By: Maria Williams

Rick Garcia, founder of Rico’s Burritos, is redefining the grab-and-go food market with his authentic, high-quality burritos. As a first-generation Latin American born in Los Angeles to parents from Jalisco and Chihuahua, Mexico, Rick’s passion for food began at age 13 while working at his parent’s restaurant. After studying Business Administration and Communications in college, Rick blended his culinary roots with his business skills to make a meaningful contribution.

Rick is grateful for the experience he gained from working in his parent’s restaurant. He remembers his dad having a smile on his face every day because he was doing what he loved. From that, Rick knew he wanted to do something he loved, have the freedom to build the lifestyle he wanted, and live the American Dream. But he knew that to accomplish that, he had to work hard.

In 1998, father and sons Liberato, Rick, and Steve Garcia developed a vision of bringing the authentic flavor of Mexico to the table. So with that, the Garcia family moved to Colorado to launch their dream, opening their first restaurant in Boulder: Ajuua Mexican Restaurant. Rick and his family’s mission was to bring customers a genuine and accurate representation of Mexican cuisine. In addition to this, Rick also owned and operated Platea Latin Eatery in Colorado. 

In 2016, innovative Rick launched another business venture: Rico’s Burritos in Aurora, Colorado. Drawing inspiration from his mother’s cherished traditional recipes, he aimed to create more than just another food product; he wanted to deliver an authentic taste of home. These burritos, crafted with the ideal balance of flavor, quality, and tradition, were a heartfelt tribute to his culinary heritage.

Rico’s Burritos business model was designed to fill a significant gap in the convenience store market, where quick meals often lacked authenticity, nutritional value, and quality. Fueled by his vision, Rick set out to change perceptions by introducing restaurant-quality burritos that married authenticity with affordability, catering to the Latino community and beyond. 

His first significant milestone involved a partnership with Suncor, delivering to multiple locations. Today, Rico’s Burritos can be found in numerous convenience stores across several states, producing thousands of daily burritos.

Rick developed a unique kitchen setup in Colorado for both restaurant and distribution-quality meal production. He credits his success to starting small, using his restaurant as a testing ground to refine his burritos before fully committing. Rico’s Burritos began in 2016, with the production facility opening a few years later in 2020.

While Rick is a hard-working self-starter and has sold every burrito Rico’s Burritos has made, every restaurateur faces unique challenges, and Rick is no exception. For example, his experience as a restaurateur didn’t fully prepare him for navigating the complexities of corporate environments—such as engaging in high-level meetings, working with leadership teams, or managing procurement processes. Rick faced these challenges with steady determination and an openness to learning, showing that success often comes through adapting.

Beyond his professional achievements, Rick is a dedicated community leader. He gives back by coaching football and baseball and actively supports local teams through sponsorships and donations. Rick believes these efforts create a meaningful and positive impact on the community he serves.

This year marked a significant milestone for Rico’s Burritos, as the company earned Walmart’s coveted Golden Ticket, a prestigious recognition awarded to exceptional products with considerable potential for nationwide success. The achievement is a testament to the quality and appeal of Rico’s Burritos and a pivotal moment in its growth story. The Golden Ticket opens the door to widespread distribution across Walmart stores, one of the world’s largest and most influential retail chains.

For Rick Garcia, this milestone is a culmination of years of dedication, innovation, and a commitment to staying true to his roots. The Walmart Golden Ticket signals a new chapter for Rico’s Burritos as the company transitions from a regional favorite to a national powerhouse in the grab-and-go food industry. As Rick prepares for this ambitious expansion, his focus remains steadfast: maintaining the authenticity, quality, and cultural pride that have defined Rico’s Burritos since its inception.

In Rick’s words: “As I sit back and reflect through my work journey, I remember the fun I had in my initial restaurants, but also the challenges; even when we struggled, the ups and downs are part of business, and I reflect on it positively. I didn’t invent a microchip for some lifesaving computer, and burritos aren’t groundbreaking. All it was was choosing a path where I could provide the ideal at something and love doing it. Love what you do because if you don’t, you aren’t going to make it. I feel very blessed and lucky, but the moment you feel you deserve something, you will lose. Work hard and enjoy the ride; the beauty is in the grind.”

Published by Drake M.