AJ DeLaGarza/Twitter

Business is booming at La Casa on Hogan!

Meghan Overdeep
January 11, 2018

Twitter isn’t always the nicest place on earth, but for the family of one small business owner from Houston, it’s been the answer to their prayers.

It all began last month with a tweet from Trinidad Garza’s teenage daughter, Jackie. Trinidad is the owner of La Casa Bakery and Cafe on Hogan Street, just north of downtown Houston. Business had been slow since Hurricane Harvey, and he was considering selling the business. Jackie, an 18-year-old senior at Heights High School, was determined not to let that happen.

She told KTRK that it broke her heart to watch her father throw away the bread and cookies he spent hours preparing, because there weren't enough customers to buy them. So, in an effort to drum up business for the bakery, she shared a video of him hand-rolling pan dulce—like he does every day—on Twitter.

"My dad has a little panaderia. He makes all of the pan dulce himself," she wrote alongside the clip. "He's been thinking about closing but I can't let that happen. Spread the word. One retweet could bring in a potential customer."

"I know all the hard work my parents put into this. They work from early in the morning until late at night, even though we close at 5 p.m," Jackie said. "The quality of the food and the authenticity of it is amazing."

Trinidad is in his early 70s and he's been baking since he was 12 years old. After immigrating to the US decades ago, he worked for years in the refrigeration industry, though baking remained his passion. After a failed venture with his brothers, he opened La Casa Bakery and Cafe two years ago.

"He told my mom he was thinking about selling, and he even had an offer," Jackie recalled to KTRK. "I begged him not to sell, to wait for me to get through college and then make me a part owner."

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Luckily, her tweet did exactly what she was hoping it would. Currently, it has more than 67,000 retweets and 62,000 likes, and the video has more than 1.64 million views. But more importantly, people came flocking, and now, business at Trinidad’s bakery is booming. They’ve even sold out of things!

"I didn't know anything about Twitter," a proud Trinidad told KTRK. "I'm very surprised."

As for Jackie? She’s set up Twitter and Yelp accounts for La Casa, and is working on a web page. She also plans to major in business and restaurant management in college.