Chef Troy Luke has continued to expand his brand, bringing his renowned tacos and specialties to customers near and far. We had the opportunity to discuss the secret of his success and future plans.
In our previous interview, you mentioned certain aspirations for growth. How has Don Carne evolved or expanded since then, and what pivotal changes have occurred?
A lot of pivotal changes have occurred. I started the business as a food truck type of thing, but I had to grow and pivot. I have just really grown a lot and I’ve gone through a lot of changes since then. Now I am doing in-home events and a lot of private dinners and events. I am doing everything from a party of two intimate-style dinners to events with nearly a thousand people being served at once.
Have there been any new culinary influences or innovations that have shaped the direction of Don Carne’s menu or concept recently?
Most definitely, I have run into quite a few influences as I have been selling tacos all over the city, every place I could go in Atlanta. We recently went to the Taco Festival in New Orleans where we tried tacos from different people from all walks of life.
You’ve expressed interest in community engagement. Could you discuss any new initiatives or partnerships Don Carne has undertaken to strengthen ties with the local community?
I have worked with the Boys & Girls Club for some time. I have helped them do a lot of cooking classes with the kids, which was one of the most important things for me. It was so amazing to do. I also worked with the police foundation at the Taco Festival in New Orleans to raise money for underprivileged youth. I also worked with The Giving Kitchen to help me find so many places to help give back. In Athens, Georgia, there is an organization called Teen Force that looks out for kids when they have aged out of The Boys & Girls Club. These kids are doing some really great things to help a lot of people out there.
Last time, we discussed challenges. What challenges have you successfully overcome or encountered since our last conversation, and how have they influenced Don Carne’s trajectory?
There were a few companies that leased kitchens that stole money from me. It was a lot of money that was supposed to go towards rent. I also had to deal with the typical ups and downs that come with being a small business owner. There was a time when I couldn’t make a sale to save my life. My car broke down and my phone was off. I failed over and over again. At this point, I removed a lot of things in my life that were hindering me from reaching the next level, and I have just had blessing after blessing after blessing. I never have to worry about my bank account. I never have to worry about what’s coming next. I have been able to come out with new products to complement my blessings.
Can you share any developments or progress regarding potential new locations or ventures for Don Carne?
I am so happy you asked. We have a marinade that goes with absolutely everything that’s coming out and arriving on shelves soon in 2024. I’m speaking it into existence. I am super excited about that. I am expanding my meal prep for in-home and delivery. I am also partnering with S.O.S. Tiki Bar. Starting January 10th, I am going to be out there as a chef resident four days a week, Wednesday through Saturday. We are going to be slinging tacos, along with some of my other culinary creations. I plan on putting a creative spin on a lot of the things that we have coming out. We have a lot of great things in the works and I’m excited for next year.
How has Don Carne furthered its commitment to maintaining positive customer relationships?
We simply believe that every day is someone’s special day. We create moments that last a lifetime. When customers come to me stressed about whatever event they have planned, I am blessed to be a part of the solution to any worries they might have. After a conversation with me, they are usually taco-obsessed. Maintaining positive relationships has never been a problem for me because whatever is meant to be around is going to stay around you. You grow your business by staying consistent with the things that contribute to your growth.
Looking back, what has been the most significant lesson or learning experience for you?
You’re hitting me deep questions today. The biggest and most important lesson that I have learned is to keep going. If they have turned your phone service off and you have the repo people coming after you. If you have anything holding you back or distracting you from your dreams, keep going forward. I know it is easier said than done. When you wake up in the morning, keep placing one foot in front of the other. Success is on the other side of the discomfort you’re going through.
Be’n Original
