Our Story
Home, Work, and Family - Asi es la Vida
Asi Es La Vida Since 2007
Unique Experience
The Story of Irving Rodriguez and Asi es la Vida
In Mexico, Irving Rodriguez grew up surrounded by food. By the age of five or six, he was helping out at his grandfather’s businesses—but to him, it felt more like fun than work. Over time, he became so comfortable in the kitchen that he stopped using measurements altogether. Cooking, to Irving, is a state of mind—an art of customizing rather than standardizing.
Originally, Irving envisioned a future in finance or corporate America. He was close to completing his degree when the financial crisis hit, prompting him to reassess. Around that time, his father was ready to step away from the restaurant. After just two days of consideration, Irving decided to take it over. Though he initially had some regrets, he now says the decision has turned out better than he ever expected.
Irving has lived in the Loma Linda neighborhood since 2008 and recently purchased a home just two blocks from the restaurant. He appreciates the deep sense of community in Loma Linda—something he never felt while living in North Phoenix. He believes that staying true to himself will guide him to make the right choices in life. For now, he’s focused on working hard and building his future, with plans to start a family when the time is right.
Inside Asi es la Vida, the décor is ever-changing, reflecting Irving’s love for art and evolution. The restaurant once featured original murals by local artists; today, the walls showcase painted reproductions of masterpieces by Frida Kahlo and Diego Rivera. Years ago, a guest gifted him a portrait of Frida that sparked interest from diners—many even tried to buy it. That inspired Irving to begin selling the art, commissioning new pieces as needed. His passion for visual art elevates the dining experience, creating a feast for all five senses.
Outside, the restaurant is impossible to miss, painted in a bold fuchsia-magenta hue. While scouting 24th Street, Irving intentionally chose a color unlike anything else in the area. Knowing that some guests struggled to remember the restaurant’s long Spanish name, he figured they’d remember the color. “If you can’t recall the name, just look for the brightest building on the street.”
Find your way to Asi es la Vida—and you’ll be glad you did.