“Older people are reliable every day, honest, and, above all, they teach young people.”
The story of Abuela Maruca is not just another family-run gastronomic success story, but a true manifesto of intergenerational social entrepreneurship. Starting from a moment of profound personal and economic difficulty, Débora Ibáñez and Diego Quinteros transformed the crisis into a winning business model based on the revival of culinary traditions and, above all, the integration of the so-called “silver generation.” .
A rebirth inspired by grandparents: empanadas as lifelines
It all began in 2016. With Diego unemployed and Débora expecting their daughter Renata, the couple found themselves at a crossroads. The solution? A return to their roots. Drawing on the lessons of resilience and ingenuity from their ancestors—a lesson summed up in the family motto: “you must always find a way to overcome difficult times”—they started selling empanadas, as they themselves told InfoBae. These artisanal ravioli, strictly hand-cut in the Tucumán style, soon became the emblem of their offering. The menu, focused on authentic, home-style flavors—from chicken and rice to cannelloni—now attracts a loyal clientele eager to rediscover the aroma of homemade salsa and freshly baked bread in the heart of La Paternal.
The invaluable contribution of the “silver generation” to the team
The most distinctive feature and, according to the founders, the real driving force behind the business, is the integration of retirees and adults over 45 into the team. This intergenerational collaboration is not simply a charitable gesture, but a winning business strategy. Débora emphasizes the reliability, honesty, and love that these workers bring to the table: “We have a fantastic team made up of our adults over 45 and retirees who give us strength and help us every day.” The experience of Mónica, who went from being a nanny to becoming a pillar of the company, has confirmed the untapped potential of this demographic.
The working environment transcends the professional relationship: young people learn ethics and the trade, while adults are adopted as “uncles or grandparents.” It is a virtuous circle of respect, affection, and knowledge transfer, as evidenced by the moving legacy of Anita, who left behind her pasta recipe and the example of an indomitable smile despite her illness.
Expansion and vision: a family that transcends blood ties
Despite the challenges posed by Argentina's economic situation—each opening was a mixture of joy and uncertainty—constant commitment led to expansion. From the first location, Abuela Maruca (2022), Las Nonas Ramona Petrona and La Nona Simona were born.
Resilience, learned from their grandparents, is the philosophical pillar that allows the couple to look ahead. The project is set to grow further, with the imminent opening of El Papi Talo and the Don Roque grill, a tribute to their paternal and maternal grandparents. In this venture, the word “family” takes on a broader meaning. “Blood doesn't make you family, but respect and honesty do, and we at Las Nonas have that,” concludes Débora. The artisanal quality and love poured into every dish are the promise that, even in the most difficult moments, the best is yet to come.
