Juices without the hipster price? Yes, you can still find some in Highland Park
We have customers who are waiting for us to open at 5:30 a.m. every day to get a green juice for breakfast and then a torta for lunch — Efrain Peña
Recently, the shop has been getting a lot more customers, folks who are coming to meet the voice behind @jugos_azteca, on which Peña posts videos, lots of videos, sometimes as many as 30 a day, sometimes racking up 5,000 views in a few hours. (Peña’s year-old account currently has 14,000 followers.)
“It’s gotten to the point where he’s recognized by fans and stopped when we’re out eating,” said Peña’s oldest son, 20-year-old Raul, who initially taught his father how to use the app. “At first I was like, ‘Dad! That’s a little weird!’ But now, I see the growth in our sales and how far people come just to try our food. It’s amazing.”
Most of the videos document the playful banter in Spanish between the folks who work at Jugos Azteca, including Peña’s two sons — 14-year-old Randy helps out when he’s not in school — and wife Veronica. On one video, Peña calls out Randy for not having a girlfriend and creates a hashtag for him (#buscandonovias); another shows Peña slicing cucumbers with a knife directly into his green agua fresca for a daily special; in another he narrates each layer that goes into their pambazo, a Mexico City-style grilled torta that’s dunked in red chile.