Scott Porter isn’t just selling churros, he’s selling an experience, a story, and a movement. As the CEO and founder of San Diablo Churros, Porter has built his brand on innovation, persistence, and storytelling, turning a simple fried pastry into a cultural phenomenon.
His journey into the churro business wasn’t a calculated corporate move, it was a passion project born out of discovery. While living in Mexico City, Porter experienced the magic of fresh-filled churros, a stark contrast to the dry, hollow versions common in the U.S. Realizing the gap in the market, he set out to bring an elevated churro experience to the States, launching San Diablo Churros nearly a decade ago.
The Rise of San Diablo Churros
Starting with catering and live events, San Diablo quickly grew in popularity. But Porter knew he needed to scale beyond in-person experiences. That led to churro-making kits for at-home enjoyment, and eventually, his biggest pivot yet—frozen, ready-to-bake churros. The idea was simple: bring authentic, fresh-filled churros to people’s homes with no frying required.
The journey hasn’t been easy. Porter has auditioned for Shark Tank three times, refining his pitch each time, proving that persistence is the secret ingredient in both business and churros. He also mastered digital storytelling, using news hacking and viral marketing to fuel his brand.
The Costco Churro Funeral
One of the best examples of Porter’s creativity came when Costco announced it was discontinuing its churros. Recognizing an opportunity, Porter turned the moment into a public spectacle, hosting a “Churro Funeral” outside a Costco in Utah.
He invited fans to mourn the loss of the warehouse chain’s beloved snack, complete with candles, a makeshift altar, and handwritten condolences. The video went viral, generating nearly half a million views. More importantly, it positioned San Diablo as the go-to alternative for anyone suffering from churro withdrawal.
Churros for Charles Barkley
Another defining moment came when NBA legend Charles Barkley came to town for the NBA All-Star Game in Salt Lake City. Barkley, known for his love of churros, became Porter’s next marketing mission.
For days, the San Diablo team playfully “stalked” Barkley, tracking his appearances and rallying fans to help deliver him their fresh-filled churros. After a few failed attempts, they finally got a batch into his hands. The confirmation? A week later on live television, Barkley raved about the churros he had in Salt Lake City—a moment that proved San Diablo was making an impact.
Bringing Churro Happiness to the Masses
Today, San Diablo Churros is expanding rapidly, now available in retail stores like Target and through major foodservice distributors like Cisco and US Foods. Porter’s mission? To fill lives with happiness—one churro at a time. His story isn’t just about a dessert—it’s about persistence, creativity, and embracing the power of storytelling. If there’s one lesson to take from his journey, it’s this: never underestimate the power of a well-timed churro.
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