Inside the walls of East Austin’s Joe’s Bakery lies the soul of the Avila family’s relentless journey—from ancestors seeking survival to securing the very building they inhabit, all while nurturing their enduring love for community. Regina Avila, the current general manager and granddaughter of founder Joe Avila, has spent most of her life at the company. “It’s our family legacy,” she says. “I’ve had the best memories within these walls and some of our worst family moments as well.”
Joe’s Bakery is part of El Camino of the Fighters, a series highlighting Latine-owned, family-founded small businesses—unsung heroes in their communities. Modelo honors these everyday fighters who have built their stories from the ground up, shaping the legacies and economic landscapes of their cities.
The story began before Joe’s Bakery existed, when Regina’s great-grandmother, Sofía, arrived in Texas “by horse and buggy.” She began serving baked goods from her home in the 1930s, assisted by her husband, Florentino. In 1962, Sofia opened the legendary bakery as a lifeline for her son, Joe, who struggled with health conditions after serving in the Korean War—and, of course, named it after him. He had dreamed of being a baker since childhood, and his mother saw an opportunity to help him find his way. Though Joe’s wife was initially hesitant, she eventually committed herself to the bakery. “They grew together,” Regina says. “They were giving it their all. And they were very tenacious, hard workers.”
From the beginning, Joe knew that success required effort, so he invested time and energy in building a future for himself and his family. When expansion became necessary, he found the perfect building and applied for a loan. Despite facing rejection from multiple banks, he persisted until one finally approved his application. This determination paid off—Joe’s Bakery remains in that same building today.
Regina carries this legacy forward. She joined the company at 23, bringing confidence and determination to the business. Having grown up in Joe’s Bakery, she initially struggled to gain respect, with both employees and customers often asking to speak with her grandfather instead. She learned to assert herself while maintaining kindness, becoming the leader who has guided Joe’s Bakery into the new millennium.
“As a young woman growing up in a Mexican American household, we are not taught to stand up for ourselves. And something I have learned as a leader and an adult in her 40s is that you can stand up for yourself in a respectful way. You can be kind, strong, and firm. It’s not one or the other.”
Regina has modernized Joe’s Bakery by launching a website, engaging with the community, and designing merchandise—all while preserving what makes the restaurant special. Her involvement in local politics has kept the business closely connected to the community, and her skills have proven crucial during challenging times. During the COVID-19 lockdown, she saved the company by creating a drive-thru system, filming her plan on her phone and sharing it with staff.
Through generations of challenges, Joe’s Bakery continues to serve delicious food like huevos rancheros, menudo, chicken quesadillas, and the “Joey Rocha”—named after a beloved employee who passed away. Even during difficult times, unexpected benefits have emerged, such as welcoming their first female baker, who maintains Joe’s recipes while adding her unique touch.
While change is inevitable—new staff, smaller space to manage rising costs, and a shifting neighborhood demographic—Joe’s Bakery preserves cherished traditions for patrons: a quarter-operated CD jukebox, flour tortillas with every meal, and cookies that still cost just 50 cents.
Reflecting on her place in this multi-generational story, Regina says, “This was not my dream or what I set out to do in life. And this is not my end-all, be-all. But while I’m here, I will give my all to this legacy, which is my love for my family. I love them.”
Sixty years later, Joe’s Bakery stands as a pillar of the East Austin community. Beyond the establishment itself, the Avila family’s commitment to their values, resilience, and heritage serves as a beacon for community members. Like Modelo, it represents a tradition that remains strong in uncertain times, offering comfort to those weathering life’s storms.
