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Andrés Valverde and Miguel Cervantes have been friends since highschool. They have been a couple of foreigners residing alone in Mexico City with solely eighteen years. Today they’ve a venture collectively referred to as Simple , a craft brewery. Miguel says that Andrés started experimenting with making beer since they have been learning collectively; He invited the group of friends to his condo to attempt the ” chela ” that he had created in his kitchen. After highschool, they went their separate methods, however stored the relationship. Andrés created his Harmonic venture, a gin model that was properly obtained, whereas Miguel was learning Economics at ITAM (and bought chelas at the similar time).
A number of years later, Andrés proposes to Miguel to start out a brewery collectively. He tells her that he was impressed by an episode of the Easy collection referred to as Brew Brothers through which the protagonists begin promoting beer from their storage. Miguel agrees to the proposal. This is how Simple is born.
“Friends tend to have an affinity outside of what they do; they think alike and have very similar moral and work ethics. You hang out with people who have values similar to yours and if you can transmit those values in the company for me it is something incredible. ”, Says Miguel in an interview with Entrepreneur en Español .
Originally Simple was simply a faucet room , a place the place individuals may go to style totally different beers and have enjoyable with their friends. They discovered a place in the Juárez neighborhood the place they may produce and serve their personal product, which additionally had a good consumption heart. They opened on February 3, 2020 and the first month all the gross sales projections they’d have been met; his venture was being a success. However, the unpredictable arrived: a pandemic that compelled everybody to remain at dwelling and shut all in-house consumption facilities.
According to a report by the newspaper El Financiero , during the pandemic 15% of eating places in Mexico have been closed, which quantity round 90,000. At the starting of the well being disaster, all eating places have been prohibited from working. This brought about many companies to lose a giant proportion of their earnings and proceed to should pay bills akin to the hire of the premises. When they allowed it to reopen with very strict measures, there have been only a few prospects. In the summer time of 2020 there was nonetheless little or no information about COVID-19 and subsequently very afraid to exit and catch it. All these situations made it very troublesome for the consumption facilities to stay open. So how did Simple make you not solely survive this, but additionally develop?
Image: Courtesy Simple and Niss
How did two companies be a part of forces?
Trying to outlive in the occasions of confinement , the two companions made supply as they may: in the automobile of 1, on the bike of one other, by bike or on foot. By doing so and never utilizing purposes like Rappi or Uber Eats they saved cash, since they cost between 20 and 30% fee. They had mentioned that they might decrease the fee for the pandemic, however this didn’t occur and it value many companies dearly. And that allowed them to carry out till the orange gentle was introduced in the summer time of 2020. Finally, they have been going to have the ability to open, however with one situation. In order to have in-house consumption they needed to declare themselves as a restaurant and for that they needed to serve meals. Looking for a resolution, they began doing pop-up occasions with totally different cooks and proposals. This is how Niss arrives at your step, a proposal kitchen venture that was born during the pandemic. Luis Carlos, certainly one of Niss’s companions, ready arepas for a pop-up occasion that Simple’s prospects preferred very a lot.
Luis Carlos is a Colombian chef who has spent the final years working in the hidden kitchen restaurant with his sous-chef Dennise Pérez. Both have been out of labor early in the pandemic and sought to do one thing else.
Carrot hummus / Image: Courtesy Simple and Niss
“The time came when we already had to do something because money wasn’t going to last us our whole lives. For me, working under someone else didn’t work anymore, so it seemed like a better idea to set something up ourselves. ”Dennise feedback in the interview.
The day he cooked for the pop-up , Luis Carlos got here to talk with Andrés and Miguel to supply to enrich forces. It had been a busy day and other people had preferred the meals, so Simple’s companions thought it a good concept to offer collaboration a likelihood. Niss made him a meals proposal that beat them and so they’ve been working collectively ever since. The restaurant was put in inside the faucet room and a kitchen was added to the premises that has been open for 3 months. They are nonetheless two particular person companies that for the second are working collectively in direction of one aim: making a identify for themselves in the trade and rising.
Miguel explains that a part of what Simple desires to do is enrich the idea of beer in Mexico, which is troublesome as a result of individuals cling to what they know. They need their enterprise to serve the craft beer area of interest, present them that it’s an accessible drink however may also convey one thing totally different to the conventional taste and develop into a pairing choice.
“It is a nice problem to steer by instance of the place we wish the beer tradition to go and for extra individuals to acknowledge it for being a prime quality product. That is why we attempt to make sure that our common ticket shouldn’t be too excessive. Yes, now we have to conform with the costing, however we are not looking for the value to be a component that excludes. “
On the food side, Dennise faces a similar challenge, saying that people come expecting burgers or very filling plates and find a much cleaner kitchen. She does not like to saturate the dishes with flavors so that they pair well with beers and that the most difficult thing is to change the idea that one has of the food that goes with this drink.
“I believe that this is part of our project as a whole. Our two brands, which in the end go hand in hand, want to change this concept that we have. “
That problem has to do with individuals accepting your proposal. To obtain that, they should have shoppers to suggest it to. Despite the proven fact that they may open the place, the pandemic continued to current challenges for the consumption of meals and drinks akin to convincing individuals to bodily go to a restaurant.
In normal, there are already many points of life that we clear up digitally and companies must sustain with this, however confinement tripled the time and providers we search online. To attain the buyer, it was mandatory to think about a digital marketing technique. At first they didn’t wager a lot on the development of their social networks as a result of it didn’t assist them to have many followers who don’t return in the type of a consumer and they didn’t have a full digital cowl letter, then they most well-liked natural development. They discovered that it was extra helpful to contact totally different meals or beverage or enterprise shops to acquire their validation. They nonetheless competed in the Centro de Cervezas Cup and received two medals. With this they will present the public that their product is actually price it and that they have already got a yr and a chunk of labor behind them. Since they’ve your cowl letter, they will begin to focus extra on their social media and perhaps even pay for promoting.
Dennise Pérez / Image: Courtesy Simple and Niss
What about them now?
They stored in search of new methods to increase and get their product to totally different prospects. Now they have already got eight types of headboard, which aside from being out there in the faucet room , they’ve already produced a manufacturing of them in cans and at the moment are engaged on one in bottles.
“What we are attempting to do is diversify the product. Yes, the premises are as imagined at the starting, however now let’s take into consideration how we are able to promote overseas. What different consumption facilities can we attain? You should get labels, cans or bottles, you must get collaborations to realize a larger positioning in the model. “
Confinement and sanitary measures imposed on restaurants greatly limited sales. Those who did not seek to generate income despite the obstacles that were presented to them or that simply were not possible for different reasons, had to close their store. The fact that you have looked for different possibilities of what your business could be and have not stuck to the initial idea is one of the key elements by which Simple and Niss not only survived the pandemic, but grew.
One of the things that increased during the pandemic was capacity. At the beginning, the place only had three tables for four people and a bar for seventeen. Thanks to the inclusion of a restaurant, they were able to access the procedures to have tables outside on a kind of terrace and add two more bars. Having a terrace makes it a little easier to comply with the measures that are required in restaurants. The rule is that people cannot be seated inside until the terrace is full. The sanitary measures for now do not allow them to reach half their capacity, but even so the growth was a good achievement.
Although they have taken very good steps to save and grow their business, their story is not over and the challenges keep coming. As Miguel mentioned at one point during the interview, “we have not come out of the pandemic, so we must try not to limit ourselves to thinking that because we have already solved one thing, we have already solved everything. In the end we continue to build. ”
Meaty pork rind salad / Image: Courtesy Simple and Niss
Tips for surviving the pandemic
For these who are pondering of beginning now or have already got a venture that has stalled in latest months, the companions at Simple and Niss have two items of recommendation to offer primarily based on what they’ve discovered from their personal expertise. On the one hand, Miguel would inform them to not shut all the way down to a gross sales channel and that there are various accessible and easy-to-understand instruments they will use to achieve extra individuals.
“It’s like this instance of actual property firms that put their umbrella and chair on the avenue and are sitting there. That is you in case you are not promoting elsewhere. You are sitting there in the avenue ready for individuals to come back by and ask you. “
On the other hand, Denisse says that it’s all about the opportunities that come your way and not letting them go by.
“If the opportunity comes, grab it! Because if we had stopped because of this situation or because it is not being sold, maybe the opportunity would have gone away and we didn’t do anything anymore. “
It is evident that Simple and Niss took benefit of all the alternatives that offered themselves and didn’t cease in search of others. They discovered the weak spot of two particular person initiatives and got here collectively to strengthen one another. At the second it’s a nice collaboration that works very properly, however they don’t need to tie their initiatives firmly so that every one has the alternative to develop wherever they need.
It appears that the companions have created a good friendship and that ambiance of belief and freedom is transmitted in Simple and Niss.