Latino business operators offer their 2 cents: Network, keep learning, brace for uncertainty

MIDVALE — Lucy Cardenas, owner of Red Iguana, puts a focus on hospitality and making diners feel welcome.

She thinks people will always want to be welcomed, to be made to feel special when going out to eat, and that drives how she operates the popular Mexican restaurant on Salt Lake City’s west side.

“I work very hard at keeping the hospitality aspect of our restaurant very, very high. Hospitality is so important and we want repeat customers,” she said.

Javier Chavez, Jr., a lawyer and operator at the Ogden-based craft brewery Zólupez Beer Co., stresses education. Not everyone may be able to attend a traditional four-year college, but there are plenty of other options — community colleges, business groups like the Utah Hispanic Chamber of Commerce and more.

“All these different institutions have low-cost, high-quality opportunities so you can get some education that is relative to what you’re doing — profit-and-loss statements, financial statements, marketing,” said Chavez, whose father operates the Ogden-based chain, Javier’s Authentic Mexican Food. “That’s what’s helped me. Make sure you avail yourself of the resources that are available to you.”

Cardenas, Chavez and Gina Soto of Roots Coffee and Co., and Jesus Ruiz, of Señor Pollo, gathered Thursday for a discussion on operating businesses — part of the Utah Hispanic Chamber of Commerce’s annual conference held in Midvale. The four Latino business operators offered advice to Latino entrepreneurs, as well as insight into lessons they’ve learned along the way.

The Hispanic Chamber of Commerce assists operators of established and emerging Latino businesses, offering support and promoting entrepreneurship. More than 20,000 Latino-owned businesses of varied sizes operate in Utah, according to Juan Pascua, executive director of the chamber. A Wells Fargo-sponsored report last month forecasts continued growth in the “U.S. Latino economy.”

‘It’s always up and down’

Among other bits of advice offered in Thursday’s discussion: Network and get to know people.

Keeping pace with technology and using social media is important, but Soto, who has three Salt Lake City-area coffee-shop locations and a fourth coming, also stressed the importance of the human touch. At some food outlets, you order electronically and then pick your food up, she said, but customers want a “social connection,” as well.

“We’ll roll out the red carpet for everybody and ensure that we create a human connection, and that’s as simple as remembering your name, remembering just your order,” she said. “Use technology wisely. My advice is: Don’t use it to replace the human connection.”

Similarly, Ruiz highlighted networking. Señor Pollo has six locations — two owned by Ruiz, the others by franchisees and two more outlets are coming. “The more connections you have, the more your business grows,” he said.

Cardenas also emphasized learning. For her, brushing up on her leadership and management skills is a constant.

“You’ll always learn something new every day, and what I’m committed to doing is learning about leadership,” she said. With 200 employees, “I want them all to come to work and enjoy their work and leave happy.”

Running a business can be fraught with uncertainty and Soto advised being prepared for the varied ups and downs.

“For us, it’s never an easy ride, a smooth ride in business. It’s always up and down. Be adaptable and prepared for that up and down,” she said. “When it’s up, it’s up, it feels great, and when it’s down, you’ve got to be prepared for that.”