Founderology Forum
TAP brothers building a cultural bridge with Brazilian flavors
The four-unit chain hopes to reach 20 corporate stores by 2030, with a stronghold in urban wellness hubs like NYC and Miami. Franchising will launch in 2026.
October 2, 2025 by Cherryh Cansler — Editor, FastCasual.com
Editor's note: This is part 2 in a series featuring founders of restaurant concepts answering five questions about building their companies. Click here to read the other installments.
TAP is your everyday Brazilian café, but what makes it truly unique is that it's 100% gluten-free, boldly flavorful and deeply rooted in culture, according to its founders, Cleo Uchôa and Pedro Uchôa, the brothers who launched the four-unit fast casual brand in 2017 in New York. (Roberto Simonsen is an investor and business partner.)
"We bring Brazil's most iconic wellness foods, tapioca, açaí, and pão de queijo to life in a way that feels modern, fun and inclusive. Every detail, from our jungle-inspired murals to the playlist in our restrooms, is designed to immerse guests in a joyful, healthy experience, said Pedro Uchôa, who created the concept, with his brother, Cleo. "TAP is more than a restaurant; it's a tropical escape, a celebration of real ingredients and a cultural bridge between Brazil and the world."
Pedro, known as the branding expert and CEO, brings creative vision and storytelling to every part of the guest journey. Cleo, the operations mastermind and COO, ensures that excellence and warmth are felt in every store, sandwich and smile.
Together, they're more than entrepreneurs — they're cultural ambassadors, spreading the flavor and soul of Brazil one tapioca, one açaí and one pão de queijo at a time
This is the story of TAP, told through five key moments from its founders' journey.
1. What is one thing you wish you had known before you began your Founder journey?
A. That good things take time. When TAP started, we had a fire in our hearts and a big vision, but what we didn't fully appreciate was how long it takes for things to take root truly. Building a business is like planting a tropical seed. You need to nurture it, let it adapt to new soil and give it time to grow. Proof of concept, brand trust, operational rhythm, loyal guests. None of that happens overnight. And that's okay. The biggest lesson? Patience is a form of strategy. With time, we not only found product-market fit, but we also created genuine cultural relevance, and we are still a long way from achieving it. That takes time, but the impact is worth every minute.
2. What has been the best decision you have made to date that accelerated the growth of your business?
A. Without a doubt: bridging cultures through food.
We understood early on that to truly connect with the American audience, we had to translate, not just our language, but our flavor. That's how we created the Tapioca Sandwiches that feel both exotic and familiar: think Chicken Club, Bacon Egg & Cheese, and Spicy Tuna, all wrapped in a gluten-free Brazilian sandwich. We even gave our beloved Pão de Queijo a twist with pesto and spicy flavors, versions that don't even exist in Brazil. This cultural fusion made TAP not just a taste of Brazil, but a place where everyone could find something they love and have a full experience, and not just a transactional relationship.
3. What is your growth plan?
A. Our organic growth plan is clear: we aim to reach 20 corporate stores by 2030, with a stronghold in urban wellness hubs like NYC, Miami/Florida. However, we're also turning the page to a new chapter with franchising, which will begin in 2026. That opens the door for an even more accelerated expansion, helping us scale TAP's mission of wellness, culture and joy on a national and even international level. Whether it's one store or one hundred, the heart of TAP remains the same: vibrant Brazilian flavor, real ingredients, and a 100% gluten-free promise .
4. What's one piece of advice you would give a Founder who is trying to build a business to break through?
A. Resilience is your superpower. No amount of planning will save you from the hard days, but your mindset will. Be prepared to pivot, fail forward, and reinvent your playbook multiple times. Know your "why," because that will ground you when everything else feels unstable. And remember: it's not always the fastest who win, it's those who keep showing up, no matter what. The journey isn't linear, but with resilience, it becomes meaningful.
5. What is one menu item every customer must try on your menu?
It's impossible to choose just one, because TAP isn't just our name, it's our menu philosophy.
T is for Tapioca Sandwiches — Start with our best-seller: the Chicken Club.
A is for Açaí Bowls — Our Tropical Bowl is a must. All our options are made with 100% real Brazilian açaí.
P is for Pão de Queijo — Our signature and world-class Brazilian cheese bread, warm, chewy and absolutely addictive. Don't miss the Pesto or Spicy versions.
So the full TAP experience begins with one of each.
Want to particpate in the Founders: Take 5? Send email to geline@kwoodpartners.com.
About Cherryh Cansler
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