Welcome to the La Vecindad Cantina blog! In the premiere episode of the La Vecindad® Podcast, our very own Vanessa sits down for an incredibly moving conversation with Gustavo Cruz from Krumen. Whether you are a local restaurant regular, an aspiring entrepreneur, or someone who loves a story of triumph and family, this episode is a must-watch.
Before we dive into the amazing story of Krumen, we want to invite you to experience the heart of our community in person! Come visit us at La Vecindad Cantina. Grab a table, enjoy our authentic, mouth-watering food, and experience the warm, family-first atmosphere that inspired this very podcast. Your support helps local businesses like ours thrive!
What You Need to Know
What is Krumen? Krumen is a successful Las Vegas-based distribution company supplying paper goods, cleaning chemicals, and dry food directly to restaurants.
What does the name “Krumen” mean? The name combines the founders’ family last names: “Cru” from Cruz and “Men” from Méndez. They used a “K” instead of a “C” to represent the “Kingdom” they are building as a family.
How did Vanessa and Gustavo meet? Vanessa, the host and owner of La Vecindad, initially knew Gustavo’s father, Don Raúl, before meeting Gustavo. When Vanessa and Gustavo finally met, they shared an instant connection and mutual empathy, which led to Gustavo being the first guest to kick off the podcast.
How did La Vecindad and Krumen survive the pandemic? Both faced severe challenges when everything shut down on March 17, 2020. While Vanessa and La Vecindad initially hesitated to open for takeout because they were a brand new business that nobody knew yet, she fought hard to find government help and survive. Krumen, on the other hand, pivoted to selling $25 survival grocery combos directly to homes, and later supplied the massive demand for to-go boxes to restaurants.
Vanessa’s Perspective: The Struggle of the Local Restaurateur
While Gustavo shares the supplier’s side of the business, Vanessa brings the raw reality of being a restaurant owner during uncertain times. The pandemic was a devastating blow for the local Latino business community, with many businesses closing their doors permanently.
Vanessa recalls the exact day—Tuesday, March 17, 2020—when La Vecindad was forced to shut down. Because the restaurant was so new, they didn’t even feel confident enough to pivot immediately to takeout. Vanessa’s side of the story is a testament to the grit required to keep a restaurant alive; she refused to give up, actively sought government assistance, and navigated the agonizing months of uncertainty to ensure La Vecindad could survive and eventually thrive.
The Krumen Journey: Starting in a Flooded Patio
Gustavo, his brother, and his father launched Krumen on January 12, 2019, after Gustavo left a previous company that had hit a toxic growth limit. They funded the company by maxing out personal credit cards with astronomical interest rates and utilizing an angel investor.
Their first warehouse was nothing more than a covered patio wrapped in tarps. On their very first day, a heavy rainstorm funneled water directly onto their inventory. At 2:00 AM, the family was frantically tearing open boxes in a state of shock, doing whatever it took to save their paper goods.
The “Mouse” Strategy: Outmaneuvering the Elephants
One of Krumen’s biggest advantages is moving with incredible speed. Gustavo compares massive corporate suppliers to “elephants” that require immense effort just to take a single step.
Krumen operates as the “mouse”. They don’t enforce strict minimum orders or cutoff times, and they are open 363 days a year, only closing for Thanksgiving and Christmas. If a restaurant has an emergency, Krumen can load a car and deliver the supplies immediately, a nimble approach that terrifies the corporate giants and saves the day for local spots.
The Pandemic Pivot: From Canceled Deals to Explosive Growth
By March 2020, Krumen was on the verge of signing a life-changing contract with MGM Resorts. When the March 17 shutdown hit, the deal vanished instantly.
Instead of giving up, Krumen got creative. They broke down 50-pound bags of sugar and rice, created a makeshift online catalog, and sold $25 pantry combos directly to restaurant workers stuck at home. As restaurants slowly transitioned to takeout, Krumen’s speed allowed them to supply the exploding demand for to-go containers while the “elephants” struggled to reopen. Amidst the pandemic, Krumen actually grew, upgrading from a 3,000-square-foot facility to a 10,000-square-foot warehouse. The company went from making $6,000 in its first month to closing recent years with over $5 million in sales.
Faith, Family, and Honoring Your Roots
Both Vanessa and Gustavo agree that family is the ultimate foundation of success. In Krumen’s early days, Gustavo’s mother set up a small camping stove in the office to cook meals so the team wouldn’t have to spend money eating out. Gustavo also highlights the unwavering support of his wife of 11 years, who stood by him through the hardest, ugliest parts of building the business.
Ultimately, Gustavo credits his success to mental fortitude, his relationship with God, and the principle of honoring his parents. Vanessa beautifully echoes this sentiment, noting that honoring your mother and father is a universal law that brings blessings in life and business.
Support Local, Eat Local! Stories like Gustavo’s and Vanessa’s remind us of the power of community. Come be a part of ours! Stop by La Vecindad Cantina today for incredible food, amazing drinks, and a welcoming atmosphere. Let’s keep supporting local dreams together—we can’t wait to serve you!