Jacinto Café

How did this place come about and what made it different from the start?
Jacinto was born as a side dish for the restaurant Carmelita, sharing from the beginning the same philosophy: respect for the origin, traceability and connection with those who produce each ingredient.

More than just opening a café, the goal was to create a space where each product told a story and where the value of the process was as important as the final result. That's how the project grew in recognition: the quality spoke for itself.

What part of the day, space, or creative process do those who work here enjoy the most?
Depending on who you ask, our baristas find the calm before the restaurant opens on a weekend very relaxing. But I think what we generally enjoy most is the moment of experimentation. A large part of the team is involved at some point in creating a seasonal drink. Playing with new flavors, textures, and ideas is an essential part of our identity. And then seeing the idea materialize into a real product (with its packaging, its story, and its campaign) is incredibly satisfying. When a customer leaves happy with their chosen drink, that's the icing on the cake.

If someone is coming in for the first time, what should they not miss?
Uff! Our house drinks: Jaimico is a tonic with hibiscus syrup and chili, and Tropicón is a tonic with mango and pineapple. These are familiar flavors to the Mexican palate, but with a unique twist when combined. Both drinks are super refreshing and perfect for hot weather. Plus, our chocolates bean to bar in any of its forms: drink, bar, or tabletop snack. For example, a mocha with semi-sweet chocolate is one of the most comforting things you can have in the afternoon.

Todo lo elaboramos desde cero: tostamos nuestro propio café y cacao, desarrollamos recetas propias para jarabes y cuidamos cada detalle del proceso. Cada bebida y cada chocolate tiene personalidad propia; y deseamos que cada visita sea no solo excelente, sino también un descubrimiento para el paladar de nuestros clientes.

What has been an interesting challenge that has made you rethink something about the project?
Lately, one of the biggest challenges has been consumer education. Explaining and conveying the true value behind the entire production chain, from the field to the cup, has made us constantly rethink how we communicate what we do and has forced us to be better storytellers, because a good product deserves to be understood, not just consumed.

What influence, idea, or reference continues to shape the way you work today?
Music is at the heart of Jacinto. Cumbias, in particular, bring rhythm, community, movement, and celebration that align with our values. Much of our inspiration comes from Sonido Gallo Negro, La Lom, Los Mirlos, Los Destellos, Amantes del Futuro, and others. If you're looking for an energetic, psychedelic rhythm, check them out!

What place, project, or person has inspired you recently and why?
The truth is, Magical Mexico inspires us daily, and in a city like Tijuana, the surreal is everywhere. But specifically in the coffee industry, we draw influence from greats like Proud Mary, Verve, Cafeología and our friends from Provecho. We love the work of Cacao para Todos, chocolates La Rifa and Sleep Walk from Chicago. I also think it's interesting to take inspiration from other places, such as liquor campaigns, editorial photography, or even films.

If your space could invite someone to collaborate for a day, who would it be and what would you do together?
Two dream collaborations: The first an event with Sonido Gallo Negro, where the visual and sensory experience is on another level. We envision it as a celebration of Latin American culture with plenty of rhythm, flavor, psychedelic visuals, cacao, coffee, and the entire community coming together in a shared feeling.

The second option would be to invite local visual and conceptual artists to transform the space and expand the brand into other creative disciplines. A collaboration where coffee, cacao, and art coexist with installations, edible pieces, or sensory experiences would be incredible.

Is there an object, corner or detail of the place that has a story that few people know?
El Duende del Cacao. It appears on our Instagram and on some packaging, always linked to chocolate. It was born during a trip to Tabasco, while we were talking with one of our producers at his farm. It's worth mentioning that the farm was a jungle, with its own ecosystem, butterflies everywhere, and even Mayan ruins. It truly seemed like a magical place. And suddenly… it started to smell strange, like a bitter substance, similar to the smoke from when your mom roasts chilies. Our producer told us that it meant the elves were watching us, because that smell was coming from them. We continued the tour and finished it by drinking an ancestral beverage called Xocoatl. At that moment, we understood how EVERYTHING is connected: the earth, the water, the animals and the plants—everything, absolutely everything, plays an important role in cacao production, even its protectors, the elves. Something in that place, in those words, gave life to the interpretation of a character that is now part of our mythology.

If this project were a city, a book, or a record, which would it be and why?
If Jacinto were a city, it would be Tijuana, our city: a place where chaos coexists with creativity, where cultures blend and everything is constantly reinventing itself without losing its essence. If it were an album, it would have to be “Amor Amarillo" because we are passionate about life, colors, and the processes you go through every day.

Answers by Marla Arriaga, marketing and design at Jacinto Café.