Sisters Build an Empire in Ames
Daisy and Berenice Valderrabano. Photos by Jennifer Marquez for JEFAS Magazine
When Berenice and Daisy Valderrabano’s parents bought Mr. Burrito Mexican Restaurant in Ames’ Campus Town, they had no idea their daughters would grow it into a multigenerational business empire. Today, the sisters own successful businesses across the city. Their family restaurant now has a food truck, their cleaning service keeps homes and businesses spotless, their grocery store provides products from across Latin America, and their new liquor store marks their fourth successful venture. Their knack for identifying gaps in supply and demand, taking calculated risks, and being innovative has transformed them into business leaders and examples of immigrant ingenuity.
Early Entrepreneurship: Reinventing a Family Restaurant
The sisters flexed their entrepreneurial muscle young when they transitioned the restaurant’s original recipes to those from their mom’s hometown of Veracruz, Mexico. “We were the first to sell birria, called barbacoa, before it was popular, and tamales wrapped in banana leaves,” boasts Berenice Valderrabano as she recalls their early days. To build popularity, the Valderrabanos implemented a punch card that encouraged customers to try their new items and created a loyal following. It was clear these sisters had a knack for creating opportunities, and they were just getting started.
Strategic Growth: Expanding Beyond Restaurants
Fifteen years later, they are focused on growth. When restaurants closed in 2020, the sisters launched Family Cleaning, LLC, using their time away from the restaurant to clean residential and commercial properties. As businesses opened again and the economy slowed, cleaning clients went from weekly contracts to bi-monthly, so the sisters pivoted. They looked at expansion options to reach new diners.
Breaking Barriers: First Latina-Owned Business in Jack Trice Stadium
In early 2022, Berenice Valderrabano set her sights on the crowds converging on Ames for football games. Breaking new ground as the first Latina-owned business inside Jack Trice Stadium, they served tens of thousands of Cyclone fans from two stands during the 2022/2023 season. “The work was intense and stressful,” says Berenice Valderrabano. The effort paid off, creating several catering clients and cementing Mr. Burrito in the hearts of Iowa State students and alumni.
Retail Expansion: Filling Gaps in the Market
The sister’s expansion into retail is another example of strategic thinking. “There was only 1 Latino grocery store in Ames. When it reopened after a fire, there were a lot of products they didn’t carry.” Daisy Valderrabano saw an opportunity. In 2023 they opened Tienda Las Poblanas. “My sister was hesitant,” explains Daisy Valderrabano. “I’m the one with the entrepreneurial spirit; I love everything about business and working with people.” The store sells items from Mexico and Central America and is expanding its inventory to include staples from South America and the Caribbean. Noticing a gap that extended beyond groceries, the sisters opened Licoreria Lalos in the same shopping plaza. They provide the usual beer, wine, and spirits Iowa consumers are used to, but make sure to stock Guatemalan beers alongside high-end tequilas and mezcals other stores don’t carry.
Family and Teamwork: The Key to Success
When asked how they make it all work, they cite their family and employees. “We delegate,” adds Daisy Valderrabano. “My sister spends most of her time focused on the restaurant, I take on the cleaning business. We’re both involved with the store since it’s newer.” Daisy Valderrabano’s 20-year-old daughter Triny Gonzalez Valderrabano manages the liquor store in between business classes at Des Moines Area Community College. Clearly, she has entrepreneurship in her blood.
Future Plans: Franchising and Continued Growth
It sounds like a lot, but they aren’t thinking about slowing down. Instead, they are looking at franchising Mr. Burrito and expanding Family Cleaning beyond Central Iowa. Daisy Valderrabano would like to open a second liquor store in Huxley where she has a home. First, though, she is looking at following her daughter’s footsteps with some business classes and expanding her English vocabulary.
Advice for Aspiring Entrepreneurs
As the sisters nurture the next generation of JEFAS in their family, they offer this advice: “There will always be barriers, but we must stay firm in our dream. For as many challenges as there are, there are also people and resources to help,” insists Berenice Valderrabano. Her sister agrees. “You have to have the will to make it happen. Then, look for help. Latinos often try to do it all and don’t invest in professional services, but you must do that to grow,” says Daisy Valderrabano. With their proven track record and ambitious vision, these sisters are building more than businesses – they’re creating a multigenerational empire.
