Nick

Bachan actually means granny in Japanese, and it's based on the founder's grandma's homemade barbecue recipe. That founder is Justin Gill, and he started with $250,000 that he raised from friends and family. That wasn't enough money. So he maxed out his credit cards, he turned his home into a fulfillment center to ship packages, and he took crazy high-interest loans to make the business work.

Bachan actually means granny in Japanese, and it's based on the founder's grandma's homemade barbecue recipe. That founder is Justin Gill, and he started with $250,000 that he raised from friends and family. That wasn't enough money. So he maxed out his credit cards, he turned his home into a fulfillment center to ship packages, and he took crazy high-interest loans to make the business work.

He put all that money into Facebook ads to drive early sales of his sauce, but it wasn't enough to repay his loans. So the bank seized his house. It looked like his entrepreneurship was going to be a huge failure for everyone involved. But then, out of nowhere, sales of Bichon's barbecue sauce started rocketing. They jumped 4,000% in 2020 to $1.5 million.

He put all that money into Facebook ads to drive early sales of his sauce, but it wasn't enough to repay his loans. So the bank seized his house. It looked like his entrepreneurship was going to be a huge failure for everyone involved. But then, out of nowhere, sales of Bichon's barbecue sauce started rocketing. They jumped 4,000% in 2020 to $1.5 million.

He put all that money into Facebook ads to drive early sales of his sauce, but it wasn't enough to repay his loans. So the bank seized his house. It looked like his entrepreneurship was going to be a huge failure for everyone involved. But then, out of nowhere, sales of Bichon's barbecue sauce started rocketing. They jumped 4,000% in 2020 to $1.5 million.

And get this, this year, sales of Bichon's will reach $100 million, according to Bloomberg. Today, one out of 20 American households now has this $10 Japanese sauce in the pantry, the same $10 sauce that almost put Justin Gill and his whole family out of business. Jack, to quote Ted Lasso, barbecue sauce. But Jack, let's get back to the business kitchen here. What are we cooking with?

And get this, this year, sales of Bichon's will reach $100 million, according to Bloomberg. Today, one out of 20 American households now has this $10 Japanese sauce in the pantry, the same $10 sauce that almost put Justin Gill and his whole family out of business. Jack, to quote Ted Lasso, barbecue sauce. But Jack, let's get back to the business kitchen here. What are we cooking with?

And get this, this year, sales of Bichon's will reach $100 million, according to Bloomberg. Today, one out of 20 American households now has this $10 Japanese sauce in the pantry, the same $10 sauce that almost put Justin Gill and his whole family out of business. Jack, to quote Ted Lasso, barbecue sauce. But Jack, let's get back to the business kitchen here. What are we cooking with?

We're cooking with the secret ingredient that made Bachan go viral. Okay, so it turns out there were actually a few bigger megatrends out of Justin's control, but in a good way, they helped the business. The first was the pandemic. More people were cooking at home, and they wanted to spice up quarantine with a new flavor. Okay, the second reason is that sauce is boss right now.

We're cooking with the secret ingredient that made Bachan go viral. Okay, so it turns out there were actually a few bigger megatrends out of Justin's control, but in a good way, they helped the business. The first was the pandemic. More people were cooking at home, and they wanted to spice up quarantine with a new flavor. Okay, the second reason is that sauce is boss right now.

We're cooking with the secret ingredient that made Bachan go viral. Okay, so it turns out there were actually a few bigger megatrends out of Justin's control, but in a good way, they helped the business. The first was the pandemic. More people were cooking at home, and they wanted to spice up quarantine with a new flavor. Okay, the second reason is that sauce is boss right now.

Gen Z loves a good dip, which is why Cholula, Siete Salsa, both recently sold for billion-dollar exits. And the third reason is a broader trend toward Japanese flavors in America related to health. Matcha, yuzu, miso. To stay fit, we're swapping out Taco Bell for teriyaki beef. Jack, I know you like a good hojicha latte, don't you, my friend? Um, sure.

Gen Z loves a good dip, which is why Cholula, Siete Salsa, both recently sold for billion-dollar exits. And the third reason is a broader trend toward Japanese flavors in America related to health. Matcha, yuzu, miso. To stay fit, we're swapping out Taco Bell for teriyaki beef. Jack, I know you like a good hojicha latte, don't you, my friend? Um, sure.

Gen Z loves a good dip, which is why Cholula, Siete Salsa, both recently sold for billion-dollar exits. And the third reason is a broader trend toward Japanese flavors in America related to health. Matcha, yuzu, miso. To stay fit, we're swapping out Taco Bell for teriyaki beef. Jack, I know you like a good hojicha latte, don't you, my friend? Um, sure.

But the real reason this sauce went viral, it was one decision related to location, location, location. So Jack, what's the takeaway for our buddies over at Bachan's Barbecue Sauce? Category can be destiny. Now, yetis, when bachans first launched, they were only carried in the international aisle at the grocery store. Bachan was placed among Latin, African, Indian, and Asian flavors.

But the real reason this sauce went viral, it was one decision related to location, location, location. So Jack, what's the takeaway for our buddies over at Bachan's Barbecue Sauce? Category can be destiny. Now, yetis, when bachans first launched, they were only carried in the international aisle at the grocery store. Bachan was placed among Latin, African, Indian, and Asian flavors.

But the real reason this sauce went viral, it was one decision related to location, location, location. So Jack, what's the takeaway for our buddies over at Bachan's Barbecue Sauce? Category can be destiny. Now, yetis, when bachans first launched, they were only carried in the international aisle at the grocery store. Bachan was placed among Latin, African, Indian, and Asian flavors.

But here's the key. Strategically, Justin pushed for them to be moved to the barbecue aisle. And why is that, Jack? The market for barbecue sauce in America is way bigger than the market for international sauces. And then during the pandemic, as millions of people were reaching for Heinz ketchup, they also saw a bottle of Bichons decided to mix things up.

But here's the key. Strategically, Justin pushed for them to be moved to the barbecue aisle. And why is that, Jack? The market for barbecue sauce in America is way bigger than the market for international sauces. And then during the pandemic, as millions of people were reaching for Heinz ketchup, they also saw a bottle of Bichons decided to mix things up.

But here's the key. Strategically, Justin pushed for them to be moved to the barbecue aisle. And why is that, Jack? The market for barbecue sauce in America is way bigger than the market for international sauces. And then during the pandemic, as millions of people were reaching for Heinz ketchup, they also saw a bottle of Bichons decided to mix things up.