Diego Ruiz’s journey into franchising began with a desire for something more than the successful family restaurant business he had spent his life building. Growing up in Winston-Salem, North Carolina, where his parents opened their first Mexican restaurant after immigrating from Mexico in 1989, Ruiz was deeply immersed in the industry from a young age. He took on a leadership role over the years, managing and expanding the multiple locations of the family business. Still, Ruiz felt a need to branch out and challenge himself with a new venture. That opportunity came when he connected with Mauricio Blanco, who introduced him to Pollo Campero.

Ruiz and Blanco met through a mutual friend, and their partnership developed quickly. "I had a friend who told me Mauricio was also a friend of hers and thought he could help me with business,” said Ruiz. “We connected right away because he's a very smart guy, and we discussed the restaurant business in depth." 

Blanco, who had worked with Pollo Campero for over eight years, brought a wealth of experience and insight into the brand. He eventually became vice president of Diego’s company, D.R. Investments Group, which owns their Pollo Campero franchises.

Pollo Campero stood out to Ruiz for its strong customer loyalty and proven business model. He was particularly inspired by the deep connection customers from Central America have with the brand, often bringing its food to the U.S. when they travel. During his Discovery Day, Diego was equally impressed by the passion and vision of the leadership team, including Vice President of Franchise Development Blas Escarcega and Chief Operating Officer Luis Javier Rodas. 

 “Now that I’m in it, I fully believe in franchising,” said Ruiz. “The systemization, smaller SKUs [stock keeping units] and brand recognition make operations more efficient. Franchising provides the ability to scale quickly and tap into a loyal customer base.”

Together, Ruiz and Blanco are working to expand their Pollo Campero footprint in Louisiana, with plans to open four additional locations in the coming years. Beyond growth, Ruiz is focused on building a strong team and fostering leadership within his organization. With his background in family business and Blanco’s expertise in franchising, they are proving that calculated risks, collaboration and hard work can pave the way for success in the franchise world.

Ruiz sat down recently with 1851 Franchise to discuss his partnership with Blanco and their journey into franchising with Pollo Campero. Here’s what he had to say.

1851 Franchise: Frame your personal story for us. What did you do before franchising, and how did you decide franchising made sense for you?

Diego Ruiz: My background is from Mexico. My parents immigrated to America in 1986. They worked in Mexican restaurants in Atlanta, Georgia, and in 1989, they moved to Winston-Salem, North Carolina, and opened their first Mexican restaurant there. We just celebrated 35 years in business this past November.  

I’ve been in the restaurant business my whole life. Some of my earliest memories are of being in a restaurant. I went to school in Chapel Hill, North Carolina, at UNCC. After I graduated, I became fully invested in my family’s business. I’ve been the managing director for about ten years now, directing the company and shaping its direction.  

Five years ago, I opened my first restaurant under our family business. It was our 12th store, and I consider it the first one that was truly mine. It’s been doing very well.  

From there, I started reading about investments and business models, particularly on Twitter, which really piqued my interest. I met Mauricio Blanco, who is incredibly knowledgeable in various industries, and he introduced me to the franchise model and Pollo Campero. I was skeptical at first, but after learning more about franchising, studying the brand and consulting with Mauricio, I decided to take the biggest risk of my life and signed on.  

We acquired our first store in May 2023. Since then, it’s been a life-changing experience. We’ve brought fresh energy, made renovations and significantly increased sales. It’s been exciting to grow this brand and pursue something new outside my family business.  

1851: How did you and Mauricio meet and how did the two of you become business partners?

Ruiz: I had a friend who told me Mauricio was also a friend of hers and thought he could help me with business. We connected right away because he's a very smart guy, and we discussed the restaurant business in depth.

After exchanging messages, we met for dinner to talk about working together. We said, “Hey, what does you and I working together look like?” and put a plan together.

Mauricio started helping with my family business and gradually advised on my personal business portfolio. Now, he is the vice president of my company, DR Investments, which owns our Pollo Campero franchises. His deep knowledge of the brand — having worked with Pollo Campero for over eight or nine years — was key in my decision to invest. He knows Pollo Campero very well, and his experience has been invaluable.

1851: What was your perception of franchising prior to becoming a franchisee, and what do you want people to know about franchising now that you are in it?

Ruiz: Growing up, I was immersed in family business and always believed in owning everything outright. My parents own their real estate for each restaurant location, so the idea of renting or paying royalties felt foreign. My dad, in particular, was skeptical when I mentioned franchising, especially regarding royalties.  

At first, I was hesitant, questioning the unit economics and wondering how profitable it could be. But as I learned more — reading articles, talking to Mauricio and diving into the financials — I started to see the appeal. The concept of a proven playbook that you simply follow made a lot of sense to me.  

Now that I’m in it, I fully believe in franchising. The systemization, smaller SKUs and brand recognition make operations more efficient. In our family business, we manage over 50 menu items and 10 vendors for 10 restaurants, which adds complexity. With Pollo Campero, we work with one main vendor, which simplifies things significantly.  

Franchising provides the ability to scale quickly and tap into a loyal customer base. For me, it’s been a complete 180 from how I grew up thinking about business.  

1851: What made you pick this brand? What excites you most about this company?

Ruiz: The brand loyalty is incredible. Pollo Campero has a legacy customer base — many people know the brand from their home countries in Central America like Honduras, Guatemala and El Salvador. Customers bring the food back to America when they travel because they are so proud of it.  

When I visited Texas for my Discovery Day, I met the leadership team — including Blas Escarcega and LJ Rodas — and was impressed by their passion and vision for the brand. They earned my respect, and that meant a lot to me.  

The product itself is phenomenal. I love the grilled chicken and the nuggets. Even though fried chicken isn’t a big part of Mexican culture, my family loves Pollo Campero. Anytime I introduce it to someone new, they love it too.  

1851: What do you hope to achieve with your business? What are your plans for growth?

Ruiz: Our goal is to fulfill our development agreement, which requires us to open four additional locations within the next few years. That will give us a total of five stores.  

We aim to be a top-performing franchisee. Pollo Campero measures success through metrics like guest satisfaction scores (SMG), and we want to excel in those areas.  

Another goal is to build a strong management team and invest in developing leaders. Our current manager, Fany, has grown tremendously since we acquired the first store. Seeing that growth is one of the most exciting parts of business for me. Helping someone become a better professional and person is deeply fulfilling.  

1851: What is the one thing about your story you want us to know?

Ruiz: I think the biggest takeaway from my story is the importance of overcoming fear — the fear of failure and the unknown.  

I was in a very comfortable position with my family’s business but wanted something more. Taking the leap into franchising was a huge risk for me, but it’s been incredibly rewarding. My advice to anyone considering franchising is to take that leap of faith, do your due diligence, and believe in the brand you’re investing in.  

1851: What advice do you have for other people thinking about becoming franchise owners?

Ruiz: Study the brand and meet with its leaders. You need to trust the people behind the company.  

Franchising isn’t all rainbows and unicorns. Some franchises are poorly run, so due diligence is critical. Look for a brand with experience and a track record of success.  

One thing I’ve learned is the importance of a brand investing in itself. I like to see a franchise system where the corporate team continues to open and operate its own locations. That gives me confidence in their commitment to the brand.  

If you’re considering franchising, be prepared to work hard. Success doesn’t come overnight, but with persistence and dedication, it will come.  

About Pollo Campero

Founded in 1971 in Guatemala, Pollo Campero has risen to global fame with its distinctive and delicious chicken dishes. Boasting more than 350 locations worldwide, the franchise is rapidly expanding in the United States. As it celebrates its milestone of 100 U.S. stores, Pollo Campero is set to win over American hearts (and palates) by introducing the rich flavors, unique menu and warm traditions Central Americans have loved for decades, adding a vibrant twist to the thriving quick-service restaurant (QSR) chicken market in the U.S. Discover more about Pollo Campero at https://camperofranchise.com/.