>>> CONSTANTLY SHIFTING TRENDS, THE RESTAURANT INDUSTRY CAN BE A TOUGH BUSINESS AND CHEFS AND OWNERS HAVE TO FIND INNOVATIVE WAYS TO INVITE DINERS.

DOUBLE SOCIAL MEDIA CONTENT IS ONE WAY HE IS PRODDING MORE BUSINESS ABOUT EDUCATING CURIOUS DINERS ABOUT HIS HOME COUNTRY.

HE HAS PARTNERED UP WITH AMERICAN EXPRESS TO OFFER ADVICE OF THE RESTAURANT OWNERS ON HOW TO USE SOCIAL MEDIA TO SHOWCASE THEIR CUISINE.

>> EVERY TIME I'M HERE IT FEELS LIKE I'M HOME.

>> Reporter: CHEF CARLOS IMMERSES DINERS IN MEMORIES OF HIS CHILDHOOD.

>> WORKING IN THE FIELD, HELPING THE FAMILY, AND I LEARNED SO MUCH, YOU KNOW, ABOUT GROWING MY OWN VEGETABLES AND SACRIFICING AN ANIMAL, WHEN I WAS A KID, PREPARING A MEAL FOR MY MOM.

WHERE I'M COMING FROM WE USE A LOT OF WILD ANIMAL.

RABBIT, DEER, IGUANA, OBVIOUSLY WHEN I'M COOKING I'M COOKING FOOD THAT COMES FROM MY HEART AND IT COMES FROM MY SOUL.

>> THOUGH CHICAGO HAS BEEN HOME TO MEXICAN IMMIGRATION FOR DECADES THE CITIES RESTAURANTS HAVE NOT ALWAYS REFLECTED THE VAST DIVERSITY OF MEXICO'S REGIONAL CUISINE.

WHEN HE ARRIVED IN CHICAGO IN 1991, THE CITY HAD PLENTY OF TALKER HE IS BUT NOT MUCH IN THE WAY OF MEXICAN FINE DINING.

>> WHEN I CAME HERE I WAS VERY DISAPPOINTED ABOUT THE MAC WAS IN -- MEXICAN CUISINE.

IT WAS NOT WELL REPRESENTED.

>> HIS FIRST RESTAURANT IN CHICAGO INTRODUCED DINERS TO A NEW WAY OF TASTING MEXICO.

BEFORE RECEIVING THE MICHELIN START GETTING PEOPLE IN THE DOOR WAS AN UPHILL BATTLE.

>> PEOPLE DID NOT KNOW WHAT MEXICAN CUISINE WAS BACK THEN.

AND FINE DINING MEXICAN CUISINE, IT REALLY TOOK ME A LOT TO CONVINCE PEOPLE TO STAY AND EAT.

AND EDUCATE PEOPLE ABOUT THE REAL MEXICAN CUISINE.

>> WHEN HE OPENED IN 2019 IS A SEASON RESTAURANTS OR HE SAYS ONE LESSON HE BROUGHT WITH HIM FROM HIS DAYS WAS MAKING THE MOST OF HIS SOCIAL MEDIA PRESENCE.

>> SOCIAL MEDIA DOES SO MUCH TO BRING BUSINESS.

IT TAKES TIME.

SOMETIMES IT FEELS LIKE IT TAKES ANOTHER JOB JUST TO DO IT.

JUST KEEP POSTING ON SOCIAL MEDIA.

EXAMPLE, ON FRIDAY I'M GOING TO START BRINGING BACK MY [ INAUDIBLE ] WHICH WAS VERY POPULAR HERE.

I HAD SO MANY PEOPLE LIKE, OH, WE ARE GOING TO MAKE RESERVATIONS.

LIKE, YES, WE WANT TO TRY IT.

IT'S TIME FOR THEM TO GET IT.

>> HE SAYS HE IS HAPPY TO OFFER HIS ADVICE AND EXPERIENCE TO PEOPLE NEW TO THE BUSINESS.

>> I LEARNED THE HARD WAY, YOU KNOW?

I MADE A LOT OF MISTAKES.

YOU HAVE TO LEARN SO MANY THINGS.

YOU KNOW YOU HAVE TO KNOW HOW TO BRING PEOPLE TO YOUR RESTAURANT.

NOW WE CAN SEE WHAT WE DID RIGHT.

SO, IT'S THAT SIMPLE.

SO, THIS WAY THEY CAN, YOU KNOW, BE SUCCESSFUL IN THE SAME WAY.

WE ARE HERE TO SHARE EVERYTHING BECAUSE WE WANT EVERYONE TO BE SUCCESSFUL, ESPECIALLY IF YOU ARE A SMALL BUSINESS.