From Grease to Growth: How Woods Deli is Flipping the Script in Huntington Park
Every day, Robert Valdez watched his neighbors line up at drive-thrus, grabbing meals wrapped in grease and habit. For high schoolers, factory workers, and families in Huntington Park, CA, fast food wasn’t a treat—it was often the only option. That painful reality sparked a mission to create Woods Deli.
“We have nothing but tacos and McDonald’s,” he says. “It really sucks for someone who comes from this community to have to drive all the way to Silver Lake or Santa Monica to get some fresh juices or a fresh sandwich. It doesn't exist out here.”
If no one else was going to build something better for his community, Robert would.
A Dream Built on Grit and Community Pride
Robert didn’t step into entrepreneurship with investors or a degree. He stepped in with grit, frustration, and zero formal business training. He maxed out his credit cards, moved back in with his mother, and used every ounce of savings to bring Woods Deli to life—a place offering wholesome, energizing food rooted in community pride.
He wanted to offer more than just sandwiches and smoothies; he wanted to offer dignity. His goal was to create a go-to for healthy food in Huntington Park, proving that fresh, accessible, and Latino-owned weren’t contradictions.
From Vision to Strategy: How LEEAF’s Mentorship Changed the Game
Purpose alone couldn't pay the bills. Robert faced a wall of challenges: no business education, no structure, and no clarity on how to scale his local restaurant.
"When you open a business without any business education... everyone is out to rip you off," he recalls. "Everyone will tell you you're not going to succeed unless you use my services."
Then came a knock on his door from LEEAF’s outreach team. Robert was skeptical, but this program felt different. He wasn't just being sold services; he was being offered strategic growth opportunities for small businesses at no cost.
“LEEAF came in and set me up for success, meaning they're not going to give you a service without you knowing what goes into it," Robert explains. "They give you homework, and this homework is very beneficial.”
Through LEEAF's mentorship, Robert gained a practical business toolkit:
A mobile-friendly website that helped him secure 9 new catering contracts.
A targeted marketing strategy built on emotional branding and color psychology.
Operational systems that streamlined employee training and menu diversification.
Strategic pricing tools and crucial financial literacy.
A customer engagement plan to grow his contact list.
Most importantly, he developed a clear business structure—a foundation that gave him the confidence to grow.
The Results: A Thriving Huntington Park Business
Today, Woods Deli is a thriving Huntington Park business. Robert has successfully added new menu items like smoothies, açaí bowls, and custom house-made lemonades, bringing in an additional $400/month in revenue. And Wood Deli was recently ranked #1 Sandwich Shop in Southern California and #Top5 in the Nation by Yelp! Check out the articles!
But the impact goes far beyond sales. He’s created local jobs, mentors young entrepreneurs, and has become a symbol of what’s possible for other Latino business owners.
“My goal is also to show others, to show my family, like, hey, we could do it. We were capable of doing it, and to motivate others around the community,” he says.
Nourishing a Movement: What's Next for Woods Deli?
Robert’s vision keeps growing. He plans to:
Open a second location within the next year.
Launch a scholarship fund for local high school students.
Continue mentoring and training employees from his neighborhood.
Expand catering services and deepen his digital marketing efforts.
He credits programs like LEEAF for providing the essential guidance micro-entrepreneurs need.
“Latinos, for the most part, we're still growing. We're still evolving… you guys definitely set the standard.”
Visit Woods Deli Today for Fresh & Healthy Food Options at Woods Deli in Huntington Park, CA
Robert Valdez, proud owner of Woods Deli, is dedicated to providing the Huntington Park, California community with delicious and healthy food options. As the local deli near Huntington Park, they are the go-to destination for handcrafted, healthy sandwiches and refreshing, all-natural smoothies.
Whether you're looking for a satisfying healthy lunch in Huntington Park or a nutritious meal on the go, the Woods Deli menu is crafted with fresh, high-quality ingredients. Their commitment is to serve great-tasting food that makes you feel good.
Catering Services Near Huntington Park
Planning an event? Robert Valdez and the Woods Deli team also offer professional catering services. They provide versatile and healthy catering solutions for corporate events, office lunches, and private parties in Huntington Park and the surrounding Los Angeles area. From gourmet sandwich platters to custom menus, trust Woods Deli catering to make your next gathering a delicious success. Visit Woods Deli today or contact them for your catering needs!
Support a local business built on heart, hustle, and community.
Restaurant: Woods Deli
Offerings: Fresh Sandwiches, Smoothies, Açaí Bowls, Salads, & Catering
Location: 5610 Pacific Blvd #104, Huntington Park, CA 90255
Website: Woods Deli
Instagram: Woods_deli
In the news: Woods Deli in Top 100 by Yelp , OC ranks Woods Deli as #1
Support the Movement
Want to support more small business owners like Robert? Visit leeaf.la or connect with us at hi@leeaf.la to learn how you can help build an economy rooted in equity, access, and community power.