RocoMamas is a South African dining sensation known for its signature smashburgers, ribs, and wings, loved by patrons for its casual, edgy vibe and fresh, artisanal-style menu.
Founded by Brian Altriche, RocoMamas didn’t just spring up overnight – it’s the product of Altriche’s years of learning, persistence, and what he calls his ‘fabulous failures.’ From Hollywood Boulevard to bustling South African malls, Altriche’s journey is as bold as the brand itself.
Here are 10 fascinating facts about RocoMamas and the inspiring story behind its founder.
- 11 Schools, No Tertiary Education: Altriche attended 11 schools and had no education beyond matric, but his early life challenges didn’t stop him from becoming a successful entrepreneur.
- Hollywood Beginnings: After matriculating, he moved to Los Angeles in the late 80s, where he airbrushed Harleys and leather jackets on Hollywood Boulevard, nurturing his love for branding and design.
- From Signage to Strategy: Back in South Africa, he started painting restaurant signage, which grew into a full branding business, giving him hands-on insights into customer responses and visual branding.
- Critical Car Accident: In his mid-20s, a serious car accident left him hospitalized, prompting him to re-evaluate his life and choose a path in the restaurant business.
- Lessons from ‘Fabulous Failures’: His first restaurant venture, Longhorn Steakhouse, was a failure, but he gained valuable insights into location importance, lean staffing, and restaurant operations.
- Energy Drink Misstep: Altriche launched the energy drink brand Mad Bull, later rebranded as Mad Buzz, but lost it due to a court case with Red Bull and internal disagreements over branding strategy.
- Sushi Bar Experiment: In 2007, he launched Yume, a sushi brand. However, he eventually sold it, realizing he lacked the passion to grow a niche concept like sushi into a sustainable business.
- RocoMamas Inspiration: Altriche visualized RocoMamas as a place for smashburgers, ribs, and wings – a menu he believed would appeal to all ages, moving away from the gourmet dining trends.
- Rapid Growth and Spur Acquisition: Just three years after launching, Spur Corporation bought a 51% stake in RocoMamas for R27 million, helping scale the brand to over 100 outlets in South Africa and international locations.
- Obsessive Freshness: Altriche’s vision for RocoMamas was obsessive about quality; 90% of the menu items are freshly cooked, with only baked rolls and fries brought in pre-prepared.
Altriche’s journey shows the value of learning from setbacks, trusting gut instincts, and obsessively perfecting a brand’s details to create a lasting impact.
