How To Run A Restaurant on Instagram | On the Job | Priya Krishna | NYT Cooking

Summary

Black Rican Vegan is a thriving food business that blends Puerto Rican cuisine with vegan twists, founded by Leanna Blount in the Bronx. Initially born out of her passion for cooking and growing popularity on Instagram, the business offers a unique menu where classic Puerto Rican dishes like pastelon and mofongo are transformed into vegan versions. Operating from home and later transitioning to a professional kitchen, Leanna handles every aspect of the business—from cooking and social media to logistics and customer service. Despite challenges like skyrocketing food prices, Black Rican Vegan continues to captivate audiences with its bold flavors and community spirit, aiming to expand its reach further.

Takeaways

• 😀 The rise of food businesses on Instagram became a major shift post-pandemic, with many chefs offering unique menus and reaching customers directly through social media.
• 😀 Leanna Blount, the owner and chef of Black Rican Vegan, runs a successful vegan food business that combines Puerto Rican cuisine with plant-based alternatives.
• 😀 Leanna started Black Rican Vegan in 2020 during the pandemic, initially posting her food on Instagram, which led to rapid growth and success, including selling out within an hour of her first menu post.
• 😀 The business requires a team effort, with Leanna taking on multiple roles—chef, operations manager, social media manager, and even delivery coordinator—to keep everything running smoothly.
• 😀 Leanna’s vegan versions of traditional Puerto Rican dishes, such as vegan 'vodka leos' and 'benil' (jackfruit), resonate with people who want to enjoy their cultural foods without the meat.
• 😀 Despite not being vegan herself, Leanna’s family background and early exposure to cooking shaped her passion for creating food that reminds people of their roots while being plant-based.
• 😀 Leanna’s Instagram page has become a key platform for interacting with customers, with menu posts sparking immediate interest and responses, often resulting in sold-out meals.
• 😀 Leanna balances running Black Rican Vegan with a full-time job, working late nights and weekends to manage the cooking, prepping, and delivery logistics of her food business.
• 😀 The business model of Black Rican Vegan emphasizes affordability and accessibility, despite rising food costs, with Leanna working hard to keep her prices reasonable for her community.
• 😀 Black Rican Vegan has become more than just a food business; it is a cultural movement, showing that veganism can be integrated into Puerto Rican heritage and making it accessible to a wide audience.

Q & A

What was one of the key shifts in food businesses that emerged during the pandemic?

One key shift was the rise of food businesses that existed entirely on Instagram. These businesses used social media to post menus, take orders, and showcase their unique food offerings, which helped many small food entrepreneurs thrive during the pandemic.

How did Leanna Blount manage to run her food business before having a physical kitchen space?

Before securing a kitchen space, Leanna ran her food business from home. She would cook in her apartment, even frying food on counter spaces and side tables, making the most of her limited space.

What inspired Leanna to start Black Rican Vegan?

Leanna started Black Rican Vegan after going vegan in 2016 and realizing there was a need for plant-based Puerto Rican food. She initially started cooking vegan versions of her favorite dishes, like vegan vodka leos, for family and friends, who loved them and encouraged her to share them more widely.

What role does social media play in Leanna’s business?

Social media, particularly Instagram, plays a crucial role in Leanna’s business. She uses it to post menus, interact with customers, and gauge demand for new recipes. The feedback and engagement on her posts have helped her grow her business significantly.

What was Leanna's most successful post in terms of sales, and how quickly did she sell out?

Leanna’s most successful post was the first time she posted a menu for Black Rican Vegan on April 6, 2020. The menu sold out within an hour, which was a huge milestone and an indicator of her business's potential.

How does Leanna balance her full-time job with running Black Rican Vegan?

Leanna manages her time by dedicating specific days to preparing and sourcing ingredients for her food business. She works on the business after her regular job, usually spending time at markets to get supplies and prepping meals for weekend service.

What challenges does Leanna face when sourcing ingredients for her food?

Leanna faces challenges in sourcing certain produce for her vegan dishes, as not all ingredients are easily available in the Bronx. She often has to travel to other areas like Manhattan, Harlem, or even New Jersey to find the right ingredients.

How does Leanna manage the logistical aspect of delivery for her business?

Leanna handles deliveries by planning routes in advance. She receives a list of customers and deliveries each Friday, then organizes her delivery schedule to ensure the food reaches customers in different locations like Harlem and the Bronx.

What is the importance of community feedback in Leanna’s business?

Community feedback is vital to Leanna’s business. She actively engages with her customers on social media and asks for their opinions on new recipes and menu items. This direct feedback helps her refine her offerings and meet customer demand.

What future goals does Leanna have for Black Rican Vegan?

Leanna’s future goals for Black Rican Vegan include expanding the business to more locations, potentially launching products in stores, and continuing to grow the brand. She wants to make Black Rican Vegan more accessible to people everywhere.