Sofia Deleon, MBA '17
El MerkuryPhiladelphia, Pennsylvania
Flavor with Roots
Sofia Deleon, MBA ’17, is shining a light on the richness of Central American cuisine at El Merkury. What began as a pop-up shop serving street food to hungry crowds quickly grew into something more. El Merkury, which blends the flavors of Guatemala, El Salvador and Honduras, now has locations in Rittenhouse Square and in Philadelphia’s historic Reading Terminal Market. From handheld staples like taquitos and pupusas to their famous foot-long churros, Deleon is on a mission to use her business skills from Saint Joseph’s to bring Central American culture to the people of Philadelphia.
The Tres Leches Churro, which is covered with sugar, cinnamon and torched meringue, served over vanilla ice cream, three-milk sauce and cinnamon, was inspired by tres leches cake.
Deleon launched Tenango, a brand of rum inspired by the women of Guatemala, in 2023.
Former first lady Jill Biden dined at El Merkury.
Can’t-miss menu item?
The Tres Leches Churro Sundae and Chile Chicken Taquitos.
Inspiration for going into the food biz?
I've always loved food — making it, eating it, talking about it — but I chose to go into the food business because I wanted to showcase the small countries of Central America that have so much to offer.
Best part about being a business owner?
The community, bringing people together through food and sharing my culture with others who are different.
Where do you like to eat on your days off?
I like supporting women-owned restaurants. My friend Ellen Yin owns Fork and High Street, and Jill Weber owns Rex at the Royal and a few other great spots. We’re all part of the Sisterly Love Collective, which is a nonprofit that supports women in food and hospitality businesses.
We guide, mentor and support up-and-coming members; I'm always trying to support women-owned businesses.
Most memorable restaurateur moment/experience?
Winning StarChefs Rising Star Concept Award last year.
What impact has your family had on your career?
I’m lucky to have very supportive parents who are both entrepreneurs. When I was younger, my mom volunteered my services to a hotel because I liked to cook so much (and because she didn’t want me to make a mess in her kitchen!). It was my first professional step into the culinary world.
El Merkury’s signature foot-long churro.
El Merkury’s Rittenhouse location.
A Guatemalan enchilada.
El Merkury founder and owner Sofia Deleon, MBA ’17.
What about your first foray into entrepreneurship?
When I was in middle school, my brother bought me an ice cream machine for Christmas — with the idea I’d make him ice cream all the time — but I thought, maybe I could sell ice cream. We only had traditional flavors like chocolate, vanilla and strawberry in Guatemala and I wanted to introduce Ben and Jerry’s-style ice cream. I started selling ice cream in school and it became really popular.
How has your SJU education impacted you as an entrepreneur?
Having a business background is essential to building a business plan and understanding your numbers. Even if you have the best food in the world, if you can't read a P&L, it's really hard to survive.
What has been your biggest challenge as a business owner?
Hiring the right people who can best convey the culture I want to represent.
Favorite guest you’ve served?
First lady Jill Biden.
Secret to a great meal?
The passion behind it — if your heart’s not in it, food is never good.
If you could make an SJU-themed meal or dish, what would you serve?
SJU Hawks churros.
Follow El Merkury on Social:
