The restaurant industry is balanced on a foundation of passion. Some do it for family; some do it to achieve their dreams; some even do it…for romance!
A shining example of serving food for the love of the game is the Latin and Hispanic market. Inspired by recipes that have been passed down through the generations, these entrepreneurs craft connection with authentic ingredients, local aesthetics, and stories that are straight from the heart.
Kicking off Hispanic Heritage Month, we reached out to restaurant owners and operators to explore what drives them and the strategies that have helped them succeed.
Recipes Run Deep
Maria Rita’s on Gulf Freeway in southeast Houston started serving up dazzling, time-honored fajitas right before the pandemic hit in 2019.
“Even at the peak of COVID, we refused to settle for anything less than the best for our customers,” said owner Ramon Salazar. His co-owner, brother Alex Salazar, explained, “During that time, when our customers couldn’t experience the décor or atmosphere, and the service was limited — the food had to speak for itself.”
The brothers were inspired by their great grandfather, “Papasito,” who had a restaurant in Rio Ramos, a scenic town in Monterrey, Mexico where a stunning grove of cypress trees meets the winding river. Papasito sold fresh, grilled chickens, and he was known as one of the first in the area to have cold beverages.
For their signature fajitas, the Salazars knew they had to use fresh, choice outside skirt — no matter what. As Ramon said, “We will always choose to honor our great grandfather’s legacy.”
Rom-Com Cooking
Buenatarde, a charming local restaurant in the Shadyside neighborhood of Pittsburgh, is the site of one of our favorite love stories!
Co-owner Henry Avila grew up in Honduras, influenced by his family’s regional cuisine. After moving to America, he was working at a Mexican spot in Cranberry where he met Rebecca Mehalic, also a member of the restaurant’s staff. The two became close friends, and like something out of a crowd-pleasing romantic comedy — they married in 2015. Rebeca is now Rebecca Avila! Having had a taste of the industry, they dreamed of opening their own Latin American restaurant, infused with Honduran flair in honor of Henry’s roots.
The couple, along with co-worker and friend, Brian Magaritz, took their culinary relationship to the next level — opening their first restaurant, El Sabor. In April ’24, they shared their love of food with the neighborhood even further by opening Buenatarde, a place where community is at the heart of everything they do.
Leading with Quality
Javier and Vicente Ibarra have founded a Mexican restaurant legacy in Virginia. The Las Palmas brand now has nine popular locations between the beach and Richmond.
According to Javier, “Our objective has always been to employ fresh ingredients, and our chefs have stayed progressive in the ever-growing Mexican cuisine.” For the Ibarra brothers, the main factors for success have been a fun, relaxed ambience, the friendliness of their staff, and a real Mexican flavor that the neighborhood craves.
Don Jose, a family-owned and operated restaurant in Florence, S.C., is also well established, having first opened its doors in 1993. In November ’22, they made the leap to an updated location, right on the heels of COVID. The challenges were very real, but the family succeeded by leaning into traditional steak and seafood recipes, using only the freshest ingredients for top quality and taste. And the northeast South Carolina community has responded in kind by packing tables.
For Alex Salazar, “Quality and consistency is number one” when it comes to the success of Maria Rita’s. The kitchen team relies on items like Contigo® Whole Peeled Tomatoes. “The Contigo label has a quality and consistency that brings us back to our mother’s salsa,” Alex explained. “Growing up, she always made a table salsa that we tried for years to replicate but could not quite get right. When [we were] introduced to the Contigo tomatoes, we knew we had found the one!”
Henry Avila’s favorite menu item at Buenatarde is the Churrasco — a wooden platter spread with a variety of grilled meats and amazing sauces. “It’s bold, flavorful, and perfect for sharing,” he said. “Just like our restaurant experience.
Community Spirit
What’s next for the Salazar brothers? “We have been working to reclaim our family heritage by re-opening a long dormant neighborhood restaurant called La Casita Mexican Products,” said Alex. This long-standing storefront on Canal St. in Houston has served the Salazar family for generations and will soon be the Salazar’s second location following Maria Rita’s.
“More importantly is what goes on outside the restaurant,” said Ramon. “Never stop giving back — your community will take care of you, if you take care of them.”