Pepe Stepensky
Click here to read the previous column in this series, about mentorship.
Editor’s Note: This is the 22st edition of a regular column on www.elrestaurante.com. Pepe Stepensky, a veteran restaurateur and a long-time member of the el Restaurante Advisory Panel, is offering his advice to any el Restaurante reader with a question. When he does not have a specific question to answer, he will write about the steps to opening and running a restaurant. Click here to email him a question.
By Pepe Stepensky
In the restaurant business, there are countless strategies to keep things running smoothly—marketing plans, employee training, supplier relationships, cost control systems. But after decades in this business, I’ve come to believe that one of the most powerful tools we have isn’t a spreadsheet or a slogan. It’s a burrito.
Not just the burrito itself, but what it represents. The simple act of sharing food—of offering something warm, genuine, and nourishing—can transform how people feel, think, and relate to one another. Whether it’s a supplier who went out of their way to deliver late at night, a delivery driver who looks exhausted after hours on the road, or a customer who’s had a disappointing experience, a burrito can do what explanations, apologies, and corporate statements often can’t: remind people that we care.
No Excuses—Just Food and Respect
In any business, especially one as unpredictable as food service, things go wrong. Deliveries get delayed. Orders get mixed up. Customers get frustrated. The natural instinct is to explain or defend—“the truck broke down,” “the fryer was acting up,” “we were short-staffed.” But over the years, I’ve learned that excuses rarely fix relationships. Food does.
When someone feels ignored or mistreated, what they really want is to know that they still matter. That we see them. That their effort or experience is valued. Handing someone a burrito doesn’t erase the mistake, but it replaces frustration with gratitude. It’s not about bribery or compensation—it’s about connection.
A burrito says: I know we messed up, but I want to make it right.It says: I see how hard you’re working, and I appreciate you.It says: We’re all human, and we’re in this together.
That’s a message you can’t deliver through a refund or an email. It has to be wrapped in foil, warm to the touch, and handed over with a smile.
The Ripple Effect of Generosity
When you give someone food—especially something as comforting and complete as a burrito—it changes the atmosphere around you. A driver who started the day frustrated might leave smiling. A supplier who’s been chasing invoices might suddenly go the extra mile next week. Even a tough customer, one who walked in angry, might walk out saying, “They actually cared enough to feed me.”
Generosity has a ripple effect. When your staff sees you treat people with kindness and humility, they start doing the same. Soon, the kitchen crew is sending a plate to a dishwasher who skipped lunch, or the cashier is slipping an extra taco to the guy who always delivers the produce. That spirit spreads faster than any marketing campaign.
And the funny thing? The cost is minimal. A burrito might cost a few dollars, but the return on that small act of goodwill can be enormous. It builds trust, loyalty, and goodwill that no advertisement can buy.
I always tell my staff to correct mistakes and to reward customers on the spot and in that very minute. Trying to avoid returning the money to a customer or offering restitution is a bad practice. You need to correct before it grows bigger.
Food as Common Ground
In Mexico, where I was born, food is not just a necessity—it’s a language. You don’t need to speak perfect Spanish to understand when someone offers you a taco al pastor or a plate of enchiladas. It’s a gesture of inclusion, of respect, of “you belong here.”
The burrito, though more of a northern invention, carries that same message. It’s the perfect symbol of generosity—portable, complete, and humble. Inside that tortilla is a world of comfort: rice, beans, meat, salsa, warmth. It’s food you can share anywhere—on a construction site, in a truck cab, outside the back door of a restaurant at midnight.
That’s why I’ve always seen the burrito not just as food, but as a bridge. A way to connect people from different backgrounds, jobs, and moods. When you hand one to someone, you’re saying: You matter to us. You’re part of our circle.
Moments That Stay With You
One summer afternoon, the heat was unbearable. A delivery guy, at least 60 years old, came in dripping with sweat but smiling ear to ear. His energy was contagious—cheerful, grounded, grateful. I offered him a cold drink, a burrito, and a seat in the shade while he finished unloading the order.
I told him, half-joking, “I want to drink whatever you drink—you’ve got such a great attitude.”
He laughed and said, “I get to meet good people like you. Every day I count my blessings.”
That moment stayed with me. It reminded me that kindness feeds both sides. You give something small—a burrito, a smile, a seat—and you get something much greater in return: perspective.
Another time, I was at our burger restaurant during a particularly busy lunch rush. The line was long, people were waiting, and I could feel the frustration building. So I grabbed the microphone, apologized sincerely, thanked everyone for their patience, and offered a 10 percent discount plus a free drink to every guest in line.
At first, there was silence—then laughter, smiles, even applause. Everyone was in disbelief that we’d acknowledged the situation and responded with gratitude instead of excuses. What could have been a stressful, negative moment turned into a positive one. That’s the power of generosity—it changes the energy instantly.
People Remember How You Make Them Feel
People like to be considered and taken care of. It doesn’t matter how much money they have or what kind of car they drive—everyone wants to feel seen, respected, and appreciated. When you take care of someone sincerely, they don’t forget it. They’ll tell that story again and again—to their family, friends, coworkers. Those stories travel fast and far, bringing new customers and building a kind of reputation that no amount of advertising can buy.
A Simple Recipe for Connection
At the end of the day, the burrito is more than rice and beans—it’s a philosophy of leadership and community. It’s about acknowledging the people who keep your business alive: suppliers, drivers, cooks, customers. It’s about saying thank you without waiting for the perfect moment or reason.
Because the truth is, the right moment is now. The next time something goes wrong—or even when everything’s going right—offer a burrito. You’ll be amazed at the power it has to shift energy, heal frustration, and create connection.
No excuses. No big speeches. Just food, gratitude, and respect.
That’s the real power of a burrito.