How Aidee del Villar created a booming Mexican street corn pop-up with vibrant pink signage and Instagram following to make her Hispanic heritage the star ingredient.
September 26, 2023, 4:03 AMAlmost a year into running a vibrant pink, picture-perfect elote pop-up selling Mexican street corn in North Texas, Aidee Del Villar has a message for female entrepreneurs, Hispanic or otherwise: "Fight for your dreams."
"Sadly, our paleteria journey came to an end because of COVID," she said, recalling plummeting sales as expenses piled up, forcing them to sell the business.Del Villar decided to pivot and the couple ended up investing in a 16-foot food truck, with financial help from her family, that offered antojitos -- snacks -- along with paletas.
"When Me Enloteces started, it wasn't an all-pink business," Del Villar said. "I just started incorporating the pink and all the very girly vibes, and slowly but surely, people started recognizing us. Our clients would come back to us [and say], 'Oh my God this is amazing.' And it just started growing. We were like this big family."
The classic sweet and salty combination also comes in larger formats like her "enlotadas," which she explained are a riff on a tostada served on a tray, priced from $10 to $12 and made with a base of the customer's choice of Doritos, Takis, Hot Cheetos or corn tortilla chips. Customers get to pick and choose their toppings.
In addition to the snack foods, she is also serving up refreshing agua frescas -- a Mexican fruit drink made with fruit puree and water -- in the same bright pink hues.
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