It’s a perfect fall day in Sonoma—made even better with a milkshake with espresso (yes, really). This week, Tim sits down with Salvador Chavez, owner of Picazo Café and founder of La Luna Mezcal, for an energetic, wide-ranging conversation about food, family, and finding your own flavor in business.

Salvador shares how his family’s corner café in the Springs neighborhood evolved from a humble deli into one of Sonoma Valley’s best breakfast and lunch spots—known for its legendary burgers, funky building layout, and all-day brunch menu. He recounts the trial-and-error path from cold-cut sandwiches to handcrafted burgers and chicken & waffles, and how family teamwork (and the occasional kitchen fire) helped shape Picazo’s character.

They also dive deep into his other passion: mezcal. From his roots in Michoacán to building La Luna Mezcal, Salvador explains how true mezcal is made—from roasting agave in earth pits to winning international awards—and what makes it different from tequila. It’s part crash course, part entrepreneurial masterclass, and all Sonoma flavor.

• The origin story of Picazo Café and the famous Picazo Burger
  
  
  
  


• How a backyard grill turned into a local landmark
  
  
  
  


• The evolution from deli sandwiches to brunch, flan French toast, and “Señor Krispy” chicken sandwiches
  
  
  
  


• Building La Luna Mezcal from seed to bottle—literally
  
  
  
  


• Agave, smoke, and science: why mezcal isn’t tequila
  
  
  
  


• Family, community, and keeping the Springs spirit alive
  
  
  
  

In the fan-favorite “We Get Questions” segment, Tim and Salvador tackle real questions from visitors and locals, including:

• “Is there a barber shop around here?” (Turns out, a lot!)
  
  
  
  


• “We like cool coffee shops—any recommendations?” (Sal shares his top Sonoma picks, from Picazo’s espresso to Café Scooteria and Pillow Fight in Kenwood.)
  
  
  
  


• “How many rooms are in the Toscano Hotel?” (Depends on the year you ask.)
  
  
  
  


• “Is this Vallejo?” (Well… there’s a Vallejo, but maybe not the Vallejo.)
  
  
  
  


• “Where can we stay with our cat—right meow?” (Fur-friendly hotel tips included.)

🍷 Save up to 25% on Sonoma wine tastings with the Sonoma Tasting Pass! Choose three great wineries in Sonoma Valley:

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Got questions about Sonoma Valley? You can email us at info@sonomavalley.com, text us at 707-996-1090 or contact us through Facebook, Instagram, TikTok or just walk into one of our two visitor centers.

It's Sonoma Valley's top podcast and you find it wherever you find fine podcasts, including

Youtube: https://www.youtube.com/playlist?list=PLiSa7rAVobsI8O_3xp7hIDPKRO9nBuvNF

Apple: https://podcasts.apple.com/us/podcast/the-sonoma-spiel/id1634467429

Spotify: https://open.spotify.com/show/4UuskGhmJ3EkWQk8DObR9b