Today we’d like to introduce you to Diego Sifuentes.
Hi Diego, it’s an honor to have you on the platform. Thanks for taking the time to share your story with us – to start maybe you can share some of your backstory with our readers?
The inspiration behind Doña Sazón has always been my mom. Growing up, she was the chef in our home, and every meal she made brought our family together. Her passion for Peruvian cooking inspired everything that came after.
In 2014, my parents took a leap of faith and began selling homemade Peruvian food from our house. For three years, they built a loyal customer base one meal at a time. In 2017, with the help of small loans from friends, they opened their first restaurant. Their hard work paid off, and they expanded with a second location in 2019 and a third in 2021. Along the way, my father was even featured in The Washington Post for their success.
Life eventually took an unexpected turn when my parents separated. My father kept all three restaurants, leaving my mom without a job and without the business she had helped build from the ground up. Seeing everything she had sacrificed, I told her, “We can do it again. We don’t need to start where we left off—we’ll build something even greater together.”
That became the beginning of Doña Sazón.
In 2023, we opened our first Doña Sazón location in Woodbridge. The response from the community was incredible, and in 2024 we opened our second location. Around that time, I made one of the biggest decisions of my life: I left my career at a pharmaceutical company to dedicate myself to the business full-time because I believed in its potential and in my mom’s dream.
In 2025, we opened our third location in Alexandria. Today, Doña Sazón is more than just a restaurant—it’s a story of resilience, family, and second chances. Every dish we serve honors my mom’s passion for cooking and reminds us that setbacks don’t define you. With determination, hard work, and the support of our community, it’s always possible to start over and build something extraordinary.
We all face challenges, but looking back would you describe it as a relatively smooth road?
It definitely hasn’t been a smooth road. Starting over meant that we weren’t just opening a restaurant—we were rebuilding everything from scratch.
One of the biggest challenges was learning how to run the business behind the scenes. In our previous family business, my father managed the finances while my mom focused on operations as the general manager, and I worked as a waiter. When we started Doña Sazón, we suddenly had to learn everything ourselves—from budgeting and managing cash flow to understanding payroll, food costs, and long-term financial planning. There was a steep learning curve, and we made mistakes along the way, but each challenge taught us valuable lessons.
As we expanded, another challenge was learning how to lead a growing team. Managing employees across multiple locations requires strong communication, consistency, and trust. Every restaurant has its own daily challenges, and we’ve had to develop systems that allow us to maintain the same quality of food and service while supporting our staff.
Perhaps the biggest lesson has been realizing that owning a successful restaurant isn’t just about making great food. It’s about building a strong team, making smart financial decisions, solving problems every day, and continuously adapting. Those challenges have made us better leaders and have helped shape Doña Sazón into what it is today.
As you know, we’re big fans of Doña Sazón. For our readers who might not be as familiar what can you tell them about the brand?
At Doña Sazón, our mission is simple: to share the authentic flavors of Peru while making every guest feel like they’re eating a home-cooked meal. We believe food is more than just something you eat—it’s a way to bring people together, celebrate culture, and create lasting memories.
We specialize in traditional Peruvian cuisine made from family recipes that have been passed down through generations. Every dish is prepared with fresh ingredients, bold flavors, and the same care my mom put into every meal she cooked for our family. Whether it’s our Lomo Saltado, Pollo a la Brasa, Tallarín Verde, or fresh Ceviche, we want every customer to experience the richness and diversity of Peruvian cuisine.
What sets Doña Sazón apart is that we’re truly a family business. My mom is the heart of our kitchen, and our story is one of resilience, determination, and starting over. Every restaurant we’ve opened has been built through hard work, long hours, and the support of our community. That personal connection is reflected in how we treat our customers and our employees—we want everyone who walks through our doors to feel like part of the family.
We’re also proud of helping introduce Peruvian food to people who have never tried it before. While many of our customers are from the Peruvian community, one of our greatest joys is seeing first-time guests discover our cuisine and become regulars. Watching our culture be appreciated by people from all backgrounds is incredibly rewarding.
Above all, we want readers to know that Doña Sazón represents perseverance. It’s proof that even after losing everything, you can rebuild with passion, hard work, and the people who believe in you. We’re proud of how far we’ve come, but we’re even more excited about where we’re going. Our goal is to continue growing, sharing the flavors of Peru with more communities, and building a brand that people trust for authentic food, warm hospitality, and an unforgettable dining experience.
So maybe we end on discussing what matters most to you and why?
What matters most to me is helping Peruvian cuisine receive the recognition it deserves. Peru has one of the most diverse and celebrated culinary traditions in the world, yet many people still haven’t had the opportunity to experience it. Through Doña Sazón, I hope to introduce more people to our culture, our history, and the incredible flavors that make Peruvian food so special. Every new customer who tries our food for the first time is an opportunity to share a piece of our heritage.
Equally important to me is creating a workplace where people genuinely enjoy coming to work. The restaurant industry can be demanding, but I believe employees perform their best when they feel respected, valued, and supported. I want Doña Sazón to be known not only for exceptional food, but also for building a positive culture where our team can grow professionally and personally.
At the end of the day, my goal is to build something that goes beyond a successful business. I want Doña Sazón to be a brand that makes the Peruvian community proud, creates opportunities for others, and leaves a lasting impact through great food, great people, and a strong sense of family.
Contact Info:
- Website: https://Donasazonperuvian.com
- Instagram: @donasazonperuvian
- Facebook: @donasazonusa
