Cooking from the Heart

The story of Aurora’s Family Kitchen begins in Mexico, where Aurora was inspired by her mother, also named Aurora, and her beloved family recipes. Being a first-generation immigrant in the U.S, Aurora (the daughter), has faced many challenges in raising a family and overcoming financial struggles. Her saving grace can be defined with just one simple word, tamales. There are few things in life that successfully transcend boundaries; for Aurora, her passion and determination in a recipe she has been working on for more than 20 years have helped bring people together from all walks of life. Tamale making not only assisted her financially throughout the years, but also helped in bringing her family closer together. When Aurora’s son, Alberto, graduated from Texas A&M, they decided to follow their entrepreneurial spirit, take a leap of faith, and open up Aurora’s back in 2019 here in Jarrell, their hometown. And of course, there was no better name than Aurora’s as it pays homage to both the mother and daughter who started it all.  

 

As a family, they understand the importance of consistency and work ethic and how those translate to the success of achieving a goal. This has been instrumental in their success, as they knew nothing of the vast challenges and logistics of owning and operating a restaurant, even if on a small scale. The Jarrell community responded with an open heart and have come to love Aurora’s family recipes. Aurora says, “It is only through our community’s support that we were able to come out on the better side of the economic impact caused by COVID-19, so we will always be thankful to our community.” Despite Aurora’s vast selection of menu items, tamales continue to be the bread and butter for their business. Selling tamales year round has helped them stay consistent in their recipe which in-turn has increased their sales year after year.

 

Their continued success can also be attributed to their authenticity. Despite their location, they have not allowed external expectations to dictate what kind of business they run. When you imagine a restaurant inside a convenience store, fast food staples like wings, burgers, or pizza naturally come to mind. But Aurora says, “It is because of where we are located that we must remain authentic to stand out, and the best way we can do that is by offering creative, home-cooked recipes to our customers.” This mentality has helped them twofold as they continue their success in a small town with many other Mexican restaurants in the area. Aurora says, “We never want to be in competition with any other business; there is plenty to go around. Our driving factor is to do our best, offer great customer service, a unique product, and continue to do what we love. We trust in God that our business success will fall in line after that.” Featuring authentic spices and unique dishes, they strive to offer something for everyone, with their underlying goal of bringing a taste of their family’s table to the Jarrell community. 

 

With an updated website, online ordering, and plans to open a brick-and-mortar location within the next five years, Aurora says, “We will continue to adapt, innovate, and stress our commitment to exceptional customer experiences while remaining authentic as key aspects to ensure our growth and continued success. It is our pleasure to continue serving our Jarrell community.” As they get ready for their busiest time of the year with events and holidays coming up, Aurora will continue to pass on her love for the kitchen to her son, Alberto, who is now continuing with their family recipes and traditions.