Why This Franchisee Moved from Mexico City to San Antonio to Open Right at Home

After a thriving career in corporate Mexico City, Eduardo Peñalosa decided to take a leap of faith for his family’s future. Inspired by his desire to create something meaningful and rooted in purpose, Peñalosa left his role as head of growth at a major global company and moved to the U.S. to open a Right at Home* franchise in San Antonio, Texas. This bold decision marked a significant transition — not just in career, but in country and culture.

For Peñalosa, franchising offered a blend of structure, community impact and a proven model that eased his entry into a new industry. Right at Home stood out as a business that allowed him to contribute positively to his new community while building a stable future for his family. Supported by the franchise's comprehensive systems and resources, Peñalosa has ambitious plans to make his Right at Home location a cornerstone of senior care in San Antonio.

Now, Peñalosa is embracing the challenges and rewards of business ownership. With a focus on growth and excellence, he’s set on becoming the trusted name in senior care for his community, all while creating a legacy for his children and his new home.

1851 Franchise spoke to Peñalosa about his franchise journey. 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?

Eduardo Peñalosa: My whole life, I was in the corporate world in Mexico City. I’m from Mexico and worked for companies like Bayer, Sanofi, Walmart, AB InBev — probably seven international companies in total. My role was always in marketing, growth and performance media. When my second child was born, I started thinking about wanting to do something different, something for them.

It’s funny because I was having coffee with my former boss, and he asked me, “Imagine if you were 100 times braver tomorrow — what would you do? Not 10, not 20, but 100 times braver?” That question stuck with me for days. Around the same time, with the birth of my son, everything clicked. I realized the bravest thing I could do was move to a new country, start a business in a field I wasn’t an expert in and aim for the best possible outcome for my family. So that’s what I did.

It wasn’t easy. Resigning from my job as head of growth at AB InBev — a major beer company — was one of the hardest things I’ve ever done. I had a good job and it was fun selling beer, but I knew I would regret it if I didn’t try. Time is the one thing you can’t get back. There are a million reasons to fail, but the bigger failure would have been not trying at all. It hasn’t been easy, but I’m glad I made the leap. Now, I’m fully committed to making this work for my family.

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?

Peñalosa: Before becoming a franchisee, I didn’t fully understand the extent of support franchising provides, especially for someone like me who isn’t originally from here. Now that I’m in it, I realize how essential it is. There’s an expert for everything — legal, licensing, marketing — and even a project manager to help keep things on track. Not knowing the local laws and processes, I can honestly say that having this level of support is a must-have, especially in my situation.

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

Peñalosa: I did my research and was looking for a business with a purpose, something that could also be profitable without requiring a huge investment — like buying a building or something extremely expensive. Those three factors were key for me. The fourth factor was finding a business that would accept E-2 visa holders like me. As a Mexican citizen, I don’t have a green card, but the E-2 visa allows me to invest in the U.S., live here and ensure my kids can go to school. Those four things were the main deciding factors for me.

What excites me most about Right at Home is the opportunity to do something good for the community while also running a business. It’s a great mix. I also really appreciate how active the corporate team is — they hold weekly meetings and share best practices. It reminds me of when I worked at AB InBev or Walmart, where there was a strong structure, regular meetings and collaboration. I’m glad to have that same level of support and organization in this new stage of my life.

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

Peñalosa: I have a very aggressive growth plan for the first five years. I’m planning to expand into new territories, likely around year three or four. Ultimately, our goal is to become the go-to reference for home care in San Antonio, and we’re working hard to make that happen. 

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

Peñalosa: For me, the biggest shift was going from being a nine-to-five professional to completely changing everything — not just my career, but also the country, the culture and our entire way of life. It was a huge leap. What drove me was my family — my two kids and my wife. I wanted to create a better future for them, one that wouldn’t have been possible without making a bold, transformative decision. That’s probably the most interesting part of our journey.

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

Peñalosa: Do it. Research is so important, especially now with all these AI tools like ChatGPT. You can get detailed analyses of territories, cultures, socioeconomic status and more. It’s so much easier now with the tools available. The key is to first know what tools you’re going to use and then create a plan.

I’d say start with thorough research, then visit the place where you plan to operate. Talk to other franchisees to hear their experiences in their own words — that’s invaluable. There’s a difference between the story you imagine and the reality someone else has lived. Finally, set clear goals and milestones. That’s probably the most important step, because once you’re here, you need a clear vision of where you’re headed. With so many moving parts — platforms, software, licenses and more — you have to stay focused on what you need to accomplish within your timeframe.

ABOUT RIGHT AT HOME:

Founded in 1995, Right at Home offers in-home care to seniors and adults with disabilities who want to live independently. Most Right at Home offices are independently owned and operated and directly employ and supervise all caregiving staff. Each caregiver is thoroughly screened, trained, and bonded/insured before entering a client’s home. Right at Home’s global office is based in Omaha, Nebraska, with more than 700 franchise locations in the U.S. and four other countries. For more information about Right at Home, visit https://www.rightathome.net/ or read the Right at Home blog at https://www.rightathome.net/blog/.