Haz clic aquí para leer esto en español
By Natalia Otero
Starting a business is like taking a leap of faith: you invest your assets, you don't know how customers will respond; there's nervousness, anxiety... but above all, there's hope that what you're offering will be successful. Starting a business and growing it requires conviction and confidence, as well as strategy.
After 13 years of hard work and experience working for the La Parilla restaurant chain, in 2010, Diego Velásquez felt ready to take the risk and launch his own business.
The result: “The best decision of my life,” he says, excited and proud of what he has built.
In 15 years, he has opened five locations of Tacos y Tequilas Mexican Grill, an upscale Mexican restaurant; two locations of Azotea Cantina, inspired by vibrant Mexico City; and Bonanza, a successful catering business.
To structure the company organizationally and administratively, and in keeping with his entrepreneurial mindset, Velásquez formed Bonanza Hospitality, a holding company that serves as an umbrella under which Tacos and Tequilas Mexican Grill, Azotea Cantina, and the catering company operate.
Grandma Knows Best
Velásquez was born in Pereira, Colombia, into a matriarchal family. His father died when he was two years old, and he had four older sisters. He was raised by his grandmother and mother, from whom he learned to be a businessman.
His grandmother was a businesswoman and instilled in him the winning and successful mindset that an entrepreneur must have. She also taught him how to cook tamales, bandeja paisa, and sancocho, typical Colombian dishes.
Following in his grandmother's footsteps and seeking growth opportunities, he decided to move to the United States. He arrived in the United States more than 30 years ago and studied marine biology in New Jersey. But business was in his blood, so he decided to move away from science and devote himself to business.
In 1996, he moved to Atlanta, Georgia, where he worked at La Parrilla. According to him, his creativity helped the business grow, opening several locations. He worked his way up through all the positions, including waiter, bartender, manager, district manager, and restaurant group manager.
In 2010, when his two daughters were young and his wife, Beatriz Velásquez, a Venezuelan, was dedicated to raising them, he knew it was time to strike out on his own.
“The time came when I said, 'It's time to stop being an employee. I knew it was time to take the risk. Maybe it was the 40-year-old syndrome that makes you think it's time to do something. And it was important to set an example for my daughters.”
He decided to open his own business, despite the high risk: “I had little money and my wife wasn't working because she was with my daughters. My whole family depended on me. Besides, it was a difficult time after the 2008 real estate crisis,” he says.
“Anyway, since I had already learned enough, I decided to take the risk. To get started and take the risk, you at least have to know what you're doing. But you have to take the risk.”
Although the dishes at his home were typical Colombian dishes, Velásquez saw that Mexican food had similarities to Colombian food and that it was a good business opportunity.
Since then, Velásquez has focused on investing, getting to know his customers, and making them feel important. He made a point of getting to know everyone who came into his restaurant. He tried to learn everyone's names, their preferences, and their schedules. That's how he built his clientele, a neighborhood restaurant, a community restaurant. That's how he created that connection.
“There is no music more beautiful than hearing your name. Today, 15 years later, I remember the people who supported me at that time,” says Velásquez.
In the beginning, you sacrifice a lot of time, and it is important that everyone who starts a business knows this and is willing to do it, he says. You sacrifice time and experience high levels of emotion that you have to let go, because they are normal.
“I would arrive at 8 a.m. and leave at 11 p.m., and I had young daughters. So I sacrificed time with my family. That's why I decided to open another restaurant, so I could free up time and delegate.”
Thus, he opened one by one until he had the three branches of business he has today under the Bonanza Hospitality group.
What You Think is What You Attract
“To be a good leader, you have to know who to delegate to. Don't point fingers, but understand the needs of each worker. Having happy people around you is important and creates a sense of belonging,” he says.
To invest, he relied on SBA loans and government grants. And he grew.
“The risk when you open a restaurant is much greater because financially you're on your own. But the benefit is that you can make decisions on your own, without depending on anyone else. For me, it's important because I can be creative with my business.”
This month, Azotea Cantina opened its second location, this time in Roswell, Georgia. Now they have locations in Atlanta and Roswell. The place is like being transported to Mexico City: it has a patio, colorful hand-painted murals, and a stage where there are live music performances every week.
“This was, without a doubt, the best decision of my life,” Velásquez says. “I always instill that in my girls: don't be afraid, you can learn from failure. When I open a business, I go in with the mindset that it's going to be successful. I know that what I think is what I attract.”
RECIPE: Carne Asada Tacos
Here Velásquez shares a recipe for one his restaurant’s popular dishes.
Serves: 4 (makes about 8–10 tacos)
Marinate Time: 4–24 hours
Cook Time: ~10 minutes
Ingredients:
For the Marinade:
· 1½ lbs flank or skirt steak
· ¼ cup orange juice
· 2 tablespoons lime juice (about 1 lime)
· 2 tablespoons soy sauce
· 2 tablespoons olive oil
· 3 cloves garlic, minced
· 1 jalapeño, minced (optional)
· 1 tablespoon chopped cilantro (optional)
· 1 teaspoon ground cumin
· 1 teaspoon chili powder or ancho chili powder
· 1 teaspoon kosher salt
· ½ teaspoon black pepper
For the Tacos:
· 8–10 corn tortillas
· ½ cup diced white onion
· ½ cup chopped fresh cilantro
· Lime wedges
· Salsa of choice (optional: salsa verde or roja)
· Optional: avocado slices, crumbled cotija cheese
Instructions:
1. Marinate the Steak:
o In a bowl or zip-top bag, combine all marinade ingredients and mix well.
o Add the steak, turning to coat. Marinate in the refrigerator for at least 4 hours, preferably overnight.
2. Grill or Pan-Sear:
o Heat a grill or cast-iron skillet over high heat.
o Remove steak from marinade, pat dry, and grill or sear for 3–5 minutes per side, depending on thickness, until medium or desired doneness.
o Rest for 5–10 minutes, then slice thinly against the grain.
3. Warm the Tortillas:
o Heat tortillas in a dry skillet or directly over a gas flame until soft and slightly charred.
4. Assemble the Tacos:
o Fill each tortilla with carne asada slices.
o Top with diced onion, chopped cilantro, and a squeeze of lime.
o Add salsa, avocado, or cotija cheese if desired.
Pro Tips:
· Flank vs. Skirt Steak: Skirt is more flavorful, flank is leaner—both work well.
· Don't skip the resting time after cooking—it keeps the steak juicy.
· Double the recipe for easy leftovers or meal prep.
Don't miss a thing! Subscribe to el Restaurante's digital publications for free by clicking here.