Digital Hospitality: Building a Food Company & Starting a Churro Movement
Scott Porter isn’t just selling churros, he’s selling an experience, a story, and a movement. As the CEO and founder of San Diablo Churros, Porter has built his brand on innovation, persistence, and storytelling, turning a simple fried pastry into a cultural phenomenon.
His journey into the churro business wasn’t a calculated corporate move, it was a passion project born out of discovery. While living in Mexico City, Porter experienced the magic of fresh-filled churros, a stark contrast to the dry, hollow versions common in the U.S. Realizing the gap in the market, he set out to bring an elevated churro experience to the States, launching San Diablo Churros nearly a decade ago.
Starting with catering and live events, San Diablo quickly grew in popularity. But Porter knew he needed to scale beyond in-person experiences. That led to churro-making kits for at-home enjoyment, and eventually, his biggest pivot yet—frozen, ready-to-bake churros. The idea was simple: bring authentic, fresh-filled churros to people’s homes with no frying required.
The journey hasn’t been easy. Porter has auditioned for Shark Tank three times, refining his pitch each time, proving that persistence is the secret ingredient in both business and churros. He also mastered digital storytelling, using news hacking and viral marketing to fuel his brand.
More About Digital Hospitality
Digital Hospitality is an interview podcast series that explores the ways successful people have harnessed the power of the Internet and social media. The show is hosted by Cali BBQ Media Founder Shawn P. Walchef.
