We caught up with the brilliant and insightful Diana Ramirez-Jasso a few weeks ago and have shared our conversation below.

Diana, looking forward to hearing all of your stories today. Being a business owner can be really hard sometimes. It’s rewarding, but most business owners we’ve spoken sometimes think about what it would have been like to have had a regular job instead. Have you ever wondered that yourself? Maybe you can talk to us about a time when you felt this way?

YES! When I arrived in California 9 years ago, I was filled with dreams, but the first year was an emotional rollercoaster. The initial challenges were daunting. The cultural shift, language barrier, and news of my pregnancy plunged me into a deep nostalgia for my home in Mexico. During that first year, I felt lost and desolate, yearning for bustling streets, comforting food, and above all, the closeness of my family and friends. It was tough; I cried a lot and questioned if I had made the right decision in moving to the United States. But when my son Nicolás was born in 2016 things changed. With my husband by my side, we formed a team and a family with hopes of moving forward. However, the routine of work was suffocating to me; I felt stagnant and without purpose. The monotony of daily life began to weigh heavily on me again. Jumping from one job to another, I found myself trapped in a spiral of discontent and disillusion, wondering if I would ever find my true purpose. It was a horrible feeling, always asking myself, whatl am I doing with my life? I felt as if I wasn’t doing anything at all. When The wonderful idea of entrepreneurship came along, things changed. One day, I asked my husband, Diego, to give me the opportunity to start something for the three of us. We needed a change of routine. With his unwavering support, YoYo Treats was born: a place of Mexican flavors and traditions in the heart of the San Francisco Bay. The business has brought me joy and connection amidst the storm. It has given me the opportunity to meet wonderful people who have become part of our lives in many ways, turning into friends whom I could even consider as part of our family. Again, It’s been a rollercoaster of emotions, but this time, in the best sense! We’ve met amazing people, formed a small family with our customers, and every day is a new adventure. It’s like a mutual love between us and those who enjoy our snacks. The entrepreneurial life is everything I needed to feel alive again! And I am infinitely grateful for every step of this incredible entrepreneurial journey. I wouldn’t trade it for the world; I love my 24/7 life.

Diana, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

My road to entrepreneurship began when I was 12 years old, living in Aguascalientes, Mexico. Like many kids, I fell in love with a pair of new shoes that I really wanted. I asked my dad if he could buy them for me, but as an entrepreneur himself, my dad told me that I had to earn the money on my own. At first, I had no idea on how to approach this, but with my father’s guidance, I soon started a snack stand outside his office supply store. I sold bionicos (fruit-mix cups), duros preparados, and other Mexican treats. Within two weeks, I made enough profit to pay back the money my dad had lent me to start my stand, as well as purchase the pair of shoes I wanted. That experience triggered a lifelong desire to be my own boss. When it was time to go to college, it was clear to me that I wanted to focus on entrepreneurship, so I decided to study marketing and business development. After I graduated from college in Mexico and moved to the San Francisco Bay Area, I saw the opportunity to be the first to introduce Marquesitas (a popular treat from the Yucatan peninsula) to the Bay Area, as well as to sell other Mexican snacks and drinks that I was craving after moving here.
The vision to start YoYo Treats first materialized in 2019 when we started selling our products at the Hayward Mariachi Festival, as well as at several other outdoor events. In 2020, when the pandemic hit and food festivals were canceled, we needed to figure out another way to continue to grow our business. At that time we heard about East 14th Street Eatery and Kitchen in San Leandro, California (previously known as Ashland Market and Cafe). As an incubator food program, this was the perfect opportunity for us since we would have the support of Mandela Partners to open our first physical location during those uncertain times. Since the grand opening of our kiosk in 2021, we’ve been focused on creating an exciting food experience that brings people together by helping them reconnect to their roots as well as explore new flavors. All of this while ensuring that we are developing a sustainable business model.
YoYo Treats has been a family endeavor from the start. The name of our business, “Yoyo,” was inspired by our nickname for my son, Nicolas. My husband and business partner, Diego, is a professional chef, whose talents give me extra support to develop our delicious treats.

Any advice for growing your clientele? What’s been most effective for you?

———————— From the very beginning of my business, I was always convinced that the best way to grow was through social media and our online presence. With the help of my family we created a trustworthy brand, where our customers could feel identified with us, especially because we fully understand our Mexican audience. Our strategy was to represent our flavors just as we enjoyed them in Mexico, without the need to change or modify them to adapt to a new market. And we have succeeded because our customers tell us, “Your business is unique, everything you do reminds me of good times when I was in Mexico.”

Any thoughts, advice, or strategies you can share for fostering brand loyalty?

I use IG to stay in touch with our clients and other entrepreneurs. It has been a tool that has helped us grow our business and definitely get closer to our customers.

Contact Info:

• Website: www.yoyotreats.com
• Instagram: yoyo.treats
• Facebook: YoYo Treats
• Linkedin: Diana Ramirez Jasso
• Yelp: YoYo Treats

Image Credits
Rafael Ramirez-Gonzalez (my dad) IG: photo.raffys