By: Viva Phoenix / Student Collaborator, Kaylee Gonzales Menchaca
Nestled in downtown Phoenix, El Zaguán Bistro is more than just a restaurant. It’s a story of resilience, community, and a deep connection to Mexican culinary traditions. From its humble beginnings as a food truck to its current status as a beloved local eatery, El Zaguán’s journey reflects the determination and passion of its owners, Jesus and Yashira Rodriguez, as well as the vibrant spirit of the Mexican-American community in Phoenix.
From Food Truck to Bistro: A Leap of Faith
The journey of El Zaguán began in late 2018 when Jesus Rodriguez purchased a truck that had once served as a fire patrol vehicle in the 90s and transformed it into a food truck. This became Red Fire Cookery Food Truck, which officially launched in March 2019. They began serving at community events and farmers’ markets, making a name for themselves in Phoenix and Flagstaff.
However, when the pandemic hit Arizona in 2020, many businesses were forced to adapt, and for the Rodriguezes, that shift came through kombucha; a drink they loved and brewed for themselves. Jesus, who had already been experimenting with kombucha, began producing larger batches to sell. “People started asking us for it, and we ended up having a kombucha business,” Yashira said. As the pandemic unfolded in 2020, the Rodriguezes pivoted from their food truck business to focus on their growing kombucha business. “We started bottling and labeling kombucha, and soon we were the only local Mexican kombucha company in Arizona,” Yashira explained.
Then, as the lockdown stretched on and people got tired of cooking at home, the Rodriguezes’ phone began ringing with requests for food. “People started calling us, asking if we were cooking and if we could cook for them,” Yashira recalled. This led to a natural pivot: they began catering meals, delivering home-cooked dishes to friends and customers who craved a taste of restaurant-quality food. “It happened organically, friends started asking for us to cook for them, so we were delivering at their houses,” Yashira said.
But just when they were ready to focus solely on their kombucha business, an unexpected opportunity arose. While delivering kombucha to a local restaurant on 16th and Roosevelt, Jesus noticed an empty space next door. “I thought it would be a great place to make kombucha,” Yashira said. But when Jesus stepped inside, he saw potential for something bigger. “This is going to be a restaurant,” he told her. To her surprise, Yashira was horrified. “I was terrified,” she confessed. “We didn’t have savings, it was during COVID, and downtown Phoenix seemed empty. I thought it was a crazy idea.”
Despite her initial hesitation, they took a leap of faith and decided to rent the space, beginning from scratch. “We were living for a couple of months only on our savings,” Yashira explained. Then, Jesus reached out to a very good friend, Silverio Ontiveros, who and his wife, Susan, supported them with the financial help they needed to get started. “Without Silverio and Susan, we wouldn’t have been able to do it,” Yashira said. “We are so grateful for their help.” With their friends’ support, the Rodriguezes were able to move forward with their vision and transform the space into what would soon become El Zaguán Bistro.
A Name with Meaning
The name “El Zaguán” is deeply symbolic for the Rodriguezes. In Mexican culture, a zaguan is a covered area at the entrance of a house, often used for sitting, relaxing, and connecting with others. “It represents a place where people gather, where you share food and stories,” explained Yashira. The Rodriguezes wanted their restaurant to embody this spirit of community. “This is for everyone, the lawyer, the construction worker, the business person, the cleaning staff. We want to make good quality and affordable food for all.”
The roots of El Zaguán are deeply personal for both Jesus and Yashira, shaped by their family histories and cultural values. Yashira’s grandmother, also named Jesus, ran a restaurant throughout her life and was known for treating her customers like family. “For me, this restaurant is an extension of what I learned from her—I don’t think there is anything more personal than feeding somebody,” Yashira explained. Jesus, too, drew from his family’s traditions, recalling fond memories of watching his grandmother make tortillas by hand and cook the best beans. “I loved seeing her cook, and that sparked my own passion for food,” he said. Jesus from Guaymas, Sonora, and Yashira from Gómez Palacio, Durango, their backgrounds influence every dish they serve, bringing the flavors of all corners of Mexico to their customers.
A Culinary Philosophy Rooted in Family and Tradition
At El Zaguán, the food is as much about culture as it is about flavor. Jesus, a self-taught cook from Guaymas, Sonora, crafts dishes that reflect the diversity of Mexican cuisine. “We sell what we eat,” said Yashira. “The quality and care we put into our food is what we want to share with our customers.”
One of the most beloved dishes at El Zaguán is the salad bowl, which originated during the early food truck days. In 2019, after a long stretch of serving tacos and burritos at events in Flagstaff, Yashira found herself craving something different. “I told my husband, ‘I can’t keep eating tacos and burritos every day,'” she said. “So, he made me a salad with chicken, using some lettuce we had on hand.” When Yashira enjoyed the salad during a break at a farmers market, other vendors and customers began asking where they could get it. The salad quickly became a hit, with people even ordering “the salad she’s eating!” It became so popular that Jesus had to buy lettuce three times in one day to meet the demand. Today, it’s one of the restaurant’s signature dishes, loved by many.
El Zaguán’s commitment to culinary inclusivity also shines through in its menu. The restaurant is vegan-friendly and does not cook with lard, a common misconception about traditional Mexican food. “We want everyone to feel welcome,” Yashira explained. “Mexican food isn’t fast food, it’s about quality, tradition, and taking the time to make something special for the people who matter most.” Whether it’s the fresh fries double-fried to perfection or custom requests for customers on special diets, El Zaguán makes sure that every dish is prepared with care and attention to detail.
Building a Community: More Than Just a Restaurant
Beyond food, El Zaguán serves as a gathering place for the community. Jamie Trufin, the ambassador for the restaurant, has played a key role in connecting the bistro with local events and social causes. “We host a variety of community events, from female-led bike rides to LGBTQ+ gatherings,” Trufin explained. “El Zaguán is a space where people can come together, work, or just have a good time.”
Yashira emphasized the importance of fostering a supportive atmosphere not only for customers but also for employees. “Our employees are like family,” she said. “If someone is going through a tough time, we are here to support them.” This approach to business has created a loyal and dedicated team that shares the Rodriguezes’ values.
Food as a Bridge Across Cultural Divides
At El Zaguán, food serves as a bridge across cultures, connecting people from all
over the world through the authentic flavors of Mexico. “Last month we had many clients from Australia, South Africa, and Canada,” Yashira shared. “What struck me most is that many of them had never tried Mexican food before, so we took the time to explain the dishes, and they loved it. They told us how happy they were to experience real Mexican food in Phoenix.” Reviews from visitors often highlight their excitement to find true Mexican cuisine in downtown Phoenix, further confirming that the restaurant has become a destination for those seeking a unique cultural experience.
For the Rodriguezes, this is more than just about serving food, it’s about showcasing the richness of Mexican culture and the contributions of Mexican immigrants to the U.S. “Our is a bridge between cultures,” Jesus explained. “It’s not just about the food; it’s about connecting with people and sharing our heritage.” Yashira added, “I’m very proud of my culture, and through our food, we get to share something special with others. “It’s a beautiful way to show how Mexican immigrants bring something rich to this country.”
El Zaguán Bistro is a testament to the power of family, tradition, and resilience. Jesus and Yashira Rodriguez have built more than just a restaurant, they’ve created a space that celebrates Mexican culture and connects people from all walks of life. With every dish served, they share their passion for food, community, and the rich cultural heritage that continues to inspire their journey.
