We’re excited to introduce you to the always interesting and insightful Pedro Uchôa. We hope you’ll enjoy our conversation with Pedro below.

Hi Pedro, thanks for joining us today. Let’s start with a story that highlights an important way in which your brand diverges from the industry standard.

At TAP, we passionately believe that the restaurant business is fundamentally a people business. This belief shapes everything we do, from our day-to-day operations to the way we engage with every customer and team member. Unlike the industry standard, which often focuses primarily on transactions, we strive to create a holistic experience. We bring the vibrant essence of Brazilian culture into every aspect, including the music, the ambiance, and even the decor with authentic graffiti and photos. Our approach is about making every detail count, embodying our motto: “Eat Well, Do Good, Live Better.”

This philosophy extends beyond just the restaurant scene. With the creation of Banana Boost, a Brazilian super snack initially meant only for our locations, we’ve brought this community-focused, health-oriented brand to a broader audience via platforms like Amazon. This expansion reflects our commitment to not just serving food but also building a community and fostering connections across the nation.

Our unique approach also includes adapting our Brazilian menu to cater to the diverse palates of our international guests, respecting local tastes while staying true to our roots. Unfortunately, this adaptive and inclusive approach is not as common in our industry, particularly in how businesses engage with their staff and customers.

Through these efforts, TAP and Banana Boost stand out not just for our products but for our ethos of inclusivity, community, and genuine hospitality.

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.

I’m Pedro Uchôa, former professional soccer player turned entrepreneur, currently leading TAP as CEO alongside my brother Cleo Uchôa and our dedicated investors. My journey from the sports field to the marketing world, and eventually into the realm of entrepreneurship, has instilled a unique blend of discipline, teamwork, and innovation in everything I do and has been instrumental in shaping my approach to business.

At TAP, we specialize in bringing authentic Brazilian fast-casual concepts to the global stage, focusing on gluten-free options and healthy choices like our signature tapioca sandwiches, açaí bowls and Pão de Queijo (Brazilian Cheese Breads). The creation of Banana Boost, a nutritious Brazilian snack now available across the US, epitomizes our commitment to healthy living.

What sets us apart is our community-centric approach to business. We infuse Brazilian vibrancy into our customer experience, ensuring that every interaction goes beyond mere transactions to create memorable moments.

I am most proud of how seamlessly we’ve integrated Brazilian culture into our offerings, making our establishments more than just eateries but cultural hubs. I want potential clients, followers, and fans to know that TAP and Banana Boost are more than brands—they are lifestyle choices that promote wellness, community, and cultural appreciation.

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?

Here are two standout moments from our marketing journey that truly encapsulate innovation and responsiveness to our market:

1. The Açaí Challenge: During the colder months in NYC, we faced a predictable dip in sales for our açaí bowls, a key product that typically is less appealing in cold weather. To counteract this seasonal decline, we introduced the “Açaí Challenge.” This campaign cleverly used the day’s temperature as a metric for discounts—the colder the day, the bigger the discount, ranging from 5% to 20%. This not only engaged our customers in a fun and dynamic way but also successfully increased our açaí sales by 10% last winter, turning a potential off-season into a period of growth.

2. Tapioca Crepes to Tapioca Sandwiches: Initially, our tapioca offerings were branded as “Tapioca Crepes,” a name that didn’t fully resonate with our customers, especially as it implied a dish more suitable for specific times rather than a versatile all-day option. Recognizing this and considering the local NYC market’s familiarity and comfort with sandwiches, we rebranded them as “Tapioca Sandwiches.” This strategic pivot not only made the product more relatable but also sparked a 30% increase in sales, highlighting the power of localizing product offerings to match consumer expectations and cultural contexts.

These experiences taught us the immense value of creativity in marketing and the importance of being attuned to customer needs and perceptions.

How about pivoting – can you share the story of a time you’ve had to pivot?

Deciding to pivot from a well-established career in marketing and agency work in Brazil to moving to the U.S. to lead TAP alongside my brother was a monumental decision. With over 12 years of experience as an Account Management Director, managing large teams and prominent brands, the shift wasn’t easy. However, I firmly believe that “luck is when preparation meets opportunity.” Embracing this mindset, I saw the move as a chance to apply my skills in a new context while offering my family a fresh start in the U.S. This pivot wasn’t just a career change; it was a life transformation fueled by belief in the TAP brand and the vast opportunities it presented.

Contact Info:

• Website: https://www.eattap.co
• Instagram: https://www.instagram.com/eat_tap https://www.instagram.com/eatbananaboost https://www.instagram.com/uchoa__pedro
• Linkedin: https://www.linkedin.com/in/uchoapedro/

Image Credits

https://www.instagram.com/visualshumacher
https://www.instagram.com/ntxgroup/