How Skinny Louie Went From One Spot to 10 Locations
Gonzalo Rubino
Gonzalo Rubino brought Miami its first proper smashburger joint — and in just two years, Skinny Louie has grown to 10 locations in Miami and NYC. In this episode, he walks us through the full journey, from the original concept and branding to the smashing technique, the philosophy behind keeping only 3 burgers on the menu, and how they're scaling without losing what makes them special. We also get into the grand opening, celebrity visits, Burger Bash, managing multiple locations, competition, and how Wynwood has changed since they first opened. This is what building a Miami food brand from scratch actually looks like. Manny Alfonso: Instagram: https://www.instagram.com/mannyalfonso8/ Kiko Suarez: Instagram: https://www.instagram.com/querikoconkiko/ Eduardo Moya: Instagram: https://www.instagram.com/mr_moya/ Follow Us! - A Day in Miami: Instagram: https://www.instagram.com/adayinmiami/ Listen on Spotify: https://open.spotify.com/show/20WEys6jxiliBCLoo9iSID ________________________ Produced by: Ben Schwede Instagram: https://www.instagram.com/benthecreatorrr/ 0:00 Intro 0:49 About Gonzalo and His Beginnings 3:19 Skiny Louie Opportunity 4:49 Branding 7:19 Smashing Technique 8:15 Philosophy Behind Only 3 Burgers on the Menu 9:45 Market Research 10:47 Selling Bottled Louie Sauce? 11:16 Grand Opening 12:30 Marketing 13:39 Opening 10 Locations in 2 Years 14:37 Opening in NYC 17:29 Being the First Smashburger in Miami 19:26 Drive and Being Competitive 21:58 Celebrities Visiting 22:39 Burger Bash 23:45 Eduardo’s First Impression of Skinny Louie 25:28 Will They Ever Make Different Burgers? 26:33 Managing Multiple Locations 29:08 Competition 30:15 Upcoming Locations 33:40 Top 3 Restaurants 37:16 How Has Wynwood Changed 39:41 Outro
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EJ Martinez
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David Woldenberg
Madeline Pumariega
Cristy Diaz
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