Houston Entrepreneur Finds Success One Enchilada at a Time

New book offers aspiring entrepreneurs a view into the founding and growth of one of Texas’s esteemed dining icons

HOUSTON--(BUSINESS WIRE)--When Russell Ybarra was asked to take over his father’s failing restaurant in Pearland, Texas in 1992, his friends and family thought he was crazy. Thirty-two years, and 24 restaurant locations later, he’s glad he didn't heed their warnings.

In Ybarra’s new book, Enchilada Entrepreneur: Ten Lessons in Life and Business from the Founder of a Successful Tex-Mex Restaurant Group (River Grove Books, $16.95), Ybarra discusses his humble beginnings, his business successes and missteps, and how he has grown his restaurant group, Gringo’s Tex-Mex, into a Texas icon. A signed hardback copy is available through his website at www.enchiladaentrepreneur.com.

“Having built a business from many personal failures taught me valuable lessons, and I am excited to have the opportunity to share a few of my stories, triumphs, setbacks, and wisdom with both new and experienced entrepreneurs alike,” said Ybarra.

In Enchilada Entrepreneur, Ybarra shares personal stories and a wealth of advice and business knowledge including:

• Why success is a terrible teacher;
• How to always guard your reputation;
• Why a sense of urgency is critical;
• Advice for getting past fear of failure; and
• How the power of living below your means can positively impact your journey

With personal and sage advice, practical strategies for growing your business and brand, and valuable insight on running a successful business, Enchilada Entrepreneur offers readers an inspiring view into the founding and growth of one of Texas’s treasured restaurants. Ybarra also provides a useful reference for entrepreneurs striving to establish practical habits while making a meaningful impact on the world. Giving back is something that has always been important to Ybarra and his family.

In the spirit of giving back, all profits from Enchilada Entrepreneur will be donated to the PTSD Foundation of America's Camp Hope, a peer-to-peer residential program in Houston for veterans, providing hope and healing from the unseen wounds of war.

Enchilada Entrepreneur is available April 15, 2024, through all major online book retailers and www.enchiladaentrepreneur.com.

Praise for Enchilada Entrepreneur

“Russell gets it—from business to people. He lives the American dream of defying the odds, from foreclosure and failed businesses to creating a restaurant chain with annual sales of $150 million and growing. A great read. Pay attention to his proven principles.”
—Tilman Fertitta, Chairman and CEO of Fertitta Entertainment

“In an industry known for its failure rate, Russell Ybarra has not only survived but excelled beyond all expectations. In this book, Russell shares the path he took and the standards he incorporated that led to his success. I highly recommend that anyone considering entering the restaurant business, or any entrepreneurial venture, read and utilize Russell’s guidelines in Enchilada Entrepreneur.” —Hugh M. Ruggles, Vice President of New Quest Properties

About Russell Ybarra

Russell Ybarra (a.k.a. The Master Enchilada Roller) owns Gringo’s Tex-Mex, one of the most exciting Tex-Mex groups in the country, with 2,600 team members and twenty-four restaurants (and continuing to expand). Despite his beginnings as a C-student at best, Ybarra has become not only a successful business owner, with revenues pushing $160 million per year, but also a beloved leader and active philanthropist. For more information about Russell, visit the Gringo’s website or follow him on Instagram @russellybarra.

About Greenleaf Book Group

Greenleaf Book Group is a publisher and distributor best known for its innovative business model, distribution power, and award-winning designs. Named one of the fastest-growing companies in the United States by Inc. Magazine, Greenleaf has represented more than 3,800 titles, including more than 55 New York Times, Wall Street Journal, and USA Today bestsellers. Learn more at www.greenleafbookgroup.com.