New Jersey native Carlos Serrano, known as “Empanada Guy,” is a hero. And I’m not just saying that because he was a winning contestant on Lifetime’s “Supermarket Superheroes.”
Empanada Guy (EG) is a content-creating hero. The restaurant owner and food truck operator is everywhere. I really mean everywhere. He has a Facebook page, Twitter handle, website and YouTube series appropriately named “Food Truck Heroes.”
EG’s tagline is “let the addiction begin.” I tried his food at a street fair in Red Bank, N.J., and I totally get it.
Prior to that day, I had never eaten an empanada. I imagined it might be heavy, considering it’s made of dough and typically--depending on your choice--a meat filling. I’m not a food critic, but I am Italian and enjoy eating (qualifications to offer commentary). I have to say, I was really impressed. I found the pastry to be light and flaky, and the filling to be very flavorful.
Didn't know what an empanada is? You're in good company because EG educates his customers on a regular basis. In fact, he provides a full description right on the homepage of www.empanadaguy.com.
EG’s growth has been exponential since he launched his first food truck in summer 2012, and you can bet your bottom dollar that a strong social media presence is a contributing factor. Via Facebook and Twitter, EG shares his restaurant’s menu and hours, photos of dishes, and his food trucks’ schedules.
However, I believe it’s EG's content about his upbringing, his family life as a husband and father, and his personal journey as a Latino business owner that really drive customer loyalty.
With his signature red bandanna and friendly smile, Serrano is his brand and a part of him is present in all the content he creates. Combine that brand awareness with a tasty product and you have a recipe for success.
Check out Empanada Guy’s content and learn from his example.
Ask yourself some questions:
Sam Negraval is the founder and producer of Affordable Content, which focuses on b2b content creation for small and medium-size businesses. She began her journey in b2b publishing in 2012 in the convenience and fuel retail industry. Her experience has since expanded to the food industry, the music manufacturing industry and the dental profession.