Interview With CulichiTown Founder Misael Guerrero

Hello Misael! How are you?

I’m doing great, thank you for asking.

Where are you from?

I’m from the city of Culiacan, in the state of Sinaloa, Mexico

Where did the name CulichiTown come from?

The name came from my Hometown. Usually, if you’re from Culiacan they call us Culichis. So when I came to the United States, I saw that they had different towns around the city of Los Angeles, e.g. China town, Korea town, etc. So that’s when I decided to name my restaurant CulichiTown. It is meant to be a place where people from Culiacan can go to experience some of the things we’ve left behind.

What is one thing you wish you knew before you started your businesses?

I would have liked to know more about what the city requirements were. I didn’t understand the word payroll, invoice, etc, or anything on the human resource aspect, pulling permits from the city, etc. 

What was it like to expand to multiple restaurants?

Well, I opened my second restaurant in 2013 in the city of Bell. I had to work even longer hours, always had to make the same salsas, and had to make sure that the same recipes were being served. With time, it pushed me to get my corporate office and now we do our in-house productions of our famous salsa negra and all of the salsa to keep our unique taste in all of the CulichiTowns. 

How does having your own merch help your personal branding?

Creating my own brand and generating merch for our restaurants helped us out a lot because customers would start to recognize our products and flavors. Not only that, but it also helps my personal Instagram page because my name used to be Misael CulichiTown.

What inspired your CulichiTown logo?

The CulichiTown logo was inspired by when I used to live in Rialto. I would pass by a restaurant called Chinatown and when I got the restaurant I thought of the word Culichi because where I’m from if you’re from Culiacan they call you “Culichi”. I decided to put the two together and that’s how I decided to name it CulichiTown. 

Where do you see yourself in the next five years?

I see myself owning the best Latin food restaurant group in the United States.

You can find Misael Guerrero on Instagram here: https://www.instagram.com/misael.chef/You can visit CulichiTown’s website here: https://culichitown.com/
You can find CulichiTown on Instagram here: https://www.instagram.com/culichitown/

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