FSR August 2023

On the Rise

did for his family. “[I want] someone who wants to create a legacy for their family and kids,” Daniel explains. “I want it to feel like it is a family and continue to be a family-owned brand.” Later this year, Los Dos Potrillos will embark on its first ground-up venture in Castle Rock. The projected 9,000-square foot location will have “immaculate, unobstructed views to the south and west side of Colorado,” Daniel says. He goes on to describe it as “the Mona Lisa of Potrillos.” This location is projected to become the main hub of Los Dos Potrillos, partly because a full brewery and mar garita garden will be located on site. The expanded brewery will provide Mexi can lagers to other locations, which will streamline the supply chain. “The lagers are what most people want, and that is the one thing we tend to run out of the most,” Daniel explains. “We do not ever want to tell them we do not have enough to sell. We want to focus on [the brewery].” By 2028, the Ramirez brothers want to reach 12 locations in Colorado with a mixture of full-service and fast-casual stores. Daniel says there’s room for more growth in Colorado, with a ground-up location already in the works for 2023 and more to come in the next two years. He also wants to reach $100 million in market sales, and he is confident the brand will hit that goal next year with just six locations. Locations are averag ing about $7 million per store. Outside of Colorado, Daniel is eyeing Wyoming and Kansas as target markets, alongside the I-25 corridor. The Ramirez brothers seek to use Los Dos Potrillos as a vessel to open doors and create careers within the indus try, just like their father did over two decades ago. Daniel tells the story of one of his store managers, who started at Los Dos Potrillos at age 15, as a host. Now, she is 23 and running a million-dollar restaurant. “It doesn’t have to be a 15-year-old’s summer job,” Daniel says. “It can be a career. Age does not matter; it is about enjoying and loving what you do.”

Other drawbacks, such as understanding the dif ferences in customer attitudes and behavior between fast casual and full service, have been noted. However, Daniel describes this as a learn ing process. His goal is to find pockets along Colora do’s I-25 highway to open more restaurants like the cantina. However, he does not foresee any partner “WE LOVE TO HAND FOOD TO THE CUSTOMER AND OFFER AN EXPERIENCE WHEN YOU WALK IN. THE RESTAURANT LOOKS FRESH AND INSTAGRAM-FRIENDLY,” SAYS DANIEL RAMIREZ ABOUT LOS DOS POTRILLOS.

LOS DOS POTRILLOS (2)

developing a fast casual was organizing the floor plan. Even with 5,000 square feet to play with, lines were becoming a problem and tables were not flipping fast enough. The solution to this was creating two different stations within the line— one offering free samples of homemade tortillas, and the other green chili and queso. This was particularly helpful for families waiting in line with their chil dren. “Margins there can be a little fine, to say the least,” Daniel says. “But by the time they get to the front of the line, they already know what to get. They are try ing combinations [of items], and it has worked to our advantage.”

ships with third-party delivery compa nies that most quick-service-style estab lishments have. “We love to hand food to the customer, and offer an experience when you walk in,” Daniel says. “The restaurant looks fresh and Instagram friendly … when we go into a new mar ket, we want to win the community over [by seeing them in person].” Daniel believes expansion through a franchisee network is possible with the right group of people. Ideally, he is look ing for a candidate who loves both the food and the vision of Los Dos Potril los. He wants to help others craft their American dreams, much like his father

AUGUST 2023

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