Popular brunch spot Southern Roots Market expands into historic downtown Weslaco building

Southern Roots Market plans to expand into downtown Weslaco later this year, bringing a specialty coffee bar, flower market, boutique and restaurant concept into one of the city’s historic buildings.

The Economic Development Corporation of Weslaco announced Thursday that Southern Roots Market will open its fourth Rio Grande Valley location inside the former Guaranty State Bank building at the corner of Fifth Street and Texas Boulevard.

The business currently operates locations in Mission, Pharr and McAllen.

The downtown Weslaco location will include a specialty coffee bar, full kitchen, flower market and boutique while creating a community gathering space designed to support continued activity in the city center.

The building carries more than a century of history.

Guaranty State Bank first opened there on July 15, 1920. The bank was founded by Ed C. Couch, one of Weslaco’s earliest developers. The property later became home to First National Bank and remains one of Weslaco’s longstanding landmarks.

Building co-owners David Cisneros, Lillian Cisneros and Johnny Cisneros previously described the building’s future potential in a social media post last October.

“We’re looking for the right business to make this historic building their home,” the family wrote.

Southern Roots Market founder Mariana Linaldi said Weslaco offered the right mix of market opportunity and long-term growth potential.

“We’re hoping to become Weslaco’s go-to spot for brunch while attracting a younger crowd that is not currently being catered to,” Linaldi said. “It’s all about the experience, not just going to a restaurant to eat, but immersing themselves in the community. We are hospitality driven, and we are here to celebrate all of life’s special moments with our customers.”

The Weslaco location will be smaller than Southern Roots Market’s other Rio Grande Valley stores but Linaldi said she expects similar customer traffic levels due to downtown Weslaco’s growing appeal.

The business plans to initially hire about 20 employees with the potential to expand staffing to roughly 25 positions over time.

Economic Development Corporation of Weslaco Executive Director Steven M. Valdez said Southern Roots Market is expected to strengthen downtown activity and help draw additional visitors into the area.

“Southern Roots will bring new visitors into downtown Weslaco, inviting people who may have never come before to experience the culture, character and history,” Valdez said. “It will fill a gap in the area while preserving the charm and the ongoing effort to keep downtown historic.”

Economic development officials said they worked with Southern Roots leadership through community outreach and introductions designed to showcase Weslaco’s business environment and downtown momentum.

Linaldi said events including Alfresco Weslaco helped reinforce the company’s decision.

“Alfresco Weslaco really sealed the deal,” she said.

Economic Development Corporation of Weslaco Board President Sandra Charlton said city leaders see continued opportunity in downtown investment while maintaining the area’s historic identity.

“We believe this concept has a strong potential for long term success here,” Charlton said. “Downtown Weslaco continues to grow, attracting new businesses while remaining rooted in its culture.”