Life & Work with Juan Cortez

Today we’d like to introduce you to Juan Cortez. 

Hi Juan, can you start by introducing yourself? We’d love to learn more about how you got to where you are today?
My friend and business partner Mike Morales and I met close to 15 years ago in California. We worked together for a corporation, focusing mostly on improving customer experience. We became good friends with similar mindsets. Mike and I both grew up very similarly. Same traditions and family atmosphere. This made it easy to get along. Fast forward to 2013. The company we worked for does some downsizing and we are given the option to leave the company or transfer to another state. Mike and I both end up moving to Arizona. This was not a decision we planned, it just happened. We continued our work with Customer Experience. We realized very quickly that delicious authentic Mexican street Tacos were almost nonexistent in the East Valley. In a conversation one day, Mike and I begin talking about bringing some our traditions and authenticity to the East Valley through some type of food. Tacos seemed like the way to go. Mike then had the brilliant idea to couple the tacos with Churros, fresh-made Churros, we both looked at each other and that was the moment Saguaros was born. The name was chosen by my daughters after talking through our idea with the family. Saguaros made sense. That type of cactus lives in the Southwest, Sonoran, and parts of California. These being 3 locations that linked us all, being Mexican, growing up in California, and now starting a new adventure in AZ. Now that we had a name, I began designing the logo. It was something I enjoyed doing since Graphic Design was something I went to school for. 24 hours later, the Logo was done and that’s the day it all became real, that was OCT of 2018. We began putting recipes together for our meat seasonings, salsas, and Churro batter. Once we had something we all liked we purchased equipment, applied for permits, and began promoting our catering services. Our first opportunity catering opportunity came in July of 2019. It was a backyard wedding. It was 117 degrees outside. Our Churro cazo and grill made that almost unbearable but we did not care. We cooked and made churros. The guests loved the food. We were complimented by many. That’s when we knew we had something! We walked out of that backyard feeling accomplished. We did it! And we were good at it! From that event came 2 others and the rest is history. We now have many repeat customers which includes small, med, and large companies and private events. We are blessed to have a big following. We are often asked if we have a brick and mortar. It’s becoming clear that we need one and that will be our next adventure.

Would you say it’s been a smooth road, and if not, what are some of the biggest challenges you’ve faced along the way?
Mike and I always joke around about having cameras following us around. In the beginning, we had some bumps in the road. Sometimes we would forget to bring important ingredients, you know like the meat or the tortillas…things like that lol. So, one of us would have to run back to get them. Our churro batter bag once ripped open at the seams, which covered me all over in churro batter at an event. Our electric cord melted at one event due to a short so we had no power. Luckily, I am a bit of a handy man so I was able to run to the store and buy a new part to repair it on site. We have many stories that we now sit and laugh at. Great memories now, but certainly not at the time they were happening. Somehow Mike and I always pulled it off. The customers were always happy and had a great experience with us and that is what it was all about, amazing food and great memories. Of course, the biggest obstacle is having that work-life balance. As we get busier and busier it’s sometimes hard to not get caught up with our day jobs and weekend events. Mike and I are family oriented dads and it’s important that we spend time with the family, especially with our kids, as they are in those formative years that have a big impact on them. I make it a point now to block time in our business calendar for the family. This has allowed me spend quality time with the family and still run a successful business.

As you know, we’re big fans of you and your work. For our readers who might not be as familiar what can you tell them about what you do?
In my “day job,” I specialize in creating and designing content and resources that improves customer interactions. On my team, I am known as the “creative genius”. I am the go-to guy for making otherwise boring text on page look cool and eye-catching, while still delivering the intended message. At home, I am the “munstruction worker” as my toddler son says. He used to struggle with his Cs, and now he doesn’t but I haven’t corrected him ‘cause I think it’s cute. I LOVE to build. Over the last Couple of years, I’ve customized our house with built-in entertainment centers, handmade furniture, complete kitchen remodels, home theater that is hidden until you press a button. Building is a passion of mine. I can spend 12 hours nonstop and not stop breakfast, lunch, or Dinner and I wouldn’t even know it. Luckily my amazing wife Juana is there to remind me to stop sometimes. She is my rock and the love of my life. As for Saguaros, I am the Churro man and I build what is needed. One of our setups uses a canopy and for that, I built a walk-up bar type of display with our logo. It looks great and sets our setup apart. We have received numerous compliments on the setup. As far as Churros I have my own recipe. They are delicious. As far as what I am most proud of, my family. Saguaros is truly a family business. My wife and kids often help us for events. My daughters have learned valuable lessons in responsibility, integrity, and taking pride in your culture and what you do by working for Saguaros. My oldest daughter (18 yrs. old) worked for us @15. We taught her about quality, pride, sales, and treating people right and with respect. She went on to pursue a retail job and applied what she learned at Saguaros. She quickly became a lead at the company and one of youngest employees promoted to management at the location. Now my younger daughter (15) works with us and she loves it. Like I said what ai am most proud of is my family but Saguaros and what have built is right there at the top.

If you had to, what characteristic of yours would you give the most credit to?
I would say always wanting to exceed our customers’ expectations each and every event and always being 100% transparent… When the customer takes the first bite of that taco or Churro and closes their eyes with a smile on their face and comes back to tell us about it. Those are the moments that keep us going and having that honest transparent relationship keeps them coming back.

Contact Info:

• Email: Saguarostacos@gmail.com
• Instagram: Saguarostacosychurros
• Facebook: Saguarostacosychurros