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His name is Luis Manuel Vázquez Rosas and it has a small taco shop in Estuary If you look at it from the outside in Veracruz, it doesn’t really differ from the thousands of taco shops in Mexico. However, Uncle Take’s business, as it was lovingly dubbed social media, has been featured in well-known publications such as TIME and it has gone viral beyond Mexico’s borders.
Takesabroso’s story began nine years ago when its founder Don Luis decided to open a taco shop with just three tables and an employee to help him.
“For more than seven years, our taqueria had nothing relevant, nothing. Not even selling 800 pesos; We only had five Coca-Cola tables, ”Don Luis spoke to us and insisted that we call him Take uncle. “Three years ago, one of the people who worked with me decided to open a Facebook page and we started a campaign with a product every week. This gave the students a certain level of awareness. ”
Luis Manuel Vázquez Rosas, Uncle Take / Picture: Takesabroso on Facebook
Everything changed in May 2019 when a group of these young people eating tacos on the premises came up with the idea of making a video for the Taqueria.
“I told them I wanted to show how the tacos were made, but they replied that they were drooling,” laughs the entrepreneur, recalling the moment.
There was in this group of young people Jorge Lajud, an accounting student who decided to edit a video using Avengers: Endgame footage to promote the venue.
What happened to this video that nobody could dream of. The curious commercial that shows thank you – the great villain of the Marvel Cinematic Universe (MCU) – who took the snapshot with the Gems of Infinity and then danced with a few taquitos in the background, became immensely viral.
This is a real ad that has made a real restaurant in Mexico pic.twitter.com/WFCpy4WVcr
– journie (@goingonajournie) August 13, 2019
The tweet that posted the video has received more than 149,000 retweets and 3,900 responses since its release in August 2010, which resulted in the digital version of TIME to highlight the use of the scene from Avengers: Endgame Advertise.
“I was sleeping and these young people woke me up with calls and calls because the video had gone viral. I didn’t believe them because I thought this was another joke because they were always joking with me, ”said Uncle Take.
The growth of the video was so spontaneous that Don Luis and the boys were shocked to receive calls from newspapers in the United States asking us if we had the rights and decided that Marvel would sue them. However, the announcement on social networks had the effect that many tourists in Veracruz went to the Taqueria to take photos of themselves.
“We were scared! I didn’t know how to behave and came to hide at home. The boys called me because people asked about me but I didn’t want to go. I don’t know what I do should “.
So Takesabroso began to make “badly made” videos with implausible premises that his followers really liked. The Taqueria fan page on Facebook currently has more than 80,500 followers from all over the world.
Don Luis never expected this fuck. The support in networks was such that thanks to these advertising and house orders, in his own words, the contingency for COVID-19 did not affect the sale of the premises.
“It’s not a big taqueria, we can accommodate a maximum of 60 people, but thanks to the fact that these ‘little ones’ don’t stop advertising, we’re in the black,” says Uncle Take.
His second video, in which a dealer somewhat similar to Sonic, fights (and beats) a “coronavirus” in a dance duel has more than 3.1 million views and 19,000 comments. It’s the kind of interaction that many big brands can only dream of.
The art of doing something so bad that it’s good
It’s hard to say what the real charm of Takesabroso’s videos is. The processing is rough, the animations are a bit rough and the premises are rather implausible. However, it is precisely this combination of elements that has made it so absurdly popular.
“Everything is done with an iPhone. There is no sophisticated camera, only me and the young man do everything in the social networks of the José Antonio Elizondo brand. He only records with his iPhone camera. We don’t need more than 15 minutes to record everything, ”says Uncle Take.
There can actually be an explanation. There is a term called Shit posting (in English Fuck, “Fuck”; and Ticketing, “Post”), which relies on uploading poor and sarcastic quality content to attract attention or derail an online discussion. They are such bad content, they are very good. They are so far removed from traditional norms that we normally consider “good” that they combine on a less rational but more sentimental level. In other words, videos like Takesabroso’s are not logical, but they make people laugh.
“We never imagined this influence. Antonio doesn’t even study marketing; He is preparing to become a commercial sailor at the sea school. I told him I wanted to buy him a marketing course, but he refused, “says Don Luis.
The day everything changed for Tío Take was when Antonio decided to do a show called Sleeping Takesadilla, which was literally a Facebook live of a quesadilla. Nothing else. Without animation or anything.
“I received calls to compliment our broadcast and knew nothing. I went to Antonio and he just said to me: “Don’t make any noise, it will be recorded,” says Don Luis, who remembers the panic when he saw that 500 people had gathered to watch the video live. “I said to him: Ya Cut it, cut it!” And he refused because he assured that more people would come. ”
In the end, the video of Sleeping Takesadilla had a reach of 7 million and the next day influencers and local newspapers from Boca del Río talked about the broadcast.
Image: Courtesy of Takesabroso
From that day on, Don Luis Antonio completely handed over the social networks of the brand.
The importance of being an uncle
Takesabroso community It has grown so much that followers of the Don Luis brand have been christened Tío Take, a nickname that changed the life of the entrepreneur. People stop him on the street and ask for photos, and the local children recognize him.
“I feel very committed. Since I left home, I think,” People see me as an uncle take, I have to be a good uncle take. “That changes my mind and makes me really nervous because sometimes I don’t know what to do. It’s an obligation that carries everything in the business because it has a very high expectation. ”
Don Luis’ fear is not without foundation. As a brand that’s become so viral, a mistake could have a terrible impact.
“Thank god we can make mistakes like any restaurant business. So far we have received two complaints, but people say to us: “Uncle, we understand you.” These details drive me crazy. That is the level of commitment in which my employees and I are involved. ”
Now the entrepreneur has just bought a trailer to expand the service of his brand in different locations and to collect donations to get to Mexico City and to specialize, because he calls the city “Harvard de los Tacos”.
The biggest lesson: listening to young people
The moral of the story of this curious SME It seems to be very clear: You have to listen to the employees and let people do what they do best.
I don’t do things alone. For example, I don’t know how to grill. I have to recognize my limits and understand what my employees can bring me. That really many of them can teach me so much that it’s better to shut up and listen to them. I prefer to create such work structures, ”says the famous Taquero.
Don Luis didn’t learn this at school, but the experience of bankrupting six different companies has left him.
“In the end, I ran out of 10 pesos to have coffee because I was a fool and wanted to do things myself. Because I didn’t listen to my employees and I’m stubborn, “complains Don Luis.
The entrepreneur recommends that all employees who have employees increase the potential of their team’s employees, as they know what really happens in the company every day.
Who knows? Perhaps listening to your employees’ ideas will result in you having thousands of followers and coming out on one side of TIMES.