How transparency and operations fueled Meat N’ Bone’s rapid expansion

Luis Mata and Gabriel Llauradó, CEO and CMO of Meat and Bone, have grown a boutique butcher concept from shared commercial kitchens in South Florida to retail locations across the state, a nationwide e-commerce platform, expanded cold-chain logistics, and even a NASCAR sponsorship. On this episode of Business Trends Today, they discussed the operational, marketing, and logistical strategies behind this rapid expansion.

When they launched Meat and Bone in 2018, Mata, with a finance background, and Llauradó, a computer scientist, entered the food business with no prior experience in restaurants or butchery. Their inspiration came from visits to Midwest farmers and a desire to create a high-quality, transparent, and sustainable meat brand.

“In this space, we realize that there's very little in terms of brands. So we said, you know what? We need to earn our consumers' trust. And that's when we were born, making sure that we have just the right pieces.” – Gabriel Llauradó

Scaling operations

From the beginning, the founders built systems to support long-term scalability. Weekly inventory rotation keeps products fresh, and statistical forecasting models manage perishable inventory to prevent waste. Committed to sustainability, Meat and Bone achieves zero waste by utilizing every part of the animal: trim becomes burgers, fat is rendered into tallow, and bones are repurposed.

Mata said managing logistics was a steep learning curve since “You have to plan, execute, and track everything.” 

“This business is complicated because you’re shipping perishable products. So you have to track everything.” – Luis Mata

Brand and customer strategy

Meat and Bone primarily targets direct-to-consumer sales, offering both affordable and premium proteins. Transparency is central to the brand, with full traceability of meat sourcing and clear education for customers. South Florida boutiques serve as local touchpoints for community engagement and personalized shopping, while the e-commerce platform supports subscription models and repeat business. The company tracks its net promoter score, which consistently exceeds 85, a rare benchmark for customer loyalty.

Transitioning from finance and technology into perishable goods required careful planning and execution. The founders also faced skepticism from friends and family, but relied on early customer support to validate the concept. Mata said, “From the get-go, we build a business not for a five-year plan or to make money a month. We made it… to be scalable and to be a brand for 100 years.”

Growth plans

Meat and Bone plans to expand nationwide, using e-commerce to establish customer bases before opening new boutiques in high-demand regions. Franchising may be considered in the future to maintain brand standards while scaling. The U.S. protein market is valued at $400 billion, yet few established brands dominate, creating an opportunity for new players. The company prioritizes quality and sourcing standards when evaluating partnerships with major retailers.

Meat and Bone’s journey shows how small businesses can scale thoughtfully and sustainably, preserving quality and trust as they grow into national brands. Mata and Llauradó’s approach offers a model for entrepreneurs aiming to combine operational excellence with strong customer relationships.