How a Miami Entrepreneur Keeps His Business Thriving Amid ICE Fears

While many South Florida restaurants are losing patrons due to the dread of immigration raids, a Doral business owner tackled the crisis with a unique approach. Instead of cutting back on advertising expenses, he temporarily doubled his investment to attract customers and keep his businesses operational.

César González, the owner of Tai King Asian Cuisine and Mordisco, shared in an interview with elTOQUE how he prepared for the economic fallout from Immigration and Customs Enforcement (ICE) operations in Miami-Dade.

González initiated his strategy in early May, anticipating the possibility of immigration operations reaching the area after impacting other U.S. communities.

His plan featured special promotions, social media advertising, digital campaigns, and a stronger focus on takeout orders to offset the decline in walk-in customers.

During the first couple of months of this strategy, the entrepreneur doubled his monthly advertising budget. This decision stood in stark contrast to other business owners who opted to slash their investments amid economic uncertainty.

González reported that he quickly recouped the expenses for these campaigns, which helped increase his businesses' revenue by 15% to 20% during this period.

The strategy included promotional videos with content creators, Google and social media ads, delivery offers, and discounts for customers picking up orders directly from the restaurants.

Additionally, he distributed promotional flyers in food bags, encouraging customers to return and take advantage of new deals.

Another key aspect of his strategy was keeping the focus of his marketing communications on products and promotions, rather than making the fear of immigration raids the central theme.

"I won't have my brand speak negatively," González stated, emphasizing that continuously highlighting a business's struggles can ultimately drive consumers away.

However, the measures did not yield the same results across both establishments. According to his account, Tai King Asian Cuisine saw a roughly 10% decline in revenue, while Mordisco managed to boost its sales.

Tai King specializes in Asian fusion cuisine and has been in business for about a decade, whereas Mordisco, offering Venezuelan-Caribbean fusion dishes, opened its doors in December 2023.

Despite these differences, González believes that anticipating challenges and altering business strategies can aid small enterprises in navigating uncertain times.

"There are always actions that can be taken," he asserted.

The entrepreneur's experience aligns with advice from experts featured in the same report, who emphasize the importance of expanding sales channels and reducing reliance on foot traffic.

María Elena Monroy, founder of Digital MM Comunica Inc., advised capitalizing on platforms such as Uber Eats and DoorDash, investing in digital advertising, and adjusting operating hours to meet peak demand periods.

She also recommended optimizing restaurant operations before increasing takeout orders to avoid delays and service issues.

Meanwhile, Héctor Castillo, a business consultant and CEO of Pure Digital Success INC, highlighted the importance of keeping business information updated on Google and making it easy for new consumers to discover their services.

The expert noted that positive customer reviews and a well-organized digital presence could help attract buyers beyond the community that traditionally supports an establishment.

The challenges faced by these businesses have intensified in recent months.

According to estimates from the Hispanic Chamber of Commerce of South Florida, sales at certain establishments in Doral, Miami, and Homestead have plummeted by 40% to 45%, amidst the fear of immigration operations affecting both workers and consumers.

Liliam López, president of the organization, explained that the issue affects not only clientele but also employee availability, particularly in restaurants, hotels, agricultural enterprises, and construction businesses.

The Hispanic Chamber of Commerce sent a letter to President Donald Trump and members of Congress, supported by around 200 business and community leaders, urging measures to mitigate the economic impact of immigration operations.

Other business owners have also described the effects. In September, restaurant and small business proprietors in Miami-Dade reported declining sales and challenges in retaining workers.

Katia Ríos from Pipo Burgers claimed that her revenue had dropped by about 70%, while Angélica Yépez, co-owner of another restaurant, mentioned that six employees had stopped coming to work due to fear of immigration detainment.

The situation was publicly acknowledged by Doral Mayor Christi Fraga, who warned in September that fear of ICE was impacting the city’s economic activity.

Fraga noted that some restaurants remained packed, while others, typically bustling, were experiencing a significant decrease in customers. She also acknowledged that municipal authorities lack the power to prevent federal immigration agency operations.