Redefining What is Possible in Milwaukee’s Food Scene

Jesus Gonzalez, a first-generation Mexican American and co-founder of Zócalo Food Truck Park, has established a vibrant community hub in Milwaukee that emphasizes culture, creativity, and connection — while supporting fellow food entrepreneurs.

From Mazorka Tacos to Zócalo

Gonzalez launched Mazorka Tacos in 2017 after studying at the Culinary Institute of America and living in New York. Returning to Milwaukee, he chose the food truck route out of necessity: "I didn't have half a million dollars... so I started looking at alternatives." Operating from First and Pittsburgh, the truck became known for engaging with the community and connecting with other food entrepreneurs.

Creating a Hub for Food Entrepreneurs

In 2019, Gonzalez and partner Sean Phelan transformed an empty gravel lot into Zócalo Food Truck Park — a plaza-like gathering space inspired by the social hubs of Mexico City. "I always felt that we just didn't have this plaza in Milwaukee quite yet, prior to me moving back." The venture evolved into a cultural epicenter hosting events, live music, and art installations.

Community Over Competition

Gonzalez prioritizes supporting fellow food entrepreneurs, believing in collective advancement: "We wanted to create a space where we could all work together and grow this community." His Mexican upbringing emphasized mutual support, and he applies that same philosophy to foster vendor collaboration at Zócalo. "If you look back at the last six years, we all started with an idea and a vision, but we've all been able to evolve together."

Key Takeaways

• Financial constraints can lead to more creative, community-centered models
• A food business can be a platform for cultural identity and belonging
• Collective advancement strengthens the local economy more than competition

Written by Brady Jager for NEWaukee, November 2025.