LINCOLN, Neb. — Picture a burrito in excess of 4 pounds, a 14-inch flour tortilla stuffed with brisket, pork, chicken, rice, beans, queso and crumbled chips with the works. That’s red and green salsa, slaw and avocado crema. Now envision eight Nebraska offensive linemen on a Sunday during preseason camp, ready to pound those things like a post-practice snack.
Advertisement
It’s a time-tested combination: deliciously huge portions of food and the large men assigned to open holes for the Huskers.
Nick Maestas saw an opportunity this summer to deepen the connection between Muchacho’s, his 1-year-old Lincoln eatery, and the community around it by partnering with student-athletes at Nebraska through the name, image and likeness deals permissible as of July 1.
Notably, he concocted the Pipeline Burrito, endorsed by Bryce Benhart, Matt Sichterman, Cam Jurgens, Ethan Piper, Turner Corcoran, Brant Banks, Broc Bando and Trent Hixson.
What happens when you combine the Pipeline and @Yo_Muchacho? You get the Pipeline Burrito!! pic.twitter.com/VCJpp5FooJ
— THE PIPELINE (@pipehogs) August 15, 2021
“The players deserve it,” Maestas said. “To be able to help them out is pretty cool. And getting something in return is great.”
As the Huskers prepare for the first weekend since 2019 with fans back in the seats at football and volleyball venues at the same time on campus, Maestas is ready to take his restaurant and bar to a new echelon. Already a popular spot four blocks south of the heart of downtown, Muchacho’s aims to join a select club of establishments along the literal roads to Memorial Stadium that Nebraska fans have burned into the fabric of a game weekend experience.
A Friday prime-rib dinner at Misty’s, pregame drink at the Sidetrack Tavern or postgame stop at Barry’s Bar and Grill have long made the list of iconic Lincoln experiences.
“My dad would bring me to games,” said Maestas, 39, who grew up in Cozad, “and we would always go to Rock n’ Roll Runza. That was our thing. To have families come in here, park on South 11th Street, stop in and grab a quick drink and see some autographed balls and the red Muchacho’s shirts, we hope it works for us to connect with some fans that way.”
The 4-pound Pipeline Burrito is stuffed with brisket, pork, chicken, rice, beans, queso and crumbled chips with the works. (Mitch Sherman / The Athletic)Maestas saw split end Brendan Holbein and offensive lineman Chris Dishman leave their hometown and achieve success with the Huskers. A typical fan, Maestas attended college in Lincoln.
Advertisement
“I had no direction with what I wanted to do,” he said, “but I knew I loved the football team.”
Maestas longed to leave his mark. He found it four years ago by serving his New Mexican-inspired barbecue out of a food truck.
In August 2020, Muchacho’s opened its doors on 11th Street. Not long after came the NIL revolution. Maestas extended an invitation to strike deals with willing Huskers. He received a robust response. Long snapper Cade Mueller was first on board. Later in July, he connected with Nicklin Hames, the two-time All-Big Ten setter on the Huskers’ fourth-ranked volleyball team.
Hames accepted a deal with Muchacho’s through Opendorse, the Lincoln-based social media firm that developed a program to train student-athletes in NIL literacy and software to forge the agreements.
“I’m glad they reached out to me,” Hames said, “because I don’t know that I’d have ever known about the place.”
She visited with her boyfriend, Chris Hickman, a tight end on the football team. Hames ordered a bowl. Hickman got nachos. The big hit of her visit, though, was the duo cup, a heart-shaped 22-ounce drink split into two containers.
muchachos is the BEST!! the food is so so so good. i highly recommend getting the duo cup😋 go stop in ! you won’t regret it ! pic.twitter.com/m3BInbOVqj
— nicklin hames (@HamesNicklin) July 24, 2021
Maestas said the store sold 55 duo cups in the day after Hames posted on social media about her visit.
“The effect it has and the metrics you see, it not only expands her brand,” he said, “it expands ours as well.”
For her work, Hames got a little cash, some Muchacho’s swag and a free meal.
“I really wanted to work with local places,” she said. “They’ve given so much to me and made such a difference in my experience here.”
The NIL interactions serve to strengthen the special bond, Hames said, between Nebraska fans and their volleyball program, which has won five national championships since 1995. Hames also started a podcast with teammate and fellow All-American Lauren Stivrins, made possible because of NIL.
Advertisement
“They can see a side of our lives outside of volleyball, what we really value,” Hames said. “The fans change games for us. They’re invested, and I love that. I don’t think you could go to another place and play volleyball and feel that connected.”
Maestas wanted to do even more with the Pipeline Burrito. He started talking with Bando, a fifth-year lineman out of Lincoln.
“It was kind of a pipe dream,” Maestas said. “I didn’t think it was going to work.”
They settled on a deal that paid each of the linemen $50 upfront and their share of 15 percent of the burrito sales, with the opportunity to earn more as sales continued.
In the first week after their posts on social media, Muchacho’s sold 100 Pipeline Burritos at $15 a pop. Three days after Jurgens was crowned king of the burrito-eating competition, Banks wore his Muchacho’s shirt to an interview session after practice.
“It’s huge,” Banks said of the food offering. “It’s also really good.”
And as expected, Banks’ comments, when publicized through the media, excited Maestas, enhancing his business and further adding to the profits of the Huskers. A few days later, a young fan and his dad walked through the entrance at Muchacho’s, which seats 35 to 40 people. They mentioned they saw a Nebraska football player in Muchacho’s gear, Maestas said, and felt compelled to visit for a meal.
“That would have been me,” Maestas said. “When I was that age and had this been a thing, I would have wanted to go where the players go as well.”
It’s how NIL works in a perfect world.
How Nebraska restaurant increased sales 2x by teaming up with Huskers offensive line:
1. Players created menu item
(earn % of sales)
2. Got swag to promote it
(wore to interview)
3. Media asked about it
(went viral locally)
4. Customers flocked
(#NILbraska) pic.twitter.com/gXGWj5SXcd
— Blake Lawrence 🚪 (@Blake_Lawrence) August 21, 2021
So as the crowds filter north on 11th Street past his shop Saturday morning toward Memorial Stadium ahead of the Huskers’ 11 a.m. game against Fordham, if Maestas can’t find room at the bar for his new customers, he’s got a good problem — one for which he can thank several new business partners who play for the Huskers.
Advertisement
“I want to introduce Muchacho’s to people from all across the state,” he said. “And hopefully we can celebrate a win Saturday.”
(Top photo of Nick Maestas: Mitch Sherman / The Athletic)
ncG1vNJzZmismJqutbTLnquim16YvK57kXFnbm5lZXxzfJFqZmlxX2WAcLTOsGRxZZ6ar7Ot0qSYZqeWm7Kvv8ivnGakmaOyrrHNZpinnF1perG71KebZpqlp7%2BqwM6sZJ%2BnoqJ6onnPoqeepJmjsm6zzqibZp6fp3qiwMelnK2do2Kur7CMmmSlp5OWuW6u1Kygp52jqHw%3D