Our story • Seed oil free
About
Three brothers. One recipe. A lifetime at the stove.
Pluma wasn’t born overnight.
It was earned.
Hollywood, FL → Miami
Our story began at the Yellow Green Farmers Market in Hollywood, Florida. Three brothers — Giancarlo, Robert, and Ruben Rodriguez. A food stand. A fryer. Family recipes passed down, tested, refined, and obsessed over. We weren’t trying to build a brand — we were trying to serve food we were proud to put our name on.
People felt that.
Lines formed. Regulars returned every weekend. It wasn’t just the crunch — it was the care. The hospitality. The way we greeted every guest like they were stepping into our home, because in many ways, they were.
That momentum carried us into Miami’s Design District, where we opened COOP. A bigger stage. Higher expectations. We expanded into elevated Southern plates — shrimp and grits, gumbo, jambalaya, braised short ribs, and other dishes rooted in heritage.
The pivot
But growth brings noise. Pressure to polish. Pressure to fit the room.
Then the pandemic hit.
We closed for eight months. When we reopened, we saw everything more clearly. The chicken sandwich outsold everything else. And like the McDonald brothers decades ago, we realized something simple but powerful: focus wins.
So we stripped it down.
Chicken sandwiches. Fries. House sauces.
Intentional. Disciplined. Done right.
The result changed the trajectory of the company. Sales crossed seven figures year after year. But even in that success, we knew there was another level.
The turning point
That’s when Giancarlo began hosting a quiet weekend pop-up within COOP — a separate fryer dedicated entirely to beef tallow. No seed oils. No shortcuts. Just traditional frying the way it was done before convenience replaced craftsmanship.
Every weekend sold out. Pre-orders stacked up. A growing community understood what we already believed: how you cook matters.
We knew beef tallow wasn’t a trend. It was a return to tradition — and the future of our brand.
So the three of us made the leap. We left the food hall world to build something of our own — a brick-and-mortar fully committed to seed oil–free, beef tallow–fried chicken.
What we thought would be a quick pivot became two years of construction delays, permits, and relentless bureaucracy. We’ve been working to bring this vision to life since 2023.
Now we step forward as a “new” concept — but this has been years in the making.
Pluma means feather. Light, but powerful. Simple, but deliberate.
It represents everything we’ve lived through:
- Farmers market hustle.
- Design district refinement.
- A pandemic reset.
- A sharpened focus.
- Heritage recipes.
- Genuine hospitality.
When you walk into Pluma, you’re not walking into a trend.
You’re stepping into our family’s table.
Three brothers.
One fryer.
No seed oils.
Welcome to Pluma.
Come taste the recipe
Wed–Sun 12–10. Biscayne Blvd, Miami. Order ahead or walk in—we’ll save you a seat.