Ulisses Souza of Plantation Florida on Life, Lessons & Legacy

We’re looking forward to introducing you to Ulisses Souza. Check out our conversation below.

Hi Ulisses, thank you so much for joining us today. We’re thrilled to learn more about your journey, values and what you are currently working on. Let’s start with an ice breaker: What’s the most surprising thing you’ve learned about your customers?
The most surprising thing I’ve learned about my customers is how deeply they connect with food on an emotional level. It’s not just about flavors or dishes, it’s about memories, traditions, and a sense of belonging. Many have shared how our restaurants remind them of their childhood or their home countries, which has shown me that we’re not just serving meals, we’re creating meaningful experiences.

Can you briefly introduce yourself and share what makes you or your brand unique?
I am the co-founder and partner of Chilacos Tacos, a modern Latin-inspired fast-casual brand built on the idea of merging traditional flavors with contemporary culinary techniques. Since launching in 2021, our goal has been to create a fresh and vibrant dining experience that celebrates Latin American culture while appealing to a wide audience.
As executive chef, I lead the creative vision behind our menu while ensuring quality, consistency, and innovation across every detail. For me, Chilacos Tacos represents more than food, it’s about creating opportunities, connecting cultures, and redefining how people experience Latin cuisine.

Thanks for sharing that. Would love to go back in time and hear about how your past might have impacted who you are today. What’s a moment that really shaped how you see the world?
One of the moments that truly shaped how I see the world was when I immigrated to the United States with my family in 2001. Starting over in a new country at a young age taught me resilience, adaptability, and the importance of hard work. I saw firsthand how sacrifices and determination can open doors to opportunities you never imagined.

If you could say one kind thing to your younger self, what would it be?
I would tell my younger self to trust the journey and never doubt his dreams. Every challenge you face will make you stronger, every setback will teach you something valuable, and one day, all the sacrifices will make sense.

Alright, so if you are open to it, let’s explore some philosophical questions that touch on your values and worldview. What are the biggest lies your industry tells itself?
Too many restaurants chase what’s popular instead of focusing on authenticity, quality, and consistency.
One of the biggest lies in the restaurant industry is that success comes from following trends rather than staying true to your identity.

Before we go, we’d love to hear your thoughts on some longer-run, legacy type questions. When do you feel most at peace?
I feel most at peace when I am in the kitchen, creating dishes that tell a story and connect people to their roots, cooking allows me to express who I am.
I Also find peace when I’m surrounded by my family, sharing a meal and seeing the happiness that food can bring. Those moments remind me why I started this journey and why I work so hard.

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