El Corazon, the Latin-inspired restaurant concept founded by Hifa Maleki and Percy Wiredu, is on an expansion trajectory that could transform the culinary landscape of Western Canada.
Since opening their first location in Edmonton’s Glenora in 2022, the dynamic duo has quickly established a name for themselves with their vibrant, Latin-flair infused menu.
There’s also a restaurant in the Keswick neighbourhood as well as the sister brand El Jardin in Edmonton’s downtown.
The pair are eyeing more opportunities in the next few years, with a goal to open up to 10 restaurants across Western Canada.
The Edmonton-based restaurant owners are confident that their focus on community and consumer-driven pricing has played a pivotal role in their success. The recent growth and reception of their brand demonstrate how smaller, independent restaurants are thriving in Edmonton’s evolving food scene, which has seen a shift from chain dominance to a diverse, locally-driven dining culture.
In a post-COVID world, their hands-on approach to management has proven to be key in navigating rising operational costs and a highly competitive market.
Looking ahead, Maleki and Wiredu are planning to stabilize their current locations while focusing on team development, with expansion into both Edmonton and Calgary markets on the horizon. Despite the challenges of increased food costs and tariffs, El Corazon continues to provide exceptional value to diners, offering affordable yet high-quality dining options. The duo’s commitment to quality, innovation, and community positioning makes them a noteworthy player in the growing restaurant scene in Canada.
Maleki said El Jardin opened in the downtown in 2023 in the ICE District area, and then the duo opened Keswick in 2024.
“We wanted to bring some energy and flair to the culinary scene, the restaurant scene in Edmonton. So for us, the inspiration is we’re very Latin influenced. We take different ingredients and essentially menu concepts from different Latin cultures, so Spanish, Peruvian, Mexican, Dominican, our chef is actually Dominican as well,” explained Maleki. “That way we can have more of a range of different Latin menu items.
“It’s been really great in the sense that Edmonton’s been really receptive to it. And I feel we’ve been lucky. Real estate’s been great in terms of where we’re located. We’re very personally and very community focused. I feel like we have a pretty dynamic network and we’re people’s people, so it’s nice to actually be in a lot of the communities that we’re in because we can actually build and foster those relationships with the people that live or work in the area.
“In terms of opening in a post-COVID world, you definitely have to be a lot more hands-on as a business owner and a restaurateur. You definitely have always had to be hands-on, but I’d say really like when they say, “Oh, you got to be in and in front and behind your business,” you really do. You should be like 360 involved to ensure that not only are operations really great, but just like even behind the scenes, you’ve got to be a lot more dialed in.”
As restaurant owners, the two have experienced the rise in costs.
“We’re very consumer focused. So to keep things very competitively priced and affordable, we have to be a lot more involved and really on it,” she added.
“We’ve opened one every year for the last three years. Our focus for the next 12 months is stabilize. Develop the team, because you can only grow as far as your team. Develop some managers, some regionals. Then we’re going expand into either more in the Edmonton market or the Calgary market,” said Wiredu.
Maleki said the Edmonton food scene has improved significantly.
“If you were to go back even 10, 15 years, a lot of the smaller independent restaurants weren’t making it. People would go once and then they’d go back to the restaurants that they were very comfortable with, like the big chains. Earl’s, Joey’s were definitely just staples. That’s where everybody went.
“What’s changed a lot and what we’re really proud to see in Edmonton is there’s a lot more people taking a risk and putting their passion and money on the line and opening more restaurants. Our food scene’s excellent.
“It’s changed a lot in the sense that people have really navigated from comfort and commercial, and these big corporate companies, to really finding their local spot. And you’re finding that people are dining out in more areas than they were.”
Wiredu said it’s been challenging as a restaurant owner these days with inflation.
“And one of the reasons why we went with the Latin approach is that a lot of Latin ingredients are pretty approachable and affordable. You’re able to build a lot more value into your meals. With our seafood dishes and a lot of our tapas, they’re all shareables,” he said. “You’re getting a lot more value for it.”
Like all businesses, the current tariff situation is creating confusion and anxiety.
“It’s like run a 100-metre race that’s also a marathon with like different turns every two seconds. We’re definitely navigating things and we kind of take it day by day. We’re making sure we have a Plan A, B, C, D.
“Everyone’s going through a challenging time. So we make sure when our guests come in our prices are approachable and affordable.”
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