Insider tips from the Owner of Santo Cafe with 20+ years experience as a top ranked restaurant

People Warned Thrm Not To Do It, But They Did Anyway

“Es salado!’, people told them, which translates to ‘it’s salty’, meaning, not a good place for a business.


Everyone warned them not to open a restaurant here, but they did anyway.

…And they have been very successful.

Read on to find out how they became an instant success, with key takeaways for aspiring cafe startups at the end.

Santo Cafe’s location is on the second and third floor of an old building in downtown Guanajuato. It can only be accessed using a narrow bridge.

Before Santo Café moved in, the space had been used as a restaurant and then a bar, but neither had not been successful in that location.

However, the low rent and quirky location made Robert Hoffman and his partners Tania and Antonio decide to take a chance on it.

The partners had a year experience running a cafe in a different location before opening in their current location 22 years ago.

The cafe is now considered an iconic spot in Guanajuato City, topping tourist lists as one of the most romantic spots to dine in the city.

What Helped Them Be Successful So Quickly
Hoffmann attributes their initial success to a very supportive personal network of friends and loyal clients that followed them over from their previous location a few blocks away from the University.

At the time, downtown Guanajuato City was not the major tourist spot it is today. The only tourist attraction was the Museo Inconografía Del Quijote, a few blocks away.

Hoffmann explained “People would come downtown to visit the museum, turn around and leave”.

There wasn’t a tradition of walking around the downtown core and seeing different historic buildings, or many cafes to eat in.

They were one of the first daytime cafes to open in the area, with prices low enough to still appeal to the university crowd that had frequented their previous location.

They were part of the first wave of cafes and tourist attractions in the area.

Lucky Break

They also had a major stroke of luck in that a writer for the Lonely Planet stopped by a few days before his writing deadline, and he loved the quaint place. They were included in the next edition of the Lonely Planet, and the rest is history.

You will often see a long lineup waiting for a table on the ramp outside on the weekends and holidays at this popular brunch spot.

To this day they have one of the best breakfast deals in the city, with a drink of your choice included in their ‘paqueta’, which is a set meal option. And the drink can be an espresso drink, juice or tea. This is a great deal that tourists sniff out quickly.

Tourists also flock because it’s one of the only cafes that has an extensive menu that includes vegetarian, vegan and gluten free options. Many of the items have a more ‘international’ flare, as well as all the popular traditibaa addl dishes such as chilaquiles.

Santo Café is also one of the few restaurants in the city that has both Spanish and English menus posted online. It’s predictable and satisfying to know what to expect and the prices of everything ahead of time.

When asked how they decided the menu items, Hoffmann commented that he “we just added to the menu what we liked to eat. I noticed that none of the local restaurants were selling salads, so I added them. I’m originally from Europe, and was surprised that the [traditional Mexican] restaurants around never had any salads on their menu.”

Their instincts were spot on.

Other Factors That Contribute to their Ongoing Success of 22+ years

Another point of great appeal to foreigners and Mexicans alike is how clean the place is.

They shut down mid-day to clean the whole place. Many days in the early afternoon you will see a line-up of people down the long ramp entryway, patiently waiting for the place to re- open. The open hours are clearly stated so this isn’t an unexpected surprise. And they stick to them. This consistency is another point in their favour with tourists, since may traditional restaurants have unpredictable hours or don’t follow the hours posted online or on a sign.

Another reason this cafe stands out from the others in the area is its long-standing art exhibit program.

They feature new artwork by a local artist every two months. The framed pieces of art on all the walls complement the old style of the building, adding a homey feeling. This program has endeared Santo Cafe to the locals and artists.

They Started on a Shoestring Budget

Being frugal has served them well. Robert describes starting off with second hand tables and chairs and just using the kitchen equipment that the space had when they moved in.

They upgraded their furniture and equipment only as needed over the years. Robert laughed when remembering the very old, clunky Mexican coffee maker that had to be refilled with water in the top, a machine they used for years.

”It’s hard to believe that we opened this cafe on just $1000 dollars 22 years ago. Just month I spent more $5000 on a new cappuccino machine,” Robert commented.

Although they had a lucky break in the beginning with the location being a hit with locals, an ever increasing number of tourists, and an immediate inclusion and high rating in “The Lonely Planet”, that’s not the only reason for their success. Good management, and consistent service philosophies have seen the cafe maintain and increase success for more than two decades.

I hope this story inspires aspiring cafe owners to open cafes that have similar luck and success.

Key Takeaways

Robert’s # 1 piece of advice is to ask your personal network and community to support you when you first open.

A good location is also paramount.

Their location that is an appealing ‘destination’ in itself, as well as in an area with high foot traffic. The bridge attached to this cafe is so unique and charming you can’t help wanting to sit there for brunch or a coffee.

Related to this last point, choose a location that also has a high future potential for foot traffic, such as near, or in, an area designated as a future tourist zone.

Let us know if you have any questions for Robert Hoffmann or on the general topic of how to open a successful café in a tourist town.

Good luck!