The story behind the voice
Russell Ybarra is the founder and CEO of Gringo's Tex-Mex, which he launched in 1993 after taking over a Pearland building that had housed four failed restaurants. His approach of serving the highest-quality Tex-Mex at the lowest possible price has grown a single location into 25, spanning Gringo's, Jimmy Changas, Bullritos, The Lunch Box, and Burger Libre and employing more than 2,800 people. He serves on the boards of the Houston Police Foundation and Houston Children's Charity, and by his own account considers himself fortunate to serve tacos and enchiladas for a living.
From One Restaurant to a Houston Institution: A Fireside Chat with Russell Ybarra
What can advertisers, marketers, and creatives learn from a restaurant brand that has earned decades of customer loyalty in a crowded, competitive market?
Over lunch, Gringo’s Tex-Mex founder and CEO Russell Ybarra joins Breakpoint for a candid conversation. In discussion with Richard Cisneros of Creative Consumer Research, he will share his experience about building brands people remember, delivering value customers can feel, and staying relevant as a business grows. From one Pearland restaurant location to a growing portfolio of hospitality brands, Russell has built his success around a clear promise: quality, consistency, and an experience worth returning for.
This fireside chat will explore the choices behind lasting brand equity — how customer expectations shape the work, how culture carries a brand beyond its marketing, and why the strongest growth strategies still begin with knowing exactly who you serve.
For anyone responsible for a brand, a campaign, a customer experience, or a growing business, this is a practical conversation about making the work mean something long after the first impression.