Once in the 70’s there was a little boy who liked to make fried bologna and Velveeta cheese sandwiches after school for the other latch key kids in the neighborhood. And he pretty much always loved making food for his friends and family. It was kind of a hobby ever since. Just ask his college roommates about his crazy obsession of putting random stuff in tortillas.
When he grew up he loved marketing and making commercials and made a pretty good living doing it with some great big clients. Then the economy of 2007 happened and the years slid by and the boy wondered what he was going to do to pay his mortgage and take care of his family. And by 2011 time was running out fast. Mortgage, medical bills, and more were piling up.
So at a family picnic one day, a family member who was driving oil trucks in North Dakota said “Why don’t you bring some of that awesome food you always make to the Oil Patch and feed some of the hungry dudes driving big dangerous rigs and eating gas station food?”
It was definitely the dumbest idea the boy had ever considered. So when his father in law and a close friend decided they were in, he knew it had to be burritos. And being the marketing guy he was, he came up with Sweeto Burrito. Luckily he had some great, talented friends and family to help develop Sweeto into the brand and food it would become.
So 60 days after the birth of the idea, the brand was created and a trailer was built and the team of 3 rolled into a little frozen town in western North Dakota. On November 28th 2011, with high hopes and great fears, and fueled by the faith of family and friends, Sweeto Burrito began our adventure.
The first 3 months of the winter were so hard and exhausting and painful. Every day was a fight. Away from family, sleeping in a camper, freezing pretty much every day and night with the only redeeming thing being people’s reaction to the food. People loved Sweeto Burrito and the “Little Red Trailer in Alexander” started to build a following. Spring came and the numbers got really good until highway construction in August was going to pretty much shut us down for a couple weeks.
So we decided on a whim to venture South to Sturgis and take another risk that turned out just as great. Though it didn’t seem like it the first few days we were there. We were again sleeping in our trailer, with limited facilities, and minimal business. It started out looking like a waste of effort and a lot of money. Then a few people gave us a try and they told a few people, and they told a few more and then they told a few hundred more and then a few thousand more. The TV stations came by. Then the paper and radio station, and suddenly we were the culinary smash hit of the Rally. Every night Sweeto Burrito was where the late night party was until nearly 3AM. People from all over the country wanted to buy franchises from us and we realized fully for the first time that we had a huge brand on our hands. A brand that was much bigger than “The Grand Vision” of a few trailers around the North Dakota Oil patch feeding hungry dudes.
Our story is one of desperation creating innovation. A story of a handful of people toughing it out through difficult circumstances with no options for turning back. When you have 150k of your family and friends money, you can’t quit, you can’t give up. Failure is not an option.
And so we find ourselves in chapter three of our Sweeto adventure. Chapter one was our difficult start, chapter two was getting through the selling and opening of our first franchise locations and chapter 3 will now be written by everyone who works at a Sweeto and everyone who comes in for a burrito, rice bowl, salad or sweet treat.
That 4th grade little boy that hoped his friends liked their fried bologna sandwich in the 70’s hopes you love your burrito today, and every time you visit in the future.
To the employees of Sweeto Burrito: It is your turn to write the story. You are now a part of this family and you will decide its outcome. You determine what Sweeto Burrito will ultimately stand for with the quality of the product you serve and the service you provide for each and every customer.
To the customers of Sweeto: Welcome to the family too! We thank you and encourage your thoughts, your feedback and ideas.
We started as a few guys and girls making food out of a trailer in North Dakota, with a passion for making people happy. We hope we accomplish that with every visit. Sweeto Burrito was borne from the streets to Take Hunger to the Mat with Flavor Worth Fighting For.