We’re excited to introduce you to the always interesting and insightful Zulema Gonzales. We hope you’ll enjoy our conversation with Zulema below.

Alright, Zulema thanks for taking the time to share your stories and insights with us today. So, what do you think about family businesses? Would you want your children or other family members to one day join your business?

Having grown up in a family business and now fully integrated in it as a professional for over 2o years, family business is certainly something that is always evolving. There are ebbs and flows and nuances just like any corporation or business; however the personal aspect of it does pose challenges and also lots of learning experiences. My parents started the original location, La Mexicana on Montrose, in 1982. My siblings and I saw first hand the tremendous amount of work they put in to grow the business into what it is today. They never pushed us towards being involved; but to continue the legacy that they have built has been a powerful force. To continue serving the community and being the backdrop to so many guests special events is definitely something that is not lost on us and is something that we want to continue to provide to our city. What I feel attributes to a successful family business is having clear cut roles, job descriptions and proper organizational structure within the operating entity. Don’t be afraid to have those tough conversations and try to keep it business and professional, when in those settings. When it is time to come together as a family, keep work at work…there is a time and place for those things. Be respectful of each others opinions and ideas and always keep an open mind to what works, doesn’t work anymore and welcome change. I have two daughters and I have left the door open to them on whether or not they wish to enter in the family business. I want them to do what makes them happy in life and I fully support any career decisions they choose to go in.

Zulema, 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 name is Zulema Gonzales, I am the owner of La Mexicana Restaurant and also our new fast casual concept, La Mex, here in Houston, TX. My parents first opened our original location, La Mexicana, back in 1982. Having grown up in the industry it became a natural path to take after I graduated from college in 2001. We offer authentic Mexican and Tex-Mex food and we help bring smiles to people’s faces by providing good food, a warm, inviting environment and good vibes to all. In 2023, we finally ventured out on our first project…a fast casual, counter service unit called La Mex. We are most proud of our 42 year tenure as a family business in Houston and continue to strive to provide the best for our customers. We truly feel honored to have been the backdrop to so many special moments.

We’d love to hear the story of how you built up your social media audience?

We first started on X (then Twitter) over 10 years ago. Given that my parents were not too open to newer ideas, especially social media, I took it upon myself to begin. A friend of mine had started a La Mexicana fan page, as it used to be called on Facebook, and kept telling me to take it over because I could use it to reach more people. I was a little unaware how to use it, but I learned on my own and soon figured out how powerful of a tool it can be. Up until a few months ago, I have been managing our own social media for both businesses on my own. To anyone that is starting out on social media on their own for their business my best advice would be to post often, have fun with it and to respond back to every comment you can. I have been told by many clients that they love the interactions and responses from us to them on social and also, what strikes me the most, is that they can tell it is authentic and genuine. I think setting that honest and familiar tone really helps with connecting with people on social media. They genuinely can tell that it is me and that it just adds that personal touch to it, which I also feel is important for a family business and a family brand.

How about pivoting – can you share the story of a time you’ve had to pivot?

COVD. Hands down, the biggest pivot I think any business owner has had. Having to shut down our dining rooms was a huge hit. Fortunately, we have always done To-Go food, so that aspect was not new to us or our customers. We had all the containers and supples already on hand, and all our menu items can easily be package up for To-Go. That being said, changing how we operate was still very difficult. Everyday we were changing things, what worked one week, all of a sudden didn’t work the next. We didn’t, and couldn’t, stay stagnant in one model. When the lockdowns were lifted, then we were presented with the challenge of do we even open or not. All the uncertainty of COVID was very challenging. There was no handbook on how to handle a pandemic….this was new to literally everyone. But, with open minds we rolled with the punches and just kept on going. We diverted back to old school ways and just simplifying everything we could. We applied and received PPP Loans, which were a tremendous help. We gave everyone raises, paid bills and fortunately, we kept 98% of our staff. To say it had been a learning experience is an understatement. But we all came out for the better after it with knowledge and wherewithal.

Contact Info:

• Website: www.lamexicanarestaurant.com, www.la-mex.com
• Instagram: @eatlamex, @lamexgoof
• Facebook: La Mexicana Restaurant, La Mex at Stomping Grounds
• Twitter: @eatlamex
• Other: TT: @lamexgoof

Image Credits

Becca Wright