We caught up with the brilliant and insightful Cristian De Leon a few weeks ago and have shared our conversation below.

Cristian, appreciate you joining us today. Risking taking is a huge part of most people’s story but too often society overlooks those risks and only focuses on where you are today. Can you talk to us about a risk you’ve taken – it could be a big risk or a small one – but walk us through the backstory.

Taking risks is part of growth, and opening El Sazon Tacos & More was one of the biggest leaps of faith I’ve taken. We started inside a gas station in Eagan, MN—far from a traditional restaurant setting—but I believed in the vision. At the time, my wife and I both had established salaried jobs, and she wasn’t exactly on board with the idea. Leaving behind that stability to open a restaurant in a gas station seemed crazy, but for me, the desire to have complete creative freedom in the kitchen outweighed the fear. I wanted a space where I could truly showcase my passion for food, experiment with flavors, and share my love for authentic cuisine with the community. That risk paid off, paving the way for what El Sazon has become today.

Cristian, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

’ve been in the industry for over 20 years, though I started cooking almost by accident. In the beginning, it was just a job that paid the bills, but over time, I met the right people in the industry who truly inspired me. That’s when I fell in love with the art of cooking. As my passion grew, I worked my way up to becoming an executive chef for several restaurants around the Twin Cities.

In March 2022, I took the leap and opened my first spot, El Sazon Tacos & More—a takeout-focused concept that allowed me to bring my own flavors to life. But I found myself missing the energy and interaction of a full-service restaurant, which led to the opening of El Sazon Cocina & Tragos in October 2023. This location built on the foundation of our first, but with an expanded dinner menu and a full-service bar.

Shortly after, I had the opportunity to open our third concept, Xelas by El Sazon, which launched in January 2025. This one is especially close to my heart—Mayan-inspired and deeply rooted in my Guatemalan heritage. With Xelas, I wanted to take a deeper dive into the flavors and traditions of where I come from, creating something truly unique for our guests. It’s been an incredible journey, and I’m excited for what’s ahead.

How did you put together the initial capital you needed to start your business?

Funding our business was a challenge, especially when we first started. We didn’t have major investors or a big financial cushion—we built El Sazon from the ground up with our own savings, personal investments, and a lot of sacrifice. When we opened El Sazon Tacos & More in 2022, we kept costs low by starting inside a gas station, allowing us to prove our concept before expanding.

As the business grew, we reinvested every dollar back into it. When it came time to open El Sazon Cocina & Tragos, we combined our savings with small business loans and support from community programs to help bring the vision to life. By the time we launched Xelas by El Sazon, we had built a strong reputation, which helped us secure additional funding and opportunities to grow.

It hasn’t been easy—there were times when we had to take big financial risks and make personal sacrifices—but believing in our vision and staying dedicated to the business has made it all worth it.

Can you tell us about what’s worked well for you in terms of growing your clientele?

The most effective strategy for growing our clientele has been a combination of authenticity, community engagement, and word-of-mouth marketing. From day one, we focused on delivering high-quality, flavorful dishes that keep people coming back. We let the food speak for itself, and that naturally led to strong word-of-mouth recommendations.

Social media has also played a huge role in our growth. We consistently share behind-the-scenes moments, new menu items, and special events, which helps us stay connected with our audience. Engaging with our customers online and in person has been key—we listen to their feedback, respond to their comments, and make them feel like part of the El Sazon family.

Another major factor has been community involvement. Whether it’s partnering with local businesses, participating in food festivals, or hosting special events, we’ve built strong relationships that continue to bring in new customers.

Ultimately, our success comes from staying true to who we are, providing exceptional food and service, and creating an experience that people want to share with others.

Contact Info:

• Website: https://elsazonmn.com
• Instagram: @el_sazon_mn @elsazon_cocinaytragos @xelas_mn @chef_de_leon1985
• Facebook: El Sazo Tacos & More, El Sazon Cocina & Tragos, Xelas by El Sazon

Image Credits

El Sazon & Spencer Flohr (@the.glassplate)