Leo Matias started working at his first restaurant in 1997 as a dishwasher on the graveyard shift at Bob’s Big Boy in Burbank. 22 years later, Matias opened his second business, expanding his DTLA Cilantro Lime enterprise to a second location in Glendale. On May 4, Cilantro Lime 2.0 opened its doors in Glendale to the delight of nearly 34,000 social media followers.
“Without my team, I wouldn’t be where I am. They’re the real all-stars, not me,” says Leo.
“Actually, the real MVP is my wife,” he adds with a smile, pointing to a photo displayed on a mural of pictures in the restaurant with Matias and his wife, Arpeneh, holding their baby.
When asked about his keys to success, Matias points first to the tight-knit culture of his staff, and second, to his business mentor who saw something special in Leo when he was a senior in high school and supported his ascent to becoming a business owner. “He always told me, you have to see what you want first, and believe there’s nothing you can’t do,” says Matias about his mentor.
The team spirit of the staff is undeniable, and the way they treat each other translates to their impeccable customer service. Clientele walk in and are greeted with smiles and hi-fives from Matias and the Cilantro Lime team lead by manager Vanessa Munive and front of house manager Elizabeth Cota. To Vanessa and Elizabeth, working at Cilantro Lime is a dream. “He’s not just my boss, he’s like a teacher,” says Cota.
“He’s like a brother,” says Vanessa.
“When I was hospitalized for a month last year, Leo was really supportive and assured me in my darkest time that I would still have a job once I got better,” says Munive. “I can talk to him about anything. Plus, he’s worked every station so if you ever need him to jump in, he will.”
The Ascent
It’s one thing to dream about becoming an entrepreneur, but a dream is just that until it become a plan, and then, an act. In 2003, Leo Matias was working as a manager and known in the industry as a “fixer,” but contemplated when he would take the leap to make his dream a reality.
That year, his mother was diagnosed with cancer. “She made me promise her I would quit my job and go for my dream of having my own restaurant. She knew that where I was at, I would never reach my full potential.”
Miraculously, his mother recovered, and in 2017 Matias took over a small food court establishment in Santee Alley, named it Cilantro Lime, and brought his mother in to revamp the recipes with authentic Mexican cuisine.
The Foodie Bloggers’ Menu
Turning around the struggling Mexican restaurant was no small feat.
“My wife and I had to make a decision. Last year in November, looking at our finances, we came to the conclusion that if by December we weren’t making a profit, we would close the shop,” says Matias.
Around the same time, Leo began reaching out to foodie influencers to collaborate on menu items. Soon, items like the @letsgogrub taco with a burnt cheese crust, and the Flaming Hot Cheetos quesadilla hit the menu. By December, Cilantro Lime was @letsgogrub certified and @mexi_papa_adventures approved, and the little Santee Alley Mexican stand went viral. Soon, Cilantro Lime was featured on Food Beast, Thrillist, and even on the Los Angeles television news, streaming to homes across the city.
Foodie 4 Da Gram Taco
Leo Matias hit a sweet spot in the Los Angeles foodie influencer community, opening his kitchen up to them, and they in turn, use their influence to support Cilantro Lime. Today, Leo Matias’ inbox is filled with messages from influencers looking to collaborate on menu items. “I have so much respect for them,” says Matias of his influencer partners,
“All of us grew together when it comes to social media. These guys are huge now, and I’m so grateful to them.”
On the cusp of Cilantro Lime 2.0’s grand opening just in time for Cinco de Mayo, Leo Matias is filled with appreciation at how far he has come and for the supporters who have helped him along the way.
“We appreciate the love that Downtown has shown us. This is the story of your favorite taco shop, expanded to Glendale. Come by, bring an amigo, share a taco.”
For more info visit instagram.com/cilantrolimedtla
