Jorge Cueva, a businessman of Guadalajara origin, dared to challenge the deeply ingrained perception surrounding Mexican restaurants for centuries and bet on a new vision both in the service and the creative concept. But revolutionizing one of the most traditional concepts in the restaurant business industry took a lot of work.
Today, already established as one of the most successful Latinos in the country and the market, Mr. Tempo, the businessman Jorge Cueva, shared in an interview some of the experiences that forged his story and some of the secrets that have ranked him among the most successful business minds.
Like many immigrants, Jorge had to leave Guadalajara, Mexico, searching for a better life in the United States. For a few years, he did well, working in maintenance, in shopping malls, as a dishwasher, bartender, cook, and manager, and gradually learning to love the restaurant business.
When the time came, his adventurous spirit led him to bet on himself, on his true dream, even above and against the negative comments and criticisms that foreign and close people, even from his own family, expressed to him.
In the afternoon, he gathered a group of friends and notable visitors to see the County of San Diego, presenting him with a Proclamation for his success as a Latino restaurateur and his contributions to the hospitality sector in San Diego.
Cueva has owned the King and Queen restaurant in Little Italy for six years. More recently, he purchased the former Sugar Factory and converted it into one of his unique restaurant concepts, Mr. Tempo Cantina and its upscale Sports Bar, in addition to his most upscale eateries in Southern California: King & Queen Cantina, Mr. Tempo and Tempo Cantina, with more than a dozen locations and more than 1,200 employees, which represents a significant workforce.
Along with his ambition for achievement and innovation, Cueva prioritizes spreading generosity and leads by example by supporting numerous humanitarian causes, planning unique events, and raising money for underprivileged children.
In this interview with El Latino, he discusses his ideas, difficulties, aspirations, and decrees.
How did the concept for this business in San Diego come to be?
As we say in Mexico, this concept was “de pura chiripa” (a fluke). Eight months ago, I began working on converting this corner in San Diego’s largest Latino zone. I strongly believe in the Law of Attraction, which states that anything you declare, summon, or decree will come to pass. It is currently the largest Latino neighborhood in San Diego.
What lesson does it teach you as a business and a member of the Latino community after seeing what you decreed come to succeed?
Empowering Latinos in this country is my main objective. What lesson did it leave me? We must never give up, he said. We prefer things to be simple, and if they don’t work out for us after a week or a month, we already want to give up. I have been doing this for 30 years and working hard for 20 of those years, during which time I have struggled, lived paycheck to paycheck, and experienced days when I was without food or money.
And look at all the blessings and accomplishments I have achieved now. The key is to put in the work; sadly, not enough people in this country know how to take advantage of all the possibilities available.
You are here to alter how Americans think of Guadalajara and Mexicans ultimately. Have you considered that you are from a highly stigmatized nation and a state known for being the birthplace of Mariachi and tequila? How does that make you feel?
Ironically, when I started my first restaurant in 1997–1998, mariachi music was played in every restaurant serving Mexican food. Since I am from Guadalajara, I didn’t include traditional mariachi music. In 1998, I tried to do things differently, and people thought I was crazy. I introduced the Tempo concept in 2010 on the same guiding principles, and now the people who earlier told me I was crazy copy me.
The right people started to show up, those who were interested in what I had to offer, and now that they’ve created a significant phenomenon, I have my concept. I’m happy.
It is challenging to stand out and revolutionize the status quo. As the black sheep of my family, I refused to stay in a job just because it provided benefits or because I received a predictable paycheck each week. Instead, I took a chance, endured the criticism, and even heard my family tell me I was crazy and doomed to failure.
Being a dishwasher and bartender before entering the restaurant business has given me a thorough understanding of all the responsibilities involved, which helps me determine what Ineed from my employees and who to recruit.
What plans do you have for your career as an entrepreneur?
We are developing an exclusive liquor line called #MásChingón. Let’s become the first Latin company to carry every type of alcohol, including cognac, gin, rum, tequila, vodka, and mezcal. We plan to supply the entire nation, including casinos, eateries, and bars. These alcoholic beverages are the foundation for the “battle drinks” bartenders make, but they all use various brands. My goal is to showcase the entire #MásChingón collection.
I created this collection in collaboration with one of the biggest businesses in the industry. I seek partners like Ice Cube, Van Damme, Pitbull, and Maluma. I want to start a business selling well-known Latino cigars, similar to how Planet Hollywood once hosted several celebrities worldwide.
What level of dedication does it require to become an industry leader who inspires the younger generation and motivates new dreamers to battle against discouragement and criticism while pursuing their desires?
My commitment is to stay true to who I am and always to put my beliefs into practice. I set envy aside, share my achievement with others, and work to help everyone grow. I surround myself with those willing to learn, give, and improve. I work all week because I want to leave a legacy, which I do every day.
If you work toward your objectives, you will succeed. If you are not lazy, declare it, and believe in yourself, everyone can realize their aspirations. Everyone is successful in life.
