Yeral was born in Chimbote, a coastal city in Peru. He has two brothers and two sisters. His mother had her own business and his dad worked in the field. After his parents divorced, he would go back and forth between them helping them work during his vacation. He would travel with his mother for her grocery business and then go to his dad who later worked in a restaurant. Yeral loved food and enjoyed working in the kitchen, preparing and cooking classic Peruvian meals.
It was there he began to dream of becoming a chef.
Yeral had a solid background to succeed as a restaurateur but coming to the United States for more opportunities brought on additional challenges. The two major ones he faced were the language barrier and not having a Social Security Number.
When Yeral would look for banks to give him a loan for his business, he was always blocked by not having a Social Security Number.
“Even though there was lot of difficulties, I was patient and had faith. I was convinced that the money would come because I had my idea of what I wanted to do,” Yeral said.
In 2011, Yeral was introduced to MAF through our staff members Joel and Doris. He credits them for reaching out to him, particularly because they both could speak Spanish with him and explained how MAF could help.
Yeral felt comfortable sharing his problems and his future plans to open his own restaurant. He went on to join two Lending Circles to build up his credit and applied for a microloan to invest in equipment and products for his business.
Yeral said his life has changed dramatically since coming to MAF. He feels more stable emotionally and economically and believes he can succeed as an entrepreneur.
His restaurant Cholo Soy opened two years ago and he said it’s been “growing and growing.” Cholo Soy features a changing menu of Peruvian dishes like ceviche and Cabrito Norteno de Cordero (lamb shank). He cares deeply about creating a variety of dishes and highlighting the culinary offerings of all the regions in Peru to his customers.
Cholo Soy is growing in reputation. It’s on the first floor of Plaza Adelante building in the Mission District and currently only serves lunch. Once he has the capacity to do more, Yeral would like to be open all day from breakfast to dinner, hire more employees and move to a bigger location.
“My dream is to have many restaurants all over the country like a corporation and I manage them from the central location,” Yeral said.
His proudest moments have been when an article came out that gave Cholo Soy rave reviews and when senior city officials came to the restaurant and told him he served the best ceviche they’d ever tasted.
“When they say they want to eat my food, it makes me proud of my name and of my work,” he said. It’s not hard to see the passion and determination in Yeral’s eyes as he stands behind the small counter of Cholo Soy and happily passes out his food to the customers sitting on the bench in front of him. Despite the challenges of being an immigrant, he remains optimistic and even offered advice to other aspiring entrepreneurs.