North McAllen has experienced tremendous growth over the decades. Even before the area was incorporated into city limits, the Zamora family was serving food and provisions for those working to expand and develop the town.
“Our family would sell the basics: eggs, bread, luncheon meat,” Jorge Zamora said. “People didn’t have to go downtown for their groceries. [My parents] noticed people were loving it and with a push from my grandpa, we opened the building where location #1 is, eventually adding hot food.”
Originally serving ranch hands and construction workers, the Zamoras quickly transitioned from selling out of their home to opening a shop next door.
What was once a carport and convenience store in the 1970s is now a staple of McAllen diners.
The first Zamoras’ is located on 23rd Street just south of Lark Avenue. Since the 70s, they have traded nickel candies for awesome Tex-Mex bites like breakfast tacos, enchiladas, and botanas.
The botanas don’t stay on the table for long; they’re a top seller, flying out the door so fast the restaurant keeps its beef supplier on speed dial. Jorge says they’re the most popular item on the menu. Before the success, it was hard to imagine becoming a major player in the restaurant industry.
A Winding Road to Success
Jorge’s mother planned to keep the store and restaurant running only to let her children get through their schooling.
“In reality, we didn’t see us doing this long-term,” Jorge said. “My mom’s goal was to get us through high school and college, then her children could do their own thing.”
Higher education did happen for Jorge and his brothers. Jorge earned his Master’s as a therapist; however, life had a funny way of pulling Jorge back to the family business.
For a period after Jorge’s father was sick, there was a lull in the business. It was even out of Zamoras’ ownership for a period of time. However, in the mid-2000s, Jorge knew his calling was to bring the family business back into prominence.
Once he took over full-time and leaned on his brother for management and business guidance, the trajectory was straight up.
Weekend or weekday, the parking lot is full in the #1 location, and now you can find Zamoras’ at any of the three locations. Two in Edinburg and one in North McAllen are staying strong.
They serve up classic dishes the RGV knows and loves so well. From breakfast tacos and chilaquiles to enchiladas and botanas to feed a crowd.
Lifelong Memories
To this day, Jorge runs into children he grew up with, some 30 or 40 years ago, retelling stories of the shop before it became the recognizable sit-down eatery it is today. “I remember we used to wait for the bus in front of your shop,” he hears from people he goes back with. “We would go in there and get candy before and after school,” he said.
Jorge’s brother, Joaquin ‘JJ” Zamora, serves as a McAllen City Commissioner. “The restaurant is the lifeline of our 99 employees, providing job stability and economic opportunity, but most importantly, as a means to bless others in our churches and community.”
Anyone who has enjoyed the food from the restaurant can attest that it’s best enjoyed in the company of loved ones.
“Our restaurant exists and entirely depends on our community support through their patronage, JJ said. “Without that support, the restaurant would cease to exist.”
Even though the restaurant wasn’t made to serve food in the early days, the Zamoras did what they do best: adapt and serve the people in their immediate area.
“People cherish us because we’re a part of their lives as well,” Jorge said. “People grow up in the area. If they move away, they tell us the first thing they do back in town is pick up a botana or they’ll get a breakfast taco on the way out.”
Across three locations, Zamoras’ Restaurant serves up food, smiles, and community in a way only a business born in the Valley can.
