SAN FRANCISCO (KRON) — More than a century ago, a Mexican couple opened up a small tamale shop in San Francisco. Over the decades, generations of the Sanchez family built that shop into a salsa empire with a global following.
Today, Casa Sanchez and its iconic logo remain linked to the city, as well as inked on some of its most devoted fans.
Before you run out to get your own tattoo, you should know that the official Casa Sanchez promotion is over. But there’s a lot more to look forward to out of the company, with new salsa flavors, as well as beer, coffee, and even a clothing line in the works.
Jimmy the Cornman. He can be found all over the world riding his rocket on salsa, bags of chips, and guacamole. The iconic company logo can be found on one of Casa Sanchez’s biggest fans.
“We had a lot of tourists; we had people whose last name is Sanchez put it on their butts to meet girls,” Casa Sanchez co-owner Marta Sanchez said.
The rocket-riding mascot’s popularity took off as a tattoo back in 1997. That’s when the company offered free food to anyone willing to get the iconic logo inked on their body.
“It was best marking idea of the year with Forbes, on Jeopardy, it was on Howard Stern — who would have thought?” Sanchez said.
Sanchez – part of the third generation of family running the business – came up with the idea for the tattoo promotion. Dozens of people bit on the offer.
That includes people like Guido Brenner.
“I did it on a whim my friend said there is this restaurant doing this deal, what do you think? I said let’s go check out the food first,” Brenner said.
Casa Sanchez was founded in 1923 by Marta’s grandparents: Roberto and Isabel. They came from Zacatecas, Mexico and started a small tamale store on Broadway in San Francisco.
“My grandfather came with just a rod iron 20-pound tortilla press under his arm, and that is it,” Marta said.
Casa Sanchez is proudly made in the Mission District. The salsas and guacamole are made all from local ingredients with their secret family recipe.
“There are websites that try to figure out what our recipe is and they have not been able to,” Marta said.
As the Sanchez family looks ahead to the next 100 years, local artists are working on a massive mural on 24th Street — a visual history of the family’s journey so far.
Casa Sanchez is still a small business even though it is everywhere.
