can' t doit there. That' s the opposite.

(15:07):
Plan of action. They put truckson the gibe and they weren'
t enough. People lined up forthree hours and gave him a drum fighting
for water. It was literally likemovies. It' s like a certain
cati der the mel Gibson and theygive it up for water. Explanations are
not televised, says the saying andby God it is reasonable. Explanations are
not televised and are useless. Howmany types of hamburgers you have in your

(15:35):
hamburger patacha? How many types ofburgers there are. We have about fifteen
meat, fifteen go want, becausethey made me that number, because we
also have the option to put theburgers together. Then there are several names
that we think of. But ifsome customer doesn' t like it or
wants to change a couple of toppings, he can perfectly assemble the tomburger.
From scratch, from the base,from the sauce, mix meat with vegan

(15:56):
that exists eye, there are manyglues, even that are social. They
ask you for a megana base,to be vegan mayonnaise and come up and
give me bacon and us, butas if, yes, yes, I
like it. I' m makingthe transition and obviously, we' re
questioning ourselves It' s about gettingsomething to eat and putting too many conditions
on you. We in that sense, open mind whatever you want, if
you want to completely change the burgerfrom zero, perfect important, enjoy clear

(16:22):
logic, absolutely agree. And consumersof hamburger patacha are more men than women,
young than old, children than young. What the market looks like is
cross- sectional. I think there' s a percentage of kids that sometimes
bring in dads. Obviously a childdoes not sometimes look for burger so Burnes

(16:42):
and so big likes the Burgers chisbecause it has ketchu, meat, cheddar
and peme dill children, but backdads and dads obviously like them more,
for example, some chacareras that havechili or, if not the Italian ones
that are missing. After that,all the jos are between fourteen twenty years

(17:02):
only that they buy the days gamesor Friday and already twenty years ago,
they buy us mainly at lunch timeor on Saturdays. I mean, it
' s cross- sectional. Patachagoes from age six to age sixty-
five. We have customers. Thefort is concentrated between twenty- five and
forty- five years. Sure,sure, sure, how interesting, how
nice, how good? And youplan to have more locals than your company

(17:26):
grow, grow, grow, andbecome ten dozen locals and go to other
cities with obvious sergio patachas. That' s the idea. To continue here
in the north, perhaps, tojump to Calama, a square that is
very attractive, to Iquique, whereI lived many years. I want a
lot of Iquique or, maybe alsotowards the South. At some point we
can accept the Fifth Region. Wewant to take the steps safely, but

(17:48):
we would love to keep moving forward. Of course we have a team behind
us that helps us all the localsand so, having that support, we
can exactly move to other places.Of course, Sergio has been very or
interesting, very entertaining and very friendly. Also, listen to you meet on
screen that is some message to allChileans. We have a wild national and

(18:10):
international conqueror radio audition with all itsplatforms. You want to say something,
a call an offer, what Iwant, Sergio to the next few seconds,
if you first thank tectito more forthe interview on radio Acá. We
are also working with you here locallyand inviting all the people who, if
they want to live a good experience, will look for our three locals.
See our comments in the applications.It is bad that one is self-

(18:33):
referent, but the comments of theapplication one cannot edit them. And what
better if a client of ours tellsyou what I loved. The system.
It was a sale we have.I do it every time a client tells
me you know I don' tknow I found very salty or any detail,
I call them personally. I identifymyself as the owner and I'
m already calling him ay. Weare always looking for a very happy solution.

(18:56):
It is one can be mistaken,but it matters reality, placing the
breast, as we say clear,honesty, efficiency, transparencies. We have
talked a few minutes when Sergio CruzRojo, of course in Chile, reborn
chapters two hundred and ninety- fiveon this Tuesday twenty- three July,
like every Tuesday of the year,about his great successful start- up Hamburguessería.

(19:19):
Thank you, Sergio, always availablehere on radio the conqueror, a
hug and tore the hearts. Thankyou Thank you very much. The conqueror
the extensive gum rhythms presented gum.The direct and close vision of companies and
entrepreneurs is reborn to face the difficulttimes we are experiencing, also available on

(19:40):
our social networks. Chile Reborns inConquistador