Meet Alvaro Rojas | Chef, Barkeep & Entrepreneur

We had the good fortune of connecting with Alvaro Rojas and we’ve shared our conversation below.

Hi Alvaro, what was your thought process behind starting your own business?
My thought process behind starting my own business was honestly not that well thought out. I, like most entrepreneurs I’d imagine, thought I had something unique I could bring to my community that would help address something that I felt was lacking. I was twenty-one with likely more testosterone than brains at that time. I convinced myself that healthy Mexican food was going to change the world one burrito at a time.

Alright, so let’s move onto what keeps you busy professionally?
The three “F”s; funky, frugal, and functional sums up my approach to being and entrepreneur because it was an intense struggle for the first several years. I found it crucial to set myself apart in any creative way that I could muster because I didn’t even have the funds to print flyers when I started much less launch an ad campaign, pay for upgrades, or even keep up on payments to maxed out credit cards. A walk in cooler for several months was even the place I called home at first just so I could pay my staff. Distilling my decisions down to that rule of three really gave me direction in order to survive. With capitol one can make a go of this industry for a while and even levy some semblance of success with some luck and savvy but to be timeless you need to really stand out. An artsy approach through whimsy is what I feel sets us apart; from our pun laden menus, quirky staff, creative approaches to classic dishes and cocktails, to our design aesthetic which is all very DIYesque mostly because I needed to not pay contractors, designers, and architects to do a lot of the work in order to stay in business. Through the struggle there has been a litany of gifts though. I’ve learned so many things due to necessity which bred inquisitiveness. I can proudly wear fairly full tool belt after thirty years of this crazy ride.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
Well, I get a discount at my venues so we’d probably start there. A ride through the lower riviera would also be a must maybe stopping in at the El Encanto for a sunset beer. Currently my partner and I from Slate Catering have teamed up to do what we call the Backyard Bistro. Basically we park van that I designed and helped build out in a picturesque location in town and you enjoy a gorgeous cheese board from Slate with some milk & honey cocktails while you savor your company and delicious surroundings. It’s pretty cool and who would have thought a black van with no windows would offer such a treat? It’s honestly one of my favorite things to do right now. A beer at the new Mirmar would likely have to happen because it’s also so picturesque. Once my bestie was overloaded with too much beautiful I’d definitely take them to M.Special in Goleta because the beer is uncommonly good and it’s truly a local haunt. Since we would have landed in Goleta I would head over to the Imperial after that maybe stopping by the Goodland hotel for a snack. I can’t believe I almost forgot Arigato back in Santa Barbara!. Sushi starting with the local sea urchin gold shots would definitely happen at some point. Oh, and the Funk Zone couldn’t be missed, probably mid-week if possible to avoid the crowds. We’d definitely start at Cutler’s Spirits with a tasting and maybe a quick bite at either Flor de Maiz or Santo Mezcal and maybe pick up my wine club order from Muni so we could enjoy it later. From there we’d head into the new Funk Zone and stop by for a chocolate sampling at Twenty-four Blackbirds (one of the only bean to bar chocolate makers in the nation!) then off for maybe another snack and delicious craft cocktail at Lab Social. Probably my favorite speakeasy style local watering hole. I’m not sure how long we spent doing all of this but given the time Black Sheep, Sama Sama, Handlebar Coffee, one or two of the Good Lion venues, The Bobcat Room/The Wildcat Lounge for sure, The Pickle Room, Renaud’s for almond croissants, Cold Springs tavern for sure, and finally I’d probably cook for them at my house.

Who else deserves some credit and recognition?
My shoutouts would go to my father who taught me to cook and, along with my mother, passed on their fierce work ethic. To my first restaurant job in Santa Barbara with our fearless leader Mark Sherman from Aldo’s Italian restaurant. A perfect springboard into the insanity of restaurant ownership. Finally, to Mr. Anthony Bourdain who gave us a voice with his brilliant inaugural book Kitchen Confidential. I bought that book for all of my close friends in the industry because it was so authentically candid and articulate.

Website: milknhoneytapas.com, alcazartapasbar.com, cravetapas.com
Instagram: @milknhoneytapas @alcazartapas @backyardbistros @altruizm
Twitter: @AlvaroTwEats
Facebook: https://www.facebook.com/MilkAndHoneyTapas/
Other: TikTok: @alvarocrojas

Image Credits
Allie Chandler, Silas Falstich