How Tim Vasquez Scaled Someburros While Staying True to Family Roots

On this week’s episode of Stewards of Success, Jeff and Brent welcomed Tim Vasquez, third-generation restaurateur and Someburros owner and president. The Chandler-based chain of authentic Mexican restaurants, featuring Sonoran-style signature dishes inspired by the family’s matriarch, Nana Isabel, has been a local staple since 1986. Vasquez, who grew up in the family business, shares how his vision, family values, and willingness to embrace adversity helped expand Someburros to 17 locations, one full-service cafe and tequila bar, and a beloved statewide brand.

Vasquez shares his path — from waving in patrons off the streets dressed as a donkey at age 11 to ultimately choosing to invest in the family business — and the lessons he picked up along the way, including:

• Slow, Consistent Growth: Though Someburros and the previously established Poncho’s were local favorites, it took time for Vasquez to convince his family that they should expand to a second location. He knew preserving the hospitality and quality their patrons had come to expect was paramount to easing his parents’ hesitation. This focus ultimately shaped the brand’s path: grow with intention, with the guest experience at the center, always.
• Family-Focused Culture: Family roots have shaped every aspect of Someburros’ company culture. Vasquez emphasizes the importance of taking care of their employees and fostering loyalty by prioritizing internal hiring, open communication, and continual, honest feedback, which has especially resonated with younger generations.
• Embracing Adversity and Lessons Learned: The path for Someburros hasn’t always been linear. Vasquez recounts having to pivot during the pandemic and navigating the rising costs of third-party delivery services, such as Uber Eats. Even a failed, limited-time churro taught him that not every idea lands. Still, as technology and customer needs evolve, these experiences provided valuable insights, encouraging experimentation and helping guide more strategic decisions in the future.

Despite the ups and downs, Vasquez still measures his success through a lens of family-based values, defining it as “having a thriving, happy, and healthy family” and hoping to leave a legacy that reflects how he “treated everyone with respect.”

Vasquez played college baseball at Arizona State University and earned a bachelor’s degree in communication from the College of Liberal Arts and Sciences in 1998. In the same year, he joined Someburros’ business operations, focusing on growing the brand and opening more locations.

Listen to the full episode to hear more about Vasquez’s leadership journey and how he turned Someburros into a Phoenix Valley favorite.