11 hours ago
From social media success to opening a steakhouse that's a sensation in Buenos Aires
Often, innovation is the key to a successful project. Other times, it's respecting formulas that already work, while always trying to improve the process. This second approach, combined with a community of over 3.7 million followers on Instagram and 2.69 million on YouTube, is what defines Fuegos, the gastronomic proposal from Locos x el Asado in Bajo San Isidro.
It's a grill, but it's not just that. It's a bodegón (a traditional Argentine casual restaurant), but not exactly either. It's a project where many followers can see the famous 'Laucha' Luchetti at the grill, or get firsthand knowledge of the raw ingredients chosen for each dish, how they prepare them, how the meat is cooked and served, and more.
'We started in 2012. That's many years of social media, YouTube, fairs, cooking at events. The natural next step was to open a physical place, which was also our dream. We wanted the people who followed us digitally to have their first in-person experience,' explains Mauro Burrini, COO of Locos x el Asado, who manages the project and restaurant operations.
The natural next step was to open a physical place, which was also our dream
What is Locos x el Asado's restaurant like?
After several attempts that didn't materialize, Locos x el Asado finally opened the doors of Fuegos, a restaurant that promises in its Instagram bio to deliver the 'Argentine asado experience' — and it has certainly exceeded expectations.
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The first thing to say about this place (and its own creators affirm this) is that 'it's not a typical parrilla.' It's more of a bodegón style where coals and fire are the main stars, but it also offers starters with a twist, such as provoleta empanadas or mushroom croquettes.
'At the same time, we're more traditional regarding meat doneness. We cook everything with firewood and choose cuts that can be cooked perfectly. The most important thing is that we use very carefully selected, top-quality meat. That and the cooking point obsess us. We recommend each dish cooked to the doneness we would eat it ourselves,' he adds.
"We recommend each dish cooked to the doneness we would eat it ourselves"
The menu is very complete and also includes options for those who want to step away a bit from the grill and try milanesas, empanadas, or provoleta. It also includes cocktails and the option to pair each dish with different flavors of Imperial beer.
'Beer is clearly a great companion for asado. A skirt steak or provoleta, for example, pairs very well with an Imperial Roja or a draught IPA,' he specifies. If you're interested in pairing ideas, this article presents another way to combine beer + asado.
And part of the place's success lies in this: imagine going to a restaurant where you know the grill master understands the ritual of the parrilla so well that millions of people follow him, watch his videos, and try to imitate his recipes on social media.
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'Laucha designed the menu from scratch with dishes he likes to eat when he goes out. I think that's the best summary. It's what everyone sees on our YouTube channel: meat selection, cutting technique, cooking. Everything is curated by us,' he says.
"Laucha designed the menu from scratch with dishes he likes to eat when he goes out"
In fact, on Fuegos' own Instagram, you can see 'Laucha' in the kitchen trying out some innovative dishes like salchipapa (a kind of sausage pie with potatoes and lots of cheese) or cooking a narrow steak sandwich.
Where is Locos x el Asado's restaurant?
The neighborhood chosen for this project was no accident. 'Laucha' is from this area, and from the very beginning, there was no doubt: the first Locos x el Asado restaurant had to be here.
'It's a very beautiful, quiet neighborhood with a lot of identity. The corner where we are had already functioned as a grill before, and we decided to renovate it,' Mauro details. In this YouTube episode, which has over a million views, they show part of that process.
Such was Fuegos' success that three months ago, Locos x el Asado packed their bags to open another branch, this time in Peru, specifically in the trendy Lima neighborhood of Miraflores.
'We're very happy. We did very well in these first months. In Peru, we have a large community. It was a big challenge to adapt our proposal to Peruvian gastronomy without losing the essence. Today we're evaluating restaurant opening projects in other countries where we know the community is very strong and supports us,' he affirms.
"Today we're evaluating restaurant opening projects in other countries"
The success formula for Locos x el Asado was to transform an everyday ritual into something extraordinary: making asado much more than just lighting the fire.
