This is a story about El Jefe.

Juan starts El Jefe as a small food truck serving Baja-style tacos and mariscos in the local community.

El Jefe experienced its first expansion in April of 2016, less than a year after its launch. The growing popularity of the food truck prompted the founders to consider opening a brick-and-mortar restaurant. After much research and planning, they found a location in the heart of the Gaslamp Quarter, a bustling neighborhood in downtown San Diego. With a prime location and ample seating, the new restaurant allowed El Jefe to serve even more customers and expand its menu offerings. The success of this new location paved the way for future expansion plans, solidifying El Jefe's place as a staple in the San Diego dining scene.

In May of 2017, El Jefe was named San Diego's Best Food Truck by the readers of San Diego Magazine. The award recognized El Jefe's commitment to bringing the freshest and most delicious Baja-style cuisine to the streets of San Diego. The team at El Jefe was overjoyed to receive this recognition and proud to have the support of their community. The award inspired them to continue to innovate and bring new and exciting dishes to their loyal fans.

In February of 2018, El Jefe launched its online ordering platform, making it easier than ever for customers to enjoy their favorite Baja-style cuisine. The new system allowed customers to place their orders online and pick them up at the truck or have them delivered straight to their door. The move to online ordering was a huge success, with many customers taking advantage of the convenience and speed of the new system. El Jefe's commitment to innovation and customer satisfaction helped them stay ahead of the competition and continue to grow their business.

In October of 2019, El Jefe expanded its catering services to include weddings, corporate events, and private parties. The new services were a huge success, with many clients raving about the quality of the food and the professionalism of the El Jefe team. The expansion of catering services allowed El Jefe to reach new customers and showcase their delicious cuisine to a wider audience. The team was thrilled to be a part of so many special events and proud to be a trusted catering partner in the San Diego community.

In March of 2020, the COVID-19 pandemic hit the United States, and El Jefe had to adapt quickly to keep its customers and employees safe. The food truck implemented strict health and safety protocols, including wearing masks, providing hand sanitizer, and practicing social distancing. El Jefe also pivoted to online ordering and contactless payment options to reduce the risk of transmission. Despite the challenges, El Jefe continued to serve its loyal customers, and the community responded with overwhelming support.

In June of 2021, El Jefe celebrated its 6th anniversary of serving delicious Baja-style cuisine to the San Diego community. To mark the occasion, the food truck held a week-long celebration, featuring daily specials, giveaways, and live music. The team was thrilled to see so many familiar faces and to meet new customers who were trying their food for the first time. The anniversary was a testament to the hard work and dedication of the El Jefe team, who had overcome many challenges and obstacles over the years

El Jefe launched a new catering service in January 2022, expanding its signature Baja-style cuisine to events and parties throughout San Diego. The catering menu featured popular items such as seafood tacos and ceviche, as well as vegetarian and vegan options, bringing the unique flavors and high-quality ingredients of El Jefe to a wider audience.

As of February 2023, El Jefe continues to innovate and bring its fresh and flavorful Baja-style cuisine to the San Diego community. With a growing customer base and reputation for high-quality food and service, El Jefe is excited to see what the future holds as it looks to expand its reach and bring its unique flavors to new audiences.