Apr. 4--The name "Sam's Diner" has about as much Mexican authenticity as a plastic jalapeqo.
But Michel Zajur Sr., a native of Zacatecas, Mexico, kept the name when he opened a restaurant specializing in international foods in the old Sam's Diner off Jefferson Davis Highway in 1972. He didn't want to scare off the loyal customers.
"Back then, Mexican food ... was almost like a taboo in Richmond," said Zajur's 42-year-old son, Michel.
At first, the elder Zajur offered one Mexican combo plate and had to grow jalapeqos out back because he couldn't buy them locally.
Nearly 30 years later, Zajur's children run the business, which wholeheartedly celebrates Mexican culture and has long since been renamed La Siesta Restaurant.
It was moved from Jefferson Davis Highway in 1979 and eventually settled on Midlothian Turnpike, near Robious Road. For about five years in the 1980s, the Zajurs operated a La Siesta in the West End.
Since they've been in control, the Zajur children have avoided tinkering too much with the business recipe.
They haven't wanted to lose their focus of providing fresh, authentic Mexican cuisine in a family atmosphere, said Michel Zajur, who manages the business with his younger brother, George.
Sisters Lourdes, Ruth and Andrea serve as hostesses and help run the day-to-day affairs. Their parents and sister Amelia live in the Richmond area but are no longer regularly involved in the operation.
"I'm very family-oriented," Michel Zajur said. "I didn't want to take away, but I'm at a point now that I'm taking a very aggressive stance" business-wise.
About four years ago, La Siesta started selling three of its salsas -- white, red and green -- in Ukrop's Super Markets. It now moves about 50 cases a week, about double the initial sales, he said.
He said La Siesta has started working with a food lab in Norfolk to try to give the salsas a longer shelf life. He's hoping to sell them in more grocery stores, as well as over the Internet (www.eatsalsa.com).
"To go out real big, you have to put preservatives in it," he said. "This is all natural."
In addition, Michel Zajur said he's involved in preliminary talks about opening a second restaurant in the area but declined to discuss details.
Ruth Zajur said her brother has long carried the vision for the restaurant and has been its heart and soul.
"Michel's identity is tied up in La Siesta," she said. "He welcomes the people as a guest in our home, rather than just a customer."
Michel Zajur's interest in promoting his Mexican heritage took shape when he was growing up in Henrico County's West End and was the only Spanish-speaker in his elementary school. He's enjoyed seeing the number of Hispanics in the Richmond area grow.
The 1990 U.S. Census showed just more than 5,000 people of Hispanic origin living in Richmond and the counties of Henrico, Hanover and Chesterfield. The 2000 Census is expected to show a substantial increase.
Over the years, Michel Zajur has served on a variety of community panels, including at least three years on a foreign language committee for the Chesterfield County school system.
"He was always there, always on time, always proactive in helping us keep foreign language visible in the community," said Jane J. Baskerville, Chesterfield's instructional specialist for foreign languages.
In addition, Michel Zajur served on an advisory board for the Richmond International Children's Festival and represented the Hispanic community in a diversity conference sponsored by the Virginia Department of Agriculture.
However, his talents shine most when he's working with children, Ruth Zajur said. La Siesta regularly invites school groups to the restaurant for programs showcasing Mexican culture. Michel, who leads the programs dressed in a sombrero and poncho, provides the magic -- literally and figuratively.
"We do them because he has this real love for children," Ruth Zajur said. "He wants them to be bilingual."
Michel Zajur said he simply feeds off the children's enthusiasm. "I think it's something, because when I was growing up people would come up to me and say, 'Do they have TVs? Do they drive cars in Mexico?' I take pride. I'm sharing my Mexican culture."
In addition, Michel Zajur and his wife, Lisa, are writing a book on Mexican culture. He said it's important for people to understand different cultures and not get stuck on stereotypes.
He said the meaning behind the name of his family's restaurant is often misunderstood. A "siesta" should be associated with a break with family and friends, not sleep, he said.
"If you learn the culture, you understand the people," he said.
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(c) 2000, Richmond Times-Dispatch, Va. Distributed by Knight Ridder/Tribune Business News.
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