Digital Hospitality

Digital Hospitality


Scott Porter on Building San Diablo Churros and Mastering Internet Storytelling

March 03, 2025
Scott Porter’s journey with San Diablo Churros is a masterclass in persistence, innovation, and internet storytelling. Inspired by fresh-filled churros in Mexico City, Porter saw a gap in the U.S. market and launched San Diablo, evolving from catering to frozen, ready-to-bake churros at home. His viral Costco Churro Funeral and mission to deliver churros to Charles Barkley showcase his marketing genius. With a mission to fill lives with happiness, Porter proves that the right mix of passion, creativity, and resilience can turn a simple dessert into a nationwide sensation.

Interview Takeaways:

  • Persistence Fuels Growth -  Scott Porter’s journey proves that persistence is the secret ingredient to success. From Shark Tank auditions to relentlessly refining his business model, he has demonstrated that entrepreneurs must push through rejection and uncertainty. His ability to pivot, from catering to churro kits and now frozen churros—shows the power of adaptability in business growth.
  • Internet Storytelling Builds Brands - Marketing isn’t just about ads, it’s about creating moments that people remember and share online. Porter’s "Churro Funeral" for Costco’s discontinued churros and his mission to deliver churros to Charles Barkley are prime examples of news hacking done right. By leveraging viral storytelling and social media.
  • Innovation Opens New Doors - The churro industry is evolving, and San Diablo is leading the way. By recognizing that cinnamon-sugar nostalgia was booming but actual churro availability was lacking, Porter launched ready-to-bake frozen churros, making it easier than ever for consumers and restaurants to enjoy high-quality churros.


Episode Links:



About Our Sponsors
DAVO:

DAVO automates every step of the sales tax process — from collecting to filing to paying. It works seamlessly with your POS, so there’s nothing you need to do. And because DAVO guarantees your taxes will be paid on time and in full, there’s nothing to worry about either.


Click here to learn more

Marqii:

Digital Hospitality doesn't have to be complicated and our partners at Marqii live that every day. Marqii is designed to create unforgettable customer experiences from first search to latest visit with their one-stop digital operations platform built for hospitality operators.


Click here to learn more