Creating something from nothing requires more than capital—it demands a vision sharp enough to see gaps that others overlook and the discipline to resist shortcuts when growth accelerates. Jesus Arrieta understood principles when he opened his first Puerto Rican restaurant in Chicago in 2016, spotting an underserved market in a city where deep-dish pizza and Italian beef dominated culinary conversations but authentic Puerto Rican cuisine remained confined mainly to neighborhood corners. Nine years later, Arrieta operates four locations, generating combined revenues exceeding $12.8 million USD in FY 2024. Having earned a 2025 Global Recognition Award, Arrieta has built this restaurant empire entirely through self-funding while elevating the jibarito sandwich from a niche specialty to a cultural icon.
In October 2025, Arrieta’s leadership received further global attention during the Congreso Mundial de Líderes 2025, held at Harvard University’s Faculty Club in Cambridge, MA. There, he was honored with the Impact Leader Award 2025 and a Certificate of Excellence from Entre Líderes Business Strategy School for delivering a magisterial keynote at the international event “Líderes creando, impulsando y reinventando el mundo de los negocios.” This recognition underscored his transformative vision, commitment to economic empowerment within the Hispanic community, and alignment with the United Nations’ Sustainable Development Goals (SDGs), cementing his status as a symbol of inspiration in Chicago’s culinary scene and the global business landscape.
The growth reflects strategic market positioning rather than fortunate timing. Arrieta and his mother, Yelitza Rivera, Venezuelan immigrants, identified an opportunity when Rivera worked at a Puerto Rican restaurant and developed expertise in the cuisine’s techniques and flavor profiles. Chicago’s substantial Hispanic population lacked sufficient options for high-quality Puerto Rican food, creating demand that the pair understood could support sustainable expansion if they maintained rigorous standards across locations. The decision to bootstrap rather than seek external investors forced financial discipline from inception, ensuring each new restaurant opened only after proving profitability in existing ones.
The restaurant’s success stems partly from its focus on the jibarito, a sandwich unique to Chicago that uses fried, flattened plantains instead of bread to hold steak, lettuce, tomatoes, and garlic mayonnaise. Introduced to the city in 1996 by restaurateur Juan “Peter” Figueroa at Borinquen Restaurant, the jibarito remained relatively obscure outside Puerto Rican neighborhoods for years, despite recognition from publications such as Time Out and National Geographic. Arrieta recognized the potential to position the sandwich alongside Chicago’s established food icons, telling reporters that his goal was to make jibaritos as essential to the city’s identity as deep-dish pizza and Italian beef.
Building Recognition Through Consistency
Media attention followed operational excellence rather than preceding it. ABC7 Chicago featured Jibaritos y Mas Chicago for their role in elevating the jibarito’s status. Alderman Chris Taliaferro honored Arrieta for contributions to the Hispanic community that extended beyond commerce into cultural preservation. The Entrepreneur of the Year award recognized business acumen demonstrated through steady expansion without diluting quality or compromising traditional preparation methods that define the distinctive character of Puerto Rican cuisine.
Recognition from the Global Recognition Awards, which evaluated applicants using the Rasch model measurement scale, validated what customer volume already suggested: the concept resonated across diverse demographics and Chicago neighborhoods. Serving more than 10,000 customers across four locations required systems for staff training, food safety, and quality control that maintained consistency whether diners visited Harlem Avenue or Humboldt Park. “We start with freshly peeled plantains,” Arrieta explained to the Chicago Tribune, describing the double-frying process that creates the jibarito’s signature texture.
The restaurants function as gathering places where cultural identity meets culinary exploration, attracting Puerto Ricans seeking familiar flavors and curious diners discovering the cuisine for the first time. This dual appeal creates commercial value while serving community needs that extend beyond satisfying hunger. Local media outlets consistently reference Jibaritos y Mas Chicago when discussing quality Puerto Rican food, creating visibility that benefits other Hispanic-owned businesses throughout the city.
Financial Performance In A High-Failure Industry
The financial metrics reveal discipline uncommon in restaurant operations, where most establishments close within their first year. In FY 2024, the restaurant group reported combined revenues exceeding $12.8 million USD across four independently operated entities—placing it in the top percentile of independently owned U.S. restaurants. This expansion was achieved entirely through self-funding, strategic reinvestment, and organic demand, with each location operating profitably. The performance highlights Mr. Arrieta’s ability to strike a balance between cultural authenticity and broad market appeal, transforming Puerto Rican cuisine into a significant culinary movement in Chicago.
Self-funding preserved complete operational control and forced Arrieta to ground expansion decisions in proven profitability rather than speculative projections or investor pressure to scale quickly. Each location operates profitably, suggesting a replicable model rather than one flagship subsidizing struggling satellites. The approach reflects lessons learned from observing Chicago’s competitive restaurant landscape, where brand recognition alone is insufficient to guarantee survival without a strong underlying financial health.
The customer base of 10,000-plus represents volume and loyalty, with repeat business driving reliable revenue streams that enable continued expansion. Arrieta expanded the brand beyond restaurant operations into frozen food and hot sauce products, which are distributed in supermarkets, creating additional revenue channels while increasing exposure for the core dining business. Partnerships with institutions, including the Chicago White Sox, showcased Puerto Rican culture at high-profile events, furthering the restaurant’s role as a cultural ambassador alongside its commercial enterprise.
Cultural Preservation Meets Market Demand
The menu strikes a balance between traditional offerings, such as mofongo—mashed and fried plantain balls with garlic—and lechon, with innovations that push boundaries while respecting culinary heritage. Jibarito fillings extend beyond classic steak to include house-made morcilla blood sausage, octopus, and shrimp, demonstrating how authentic cuisine adapts without abandoning core identity. “We try to innovate, to change things up,” Arrieta told OpenTable, explaining the approach to menu development. “We want to go in a little different direction than everybody else does.”
This strategy addresses a common challenge facing ethnic restaurants: maintaining authenticity while appealing to customers unfamiliar with traditional preparations. Rivera’s expertise, gained from years of working in Puerto Rican kitchens, ensured that techniques remained faithful to island traditions, even as the restaurants introduced variations designed to intrigue adventurous diners. The balance proved commercially viable, attracting crowds that consistently fill takeout and dine-in areas across locations.
The restaurants serve a community that has shaped Chicago’s cultural landscape since the 1940s, when Puerto Rican migration to the city accelerated, creating demand for familiar foods in a new environment. Cafe Central, founded in 1950 and still operating at its West Town location, established Puerto Rican cuisine’s presence in Chicago decades before the jibarito’s invention. Arrieta built on this foundation, creating modern restaurants that honor heritage while competing in a contemporary market where diners expect quality regardless of cuisine type. The achievement shows how cultural authenticity drives commercial success when coupled with operational excellence and strategic positioning, proving that ethnic restaurants can thrive in mainstream markets without compromising the traditions that define their identity.
