To dine at Bar Willy in La Torre de la Horadada (Alicante, Spain), you need a reservation. The place is always packed, even during the off-season in this coastal area, which swarms with European tourists in the summer. Its owner is a Cuban from Playa (Havana), named Alejandro Ramírez Mustelier. While he didn't run his own business in Cuba, he considers his side hustle of selling rum after his state job a form of entrepreneurship.
Despite the fierce competition in the Spanish culinary scene, Alejandro and his wife, Elenita, have won over the locals with tamales, ropa vieja, fried yuca, tostones, and especially the Cuban sandwich. The business has been open for 16 years, but the early days were tough. Ramírez admits that after two years, he considered selling the bar, but perseverance and hard work paid off. "When things are toughest, you're closest to your goal," he remarked.
Currently, in addition to Bar Willy, Alejandro operates a cocktail bar called La Bodeguita in nearby Los Alcázares (Murcia) and is launching a new plumbing business that saves up to 30% on water bills for large consumers. This saving is significant in a region plagued by drought, where water bills often surpass electricity bills.
Alejandro Ramírez left Cuba married to an Italian woman whose family was deeply connected to the culinary world. She encouraged him to start the business, leading them to move from Italy to Madrid and then to La Torre de la Horadada. In Madrid, "Ale," as his friends affectionately call him, worked in advertising distribution. He leveraged this experience to promote Cuban-themed parties at Bar Willy with "free food" and drinks for sale.
It took time for people to accept that Bar Willy, a long-standing establishment, would gradually become a Cuban cuisine bar open only eight months a year. Now, when the bar closes for the season, many locals order tamales to freeze.
For those looking to start their own business, Alejandro advises finding a good location and dedicating a lot of time and effort. He and his wife are hands-on in the kitchen, emphasizing that cooking is more than just ingredients: "It's heart."
Recently, they've also purchased a house in Cancun to rent out, indicating that their business continues to grow.
Insights on Alejandro Ramírez's Entrepreneurial Journey
Here are some frequently asked questions about Alejandro Ramírez's journey from Cuba to becoming a successful entrepreneur in Spain.
What inspired Alejandro Ramírez to start his business?
Alejandro was inspired by his wife, Elenita, whose family had strong ties to the culinary world. This encouragement led them to move from Italy to Spain and start Bar Willy.
What challenges did Alejandro face in the early days of his business?
Alejandro faced significant challenges, including fierce competition and the struggle to attract customers. He even considered selling the bar after two years but decided to persevere.
How has Alejandro's business evolved over the years?
Over the years, Alejandro's business has expanded to include a cocktail bar in Los Alcázares and a new plumbing venture. Additionally, they have invested in property in Cancun for rental purposes.