The signal advocated equality and social justice, however some discovered it too politically appropriate and wrote letters to the proprietor, Alfonso Medina. As a substitute of taking it down, Medina positioned a a lot larger one utilizing solely 4 phrases and by chance began a motion about love, tacos and politics.
“I simply meant to reply with good humor,” stated Medina, proprietor of La Carreta Mexican Grill.
La Carreta has been serving Mexican meals for 20 years in Marshalltown, a small neighborhood about 50 miles northeast of Des Moines. Medina took over the household restaurant enterprise a few years in the past. His dad and mom migrated from Mexico greater than three a long time in the past and he was born in Iowa.
“Made in Mexico, delivered within the US,” he stated.
The restaurant has stayed open throughout the pandemic and its staff stayed on the job since Iowa is considered one of a handful of states that by no means shut down companies fully.
“We have been fortunate to have nice help from the neighborhood,” Medina stated.
Taking a ‘courageous’ political stand
However issues received attention-grabbing in August, when Medina positioned a small black signal with rainbow letters on the entrance of the car parking zone that stated: “We Imagine Black lives matter, No human is illegitimate, Science is actual, Ladies’s rights are human rights,” and some different issues.
“I did not assume there was something unhealthy,” he stated, admitting that his spouse known as him “courageous” for putting the sign up entrance of the enterprise.
Not lengthy after, his social media feed lit up with criticism in regards to the signal and he even obtained a couple of letters. However one such letter caught his consideration. It was typed with no return handle or signature.
To Medina, it was clear the letter got here from a buyer. They addressed him by title and accused him of caving in to political correctness, however in addition they known as him “a leftist Marxist.”
Whoever wrote the letter stated they solely noticed the signal after leaving the restaurant, spending greater than $100 and leaving a “beneficiant tip.”
The letter additionally has a handwritten half expressing disappointment La Carreta determined to show an indication “that insults and disrespects Christianity and America.”
That is when Medina, who says he takes issues in stride, posted it to social media.
However it was the 4 phrases on the finish of each posts that went viral: “No Love, No Tacos.”
And the phrase took off, changing into the brand new slogan of the restaurant.
“I’m somebody who takes one thing destructive and tries to show it into one thing 10 instances extra optimistic,” he stated. “If they do not need us, they need to align their beliefs and their feedback with the meals they eat.”
Turing an indication right into a motion
It did not take lengthy for individuals to reply, even requesting T-shirts with the slogan.
Maria Gonzalez, who calls herself La Carretta’s primary fan, applauds the restaurateur.
“We stay in a rustic the place we must be united and take into consideration our neighbors,” she stated.
Medina did what any savvy businessman would do: He copyrighted the slogan and began promoting T-shirts and different branded merchandise to assist fund a scholarship for the local people school.
And he paid for a big billboard displaying “No Love, No Tacos” close to his restaurant that dwarfs the signal that initially triggered the controversy.
Medina did not cease there and determined to make use of the slogan to encourage individuals to vote within the upcoming election.
He’s no stranger to politics, throughout the current major season, some Democratic hopefuls made a marketing campaign cease at La Carreta, together with Beto O’Rourke, Julian Castro and Tom Steyer.
He says he would welcome any Republican candidate whose values align together with his personal.
La Carreta is a busy place, the 2 cooks within the kitchen work acrobatics within the small area, fastidiously speeding tacos, nachos, enchiladas and different Mexican meals specialties to their loyal clients.
La Carreta even gained nationwide consideration final 12 months when The Meals Community named its “California Burrito” top-of-the-line in the USA. “It is nothing actually difficult,” Medina stated of its fundamental components like rice, beans and avocado plus a alternative of beef, rooster or pork. After all, you may as well make it vegetarian.
Piggybacking on the recognition of the slogan, Medina created a brand new web site the place he’s advocating to make Election Day a nationwide vacation. He’s working towards what he’s preaching.
“My aim is to make the elections as simply as attainable,” Medina says. “I’m going to shut on Election Day, and never solely pay my staff, however I’m going to go and volunteer on the polls.”