The Heights

Video: Paletas in the pandemic with La Michoacana

It's only been around since 2007 but La Michoacana is a bonafide Mid-South institution. Before the novel coronavirus pandemic, its seven locations in Memphis and the greater Mid-South served thousands of people every day. They flocked for the snacks, like street corn and nachos, but most were there for the ice cream and paletas.

Since March, all seven shops closed according to local and state pandemic mandates then reopened amid major changes and challenges. 

In the new "Still Serving" video series, La Michoacana's co-owners, Rafael and Ana Gonzales, share their pandemic story and how they've worked to keep the business open and customers happy while prioritizing the health and safety of the entire community. 

The "Still Serving" video series is spotlighting the stories of four locally-owned restaurants and asking how they're faring as we enter the eighth month of heavy restrictions on area eateries. "Still Serving" is produced in partnership by Forever Ready Productions and High Ground News with financial support from Epicenter Memphis. 

Now, more than even, local businesses need their city's support. We hope this video makes you hungry and your sweet tooth insists you head to the nearest La Michoacana. 

Still Serving: La Michoacana from High Ground News on Vimeo.


Business Before The Pandemic
Rafael Gonzales opened the first La Michoacana in Horn Lake, Mississippi in 2007. He chose 6635 Winchester Road in Hickory Hill for the second location and 4091 Summer Avenue in The Heights for the third store in 2009.

That location is where this episode of "Still Serving" was filmed. The Heights-Berclair area is home to Memphis' largest populations of Latino residents, and the Summer Avenue location is the largest of the seven stores. 

Pre-pandemic, La Michoacana was expanding beyond the Memphis metro area and into the greater Mid-South region. The sixth location is in Jackson, Tennessee and the most recent opened in Little Rock, Arkansas less than a year ago. 

Read more about La Michoacana's history and hopes here: "Ice cream shop La Michoacana is prepping for two new locations in Olive Branch, Little Rock"

Read more articles by Cole Bradley.

Cole Bradley is a native Memphian and graduate of the University of Memphis. Cole's worked locally as a researcher and community engagement strategist and began contributing to High Ground in Jan 2017. 
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