Documenting our burrito business journey from @bad.hambres

The creator, Hank, recounts the journey of starting his frozen burrito company with his wife, Sam. He explains how they grew to a million-dollar business with DIY packaging, the immense financial and design challenges of creating professional packaging to scale, and the series of mistakes and last-minute crises they faced, including ordering $106,000 worth of packaging blind and paying extra to get it delivered just in time for their first major production run.

Creator: @bad.hambres on TikTok

Video format

Vlog

Video outline

  1. State origin and scaling problem
  2. Quantify the massive risk
  3. Reveal a critical failure
  4. Deliver the satisfying payoff
  5. Tease the next crisis

Narrative framework

The Entrepreneurial Gauntlet

Narrative framework logic

A chronological documentation of overcoming a single, high-stakes business challenge. The narrative structure relies on escalating a series of compounding problems that lead to a climactic, risky decision, followed by a satisfying resolution and a cliffhanger that sets up the next challenge.

Topics: Entrepreneurship, Small Business, Food, CPG

Concepts: Origin Story, Journey Documentation

Formats: Vlog

Elements: Voiceover, B-Roll Cutaway, Text Overlay, Social Proof Screenshot

Account types: Brand, Personal Brand

Transcript excerpt

Or totally I'm Rank, and nineteen months ago, I quit my nine to five job to start a frozen bean and cheese burrito company out of an old Taco Bell with my wife, Sam. We somehow grew this thing into a million dollar business last year rank did it with DIY stickers, baggies, and paper wrappers, which got the job done, but it wasn't gonna work at scale. We always knew we'd need real packaging, but when you're bootstrapping, custom packaging isn't even on the table. Order minimums are massive, thousands of everything. And all in, our first order was gonna cost a $1,066,000 dollars, more than the cash in our bank account. The money wasn't the only problem. We pulled our customers, and most of them said, don't change a thing. The packaging had to hit as hard as the burritos, so Sam turned into a packaging goblin for eight months. She obsessed over every inch of the design, and we didn't just have one flavor to get right. Our fan favorite Chilti collab was becoming a full time flavor, the spicy verde. Everything looked beautiful on the screen. Love all of this. So we scheduled our first burrito production run with our new manufacturer before the packaging samples even came in. Big mistake

714,047 views