Paulo Rogério Moreira da Silva, or Paulinho Crek, is now the co-founder of Pizza Crek, a fast-food restaurant chain featuring rolled-up pizza as its flagship product. But the success of the business didn’t happen overnight.
Earning some pocket money as a tennis ball boy at clubs, Paulo also worked as a grocery packer, washed glasses in a pizzeria, did odd jobs as a parking attendant, and interned as a lawyer (a profession he never actually practiced). However, when he became unemployed and needed to continue paying the bills, he decided to take a risk and start a business with his brother-in-law’s help. That’s when Valber Silva, a pizzaiolo since the age of 13, joined the venture.
Starting their business at home in the Capão Redondo neighborhood on the outskirts of São Paulo, with the help of bank credit lines and borrowed credit cards, Paulinho and Valber found success. However, debts accumulated, especially after opening a physical store in Paraisópolis.
Without proper management and planning, products were sold well below the necessary price for the partners’ profit margin, resulting in losses. The store operated from 2009 until 2013 when Paulo sought help from Marcos de Carvalho Pagliaro, his former boss at the law firm.
After hearing the story of his ex-employee, Pagliaro jumped on board and brought his friend Bruno Fagundes along, also a partner at the law firm. They began helping with management, which made the venture take off!
“In a year, we equalized the debts, left Paraisópolis, and opened two stores in Morumbi and one in Vila Olímpia. We left Paraisópolis, but strategically opened in the same region, just in a place with more operating space,” says the lawyer.
In 2015, the business was restructured to become a franchise. Today, the chain has 78 units in Brazil and four in the US (two in Miami and two in California), totaling 82 units. Only seven are company-owned.
The chain also had revenues of BRL 86.2 million in 2021. The individually served pizzas come in 60 flavors, including savory, sweet, and vegan options, priced from BRL 10.90 to BRL 17. The minicrek is sold for BRL 2.50.
“When I look back, I see that I got here with a lot of hard work, effort, dedication, and partnership. Without my partners, none of this would be possible,” says the young man. “I think the secret is to believe, to have hope! And to think that innovation doesn’t always come with something new, but when you reinvent something that already exists and make it even better,” affirms Paulo.
More about “Paulinho Crek”
Born into a poor family in Pedra (PE), Paulo Rogério arrived in São Paulo at just a few months old in 1984. His father, Genecy, was the first to arrive; later, he brought his wife, Maria Selma, and their three children (Luciana, Adriano, and Paulo).
Two more children (Cristiano and Natália) were born in São Paulo. The family lived on the outskirts of the city and in Itaquaquecetuba (SP).
Through his Instagram profile, the entrepreneur shares Pizza Crek news and personal life moments with his followers.
