Victor Naranjo and La Martinuca: How to transform a family recipe into a million-dollar business

La Martinuca has revolutionized the way Spaniards enjoy tortilla de patatas. What began as a family recipe has become a benchmark brand in the gastronomic delivery sector. At the helm of this project is Víctor Naranjo, founder and CEO, who has managed to transform a tradition into a scalable and successful business model. In this interview, we explore the challenges, strategies and lessons learned that have led La Martinuca to become a culinary phenomenon.

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From grandmother's recipe to a million dollar business

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When you look back, what was the key moment that made you realize that this idea had the potential to become something great?

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"The key was the first bite from a customer who didn't know us and their reaction."

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For Naranjo, the power of the tortilla de patatas lies in its cultural roots, but also in its lack of a modern reference that would position it as a protagonist dish. With La Martinuca, they saw the opportunity to fill that void, taking the legacy of so many bars and restaurants and elevating it to a new dimension.

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What was the biggest fear you faced when launching La Martinuca and how did you overcome it?

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"The biggest fear was that of any entrepreneur: what if it doesn't work?"

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Fear of failure is common in any business, but Naranjo and his team were confident that, if they executed the idea well, the tortilla de patatas could become a success. The key was conviction, hard work and the creation of a team that shared the same vision.

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The delivery boom and the transformation of the sector

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65% of La Martinuca's turnover comes from delivery. How did you manage to turn such a traditional product into a home delivery star?

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"Because tortilla de patata is the Spanish pizza, but no one had ever treated it with such ambition."

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La Martinuca's strategy was clear from the beginning: to see delivery as an opportunity and not as an alternative. By optimizing processes and adapting their recipe to maintain its quality along the way, they managed to position the tortilla as a competitive option like pizza or hamburger.

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How have you integrated technology at La Martinuca to optimize processes and improve the customer experience?

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"We automate everything that doesn't add value, from order management to logistics."

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Digitalization has been a fundamental pillar in La Martinuca's growth. With the use of artificial intelligence and Business Intelligence, they can anticipate demand, optimize operations and focus on what really matters: offering the best tortilla de patatas possible.

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Expansion and future of La Martinuca

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What is the strategy behind the expansion and what can we expect in the coming years?

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"Our plan is clear: to make tortilla de patata a global phenomenon."

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La Martinuca has consolidated its presence in Madrid and Barcelona, and is now preparing to expand to other cities in Spain and even to international markets. The goal is for the tortilla de patatas to become an emblem of Spanish gastronomy in the world.

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What are the key factors for a restaurant brand to scale without losing its essence?

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"Three variables: product, team and purpose".

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For Naranjo, product quality, a committed team and a clear purpose are the fundamental pillars to grow without losing its identity. La Martinuca maintains its essence by focusing on excellence and a well-defined vision.

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The importance of branding and social networks

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What has been the key to building such a powerful brand in digital?

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"Authenticity.

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Since its creation, La Martinuca has been committed to a genuine and close communication. They have been able to connect with their community and turn the tortilla de patatas into a cultural symbol that people want to share.

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Can a brand succeed today without a strong social media presence?

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"It is possible, but with greater difficulty."

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Social networks allow us to build a story, transmit values and generate a loyal community. For La Martinuca, they have been a key tool for its growth and positioning in the market.

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Advice for new entrepreneurs in the restaurant industry

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What is the most common mistake new entrepreneurs make in the restaurant industry?

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"Not understanding that catering is much more than cooking."

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Many entrepreneurs underestimate the importance of management and operational processes in the restaurant business. Having a clear strategy from the start is critical to the viability of the business.

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If you could give just one piece of advice to someone who wants to start a business in this sector, what would it be?

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"Let him not be afraid because those who dare to dream big are the ones who end up enjoying themselves to the fullest."

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The path of entrepreneurship is challenging, but with passion, determination and a solid team, success is achievable.

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Conclusion

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The case of La Martinuca is a clear example of how the combination of tradition, innovation and strategy can turn a gastronomic product into a scalable success. At theRest, we understand the challenges of the sector and offer solutions to optimize operations, enhance brands and digitize businesses. The restaurant industry is evolving rapidly, and those who know how to adapt with technology, strategy and passion will have a smooth path to success.

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