Honcho’s: The House of Churros
Honcho’s: The House of Churros
Finds Its Sweet Spot on Broadway
In a city that embraces both tradition and innovation, Honcho’s: The House of Churros has carved out a space where nostalgia meets creativity—and where a simple dessert becomes something personal. What began as a well-timed idea in 2017 has grown into a beloved Alamo Heights fixture, known as much for its community spirit as for its golden, sugar-dusted churros.
The concept emerged from recognizing an opportunity. At the time, churros weren’t nearly as common on San Antonio menus, leaving room to do something different. The four owners—Luis, Katia, Elisa, and Gabriel Martinez—saw churros as a creative canvas, one that allowed for experimentation while honoring a beloved classic. Inspired by their roots in Juárez and a shared passion for food, Honcho’s officially opened in March 2017.
Four Owners, One Vision
Each owner brings a distinct strength to the table. Luis oversees accounting and financials, Katia leads catering, Elisa manages marketing, and Gabriel focuses on operations and product development. That balance has been foundational to Honcho’s success.
After relocating to San Antonio in 2015, the group began building businesses together, eventually opening Honcho’s just two years later. Their collaborative approach allows ideas to be shared freely and decisions to be well-rounded—an advantage they credit as one of the business’s greatest assets.
Like many small businesses, Honcho’s faced early challenges. Demand quickly outpaced expectations, especially before the team had access to commercial equipment. Adapting and improvising became part of the daily routine.
Through it all, the support from the San Antonio community stood out. One particularly memorable moment came when the owners overheard diners at a neighboring table talking enthusiastically about Honcho’s while they were eating out themselves—a small but powerful confirmation that the brand was making an impact.
From Food Truck to Brick-and-Mortar
One of Honcho’s most significant milestones was the transition from food truck to a permanent location. Building their first brick-and-mortar space on Babcock from the ground up marked a turning point, proving the concept had staying power.
Later, spotting an “available” sign on Broadway at just the right time led Honcho’s to Alamo Heights—a move that felt entirely organic and aligned with the brand’s growth.
Finding a Home on Broadway
Alamo Heights has embraced Honcho’s wholeheartedly. From school and church events to neighborhood gatherings, community involvement has been a constant. That local support has helped transform Honcho’s from a dessert destination into a familiar neighborhood presence.
Churros may appear simple, but Honcho’s treats them with intention. The team focuses on respecting the traditional churro while allowing room for creativity. The menu is designed to be personal, with countless ways to customize each order through sauces, toppings, ice cream, and coffee pairings.
Customer favorites include the Frozen Churro and the six-pack of mini churros, but personalization is central to the Honcho’s experience. Guests are encouraged to ask—less sugar, more heat, or something not listed on the menu. Seasonal offerings for Valentine’s Day, Halloween, summer, and the holidays keep things fresh, with announcements shared through social media.
Looking Ahead, Staying Grounded
Looking forward, the owners’ vision is refreshingly simple: keep doing what they do best. There are no sweeping changes planned—just a continued focus on quality, consistency, and making each guest’s day a little better. In Alamo Heights, that kind of steady presence is what turns a small business into a neighborhood staple.
