Pedroca’s Burger: From Instagram Hobby to Food Landmark

Pedro Carvalho, the owner of Pedroca’s Burger, introduced strong Brazilian cuisine through the first Brazilian burger restaurant in California. Photo Credit: Yasmin Souza

In Lawndale, California, a gastronomic revolution is slowly changing the culinary world. With over 10,000 Brazilians living in Los Angeles County, the first Brazilian burger restaurant in California, Pedroca’s Burger, is reintroducing the American burger with its own tastes and authentic Brazilian charm.

Pedroca’s Burger was founded by Pedro Carvalho, 28, born and raised in Brazil, who never saw himself in the restaurant business. He started sharing pictures of his creations on Instagram as a joke, but it became a hobby and quickly developed into a successful business. 

“My friends started asking me to make them for them so they could buy them,” Carvalho said. “Then one day I posted that I was going to sell them. I received 44 orders. It was all improvised, but it all worked out well, and people liked it so much that they started recommending it to others.”  

Carvalho has big hopes for growth in the future. Having celebrated their first anniversary of their physical location on March 16, it will be five years since Carvalho launched his business from home. Carvalho is certain that Pedroca’s will soon expand, intending to bring the brand across the United States.

“Pedroca’s offers exceptional quality and authenticity,” said Rafaela Ramaciote, a 22-year-old from Brazil and a loyal customer.“I am so excited to see where they go next, and their growth, too.”

Encouragement from his friends gave Carvalho the confidence he needed to take a risk. “The opening of Pedroca’s Burger was never in my plan,” Carvalho said. “It all happened very naturally. Customers and friends supported me so much that I realized that this could be more than a hobby; it could become something big.” 

“Pedroca’s is more than just a place to eat. It’s an experience where you get the impression that you are going into someone’s house as soon as you enter,” said Luana Salem, a 21-year-old loyal customer from Huntington Beach. “What about the burgers? The greatest I’ve had in LA, without a doubt.”

In addition to being California’s first Brazilian burger restaurant, Pedroca’s Burger is famous for bringing Brazilian taste to the U.S. 

“The fact that it is the first and only Brazilian burger joint in Los Angeles is a big differentiator,” Carvalho said. “But I believe that the passion of wanting to do something different that reminds us of our home is another big differentiator.” 

The menu offers a flavor of Brazil’s rich cuisine traditions, featuring perfectly cooked, thick and tasty patties served on a light, slightly sweet brioche bread that resembles popular Brazilian dishes, such as pão de queijo, a type of cheese bread known in Brazil. 

The burger toppings are inspired by Brazilian street cuisine. Melted requeijão cheese is one of them; it has a rich, creamy and salty flavor that is similar to cream cheese. The crispy potato sticks have a texture similar to salgadinhos, known in America as savory snacks. The homemade mayo, made with garlic and fresh herbs, reflects the strong flavors found in Brazilian food, such as feijoada or beans. The combination of different toppings and flavors is what keeps customers coming back. 

Being a Brazilian businessman in the U.S. brought certain challenges for Carvalho.

“The fact that you don't speak 100% of the language is challenging,” Carvalho said. “But overall, the U.S is a country that supports entrepreneurship. They support you and encourage you to undertake, regardless of where you are.” 

Carvalho implements Brazilian culture in all aspects of Pedroca’s Burger.

“From the warm hospitality to the authenticity of the flavors, my way of running the business reflects the Brazilian culture, where each customer is treated as part of the family,” Carvalho said. “In Brazil, we know that food is more than just nourishment; it is an experience, a connection.” 

The combination of food, excellent service and sincere passion is what has made Pedroca’s Burger a popular meeting spot, winning customers’ attention and devotion. They’ve attracted a wide audience, including celebrities such as Ronaldinho Gaúcho, a former soccer player from Brazil. 

By demonstrating that enthusiasm, commitment and authenticity can result in success everywhere, Carvalho hopes to motivate other Brazilian business owners. No matter the place, the Brazilian owner wants the restaurant to be an example that anything can come true with hard work and passion.