Alright – so today we’ve got the honor of introducing you to Nick Carrera. We think you’ll enjoy our conversation, we’ve shared it below.

Nick, thanks for taking the time to share your stories with us today We’d love to go back in time and hear the story of how you came up with the name of your brand?

We named our grill company URBAN ASADO as a way to indicate that whether someone lives in a rural area, cul-de-sac neighborhood, or more densely populated city, there can always be room for an Asado. Even if it is only the spirit of an Asado. We can all use a moment where we disconnect from our daily routines and decompress.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers

We sought to design & create a line of Argentine style barbecue grills that were approachable for grilling enthusiasts of any level of experience, because an Asado is about so much more than cooking outside. An Asado is about being in that moment with your friends and/ or family. There’s something incredibly therapeutic about live fire grilling. The flickering flames, crackling embers, wafting aromas, make it easy to detach from the weekly grind. Our simplest explanation has become our mantra: The true essence of an Asado engages family and friends long before the food hits the table.

Can you tell us about a time you’ve had to pivot?

Early on in the 2020 pandemic, the growing uncertainty of how long the mandatory quarantines would last, or what the long term consumer impact would be, was a difficult time for everyone. It was especially difficult to focus on business decisions when there was an overwhelming concern for the health and safety of our family and friends. However, that desire to stay connected with everyone, at least in some way, led us to starting our Virtual Asado™.

We streamed Asados via FB Live, and anyone who was available could join in from the comfort & safety of their own home. We were also able to help out some restaurant friends of ours who were worried about food waste. We ended up putting together Asado Grill Kits using proteins etc. from local restaurants for locals to purchase. This helped our restaurant friends generate a little income for some employees, and reduce food waste. Then, locals could grill along with us like we were having a “regular” Asado. This helped give us all something else to think & talk about, which was a much needed distraction. What we didn’t fully expect, was how many people spread the word.

Alright – let’s talk about marketing or sales – do you have any fun stories about a risk you’ve taken or something else exciting on the sales and marketing side?

We have always approached Asados in general, and Urban Asado specifically, as somewhat of a lifestyle. The desire to lose yourself in a moment that is about more than a meal. By illustrating the atmosphere & vibe of an Asado, our target audience became much larger. We never sought out to target hardcore grill masters. Instead, we continue to demonstrate how any prospective customer could adapt the essence of an Asado to compliment their lifestyle.

Transcending the norm of transactional experiences between buyer & seller is crucial. We live in a world with a galaxy of information coming at us from all directions, every minute of every day. It is our job to connect with our customers & prospective customers.

Contact Info:

• Website: UrbanAsado.com
• Instagram: https://www.instagram.com/urbanasado/
• Facebook: https://www.facebook.com/UrbanAsado/

Image Credits
Daybreak Photo Co. Melissa Marcarelli photography