1921
Alejandro Borquez pushes back from the dinner table and says to his beautiful
young bride, Rosa, “You are such a good cook we should open a restaurant.”
1923
The Borquez family opens the Sonora Cafe in a small storefront on
Broadway and Santa Barbara Ave. They begin an enduring relationship
with the Ideal Tortilla Company.
El Cholo automobile and flapper
1925
A guest wanders in for dinner and while waiting for his dinner draws a figure
of a man on the menu and calls him “El Cholo”. Alejandro likes the man and
immediately changes Sonora Cafe to EL CHOLO CAFE.
Three El Cholo Waiters
1926
George Salisbury is eating dinner at EL CHOLO and meets Borquez’ daughter, Aurelia.
“They court, decide to marry and open their own EL CHOLO.”
1927
In a storefront at 11th and Western they open EL CHOLO, with 8 stools,
3 booths and a hot top stove on which they heat tortillas on the top, melt
cheese and enchiladas underneath. That stove is still on display in
the lobby of our building.
Opening Day, 1927
1931
EL CHOLO (against the advice of everyone) moves across the
street to its present location, in an old Californian Bungalow.
(Gary Cooper, Harold Lloyd, Bing Crosby and Loretta Young continue to come).
1932
Joe Reina comes to work as a dishwasher and shortly thereafter becomes head chef.
A job that is to last 54 years and forever influences the Mexican restaurant industry.
The old gang outside the bungalow
1941-45
EL CHOLO closes during World War II.
Cannot get supplies to meet their quality standards.
1946
El CHOLO re-opens. Reymundo Vicente is hired as the busboy.
By 1996 he had reached his fiftieth year with EL CHOLO. Anna, Beatriz,
Tille and Maria are also hired and all work for at least thirty years after that.
(In 1972 EL CHOLO doubles in size – 7 more busboys are hired to handle the work).
Some of our traditions never change
1959
Carmen Rocha joins EL CHOLO. She starts making a dish called
“Nachos” that she made in her home town of San Antonio.
Again history is made.
1967
Carmen Rocha joins EL CHOLO. She starts making a dish called
“Nachos” that she made in her home town of San Antonio.
Again history is made.
1970
Aurora Gamboa moves from Zacatecas Mexico in 1970 and begins work at
The Original El Cholo on Western Avenue as Green Corn Tamale Maker during
the day and asNacho Girl at night. She worked these shifts for 13 straight years!
El Cholo in the 1970’s
1977
Blair Salisbury, great grandson of George and Aurelia, begins working in
the kitchen at El Cholo on Western and bussing tables at EL CHOLO La Habra.
1979
After a brief stint in auto racing, Blair re-enters the family business as a line
cook at The Cat and Custard Cup in La Habra and begins formal training under
the tutelage of Hans Prager at the Ritz Restaurant in Newport Beach.
Diego Fernandez begins work with at El Cholo as dishwasher.
1983
By this year, Diego Fernandez has worked every position in the
restaurant business and is moved up to assistant manager.
Aurora Gamboa becomes Head Chef the Catering Division and
runs a successful Catering Kitchen for 17 years!
1984
Diego Fernandez moves to El Cholo La Habra and works as Service Manager.
1986
Aleccio Leon was hired at The Original Sonora Café Downtown LA
as a line cook and worked there till 1996.
“Ensenada Nights” introduced. A fun filled evening for 100 in the
patio featuring Mariachis, and an incredible South Western Buffet
perfect for private parties.
1988
Diego Fernandez operates Margarita Ryans Cantina for the company in Newport Beach.
1989
Blair named General Manager of the original EL CHOLO on Western Ave.
1993
Diego Fernandez moves to El Cholo on Western as bar manager and is later
promoted to General Manager.
1994
Blair promoted to Director of Operations of the family business
and made directly responsible for the day-to-day operations of EL CHOLO
Los Angeles, Sonora Café, Café El Cholo, and El Cholo at Terminal 5 at LAX.
1995
5th generation begins working at the restaurant!
1996
We sell enough tortillas that if laid end to end they would stretch 3 1/2 times
around the world and would pile as high as 6,146 Empire State Buildings.
1997
Blair oversees the opening of the fourth EL CHOLO located in the beach
community of Santa Monica. and was responsible for raising the capital,
developing the design concept and hiring and training the entire staff.
Within two years of opening, the Santa Monica location was the number
one in annual volume in the family chain.
Aleccio Leon is transferred from Sonora Cafe to help open up
EL CHOLO Santa Monica.
1999
Aleccio Leon transferred to The Original EL CHOLO on Western as the head chef.
2000
Blair Salisbury opens EL CHOLO Pasadena on Fair Oaks with long
time friend and El Cholo coworker, Diego Fernandez.
Aleccio Leon named Executive Chef for EL CHOLO Pasadena.
Aurora Gamboa named Cuisine Chef of EL CHOLO Pasadena and is
in charge of the quality and consistency of our Recipes. Dona Aurora
says that the consistency on her cooking has to do with her love for
cooking and that extra two ounces of pure love to every recipe!
2004
Blair and Diego Fernandez create and open Dona Rosa Bakery
and Taqueria in Pasadena, an innovative fast-casual concept offering
Tacos, Burritos, Pan Dulce, and Tortas.
2010
EL CHOLO Pasadena moves from its Fair Oaks location to the Paseo
Colorado located on the Rose Parade route. The new El Cholo offers
over 400 seats with three outside patios, and two full service bars.
2011
EL CHOLO opens on East Colorado Blvd., Old Town Pasadena.
