What does it take to turn a late-night craving into a thriving business during a global pandemic? If you ask Isaiah, known to the community simply as Chef Zay, the answer is simple: convenience and unmatched consistency.
In Episode 111 of the Corpus Christi Originals Podcast, host Jesus Hilario H. sits down at the Choose Wisely studio with the mastermind behind Zay’s Dulces to talk shop, strategy, and the grit required to stay on top of the local snack game.
The Trunk Hustle that Sparked a Movement
Originally hailing from Houston, Zay always had a deep love for food, snacks, and the vibrant culture of Corpus Christi. When COVID-19 hit and normal work hours were disrupted, Zay didn’t sit back—he got bored, and then he got to work. He started packing the trunk of his car full of handcrafted Chamoy candies and driving around town, serving up treats on a simple rule: "You order more than 20 bucks, I'll come drop off to you".
From mobile drops at job sites and refineries where 10 to 15 people would instantly line up, to meeting customers late at night at local landmarks, Zay masterfully tapped into the power of convenience. "You're at home watching a movie with your girlfriend, you want a snack, but you don't want to leave," Zay laughs. "That convenience is always the keyword in the stuff that I do".
Learning Lessons from the Competition Circuit
The journey wasn’t always smooth sailing. Zay pulls back the curtain on his first foray into Houston's underground candy competition scene. Showing up with hand-printed menus on poster board, he went up against massive regional brands from Dallas, Austin, and San Antonio. He didn’t place at all in that first matchup, leaving him momentarily discouraged and furious.
But taste talks. After the awards, the judges—including representatives from the heavy-hitter brand Yum Yum Candy—approached him to buy out his remaining inventory out of pocket because his flavor ratio was so flawless. Taking notes on presentation and rules, Zay bounced back at a second major competition in 2021, bringing home a hard-earned second-place trophy out of a crowded field.
The Mexican OT Connection and Music Video Marketing
One of the most fascinating segments of the episode explores how Zay used creative marketing tactics to elevate his brand. Long before "That Mexican OT" was a national phenomenon dominating the music charts, Zay crossed paths with him at a small local showcase where OT had only a few thousand views on YouTube.
Recognizing the raw talent and authenticity, Zay reached out and ended up bringing a trunk full of candy, snacks, and cinematic props directly to one of OT's early music video sets. That iconic link-up led to Zay’s custom delivery van, his signature candy bags, and the artists themselves appearing on camera enjoying Zay's Dulces. It was a masterclass in organic, person-first branding that built lasting friendships alongside business equity.
Balancing the Burnout and Looking Forward
Running a business while managing a hectic day job schedule means pulling literal all-nighters, often making candy until 5:00 AM while his girlfriend Julie sleeps, just to ensure orders go out on time.
Zay addresses the reality of balancing multiple projects, including past collaborations like "Trap Juice" with local culinary figures like Drew, and hints at upcoming quick drops, smaller child-friendly fruit juices, and potential pop-ups with David (D3) at Faded Vision. He also touches on his ultimate dream: reviving the iconic boat on Castor Street as a late-night food spot to inject fresh, authentic culinary vibes into the Corpus Christi nightlife scene.
The Key Takeaway? Anyone can buy a commercial bottle of Chamoy and a shaker of Tajín from H-E-B, but they can't replicate a recipe built on precision, heart, and relentless drive.
Disclaimer: The views and opinions expressed by guests on the Corpus Christi Originals Podcast are theirs alone and do not necessarily reflect the official policy or position of the podcast, its sponsors, the recording studio, or any affiliated entities.