Discover San Diego’s Latino-Owned Businesses
San Diego’s proximity to Mexico and its rich Latino heritage have helped shape the city’s vibrant identity. From restaurants to shops to self-care spaces, here are just a few of the many Latino-owned businesses you’ll want to experience while in San Diego.
Restaurants
Azúcar
Where: 4820 Newport Ave, San Diego, CA 92107
The laid-back neighborhood of Ocean Beach is home to this culinary gem. Here, pastry chef Vivian Hernandez-Jackson bakes sweet and savory handmade treats, combining her Cuban roots and French pastry training. Stop by Azúcar for a meat pie or guava pastry; there’s no wrong choice at this Cuban-style patisserie.
Barrio Donas
Where: Clairemont – 4714 Clairemont Mesa Blvd., San Diego CA 92117; National City – 630 National City Blvd., National City, CA 91950; Old Town – 2548 Congress St., San Diego, CA 92110
Barrio Donas blends the bold flavors of Mexican American culture into handcrafted donuts made with family recipes and premium ingredients. The founder set out to reimagine the flavors that shaped him. He created a donut shop that blends the nostalgic tastes of both cultures using cherished family recipes and the highest-quality ingredients. From café de olla cold brew to maple bars, Barrio Donas offers a delicious taste of San Diego's multicultural soul — all served with buena onda!
Cafeína Café
Where: 4011 46th St., San Diego, CA 92105
Here, coffee serves as a bridge between cultures, flavors and people in City Heights. With Salvadoran roots, owner Andrew Benavides offers a rich cultural perspective. The coffee beans are sourced directly from farmers in El Salvador and Honduras, ensuring that each cup is authentic. This direct-trade approach guarantees quality and supports communities in Central America.
Cocina 35
Where: Downtown – 1435 Sixth Ave., San Diego CA 92101; Otay Mesa – 9335 Airway Road #112, San Diego CA 92154; Barrio Logan – 2649 Boston Ave., San Diego CA 92113; Liberty Station – 2750 Dewey Road #104, San Diego CA 92106; Coronado – 1201 First St., Coronado CA 92118
This restaurant specializes in chilaquiles, the most traditional Mexican breakfast. They offer different varieties at each location. The team strives to bring the essence of Mexico to their plates: the flavors, aromas, culture, service and textures they learned while growing up in Mexico. They have a large menu with various ways to prepare chilaquiles and other breakfast staples.
Día del Café
Where: 2873 Adams Ave., San Diego, CA 92116
This Día de los Muertos-themed coffee shop in North Park serves Mexican-inspired hot and iced drinks. All teas and coffee are organic and fair trade. Signature drinks include the La Muerte latte, with activated charcoal, and the cold brew with horchata. Be sure to grab a Mexican pastry or two.
El Salvador Pupusería y Restaurante
Where: 3824 University Ave., San Diego, CA 92105
This San Diego gem is where locals satisfy their Salvadoran food cravings. The pupusas — thick corn tortillas stuffed with various fillings and topped with cabbage, relish and tomato sauce — are the highlight of the menu. Selections include cheese with jalapeño, shrimp and pork. Tip: Enjoy your pupusas with a side of fried plantains, an ensalada, and a traditional Salvadoran fruit drink.
Empanada Kitchen
Where: North Park – 2855 El Cajon Blvd., Suite 3, San Diego, CA 92104; Downtown – 819 C St., San Diego, CA 92101; La Jolla – 613 Pearl St., La Jolla, CA 92037
With locations in Downtown, North Park and La Jolla, Empanada Kitchen offers a casual taste of Argentina. The menu features a variety of flavors inspired by family recipes, including traditional beef and vegan ratatouille empanadas. Each empanada is baked from scratch and served with homemade chimichurri sauce.
Parakeet Café
Where: Multiple Locations
With multiple locations, Parakeet Café focuses on serving health-conscious food, coffee and pastries. The café’s all-day menu includes vegan, gluten-free, keto and paleo items. Stop by for brunch and enjoy the cacao waffles accompanied by one of their wellness lattes.
Pink Rose Café
Where: 8209 La Mesa Blvd., La Mesa, CA 91942
If you like coffee, flowers and the color pink, this is the place for you. This café offers a fantastic space for photos. The menu features various coffee and drink options, some of which are pink. Even the waffles are that color! The menu also includes healthy dishes, such as salads and açaí bowls, as well as breakfast classics, such as bagels, avocado toast, and panini. Bring your pink outfit to match the environment.
Puesto
Where: Downtown – 789 West Harbor Drive, Ste. 155, San Diego, CA 92101; La Jolla – 1026 Wall St., La Jolla, CA 92037; Mission Valley – 5010 Mission Center Road, San Diego, CA 92108
Besides hanging out on the beach, eating tacos is one of San Diego’s favorite pastimes. While taco options abound, Puesto continues to be a local favorite. The menu showcases the restaurant's innovative takes on traditional tacos. Puesto's secret ingredient is its handmade blue-corn tortillas. Puesto also offers a refreshing craft bar program at its Mission Valley location.
Todo pa’ la Cruda
Where: San Diego – 2196 Logan Ave., San Diego, CA 92131; 2851 Imperial Ave., San Diego, CA 92102
As the name suggests, this place has a menu full of flavor and the classic spiciness typically associated with hangover cures. The extensive menu includes chilaquiles, pozole, seafood, birria, tacos and burritos. The flavors are authentic and traditional.
Tropical Star
Where: 6163 Balboa Ave., San Diego, CA 92111
Don't blink or you might miss this spot. It’s tucked into a strip mall in the Clairemont Mesa neighborhood. This tiny restaurant and market specializes in authentic Puerto Rican and Latin American cuisine. Dishes are prepared with ingredients imported from the Caribbean, Central America and South America. Be sure to try the Peruvian lomo saltado or Colombian bandeja paisa before you leave.
Shops & More
Angelica B Beauty
Where: 2226 Fern Street, San Diego, CA 92104
If you’re looking to relax and unwind, this is the place to be. Owner Angélica Barragán opened this South Park space to connect with and empower other women. Services include body treatments, facials, massages, waxing and makeup consultations.
Artelexia
Where: 3803 Ray St., San Diego, CA 92104
This former farmers-market stand is now a North Park staple. Owner Elexia de la Parra has created a vibrant storefront featuring handcrafted Mexican imports and unique Hispanic artisan crafts. The colorful mural outside the shop is one of San Diego’s most Instagram-able spots.
Casa Xovi
Where: 2151 Logan Ave., San Diego, CA 92113
When you walk into Casa Xovi, you can’t help but smile at the colorful decorations. You'll find unique gifts here, including hand-painted hats, embroidered tabletops, jewelry, home décor and clothing. Owner Xochitl Villareal personally hand-picks all the pieces from Mexico and South America.
Combine and Create
Where: 2195 Logan Ave. #3, San Diego, CA 92113
Vanessa Alcaraz hand-forges her jewelry in her Barrio Logan art studio. Her pieces incorporate gemstones, such as pink quartz and tiger's eye, as well as antique beads and coins. In addition to her studio and Etsy page, you can find her work in boutiques throughout San Diego.
Art & Cultural Spaces
Centro Cultural de la Raza
Where: 2004 Park Blvd., San Diego, CA 92101
This cultural arts center is dedicated to creating, promoting and preserving Chicano, Mexican, Indigenous and Latino art and culture, as well as educating visitors on those topics. The nonprofit organization is housed in a former Balboa Park water tower adorned with vibrant murals. The center provides classes, arts and crafts, and artistic presentations that support and encourage the creative expression of indigenous cultures. Special outdoor vendor exhibits can be enjoyed on select weekends.
Chicano Park
Where: 2043-2085 Logan Ave., San Diego, CA 92113
The park is the geographic and emotional heart of Barrio Logan, San Diego's oldest Mexican-American community. It was established by refugees during the Mexican Revolution in the early 20th century. Designated a National Historic Landmark, the park is home to the largest collection of Chicano murals in the United States. There are more than 80 paintings on seven acres of land that are dotted with sculptures, gardens, picnic tables and playgrounds. The park also houses the Chicano Park Museum. Throughout the year, the park hosts music and Aztec dance festivals, the biggest of which is Chicano Park Day, held each April.
House of Pacific Relations International Cottages
Where: 2125 Park Blvd., San Diego, CA 92101
Thirty-four groups housed in historic cottages from the 1935 California Pacific International Exposition in Balboa Park promote multicultural goodwill and understanding through educational and cultural programs. Visitors can explore the Houses of Colombia, Mexico, Panama, Peru, Puerto Rico and Spain, among many others.
The San Diego Latino Film Festival
Where: AMC Westfield Mission Valley, 1640 Camino Del Rio N., San Diego, CA 92108
Every March, the festival features cinematic stories of and by the Latino community from Latin America and the United States. The festival hosts filmmakers, celebrity appearances, workshops, live music, art exhibitions and gala celebrations. The festival supports yearlong educational, creative and production-oriented programs for underserved youth and residents.
La Jolla Playhouse
Where: 2910 La Jolla Village Drive, San Diego, CA 92037
This Tony Award–winning theater has taken over hosting the annual Latinx New Play Festival, which was founded at the now-defunct San Diego Repertory Theatre. Each October, the festival presents vibrant new works that showcase the voices of up-and-coming Latino playwrights. The event includes readings, productions, related events and receptions.
Día de los Muertos
Where: Various locations
Each fall, San Diego hosts a variety of Día de los Muertos events, a Mexican holiday that honors and remembers deceased loved ones. Celebrations include the three-day event at Old Town San Diego State Historic Park featuring altars, parades, live music, and a candlelight procession. The Sherman Heights Día de Los Muertos event, organized by residents, features Catrina makeup, flower-crown workshops, and altar displays crafted by locals.