We caught up with the brilliant and insightful José Ruiz a few weeks ago and have shared our conversation below.

José , thanks for joining us, excited to have you contributing your stories and insights. One of the things we most admire about small businesses is their ability to diverge from the corporate/industry standard. Is there something that you or your brand do that differs from the industry standard? We’d love to hear about it as well as any stories you might have that illustrate how or why this difference matters.

At Loaded Cafe we believe that we know what it takes for that first bite. Each plate has been made from scratch. We offer Asada Chilaquiles, Enchilada Plate, and Chorizo Torta. On the traditional side, we have classics like the Biscuits Sausage and Gravy, Brioche French Toast and Crepes. We have a variety of drinks like our Agua Frescas trio, Concha Shakes and our famous Cake Shakes.

José , 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?

We started from humble beginnings, my Dad has been a force that has kept us going and continues to have me push the envelope. He worked every job in the hospitality industry from busboy to manager, that gave us the framework we needed, that mentality is still instilled in me by his example until this day. Decades learned from generations in the restaurant business, will be found in each and every place you visit. Loaded Cafe has seven locations. New restaurants are in the works, including our bakery: My Panecito that got its start as Loaded Cafe in-house baked goods which will open its very first location in L.A. Loaded Cafe got its start in Long Beach in 2012.
I believe we’re on to something. As you know, this is a fast moving industry, the team, and our loyal customer base does not allow us to rest, especially when we hit a long-term goal in a recent meeting. This industry has had its ups and downs like we remember during Covid, and now we’re beginning to see the new traffic that we’re getting week in, week out.
Loaded Cafe has a fresh and original twist on your usual, casual breakfast. That only comes from our family. American Cuisine With A Touch Of Mexican Flavor.
About our other concept: My Panecito. We have freshly baked individual gourmet cakes that are sold in-house at Loaded. Whether it’s a seasonal pecan pie or our usual offering of a churro cake. You’ll also find at loaded cafe a sweet bread known as the concha upon arriving at your table. I mean, you gotta have something sweet to go with your coffee, right?
My Panecito is going to open as a brand new store this holiday season with Sweet bread, Coffee and Cakes. We’re very excited about it! More on that soon.

Can you share a story from your journey that illustrates your resilience?

As we all know, Covid was a tough time for our industry. The staffing to accommodate the sales. The loyalty in having team members come back when things had opened up again. The sheer will power to hold the fort down when things got tough was in itself resilience that we all shared.

What’s been the most effective strategy for growing your clientele?

Treating our guests well. Taking care of our regulars, and being aware of our newcomers. One example: memorization of a guest’s name goes a long way. We offer our newcomers a free individual gourmet cake for their first visit. Marketing. Our marketing team has been phenomenal in engaging new customers via social media platforms like Instagram.

Contact Info:

• Website: https://loadedcafe.com
• Instagram: @loadedcafe

Image Credits
Photos courtesy of Jesus Borbon.