When Karla Lozano, 32, decided to turn to social media to save her parents' pupuseria in Montebello, her family had already survived the loss of their first home, the COVID-19 pandemic, and the passing of her brother, then the ICE raids began.

“If COVID and inflation didn’t finish off the business, raids are going to be the last thing that will defeat us,” Lozano said from inside Don Carlos Pupuseria, her parents’ restaurant.

Lozano says the presence of agents in the neighborhood has scared people off a street that had already been affected by inflation.

“I remember since I was little that this place was bursting at the seams with customers and people had to wait in long lines. It was always full,” she said. “Yes, it’s sad to see it emptier as time goes by.”

The young woman remembers how the community knew her because, as soon as she learned to drive, she would run errands for the restaurant. Whether she was buying fresh produce or visiting the bank, she was always helping her parents at one of their two restaurants: the one in Montebello, which has been open for 20 years and which she now manages with her mother (named Sosia); and the Pico Union location, which has been serving people for three decades.

During that time, a lot happened. She had a career change, and then the passing of her 21-year-old brother, Charlie, the one she dreamed of launching a social media page with, but after his loss, everything changed for her and her family.

Lozano remembers the days when they prayed for even just one customer to come in. It was a time when they earned minimal income and often only covered the expenses of their sole employee. But suddenly, she said, “That’s it.”

She immediately began looking for ways to get ahead, suggesting to her parents that they make videos for social media and modernize the way they ran the Montebello restaurant a bit.

They started accepting electronic payments and painted their restaurant with beautiful Salvadoran murals and decorations. But for Lozano,There was still something missing.

“If there’s one thing I can control, it’s the future of this business, which is why I started the social media page. I want people to know about my parents’ restaurant. I want them to come try their food,” Lozano said before launching her TikTok SavnMiFamiz.

“I’ve seen how TikTok has changed the lives of many businesses, so I said: let’s start it, why not?”

Don Carlos Pupuseria sells 15 different types of pupusas and delicious traditional Salvadoran dishes, such as a Guanaco breakfast that calls for Salvadoran chorizo, fried plantains, and more. It has filled its customers with flavor and joy. But Lozano dreams of reaching more people.

“People know about it thanks to word of mouth, but that only reaches a limited number of people,” she says. “The videos have helped me more than being out trying to get people, because videos are global—it’s not just someone in Los Angeles who’s going to see them; it’s the world.”

People from all over the state and beyond have visited her restaurant in the last month. Although her social media following continues to grow, she’s already captured her audience’s attention. She says that after posting a video, they usually see a slight increase in new customers.

Equipped with her tripod, a radiant smile, her phone, and a comedic style like Eugenio Derbez on TikTok, she continued something she had already started developing with her brother before he passed away. However, she recalls that back then, they were both too shy to post the videos. She laughs, tears welling up as she remembers her beloved brother.

Lozano shows that the videos are more than just a promotion for her restaurant; they’re a promise to her parents that she won’t abandon them or the business.

“I won’t give up. I’ll do whatever it takes to keep us open, and for now, that means sharing my videos and our story with others,” Lozano said. “We’re a small business with big dreams.”

While she admits it took her parents a while to see the value of social media, it’s now given them hope that their restaurant will be open for many years to come.

So if you do stop by the restaurant, don’t be surprised to see her filming her mother making pupusas while also serving customers. A little patience is recommended, since the two of them and one employee are the only ones running the business. One thing is for sure, you’ll always be greeted with a kind and loving smile.

“All we want is for people to leave with a full stomach and a look of satisfaction from what they’ve eaten,” she emphasizes. “And of course, for them to feel at home when they walk through those doors.”

Note produced under the California Local News Fellowship program at the University of Berkeley