¡Tienda Mi Mexico!: An Oasis in a Food Desert

¡Tienda Mi Mexico! offers much-needed respite for Oak Cliff residents looking for local food that feeds the heart and soul.

During the pandemic shut down in 2020 some businesses were forced to temporarily close and
others indefinitely. Packed parking lots with long lines filled the few options remaining. Some
businesses took advantage of families with no time or funds to prepare by price gouging.

In the midst of this, Abel and Gelena Hernandez were celebrating their one year anniversary of owning
Tienda Mi Mexico located off Northwest Highway but now their customer base and industry was
the most affected.

They were born, raised, met, and married in Oak Cliff in 2011. The same place their four boys
are growing up in. Abel, 36, a local entrepreneur, built his capital with a remodeling business,
polishing cement, real estate, and renting dumpsters. He bought and sold their first two houses
that Gelena maintained. An SMU graduate herself, she worked for her Father’s Car Shop, First
Class Auto, until they purchased the meat market in 2019 that she raised like any of her four
boys.

They are first generation children of immigrants who were entrepreneurs. They’ve seen the hard
work, struggles, setbacks and success of owning and running a business. Neither has worked
for anyone else besides family.

They eat locally and hire local contractors. They donate to fundraisers because the locals are
family to them. Which they take as seriously as they take their faith. When they’re not running a
new ad for the game this weekend, or posting another viral video, they’re watching their two
eldest play basketball or two youngest play soccer

“We grew up down the street and experienced the food desert in Oak Cliff and saw gentrification
price out the locals. But most importantly, with raising four athletes, we know the importance of
a healthy diet in our culture,” says Gelena.

Following their heart and business instincts they opened Tienda Mi Deli, one of the few located
in Oak Cliff. And just like Tienda Mi Mexico, prices will be for those priced out by the businesses
that cater to the new money coming in. They will build their customer base with the same
foundation of family as previously done before.

“I knew social media was the fastest way to grow our business and increase our presence.
Within months our videos went viral with over a million views and shares,” says Gelena

A direct result of their curated weekly meat combos catered to various sporting events like
boxing matches, UFC cards, the Super Bowl and Luka’s comeback game with the Lakers(Fire
Nico). That’s not including the holiday specials they run for every major and minor holiday. From
Christmas to national taco day.

“Influencers have rated our elote stand outside and the 24/7 taco stand attached next door, the
original El Tacaso, one of our clients along with Gorditas around the corner and the taco stands

inside and outside the Dallas Cowboy Stadium.” Says Gelena, who’s worked the elote stand
herself on nights if she’s short staffed or staff doesn’t show.

They supply the staples like Office Max.

When most businesses expand they clone the original or reformat it to fit the need of the space.
Gelena decided to grow their brand while simultaneously fulfilling her childhood business
dream. Something she originally wanted in Bishop Arts, before Enos was even there.

“I remember eating at Cafe Brazil with my husband and first born, looking at the opportunity in
my own backyard.” Says Gelena.

“I’ve never been scared of hard work, so I got started working on bringing my wife’s dream to
life,” says Abel.

It’s because of their dedication to their business and investment in their community that they
built a strong enough bridge to support their expansion to Oak Cliff. Located on prime real
estate off Kiest and Hampton, next to other Oak Cliff staples such as Catfish Connection, and
Kings Wheels. Across the street from the iconic and often posted on social media, leg killing
stairs of Kiest Park.

“The meat market will offer healthy and higher quality options like Prime and Wagyu,” says Abel.
Prices will be competitive and make mathematical sense when spending money on the carne
asada.

“In this market, everyone is mindful about where they put their dollar,” says Gelena who will
prepare the full menu.

“We’ll work the store until we need more help and we’re promoting and bringing a team member
from our original location,” says Abel while setting up the new register.

To appease the transplants HEB builds stores on the outskirts of town and opened a Joe V’s
down the street on Westmoreland from Red Bird Mall, where the Tom Thumb was expected to
be but thankfully that overpriced grocery store and gas station has rescinded their offer. There
are plans for another Joe V’s in East Dallas, the latest victim of gentrification.

“Not taking any credit from the grocery stores that cater to the Latino community but they don’t
provide a healthy alternative. If anything, they intensify the already bad diet with their bleached
wheat, butter and seed oils. Some add a sur-charge on top of inflation and now tariffs. And a lot
of them aren’t even owned by latinos nor locals,” Gelena says.

Abel and Gelena are excited to open their doors to the customers who’ve been driving from Oak
Cliff, some who’ve been customers of Tienda Mi Mexico since before they bought it, and others who remember them as high school sweethearts graduating from Sunset in 2008. Their oldest
son, Abel Jr, has helped with stocking, pricing, and running the register. This location will also
be family owned and operated and it’ll benefit the community that’s supported them since birth.