Today we’d like to introduce you to Rosa Sandoval.
Hi Rosa, so excited to have you with us today. What can you tell us about your story?
Elote100do began as a dream rooted in culture, family, and resilience. My husband Marco and I built it together in 2023 from the ground up, inspired by the sense of community and comfort that elote represents in Mexican culture. What started as a small idea quickly became something much bigger. Not just a small business, but a reflection of who we are and the life we were building for our family.
We grew Elote100do through hard work, long hours, and a lot of faith. Every event, from small gatherings to large celebrations, was handled personally by us. We poured our hearts into every detail, and over time we built strong relationships with our customers and community.
Then life changed unexpectedly. Due to my husband being deported, our family was suddenly separated. In order to reunite our family, I made the difficult decision to move to Hermosillo, Sonora with our son. It took me three months to prepare for that move, and those were the hardest months of my life. I faced depression and had to take care of my mental health, be strong for my son, sell what I could, and handle every detail of relocating to another country on my own.
Through all of this, the one thing I knew I could not let go of was Elote100do. Marco and I had worked too hard to build it, and I felt deep in my heart that it was part of our purpose. I spent a lot of time praying, asking God to guide me and send the right people so the business could continue even if I could no longer be physically present in Dallas.
Before moving, I transitioned Elote100do into a model where I work fully behind the scenes. I continue to manage all communication, marketing, bookings, payments, and purchasing all materiales, while trusted team members handle the preparation and on-site service for events. That transition came with difficult lessons, broken trust, and moments where I almost gave up, but each challenge pushed me to grow into a stronger leader.
Today, Elote100do continues to operate in Dallas while I am based in Hermosillo. And though this decision may seem impossible. We are still in business! I remain deeply involved in every aspect of the business, learning how to lead, adapt, and protect what we’ve built. My journey hasn’t been easy or linear, but it has been honest. Elote100do stands as proof that even in the face of loss, separation, and uncertainty, it’s possible to rebuild, grow, and stay true to your purpose.
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
It has definitely not been a smooth road. Every stage of my journey with Elote100do has come with challenges that tested me both personally and professionally.
One of the hardest obstacles was my husband being deported, which completely shifted our lives overnight. Navigating family separation while continuing to run a business was emotionally overwhelming. Shortly after, I had to prepare a move to another country with my son on my own, while also taking care of my mental health. Those months were heavy, and there were many days where simply getting through the day felt like an accomplishment.
From a business standpoint, relocating forced me to completely restructure Elote100do. For the first time, I had to trust others to represent a business that Marco and I had always run ourselves. That transition came with painful lessons. I experienced broken trust, unmet expectations, and situations that left me disappointed and questioning whether continuing was worth it.
Learning how to hire, set boundaries, and lead from afar has been one of my biggest challenges. I had to accept that not everyone will treat your business with the same care you do, and that leadership sometimes requires making difficult decisions even when they are uncomfortable or emotionally draining.
Despite all of this, these struggles shaped me. They forced me to grow, to trust my instincts, and to lean deeply into my faith. While the road hasn’t been easy, every challenge strengthened my resilience and clarified my purpose. Elote100do exists today not because the journey was smooth, but because I refused to give up when it wasn’t.
Thanks – so what else should our readers know about Elote100do ?
Elote100do is a mobile elote catering business rooted in Mexican culture, family, and community. We specialize in catering elote en vaso with traditional street-style flavors in the coolest most unique elote cart. We specialize in serving at weddings, quinceañeras, bautizos, birthdays, school events, corporate gatherings, and community celebrations throughout the DFW areas. While the product itself is simple, the experience we create is what truly defines our brand.
What sets Elote100do apart is the intention behind everything we do. This business was built by my husband and I, by hand and from the heart. Every sweat, tear, sacrifice, setup, and customer interaction was shaped by years of personally showing up and caring deeply about the people we serve. Even now, as the business operates with a team, I remain involved in every detail. From first inquiry to final follow-up. Ensuring our customers feel heard, valued, and taken care of.
Elote100do is also unique because it represents perseverance. We continued operating despite family separation, relocation, and major life changes. Instead of walking away, we adapted. I now manage the business behind the scenes, handling all communication, bookings, promotions, payments, and sourcing, while our team executes each event with the same standard of care Marco and I built from day one.
Brand-wise, I’m most proud that Elote100do has remained authentic. We didn’t chase trends or shortcuts. We built trust! Our customers return to us because they know they’ll receive quality, consistency, and warmth. For many families, we’ve become part of their celebrations year after year, and that means everything to me.
What I want readers to know is that Elote100do is more than comfort food. It’s an experience grounded in culture, resilience, and heart. Every cup we serve represents hard work, faith, and a family that refused to give up on what they built. That pride, care, and gratitude is what we bring to every single event.
We’d love to hear about how you think about risk taking?
I don’t see myself as a reckless risk-taker. I see myself as someone who takes necessary risks rooted in purpose, faith, and responsibility. For me, risk has never been about chasing something blindly; it’s been about choosing growth even when fear is present.
One of the biggest risks I took was continuing Elote100do after my husband was deported and our family was separated. It would have been easier to shut everything down, walk away, and focus only on surviving the moment. Instead, I chose to protect what we had built. Moving to another country with my son while keeping a business operating in Dallas without being physically present was a massive leap of faith. And the best decision I could have ever made.
Another major risk was trusting others with a business that had always been run solely by my husband and me. Handing over operations meant risking our reputation, our finances, and the brand we worked so hard to establish. Some of those risks led to painful lessons, broken trust, and disappointment. But they also forced me to grow into a stronger leader and decision-maker.
I’ve learned that risk doesn’t always look bold on the outside. Sometimes, risk looks like trusting your instincts again after being let down. It looks like starting over when time isn’t on your side. It looks like choosing not to give up even when you’re emotionally exhausted.
Today, my approach to risk is grounded in balance. I take risks thoughtfully, with prayer, planning, and intention. I ask myself whether the risk aligns with my values, protects my family, and honors the work we’ve already done. When it does, I move forward, even if I’m scared.
Pricing:
- Elote Catering pricing is based on guest count, and location Packages typically include elote en vaso, toppings, cups, utensils, and on-site service • Weddings, quinceañeras, birthdays, school events, and corporate events are all welcome • Custom packages are available for large events and special requests • Pricing may vary depending on travel, setup requirements, and event details 📍 Currently serving the Dallas–Fort Worth area 📩 All inquiries and bookings are handled directly through Elote100do.
Contact Info:
- Instagram: https://www.instagram.com/elote100do?igsh=d2h2bTNsczd0eXBz&utm_source=qr
- Facebook: https://facebook.com/elote100do?mibextid=LQQJ4d
- Other: Email- rosa.sandoval123@gmail.com
