BB-INT001 — Diego Montoya

Participant is one of BorderBlend's longest-tenured franchisees in the Toronto market. Operates two trucks in different Toronto neighbourhoods — one in the financial district (weekday lunch), one in a residential east-end neighbourhood (weekends and events). Has been openly critical of certain brand campaigns in the franchisee network's Slack channel. Was... Four years in — that's a long run. What made you choose BorderBlend in the first place? The food. I ate from a BorderBlend truck at a festival in 2019 — this was before I had any thought of owning one — and the smoked brisket taco blew me away. I'm Mexican-Canadian, I grew up with my grandmother's cooking, and I knew immediately that the brisket and the salsa verde combination was something real. Not a gimmick. So when I started thinking...