Following a slow business month in September, Paz Cantina owner Michael Reyes stomped out a fire inside his 25-year-old food truck while on the freeway last week as he drove to serve customers his signature Chicano cuisine.
The road to success for Reyes has been a bumpy one, with Paz having originally opened in November 2014 as a brick-and-mortar authentic Mexican food restaurant on Roosevelt and Third streets. A year later, its building was demolished and Reyes transitioned the business into a food truck restaurant, creating pop-up sites for customers and serving the homeless population of metro Phoenix weekly.
Reyes’ food, culture and commitment to the community will be showcased in an upcoming documentary made by local documentary producer Leo Ramos.
Ramos has seen Reyes serve authentic Mexican food to hundreds of homeless people in one day. Reyes serves the largest homeless population on Madison and 12th streets every Tuesday morning at 9 a.m.
“His approach could revolutionize capitalism,” Ramos said. “I think it’s a story that needs to be told.”
Ramos, a documentary director and producer for 181 Pictures, came across Paz in May 2015 when Reyes allowed participants of the Phoenix Comicon Film Festival to host an event within the restaurant. In February 2016, he connected with Reyes at Phoenix Startup Week and was compelled by his speech.
“His personal approach to business isn’t with the goal of making money,” Ramos said.
In August, Reyes and Ramos began the documentary showcasing Paz’s story.
Reyes said he was inspired by Kimber Lanning, founder and executive director of Local First Arizona, to take social responsibility in the community.
“When I got Paz open, my power was food and putting that together to feed the homeless and advocate for the arts,” Reyes said.
Reyes said he wants to showcase the spirit of Roosevelt Row and his appreciation for the arts.
“The arts have to be a constant on Roosevelt Row,” Reyes said. “It’s important to the energy, it’s important to the people.”
Art has helped inspire the energy that Paz originally came from, and has encouraged him to stay connected with people. Serving the community has been his personal mission, he said.
“I’m empowered with food; I’m empowered to serve,” Reyes said. “I can feed people… I can feed a lot of people.”
According to Ramos, Reyes has a community service approach to business with his personal focus of “comida, cultura y comunidad.”
“He serves them the exact same high-quality food that he would serve to high-paying customers,” Ramos said.
Ramos said there is so much happening in Phoenix that Reyes is a part of, and the rest of the world needs to see Reyes’ visible commitment to the arts community.
“There is a lot of truth for the stereotype of a struggling artist, and (Reyes) is passionate about that,” Ramos said.
Reyes said his ultimate goal is to share kindness, dignity and love with the larger metro Phoenix community through Chicano food culture.
“We turned on Chicano culture. I am an American kid that grew up with Latin roots,” Reyes said. “I am an American-Mexican.”
He said he also hopes to build in other cities with large Chicano populations such as Los Angeles, Houston, Chicago and Denver.
Reyes has consistently served food on Friday and Saturday nights out of the Paz Taqueria truck at Cobra Arcade, as well as serving once or twice a week near Roosevelt and Third streets – across the street from the old Paz Cantina location.
“He’s consistent, he’s always compassionate and he’s always caring,” Ramos said. “I aspire to be that way.”
Thomas Barr, director of operations at Local First Arizona, said that many people within Roosevelt Row and the downtown community are motivated by the passion and commitment that Reyes brings to the community.
“That spirit is really inspiring and makes the community stronger,” Barr said. “I think he’s an entrepreneur that represents the community that he serves.”
Barr said Reyes has his own challenges as a small business owner, but he doesn’t let those challenges stop him from serving. He said Reyes is constantly moving his business forward while continuing to give back to the community.
“He’s a success story for a minority business owner with countless challenges,” Barr said.
Reyes said he wants his story to help others avoid suffering. He wants to use his food and service to move the arts, activism, social responsibility and culture.
“At the end of the day today, I could have done more,” Reyes said. “I don’t have time to waste.”
Contact the reporter at Brianna.Bradley@asu.edu.
