Mauricio Diez Canseco is one of the most popular businessmen in Peru, as he is the owner and founder of rusticthe renowned restaurant chain that has more than 50 locations throughout the country.
Currently, the businessman is 58 years old and his history of entrepreneurship is long, since before creating his franchise he had to go through some challenges that helped him grow to be what he is today.
What did you study and what did you work on before founding Rústica?
In a 2014 interview for Claro TV’s “Leading Entrepreneurs” program, Diez Canseco revealed that he grew up in the district of San Juan de Lurigancho. His first steps in the business world were made by selling Martians at a very young age and with the help of his parents.
“From the age of 8, I started selling Martians. I have always been a vendor (…) I would stop at the market or in the parks of Zárate —in the district of San Juan de Lurigancho— selling Martians. My Italian mom helped me make them. She instilled in me the value of work and my dad taught me to have a positive mental attitude,” she stated.
Then he revealed, in a report on “Magaly TV”, that he worked as a taxi driver. Additional to this, He studied at the Inca Garcilaso de la Vega University and later obtained a master’s degree in Marketing and International Business from the Federico Villarreal National University.
How did Rustica come about?
When he finished his studies, the businessman sought to open his own business. In this way, he began to undertake first with the Pastipizza brand, which worked in garages at first.
“The first of them was in Jesús María. That’s where I started. I used to work as a manager in a bank. And, for business, I would take off my tie, put on a pair of jeans, buy a kilo of flour and make the dough. That’s why now they call me the ‘pizzero’”, he declared to the “Leading Businessmen” program.
This pizzeria had 20 stores; however, shortly after, the business went through an economic crisis. In this context, Diez Canseco decided to bet on Rústica in 1993.
“The food business was strengthened because we launched the 5Ps: pizzas, pastas, grills, grilled chicken and snacks,” he explained.
With this success, Maurició implemented a bar, karaoke and disco in the restaurants, environments that are maintained to this day in the more than 50 franchise branches throughout Peru. Likewise, Diez Canseco also inaugurated the chain of rustic hotels.
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