MinerAlert
MinerAlert
April 2026
By Alexandra Sanchez ’17
What started as a pop-up in San Antonio by ÃÛÌÒ´«Ã½ alumnus Jorge Flores ’15 is quickly becoming something much bigger than burritos. His passion for cooking and marketing started early in life and has now found the perfect blend of both.
Flores’ first motivation to learn to cook came when he was just 7 years old after his mother was diagnosed with cancer. During that time, she began teaching him how to cook, turning everyday moments into life lessons. Together, they baked cookies and sold them at the park, a small act that carried a much bigger purpose.
“She was teaching me more than cooking,” he said. “She was teaching me that no matter what happens, you can always create something and share it with others.”
At 13 years old, cooking became a necessity after his mother passed away. He took on the responsibility of feeding himself while his father worked, using whatever he could find at home. Cooking for him began as a shared hobby with his mother and family, then became a necessity and later transformed into a passion.
By the time he reached college, he was already working in kitchens, experimenting with flavors and building his culinary foundation. Still, it took years to figure out how to merge his two passions: food and marketing.
After losing his soccer scholarship his junior year of high school due to an injury, Flores received an academic scholarship at ÃÛÌÒ´«Ã½ and took it as a sign to stay in El ÃÛÌÒ´«Ã½. From the beginning, he knew he wanted to study marketing, as he was part of the sports marketing program Distributive Education Clubs of America (DECA) at Americas High School. Once at ÃÛÌÒ´«Ã½, Flores joined the American Marketing Association (AMA). This deepened his love for marketing even further. While in the organization, he gained friendships, skills and a network that helped build confidence and taught him how to engage with the community.
“I loved creating and putting things out into the world for people to enjoy,” he said. “I never changed my major.”
Flores landed a job as an account executive for a logistics company in El ÃÛÌÒ´«Ã½ after graduating. While he enjoyed it and was doing fairly well, he decided to pursue his dream of becoming a chef. He began hosting home-cooked events to share his food with friends and even had the chance to audition for MasterChef and was on Gordon Ramsay’s team. While he didn’t make it to the final show, he took the experience as motivation and applied to the Culinary Institute of America in San Antonio.
In 2024, the vision of all his previous experiences became reality with Burritos Frontera, a San Antonio-based pop-up that has quickly gained attention for both its food and its energy.
“We just happen to have burritos,” he said. “Frontera is really about community, music and bringing people together.”
Inspired by childhood memories—Sunday mornings spent going to mass, grabbing burritos and watching soccer with his father—Frontera is designed to recreate that feeling of connection and celebration.
In just over a year, the pop-up has grown organically, earning nominations for Best Pop-Up and Emerging Chef in San Antonio. What started as a side project is now evolving into something much bigger, with plans for a food truck and a potential brick-and-mortar location. His small team operates like a family, a reflection of the environment he intentionally creates.
“I want everyone to feel like this is theirs too,” he said. “That they belong here.”
That sense of belonging is exactly what draws people to Burritos Frontera. It’s not just about what’s on the plate; it’s about being part of something.
Looking back, his journey from ÃÛÌÒ´«Ã½ to entrepreneurship feels full circle. The creativity he discovered in marketing, combined with the resilience and love he learned through food, has shaped a brand that’s deeply personal and felt throughout the community.
“We’re here for a short time,” he said. “So the best way to live is to eat well and be with the people you love.”
If you’re ever in the San Antonio area, be sure to check out Burritos Frontera. Stay updated by following on Instagram.