Forget Stocks—This Guy Invested in Fries

From having just $18 left in the bank and zero restaurant experience to building a seven-figure franchise empire, James Windon’s journey with Buena Papa Fry Bar is nothing short of inspiring. This Colombian-fusion loaded fries concept has taken the food industry by storm, redefining comfort food and proving that passion, creativity, and smart business strategies can turn even the simplest ideas into massive success.

James’s story is a testament to entrepreneurial grit, viral marketing power, and the importance of knowing your numbers. Let’s dive into how he transformed a pandemic pivot into a nationwide sensation, leveraging social media, culture, and hands-on dedication.

A Store Built from Life Savings and Hard Work

James and his wife opened the very first Buena Papa in 2021 at the Morgan Street Food Hall in Raleigh, North Carolina. With just $18 left in their account and their entire life savings invested, they built the entire store by hand. Opening on July 4th, a major holiday, was a risky move James doesn’t recommend, but despite the challenges, they sold out on day one and made a big splash in their community.

The Viral TikTok That Changed Everything

The turning point came in December 2021 when a single TikTok video showcasing their fries went viral, racking up over 60 million views. This exposure created lines around the corner and drew attention from news outlets and magazines. Suddenly, Buena Papa wasn’t just a new restaurant; it was a cultural phenomenon.

Why Fries? The Power of a Simple, Unique Concept

Most entrepreneurs struggle to find their niche, but James found his in fries — or more precisely, loaded fries inspired by Latin American flavors. His wife, originally from Colombia, introduced him to bandeja paisa, Colombia’s national dish. By swapping the traditional rice base for fries, they created something magical and highly distinctive.

Each week, James would craft new dishes representing different Latin American countries, evoking nostalgic vacation flavors for customers. This unique twist on a beloved comfort food set Buena Papa apart in a crowded market.

“Shoot First, Aim Later”: The Entrepreneurial Mantra

James’s best advice for aspiring entrepreneurs is to “shoot first, aim later.” He explains that many get stuck endlessly planning and never take action because of fear and procrastination. Instead, he advocates starting with 70-75% preparation and moving forward, learning and adapting along the way.

This approach helped them launch quickly and build momentum, proving that execution often matters more than perfect planning.

Tasting the Success: The Americano Fries

The Americano is one of Buena Papa’s signature dishes: hand-cut russet potatoes topped with aged cheddar cheese, bacon, house sour cream sauce, and chives. It’s a delicious example of how simple ingredients, when combined thoughtfully, can create something extraordinary.

Creating Buzz: Lessons from the Entertainment Industry

Before becoming a restaurateur, James worked in entertainment for Queen Latifah, producing movies and music videos. He brought that experience into Buena Papa’s marketing strategy by emphasizing buzz creation. From hiring salsa bands for grand openings to investing in PR firms with local media contacts, James understands that initial excitement is crucial to long-term success.

Social media, especially organic content, became their biggest marketing channel, with raw customer reactions and behind-the-scenes footage driving real engagement.

Facing the Sharks: The Power of Preparation

Buena Papa’s appearance on Shark Tank was a defining moment. Despite traveling for 12 hours without sleep, James and his wife secured a deal by knowing their numbers inside and out. The biggest lesson? Know your labor costs, food costs, and overall hard costs.

James credits a consultant and his Shark Tank experience for sharpening his financial acumen, helping him maintain profit margins around 20-22%, which is exceptional for a quick-serve restaurant (QSR).

From Generous Portions to Smart Business

In the early days, Buena Papa was over-portioning meat and potatoes, which delighted customers but drained profits. After consulting with an expert, James learned to control portions without sacrificing customer satisfaction. They also started managing labor costs more efficiently by staggering staff during slower periods.

These changes immediately improved their bottom line and taught James two key ways to make money in the restaurant business: drive sales and control costs.

Branding and Social Media: Building a Recognizable Business

Branding has been central to Buena Papa’s identity from day one. Inspired by entertainment industry principles, James emphasizes a cohesive, professional look that stands out. The use of yellow, black, and Colombian-themed burlap in their branding creates instant recognition.

One clever marketing tactic is their “selfie wall” in every franchise, encouraging customers to take photos and share them on social media. This generates free advertising and builds community around the brand.

James also stresses the importance of consistent social media posting, advising other entrepreneurs not to overthink but simply share raw, authentic content daily. TikTok, in particular, has become their most effective platform, surpassing Instagram in engagement.

Passion, Purpose, and Persistence: The Entrepreneur’s Fuel

Buena Papa’s mission is to bring communities together through Latin flavors on a familiar base—French fries. James believes passion is the key to weathering the highs and lows of entrepreneurship. It’s the fire that keeps you going during tough times.

He encourages dreamers to follow their plans unwaveringly, expect “no’s,” and push through fear because passion and perseverance make dreams come true.

Scaling the Franchise: Challenges and Vision for the Future

After Shark Tank, franchise inquiries exploded, with over 5,000 requests. Managing franchises spread across different states has been a challenge, so James plans to cluster locations—starting in Jacksonville—to support each other and reduce costs.

His vision for the next five years includes 50 to 100 franchises across the U.S. and eventually international expansion, bringing Buena Papa fries to places like Portugal and Canada.

Hiring and Building Culture: The Team Behind the Fries

With a decade of HR experience, James applies behavioral interviewing techniques to hire managers and focuses on personality for front-line staff. Creating a family-like culture is a priority, ensuring the team embodies Buena Papa’s values and provides excellent customer service.

They provide franchisees with hiring guides and support to maintain consistency across locations.

Key Takeaways for Aspiring Entrepreneurs

• Start with your numbers: Know your food and labor costs to maintain profitability.
• Execute quickly: Don’t get stuck planning forever; start with 70-75% readiness and adjust.
• Create buzz: Use PR, social media, and events to generate excitement around your brand.
• Be authentic on social media: Share raw, genuine content to attract and engage customers.
• Have passion and purpose: Let these drive you through challenges and sustain your vision.
• Invest in branding: A professional, unique look helps you stand out in a crowded market.
• Build a strong team culture: Hire for personality and train for skill to create a family environment.

Final Words from James Windon

“I’m a little crazy, and most entrepreneurs are. There will be doubters, no’s, and red flags, but it’s about taking calculated risks and not being afraid to jump, even when the sea is rough.”

James’s journey from a cleaning business shutdown to a booming French fry empire shows that with creativity, grit, and smart strategies, you can turn a simple idea into a thriving business.

If you’re ready to launch your own dream business or explore franchise opportunities, Buena Papa’s story is a powerful reminder that success often comes from passion, persistence, and the courage to bet on yourself.