That saying that the second parts were never good is not entirely true. At least not always. A good example of this is that of the Masterchef winner Aleix Puig and his hamburger business, which did not start off on the right foot and, in a second opportunity, has managed to close the year with four million euros of turnover.
Vicio, the name of its brand, is suggestive in itself, as is its offer: hamburgers made with high-quality products, which recover the most intense flavors of this dish and with a most marketinian presentation. In other words, a combo that has allowed it to be crowned the restaurant that has grown the most in a year in the history of Glovo, the food delivery app, with an increase of 400% and an average of 400 daily orders, and with the one who is on the way to open his local room.
The beginnings of Vice, as we said, were not easy. The idea of creating this brand was forged in full confinement, when Puig and his partner, Oriol de Pablo, who met just at that difficult moment, decided to launch a digital business together. The illusion to start shooting as soon as possible and show the world what they knew how to do played a trick on them, since “it was a complete disaster.” This is how Aleix Puig tells it in an interview with this medium, where he humbly explains that the rush to start -in July 2020- made them “have many loose ends” and did not reach the level of quality they wanted at the inauguration.
After this bump, the partners decided to postpone the opening until everything was well tied, with a change in the business model, but keeping the name. And so it was on October 15, 2020, the day of their second chance, when they went on the market on a Friday and two days later they had already run out of bread due to the unexpected success of their burgers. Thus began the story of a business with four employees that, a year later, brings together 120 workers. Today, he has three stores in Barcelona, a pop-up in Cerdanya, a forthcoming opening in Madrid -for mid-January- and plans to soon expand to new destinations -he tells us himself-.
A dish ‘for everyone’
To the question of “why hamburgers?”, Being this a sector with very strong competitors, the winner of Masterchef responds forcefully: “The hamburger is a democratic product. It is not subject to any season, it does not matter if it is summer or winter. In addition, it is a product that has no age, my 11-year-old nephew and my 70-year-old grandmother like it. We wanted to make something that was for everyone “.
And, if we review the data, this preparation, of American origins, rose as the winner in this country in 2020. According to a Deliveroo report, the demand for hamburgers increased more than 100% in Spain last year, which It ranks it as the fourth European country with the highest demand for hamburgers at home.
With these figures in its favor, Vice’s star elaboration is the smash burger. “The special thing about this hamburger is that the meat is caramelized on the grill and takes on the aromas of toast and smoke”. A trick that, according to Puig, helps you to differentiate yourself from the rest. Vice’s menu is reduced: nine types of hamburgers (ranging from 9 to 14 euros), three types of potatoes and two desserts. In short, a concrete but powerful value proposition, which is the lesson that their first attempt to open the business taught them.
‘New Year’s Pack’
On New Year’s Day 2020, Vice set another record: Glovo’s third-largest restaurant for lunch and dinner orders. A triumph that the brand has decided to commemorate in the form of a special order, baptized by themselves as an anti-hangover pack: “For next January 1, we will launch a combo of burger, drink and fries, as well as some candies called Vitamin V , created for this occasion, and stickers Vice “. And it is that, as the chef says, it is a pack “more than thought” and that, surely, helps more than one: “We already know what the state of many people is after the New Year’s Eve celebration and of course, what is it that you most want to eat at those times “. New record in sight?
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