Salsa Roja is more than a restaurant — it’s the vision of owner Lee Esteves, built from years of entrepreneurship, travel, and a passion for authentic culture-driven experiences. Originally from New York, Lee has been building and operating businesses since the age of 19. Through years of traveling across the United States and internationally, he developed a deep appreciation for bold flavors, unforgettable hospitality, and the energy that great food brings to people. Salsa Roja was created to bring that experience to Dallas — combining authentic Mexican flavors with an atmosphere that feels vibrant, exciting, and real.

Behind the kitchen is a collaboration of talented culinary backgrounds led alongside Jose M Reyna and Óscar Rodríguez. Jose, raised between Monterrey, Mexico and Dallas, built his name through authentic scratch-made Mexican cooking, originally starting with a small elote cart outside a gas station before growing into recognized restaurants featured on NBC, Telemundo, podcasts, and the Dallas Morning News. Óscar Rodríguez and his wife, Aidee Gonzalez, helped introduce authentic Mexico City street foods like pambazos, huaraches, and traditional gorditas to the Dallas–Fort Worth area long before many people were familiar with them.

Together, their combined backgrounds helped shape the flavors and identity behind Salsa Roja. But the vision for this location comes directly from Lee’s leadership, creativity, and passion for building something different. His goal was never to create “just another taco spot.” Instead, he wanted to build a place where food, music, art, culture, and nightlife all come together into one unforgettable experience. From the design of the restaurant to the atmosphere guests feel the moment they walk in, every detail reflects that vision.

Today, Salsa Roja stands as a reflection of hustle, culture, and modern Mexican hospitality — a place built from real stories, real sacrifice, and a shared passion for bringing people together through food and experience.