Daily Inspiration: Meet Juliana Aguiar

Today we’d like to introduce you to Juliana Aguiar

Hi juliana, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?
I was born in Brazil in 1974. I attended a hotel boarding school in Switzerland. Back in Brazil, I studied cinema in college. During a tourist trip to Madrid, Spain, I fell in love with the culture and the people and decided to move there to become a cook, working in different restaurants and catering services.

After returning to Brazil for four years, I became the head chef at Ateliê Culinário, a chain of charming local cafés and delis. During my tenure, I managed seven stores and their catering service, ensuring strict quality control and staff training.

In 2008, eager to learn from Michelin-starred chefs, I left Brazil and returned to Spain. I moved to San Sebastián in the Basque Country, where I spent two years working with renowned chefs such as Andoni Luis Aduriz and Martín Berasategui. After this incredible experience, I decided to return to Madrid and open my own business.

In 2011, I opened Santo Restaurante & Deli, where I worked until the end of 2015. During this time, I met Maher Fawaz, partner and owner of Siege Hospitality Group, during one of his trips to Madrid. He walked into my restaurant and asked me to serve him whatever I wanted. By the end of the meal, he invited me for a glass of wine and a conversation. That night, we became friends, and he later invited me to Nashville to do a residency at Épice. It was during this time that he got the idea for Lola.

Since 2016, I have been working as a consultant for Siege Hospitality Group in Nashville, as well as a chef in different countries, including Spain, Brazil, and the United States. Siege Hospitality Group owns four restaurants: Kalamata’s, Épice, Santo, and Lola. My role with Lola has been to lead the restaurant’s opening, oversee concept creation, validate the menu, and train the staff.

Our collaboration has been incredibly rewarding. Lola was designed to replicate an authentic, modern Madrid-style tapas bar. We recently redefined its purpose, ensuring it offers the most authentic Madrid-style tapas in the city. Unlike other Spanish tapas bars, we update the menu frequently to provide locals with a truly curated Spanish tapas experience.

Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
In my industry, there is a very strong military-style, hierarchical system. While this structure is important for organization and efficiency, I have never been entirely comfortable with it.

Throughout my career, I have seen how this rigid system often fosters a toxic and overly competitive environment, leading to insecurity, low self-esteem, and a lack of confidence among teams. For example, I never felt it was necessary for my team to call me “Chef” at the end of every sentence. I believe in equality and treating people with respect.

I have also learned that creativity and authenticity do not require sole ownership. Collaboration is essential, and when everyone involved in a project contributes to the creative process, the result is more cohesive and solid. That, in turn, makes my work more meaningful.

Another challenge has been the perception of creativity in the kitchen, particularly in the U.S. Many chefs believe creativity means complete freedom without boundaries, often neglecting the business side of restaurants. They focus on personal expression but fail to manage the restaurant effectively, leaving crucial gaps in execution. I believe creativity must be balanced with business strategy. Chefs should listen to restaurant owners and, most importantly, customers—because they ultimately dictate what a restaurant should serve. A chef’s creativity should align with the restaurant’s concept and identity while catering to customer demand

Thanks for sharing that. So, maybe next you can tell us a bit more about your work?
Today, I am a creative chef and a consultant specializing in designing and implementing disruptive concepts for the hospitality industry. I work in different countries, helping businesses align their concepts with local needs and market demands.

What excites me most about my job is constantly stepping outside my comfort zone. I have to quickly and intuitively understand different cultures and local dining habits, then adapt my work accordingly.

I specialize in Mediterranean and Latin cuisine, but I am also known for my ability to improvise—a skill that feels innate to Brazilian culture. My background in cinema has given me a refined aesthetic sense, which influences not only the design of my dishes but also the overall concept of a project.

I am most proud of my curiosity and my ability to maintain it. I have never lost my eagerness to explore, learn, and connect with others. Staying open to new experiences is crucial. My primary inspiration is not just food but people—getting to know different cultures, meeting new people, and discovering flavors and recipes.

What sets me apart is my ability to listen. I make an effort to truly understand what people want. As an independent chef and consultant, I collaborate with a diverse range of hospitality businesses. For me, the greatest satisfaction comes not from having my name attached to a project but from delivering an exceptional experience to my clients.

Any big plans?
Yes! I’m about to start a small business—gastronomic city guides featuring places I have visited and personally recommend. I have been sharing recommendations with friends and their friends for years, and I’ve finally decided to turn it into a business.

It will be a small, organic, and fun project that I can manage in my free time, using Instagram and Etsy as platforms. The brand is called @the_bestbitehunter, and I’m excited to see where it goes!

Contact Info:

• Instagram: @Chef_julianaaguiar , @the_bestbitehunter
• LinkedIn: juliana aguiar