Monterey Park is now home to a sweet sensation: Street Churros. Brothers James and Danny Shin, the entrepreneurs behind this delightful venture, are bringing gourmet street churros to the heart of the community, turning a simple treat into an extraordinary dessert experience.
For James and Danny Shin, venturing into the world of street churros was a leap of faith. Neither brother had prior experience in entrepreneurship or the restaurant industry. James transitioned from a career as a news reporter, fueled by a long-held ambition to own a business, while Danny, a dental hygienist with a passion for food and natural culinary talent, shared the desire to forge their own path. Driven by a shared vision of self-determination, they embarked on their gourmet treat journey, starting with a Street Churros food truck franchise in June 2018.
Street Churros grand opening
Their mobile street churros business quickly gained traction, catering to diverse events ranging from television show sets like Criminal Minds to anime conventions and major sporting events. By the close of 2018, the brothers recognized the burgeoning potential of their sweet treat venture. Joined by Danny’s wife, Julie, they set their sights on expanding from their successful food truck to a permanent retail location, seeking to bring their street churros to a wider audience. This ambition led them to the Orange County Inland Empire Small Business Development Center (OCIE SBDC) Network for guidance.
Initially, the Shins identified a retail space in a mall, but concerns arose during lease negotiations. “We were feeling a lot of pressure from the owner and leasing agent to sign contracts that were asking way too much,” Julie Shin recounted. “I had a strange feeling that we were about to be taken for a ride and that’s when I reached out to the SBDC for help.” Julie connected with OCIE SBDC Network business consultant Craig Russom, seeking assistance with navigating the complex lease agreement.
Recognizing the need for specialized expertise, Craig Russom enlisted the support of Karie Armstrong, a fellow SBDC consultant with extensive experience in lease contract negotiations. Together, Russom and Armstrong provided invaluable assistance. “Karie and I were able to put together projections that showed how much it would cost for the business to operate within the proposed space,” Craig Russom explained. They discovered that the initial lease terms included demands for the Shins to cover substantial costs, such as electrical system upgrades and excessive storage fees. “The deal would have buried the business before it started. Luckily, they had the courage to walk away and look for a better location,” Russom stated.
Ultimately, with the SBDC’s support, Street Churros secured a more favorable location and lease at the Atlantic Times Square shopping center in Monterey Park, anchored by an AMC movie theater. “The SBDC helped us find a retail space that required much less expensive upgrades,” Julie Shin noted. “We took over the previous tenant’s existing lease and Craig and Karie helped us negotiate a much better deal than if he had gone it alone.”
Street Churros officially opened its Monterey Park retail location on July 6th, just in time for the summer season. The menu features a delectable array of churros, alongside ice cream, coffee, and refreshing fruit drinks. Customer response has been overwhelmingly positive, with numerous glowing Yelp reviews praising their sweet offerings. The Oreo churro has emerged as a standout favorite, though Julie Shin personally recommends the honey nut and strawberry jam-filled churros.
Reflecting on the Shin brothers’ success, Craig Russom emphasizes the importance of early engagement with resources like the SBDC for aspiring entrepreneurs. “The sooner people contact the SBDC, the sooner we can help them avoid pitfalls and uninformed decisions that can drown their fledgling business,” he advised. “We have over 100 consultants with expertise in all areas of running a small business. We’re always here to help.”
To explore the full Street Churros menu and discover more about their delicious offerings, visit StreetChurros.com. Experience the sweet taste of their success at their Monterey Park location: 500 N Atlantic Blvd, Suite 121, Monterey Park, CA 91754. Stay connected with their latest updates by following them on Instagram @streetchurros.montereypark.
