Life is Service: Martha & Luis Morales x Pincho Loco Ice Cream

“I see my children’s reflection in everyone who comes through our doors. Whether they’re a freshman that is new to Durham or a senior preparing for the next phase of life, they don’t even need to buy anything—we just want them to know they have a place here, where they can feel at home and welcomed. If we can cheer them up, we will. It all comes down to a love of community and a deep love for family.

Our kids and our family are the most important things in this world, and that’s what keeps us going. We’ve been in Durham for 25 years now. We are the first generation here in the States, but back home, we have family who work in everything from the medical field to the restaurant industry. Luis and I are no strangers to hard work. Before we opened Pincho Loco, we worked in retail—specifically in grocery stores. One of our kids played music and had lessons right across Perry Street, and while they were in class, we would grab bagels nearby. I kept seeing this ‘For Rent’ sign, and it felt like the space was calling to me, like it wanted me there. A few months later, the space was ours. All these years later I can say, we are meant to be here.

We initially wanted to open a restaurant, but four months in, we realized we didn’t know how to build it up. That’s when we shifted to ice cream and popsicles, and here we are with Pincho Loco.

Our daughter is graduating from Duke this spring, and our son is in the military. They are the most important things to us, and if we can bring that love into our ice cream and our shop, then we know it’s a recipe for success. Here, our customers are treated like friends and the ice cream is made with love.”

— Martha & Luis Morales
Founder / Owner @pincho_loco

Photo series: Life is Service
Pt 5.
Photographed + Interviewed by: Jordan Abdur-Ra’oof @shotbyjbot

Location: Pincho Loco 5111, 1918 Perry St, Durham, NC 27705