Meet Leo Matias of Down town Los Angeles

Today we’d like to introduce you to Leo Matias.

Hi Leo, can you start by introducing yourself? We’d love to learn more about how you got to where you are today?
Cilantro Lime started as a true underdog story in the heart of Downtown Los Angeles. Tucked inside the Fashion District, we weren’t in a prime location, didn’t have big foot traffic, and didn’t have investors backing us. What we did have was over 30 years of experience, relentless work ethic, and a vision to create Mexican food that hits different.

I came up in this industry from the ground level—washing dishes, learning every position, and building my way up. When we launched Cilantro Lime, it was built from scratch with no safety net. Like many small businesses, we faced real challenges early on. Our location alone cost us a large percentage of our sales, and we’ve had to fight through economic shifts and constant uncertainty. There were moments where most people would have walked away—but we didn’t.

Instead, we doubled down on creativity and identity. We took traditional Mexican flavors and pushed them into something new. That’s how our signature items like the Birria Grilled Cheese, Chila-Dillas, and other viral dishes came to life. We didn’t follow trends—we created our own lane.

What’s powerful is that even as a “hidden gem,” people found us. Through word of mouth, social media, and consistency, our food started getting attention across Los Angeles and beyond. We’ve been featured on Food Network, Cooking Channel, KTLA, and Thrillist, and built a strong online community where our content reaches millions. Without a major location or backing, we were still able to turn Cilantro Lime into a recognized brand.

Now, we’re stepping into a new chapter. We’re preparing to relaunch at Westfield Topanga, one of the busiest malls in the world. For us, this is more than just a new location—it’s a full-circle moment. After years of grinding as a hidden gem, we’re getting the opportunity to showcase our concept on a much bigger stage. We see it as a chance to expand, innovate, and prove that a brand built from nothing can compete at the highest level.

At the end of the day, we still carry that underdog mentality. We don’t take opportunities for granted, and we don’t forget where we came from. Our mission is simple: keep creating bold, unforgettable food, represent our culture with pride, and show others that even from the toughest starting point, something great can be built.

Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
I came up in this industry from the ground level—washing dishes, learning every position, and building my way up. When we launched Cilantro Lime, it was built from scratch with no safety net. Like many small businesses, we faced real challenges early on. Our location alone cost us a large percentage of our sales, and we’ve had to fight through economic shifts like the pandemic and constant uncertainty. There were moments where most people would have walked away—but we didn’t.

Thanks for sharing that. So, maybe next you can tell us a bit more about your work?
At Cilantro Lime, we specialize in Mexican fusion—taking traditional Mexican flavors and elevating them in a way that feels bold, creative, and unique to Los Angeles. We’re known for pushing boundaries and creating viral, one-of-a-kind dishes that people can’t find anywhere else. Items like our Birria Grilled Cheese, Chila-Dillas, and loaded fusion plates have become signature staples, not just because they look good, but because the flavor actually delivers.

What we do goes beyond just serving food—we create experiences. From the way our dishes are presented to how we connect with our audience online, everything is intentional. We’ve built a strong presence on social media where our content consistently reaches a wide audience, helping us turn everyday menu items into viral moments. That ability to merge food, culture, and digital storytelling is a big part of what sets us apart.

We’re most proud of building this brand from nothing. No major backing, no prime location—just consistency, creativity, and a commitment to quality. Even operating as a hidden gem, we’ve been able to gain national recognition through platforms like Food Network, Cooking Channel, and other major media outlets. That kind of growth, without traditional advantages, means everything to us.

What truly sets us apart is that we don’t follow trends—we create them. We stay rooted in authentic Mexican flavors, but we’re not afraid to take risks and innovate. At the same time, we bring an underdog mentality into everything we do. Whether it’s a small pop-up or a major opportunity like our upcoming Westfield Topanga relaunch, we approach it with the same hunger to prove ourselves.

At the end of the day, we’re not just building a restaurant—we’re building a brand that represents culture, creativity, and what’s possible when you start from the ground up.

Is there anything else you’d like to share with our readers?
I’m just a kid from LA chasing my dream

Contact Info:

• Website: https://Cilantrolimelosangeles.com
• Instagram: https://www.instagram.com/cilantrolimedtla?igsh=NTc4MTIwNjQ2YQ==
• Facebook: https://www.facebook.com/CilantroLimeDTLA?mibextid=wwXIfr&mibextid=wwXIfr