Lola's Mexican Deli

~ Est. 1943 ~

The best authentic Mexican food.  It is always so fresh and so good!! Everything is made from scratch.The family is so caring and friendly. It is definitely a local favorite.

Lola’s Mexican Deli is in the heart of Barrio Carlsbad.

Barrio Carlsbad endures

“People stay here if they can, because it’s a walkable neighborhood with little crime.”

From the beach, walk inland up Carlsbad Village Drive. Pass the beach bungalows that rent for $4000 a month and beach mansions listed for sale at $7 million. Check out the pricey condominiums with floor-to-ceiling windows that sell for a million and a half. Cross the railroad tracks and go another four blocks through the shopping district of town. Take a right at Pizza Port — Roosevelt Street — and after a couple of blocks you’ll find yourself in a neighborhood of tiny clapboard houses, where signs written in English and Spanish hang on the outside of El Torito Market. You’ve found Barrio Carlsbad.

The heart of the neighborhood

Barrio Carlsbad’s houses are tiny, but still expensive. In 2015, a two-bedroom, one bath house of 676 square feet sold for $770,000.

The City of Carlsbad is 39.1 square miles and has seven miles of coastline. The barrio is near downtown Carlsbad bordered by Carlsbad Village Drive to the north, Tamarack Avenue to the south, Interstate 5 to the east, and the railroad tracks to the west.

In 1994, in the prologue to his photographic history of the City of Carlsbad, author Charles Wesley Orton wrote of the “ineffable sense of purpose and peace among the residents of the city.” Orton believed that, “Nowhere within the city’s boundaries is it more evident than in Barrio Carlsbad. Here is an enclave of largely Mexican-American citizens whose families moved into that neighborhood as far back as the late 1800s. With the help of caring residents such as Kathleen Apodaca-Marquez, Ofie Escobedo, and Connie Trejo this area is a model for the preservation of positive core values and mores.”

Ofie Escobedo and her sister run Lola’s 7-Up store since the 1980s.

Two of the women he mentions — Ofie Escobedo, and Connie Trejo — are sisters who along with their sister Frances Jauregui Moreno were born to Mexican immigrants, Reyes and Dolores “Lola” Jauregui, who came to Carlsbad in the 1920s. Escobedo and Trejo have run Lola’s 7-Up store since their parents died and the store fell into disrepair in the ’80s. They remodeled the store and re-opened it in 1986 with the name Lola’s 7-Up Market & Mexican Deli. At 3292 Roosevelt Street, Lola’s is an icon in the barrio. The store is stocked with a few groceries, but the biggest draw is the deli, where Escobedo and Trejo’s family members cook and manage the busy counter.

“I wish they would fire me,” Escobedo laughed, her eyes twinkling as she stood behind the counter. “I’m hoping the next generation will take over the store and I can retire.” Escobedo is 88 years old. “I’ve been here since the beginning; I was practically born in this store,” she said. “The barrio has managed to maintain its charm and its culture. However, there are major changes coming.”

Carlsbad’s unfinished master plan may propel those changes. Two drafts have been issued — in November of 2015 and April of 2016. Both were heavily criticized by many of the city’s 112,000 residents.

“They’ve been very accommodating and have some good ideas,” Escobedo said. “But I hate to see big changes that will raise housing prices. If you do that, the people who were born here in their parents’ houses and even their grandparents’ houses won’t be able to afford it anymore.”

Lola’s, a small store and delicatessen located in the center of the barrio at the northeast corner of Roosevelt Street and Walnut Avenue, serves as an unofficial meeting house. It’s a place to visit neighbors and share stories while eating Mexican food. Older barrio residents come in regularly for a cup of coffee and to socialize with others, while high school students pour through the doors at noon for tacos and burritos.

“My parents came to the area in the ’20s and opened their first store in the ’40s catering to people who had come to the area fleeing the Mexican Revolution,” Escobedo said. “The neighborhood is changing as far as the diversity of the people. Which I think is good: there’s nothing wrong with new ideas and families in the barrio, which by the way means ‘neighborhood’ in Spanish. That’s what we are, a very close-knit neighborhood.”

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Lola's Mexican Deli

Carlsbad isn’t shy about its glamour. The Land & Water Company presides over the main drag in a grand Victorian-era building. State Street overflows with polished eateries and boutiques. The Park Hyatt and Four Seasons Residence Club are neighbors. But there’s another side to the sparkly coastal city that embraces its laid-back, surfer-dude charm. For that, you should head away from the hubbub to Lola’s Seven-Up. The mini-market and deli, a local favorite that opened in 1943.

The taco selection is small but mighty. And we love the simplicity of the carne asada taco. Inside a hard shell (a novelty!) is a handful of freshly grilled beef with tomatoes, onions, and cilantro. On top is a hefty dollop of sour cream. You can devour it on Lola’s small outdoor patio, but we prefer eating indoors where the action happens.

Lola’s is the oldest consecutive business in Carlsbad and you don’t stay in business that long without having great food. My favorite is the bean and cheese burrito, yum! The beans come for heaven, they are so smooth.

3292 Roosevelt Street, Carlsbad, 760-434-2191

Barrio Voices Video

Hours

Mon – Fri:7:00 am – 6:00 pm
Sat:7:00 am – 5:00 pm

Lola's Mexican Deli

Bean & Cheese Burrito


3292 Roosevelt Street
Carlsbad, CA, United States