HOW IT ALL BEGAN
1996 | Coyoacan- Mexico City, Mexico.
In a discussion amongst a group of jet-setting friends, Scott Porter asked the question, “Why don’t we have fresh filled churros in the U.S.?” This trip to Mexico, one of the dozens embarked by Scott, was the spark for San Diablo.
2016 | Salt Lake City, UT.
Twenty years later, Scott’s dreams of real, authentic, artisan churros became a reality. Taking advantage of the entrepreneurial culture of Utah and its affinity for dessert, he started calling vendors. The Cornbelly’s corn maze and pumpkin festival- a local fall tradition for Utahns- answered the call. With a proposition to launch the churro business at Cornbelly’s, the group accepted a request for tastings.
Scott had experience in eating churros, but making them? Not so much. With the appointment set, he had just a few days to get everything into place. The most important task? Creating a delicious, authentic, fresh filled churro to showcase.
So, he made another phone call to his long-time friend- and award-winning chef- Mindy Booth. Three days later, San Diablo Artisan Churros had a name, a logo, a recipe, and a goal. Cornbelly’s welcomed churros with a resounding: “yes!”
From Cornbelly’s, San Diablo Artisan Churros has grown exponentially. In 2018 we got our first food truck and joined “The Food Truck League” of Utah. That year we also started growing our savory churro line and the idea for an at-home churro making kit was born.
In 2019, we became a regular at “League Nights” and participated in the “Food Truck Face Off”: a gathering of food trucks at Liberty Park in Salt Lake City to benefit local non-profits. We also began expanding our churro catering services outside of Utah, to the metro areas of San Francisco, Boise, Las Vegas, and Los Angeles.
2020 was when things really started to change- for everyone! In response to the COVID-19 pandemic, we focused on innovating our product to be able to send fresh filled (and not soggy) churros locally through UberEats, Grub Hub, Door Dash, Postmates, and Chef Panzee. When the quarantine first hit, we partnered with local businesses Sobe Eats and Thirst to create Quarantine Survival Kits. We wanted people to enjoy restaurant and catering-level food without having to leave the house. So, the San Diablo DIY churro making kit entered its first stage of development.
Locally, we partnered with Utah Taste-Off where participants voted on the best gourmet churro filling flavors. The winner became December’s specialty flavor of the month and seasonal fillings became a staple at San Diablo.
In 2021, we wanted to think even bigger. We officially dove head-first into the consumer product and e-commerce space with our flagship at-home churro-making kit containing shelf-stable, just-add-water dry churro dough mix — the Churro Fiesta in a Box. We traveled throughout the country- to Dallas, Texas, Phoenix, Arizona, and Salt Lake City, Utah for the Pinners Conferences where Pinterest enthusiasts lined up for our fresh filled churros and at-home churro making classes.
Then, we brought things back to where they began- Mexico! San Diablo was awarded two State Trade Expansion Program (STEP) Grants from the World Trade Center in Utah to explore Mexican market expansion opportunities in both retail and churro catering operations.
In August, we did our first 9-day pop-up market test expansion in Condé Nast Traveler’s “best little city in the world!” San Miguel de Allende, Mexico— right on the main city square.