In the vast and multicultural city of Montreal lives a passionate entrepreneur who has conquered the palates of thousands. Victor Soto, a talented Mexican-born chef, has left an indelible mark on the Canadian culinary scene with his successful restaurants and tireless entrepreneurial spirit. His story is an inspiring testimony to how passion, hard work, and determination can turn dreams into reality.
Victor arrived in Canada 24 years ago at just 14 years old with his parents, in search of a safer life. Even at that young age, his entrepreneurial spirit was already showing. He was hyperactive, intelligent, and gifted in mathematics, with an outgoing personality and a strong work ethic that drove him to excel at everything he set his mind to.
It was in the kitchen that Victor discovered his true passion. Influenced by his father, who taught him the importance of doing everything well, Victor immersed himself in the world of flavors and spices. He learned the secrets of cooking from his two beloved grandmothers, Esperanza and Lupita, who shared their culinary knowledge with him at family gatherings. Today, Victor still cooks for his large family in Montreal, keeping the tradition of love for food alive.
When Victor was not accepted into high school due to his restlessness and boundless energy, he didn’t lose heart. Instead, he opened his first taquería right at the door of his home. That was the moment he discovered the impact he could have on others through food. His exceptional flavor and warm customer service quickly attracted hungry crowds eager to try his delicious tacos.
A chance encounter with Quebec’s hockey team — who were captivated by his food — opened new doors and connections in the culinary industry. He soon became a familiar face on TV networks, sharing his culinary knowledge on popular programs. However, even in the middle of his success, the COVID-19 pandemic shook his world and brought unprecedented challenges.
Victor did not give up. He learned valuable lessons during those difficult times and, along with his team, adapted to survive in the restaurant industry. Disciplined expense management became critical, and his restaurants, Tacos Victor, managed to survive and thrive, proving the strength of his entrepreneurial spirit.
In his relentless pursuit of growth, Victor never forgot the space he used to clean years ago. With greater preparation and experience, he was finally able to acquire that very location and transform it into his second restaurant, the vibrant Lola Lola Lolita. With his deep love for both Mexican and Colombian cultures, Victor also organizes Mexico-Colombia festivals that promote diversity and joy. In his words: “Wherever there is a Mexican and a Colombian, there is always a party.”
What brings Victor the most joy is delivering an exceptional culinary experience. Seeing the satisfaction on his customers’ faces is his greatest reward. His advice for aspiring entrepreneurs in Canada is simple yet powerful: keep your eyes on your goals, work tirelessly toward them, and don’t lose heart on difficult days. Consistency, passion, and happiness in what you do are the true keys to success.