Patricio Lombardo, CEO, Cassava Roots

My name is Patricio González Salas Díaz Lombardo. It’s a very long name, but people know me as Patricio Lombardo.

My company is called Cassava Roots. I am the president in the U.S. and the CEO in Mexico, so I have both positions there and here. I move a lot, and it’s basically a bubble tea franchise and a distribution company.

I’m going to tell you a little bit about the history because it’s important. I’m from Mexico City, originally, and I also have Spanish roots. I studied industrial engineering, and I’m also a quantum physics enthusiast.

My first job was at ExxonMobil, a petroleum company. There, I learned a lot about systems, quality, and operations.

My sister, who is also my partner, went to study abroad in San Francisco. She discovered bubble tea in Chinatown around 2004. It was surrounded by unfamiliar food and culture at the time.

In 2008, we started with a very small store in Mexico City. I created the brand myself. I love rock music, metal and graffiti, so the concept became a very disruptive coffee shop.

We started with one store and are now at 73 outlets. At one point, we had nearly 100 stores across Mexico, including Mérida and Monterrey, where we also had dark kitchens.

We grew very fast, but the challenge of rapid growth in a family business is maintaining control. We couldn’t manage everything efficiently, so we had to close around 30 unprofitable stores. I love the brand, but it needs to be a business.

Right now, we are undergoing a re-engineering process to improve efficiency and profitability. We are preparing to grow in the U.S., which is the big leagues, and in Spain as well.

In Spain, we opened in Madrid at Plaza Mayor, but it didn’t work well because it’s a very traditional area where people prefer beer and wine. Then we moved to a mall called La Gavia. It worked for a while, but eventually slowed down.

Now, we are focused on growing—but growing wisely.

One of my most important keys to success is always learning from my errors. Many people stop learning once they reach a comfortable point in life.

For me, it’s not just about learning—it’s about never being static. Never conform to where you are. Humans need movement and goals. The higher the goal, the more movement is required.

You will never be the best in absolute terms because time is limited, but you can always do your best.

Another key is to take care of your body. This is the only “ship” you’re going to have, so it’s better to have the best one possible. I’m very committed to exercise—it’s also my form of meditation.

The third key is how I see life. Life is like a stove with four burners: family, health, work and friends. You can’t keep all four fully active at the same time, so you need to manage them carefully. Sometimes one has to be turned down or off to avoid burnout. Balancing those four burners is essential.

The product is from Taiwan. The best suppliers and origins are from there, and most flavors come from the Orient.

One of my favorite flavors is taro, and another one I’m launching is pandan. Taro is like a large purple potato. It’s cooked, turned into powder and then mixed with milk or water to create a beverage.

In the Orient, this is very common, but in Mexico in 2008, it was something new and became a success.

Another key element is tapioca, also known as boba. It comes from a starch-based root. It’s cooked like pasta and forms small pearls, often called black pearls. They have a chewy, gummy texture but are natural.

When you mix tapioca with taro or other flavors, you’re essentially eating your beverage. The pearls absorb the flavor, making the experience unique and even addictive.

In places like China and Taiwan, people are very busy and sometimes skip meals, so bubble tea becomes a quick and convenient option.

When entering new markets like Spain, you have to educate consumers, which can be challenging. We also expanded into other products. We offer high-quality Mexican coffee, filled pretzels, and mochi—Japanese ice cream with a rice-based exterior. The concept is to provide an exotic and disruptive experience.

We are trying to expand and have met with large companies such as FEMSA and Arca. We are also exploring opportunities with OXXO stores.

Our goal is to standardize bubble tea in a way similar to how coffee became global. We want to occidentalize it and make it widely accessible. To do this, we need partnerships with established players in the beverage industry. They have distribution power, while we bring innovation.

I believe in building networks. Sometimes I can be very disruptive, but in corporate environments, I also need to present myself professionally and connect with major players.

Technology is also very important. AI is helping us significantly with operations, marketing and financial management. I use tools like Perplexity and cloud-based systems to streamline processes. With AI, I can operate more efficiently with fewer people, especially in the U.S.

Ultimately, we must adapt to change. Cassava Roots is a company built on embracing change, improving efficiency and increasing profitability. We are preparing a franchise model that meets the expectations of the U.S. market, which is very focused on numbers and performance.

You are entering a family; you are not just a number. We treat our franchisees as partners. We work collaboratively and avoid rigid corporate hierarchies. I don’t believe in a structure where only one person is the leader. I want a team where everyone can lead.

As a franchisee, you will have direct engagement with me. I am invested in your growth, not just collecting royalties. We are building a system that minimizes risk and maximizes success, especially in the U.S. and later in Spain.

We are also very forward-thinking. We are exploring cryptocurrency payments, including Bitcoin, and integrating new technologies into our stores. The future is about connectivity, AI and innovation. Even a coffee shop needs to be technologically competitive, especially with strong competition from Asia.

You can always start again. You need to take risks. If you don’t take risks, it becomes harder as you get older. That doesn’t mean taking reckless risks, but you should not stay static. Being static equals decline, while dynamism leads to growth. Keep moving, take calculated risks and you will excel.