Firehouse Subs Franchisee

While he may only be in his early 40s, Elias Saucedo, a new franchisee with Teriyaki Madness (TMAD) in Laredo, Texas, has had quite the entrepreneurial journey.

Born in Chicago and raised in Mexico, Saucedo moved to Texas in 2000 for college. To support his education, he worked full-time, often in fast food, which he found enjoyable. After college, he found success in the banking and lending industry, where he worked for 12 years. However, his entrepreneurial spirit and a desire for personal and financial growth led him back to the restaurant industry in 2014.

Saucedo's journey to franchising began with Firehouse Subs, where he opened two locations. Despite the challenges, he enjoyed the potential of operating multiple locations under a franchise model. After reaching maximum growth with Firehouse Subs, he explored other brands and even launched his own Mexican restaurant Tremendo Taco in 2021. However, TMAD always stayed on his radar. He was impressed by the brand's efficient, young and ambitious leadership team, and the product resonated with him.

Franchise plans

Currently, Saucedo's agreement with TMAD is to open one restaurant, and he is keen to see how the Laredo market responds. After a year, he plans to assess the situation and potentially open two or three more locations locally, with the aim of making TMAD the favorite Asian fusion concept in the city. He also sees potential for expansion into nearby markets as well.

The first Teriyaki Madness location in Laredo is expected to open by the end of the year.

• Elias Saucedo was born in Chicago and raised in Mexico.
• He moved to Texas in 2000 for college and worked full-time in fast food to support his education.
• After college, he found success in the banking and lending industry, working for 12 years.
• However, his entrepreneurial spirit and a desire for personal and financial growth led him back to the restaurant industry in 2014.

Elias Saucedo: My personal story is that I was born in Chicago. But when I was very young, my family moved to Mexico. I grew up there, and that is really where my identity formed.

There was an entrepreneurial spirit that was created in me there. I moved to Texas in the year 2000 to go to college. The culture there was very similar, but I also struggled financially, working full-time and going to school full-time.

Some of those jobs were in fast food, which I found very comfortable. For me, it was a job that came very easy. I wasn’t fed up or angry when I left work at night.

It was interacting with people and enjoying the fast-paced environment. Sitting down at a desk all day was not something I could do.

But I was also good at sales. So, after college, I started working in the baking industry, including everything from retail banking to lending. I never thought I would end up there, but I spent the next 12 years in various roles. Eventually, I got bored in that industry.

In 2014, I decided to open my own restaurant and finally follow my entrepreneurial passion. I also had my first child during this time and my career in banking was not the best way to grow financially and personally.

• Elias Saucedo moved to Texas in 2000 for college and worked full-time in fast food to support his education.
• He found success in the banking and lending industry, working for 12 years before getting bored.
• He decided to open his own restaurant in 2014 and follow his entrepreneurial passion.

Franchising experience

Saucedo: I loved the restaurant industry, but I’m not a cook. So what could I do? I thought maybe the franchise model. In 2014, I opened my first restaurant with Firehouse Subs. That is how I started in franchising. After reaching max growth with Firehouse Sub, I started looking into alternative brands.

One of the things I really liked about franchising was that I could potentially open multiple locations. We only opened two Firehouse Subs, but when we reached our second restaurant, we felt limited and I didn't want to go to another city. We then signed on to become a franchisee of another brand called Blaze Pizza, but the pandemic hit and we had to cancel that agreement. In 2021, I found an opportunity to open a second-generation restaurant of my own, creating something from scratch. It is a Mexican restaurant in our town called Tremendo Taco.

• Elias Saucedo started franchising with Firehouse Subs in 2014.
• He explored alternative brands after reaching max growth with Firehouse Sub.
• He opened a second-generation restaurant of his own, Tremendo Taco, in 2021.

Saucedo: TMAD was one of the brands I first saw way back when I first franchised, so I was already in contact with the team. The product was the first thing that blew me away. Once I had the experience of opening my own restaurant, I went back to the drawing table and started seriously talking with TMAD. We went to visit the team in Denver. From then on, everything took off, and I fell in love with the concept and the leadership team.

I was someone who had already seen how other franchisors operate, so I knew that TMAD was different. They were so efficient at what they were doing, and I was very impressed. I wanted a younger brand that was hungry and ready to grow. They had the energy and the desire to be bigger. I knew they would make us stronger as a franchisee. You have the power locally to make or break a restaurant, but having that leadership behind you is key in helping you get through difficult times.

• Elias Saucedo was impressed by the efficiency and leadership of Teriyaki Madness.
• He wanted a younger brand that was hungry and ready to grow.
• He fell in love with the concept and leadership team of TMAD.

Saucedo: My agreement is for one restaurant right now, and I want to see how the market will react. The population is 95% Hispanic here, so it is a very different kind of market and you really have to listen to what the customer says. After one year, I will know a lot more. My long-term potential desire would be to multiply, at least open two or three locations locally, and then expand to other markets nearby. My main goal is to become the go-to favorite Asian fusion concept in the city.

• Elias Saucedo's agreement with TMAD is for one restaurant.
• He wants to see how the market will react and will reassess after one year.
• His long-term goal is to become the go-to favorite Asian fusion concept in the city.

Saucedo: I thought franchising was something that you could do and keep your full-time job, hire a manager, train them, etc. I thought it’d be really easy, but that cost me a lot in the beginning. I ended up having to quit my full-time job, my benefits, my salary, to essentially become a cashier at my restaurant.

But that is why I am now able to look at the future with excitement. I know my market. I am there face-to-face with customers every single day.

People know me and identify me as someone that is important to the community. They see me day in and day out. That helps a lot with the business.

Community involvement is really key in the restaurant industry.

• Elias Saucedo thought franchising would be easy but it was not.
• He had to quit his full-time job to focus on his restaurant.
• He is now able to look at the future with excitement and is involved in the community.