His love for cooking began at the age of 6 thanks to the barbecues his family organized in Hermosillo, Sonora. “I saw what they were doing. I was very short, so I couldn’t see what was happening on the grill, as I grew up I started throwing the tortillas, the sauce and after a few years I started throwing the roasted meats,” remembers Roberto Morales, better known as Robegrill.
Before becoming a digital creator, Robegrill had a normal and quiet life: he went to school, he played many sports, such as soccer, but as a result of the pandemic, in November 2020, he started his project.
“We were in the middle of the pandemic, locked up with the family, without being able to do much more than roast meats and in one of those, talking with my dad, this idea arose to start sharing what we did, which was basically Sonoran roast beef. Good quality meat, medium rare, red, some chilitos, some menjurjitos, sauces and what a squeal!”, he comments.
“At first it was something very crazy for me because I was never into networking, I was never very active or very open in that sense. It was an interesting challenge to get into this, to start sharing the recipes and what I did on the grill,” he adds.
After four years of dedicating himself to creating content, he recognizes that he has faced several challenges, such as staying current and with content that generates value. “With ideas, with recipes and with viral content or content that people like, every week, every day, 24/7, I think it has been the most challenging because social networks do not stop,” he mentions.
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However, one of the lessons he has learned is to be able to capitalize on what he does, which is why he has created different businesses such as his line of seasonings “Robs” and Suish knives, as well as his recipe book “My first book ¡Que squeal !” It also has online courses and its restaurant Que Chicken, a chicken burger food delivery service.
“We have tried to expand the deck a little and sometimes it is not so easy, I think it is the slightly more difficult path to take as a creator, but I think it is essential, looking at this career in the future, to have that 360 around your brand and around of your content, and eventually, with God’s favor, have the financial strength,” he says.
To the new generations who want to become content creators, he wants to emphasize that there is a responsibility and that when they find their passion, they try to contribute something positive, adding value to people.
Looking to the future, Robegrill will seek to continue inspiring through gastronomy, regardless of whether it is cooking at the bar at home, roast meat, tacos, or traveling to Japan or India, to communicate that union that food generates. “Gastronomy has the power to unite people and unite the world. That is the long-term vision we have.”
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