For those who don’t know, Fiesta started in a northside barrio in Houston in the early 70s, around the same time as Diana Kennedy’s first book awakened many, including many Texans, to the glories of Mexican cuisine.
Two Anglos opened it thinking the neighborhood would appreciate a store catering to their tastes. Anglos flocked from all over Houston to get masa, corn husks, fresh and dried chilies, tortilla presses and molcajetes. It was a huge success. Most stores located in Houston, still. Bought by an international group that specializes in ‘ethnic’ markets last year. They are improving stores physically. I wouldn’t be surprised if they try to grow the brand.