Félix López Rincón is originally from Tierra Blanca, Veracruz, where he grew up in a hardworking family dedicated to farming. In 2000, as the youngest of seven siblings, he decided to leave home and travel to Tijuana, a city where two of his brothers already lived. His plan was temporary: work for a while, save money, and return to help his father on the ranch.
But everything changed when he started working at a coffee shop inside Plaza Río. There, behind the counter, he discovered an unexpected passion for coffee. Little by little, he won over customers with his way of preparing each cup, and unknowingly, began laying the foundation for what would later become Café del Moreno.
At that time, national barista competitions were just starting to be held in Mexico City. The coffee shop where he worked bought its beans from Sabarex, a Tijuana-based company led by José Cleofas Arreola León, an international judge and coffee industry mentor. Thanks to that connection, Félix had the opportunity to compete in 2002, ranking among the top 12 baristas in the country. Between 2003 and 2008, he represented Baja California in various competitions, always standing out for his technique and dedication.
In 2008, he made an international leap by representing Mexico in a global exhibition that took him to Denmark, Italy, Netherlands, France, and Belgium. In Denmark, he met the reigning World Barista Champion, from whom he learned new techniques and perspectives that deepened his commitment to specialty coffee.
During those years at Plaza Río, his reputation grew. Customers came specifically for him to prepare their drinks. So much so that one day, a customer told him:
“Moreno, when you open your own coffee shop, don’t give it any other name. Call it Café del Moreno, because we all say, ‘Let’s go to Moreno’s café.'”
That nickname became his identity. Even before having his own shop, Café del Moreno was already a name in the minds of his customers.
The Birth of Café del Moreno
In 2012, with the help of a friend, he set up a small stand with an espresso machine and a churro cart at Morelos Park. That was where Café del Moreno officially began operating as a brand, starting its own journey and gradually gaining ground.
Two years later, in 2014, he had the opportunity to return to Plaza Río, but this time, not as an employee. He went back to the kiosk where he had worked years before, now with his own name at the forefront, solidifying Café del Moreno’s presence in one of the city’s most iconic locations.
In 2018, growth continued with the opening of a new branch in the Otay area, bringing his coffee to new neighborhoods and reaffirming his commitment to quality.
At first, the café was small, but the person who leased him the space offered to expand it. Unfortunately, months later, the 2020 pandemic hit, shaking the entire world.
The Café That Survived the Pandemic and Keeps Delighting Tijuana
Félix, or “El Moreno,” recalls that in 2020, he was forced to close the Plaza Río kiosk. However, the Otay location was just starting to establish itself, and without hesitation, he asked his employees if they wanted to keep working. They improvised a small takeout window, which ended up boosting Café del Moreno’s growth even more.
“All the coffee shops closed, but I didn’t. So people would pass by and see us open. They started coming in and buying coffee. They liked the service, the taste, and when the pandemic ended, I reopened fully, and the place was packed,” Félix said.
Félix says he always wanted to create something that people would remember. In his words: “And, as El Chavo del 8 would say, ‘without really meaning to,’ I made it happen.” He also mentioned how his café’s logo, which represents him, will leave a lasting mark on those who drink his coffee, even when he’s no longer around.
“I’m very grateful to Tijuana. It’s a city blessed by God. If you don’t make it here, it’s because you didn’t want to, because there’s plenty of work. For me, Tijuana stands out as one of the best places in the world, with one of the best borders, offering something for everyone.”
Now, at 25 years since beginning this journey, “El Moreno” isn’t stopping as he’s about to open a new branch.
With every cup, Félix continues leaving his mark, and his journey (from Veracruz to becoming a benchmark for great coffee in Tijuana) makes him a true migrant success story. His journey proves that with effort, hard work, and passion, dreams don’t just come true, they transform communities.
