A Career of Reinvention
Before the first burrito was ever served at El Jefe’s, John Schall had already lived a life shaped by bold transitions. After graduating from UMass Amherst’s radical 1970s economics department, he co-founded South End Press, a book publishing company. Driven by a deep belief in systems change, he shifted into waste management policy, eventually becoming Massachusetts’ first Director of Recycling and later teaching at Yale.
But it was a sudden career detour that catalyzed his turn to entrepreneurship. In 1996, after a corporate job offer was rescinded due to his political background, John sat down for lunch at a Mongolian barbecue spot and had an idea: build something better. Within a year, he launched Fire & Ice, a theatrical grill concept in Harvard Square that quickly became a Boston favorite.
His ability to see opportunity where others saw challenge would soon serve him again.
From Fire to Flavor
In 2015, John felt it was time for something new. Fire & Ice had run its course, and he envisioned a fast-casual taqueria that could serve students late into the night, offering quality food at fair prices.
But opening a new restaurant while managing the closure of another brought serious financial strain. Construction on the first El Jefe’s location near Harvard Square was underway, but cash flow was thin and rent was due in two places.
That is when John was referred to Ascendus by Stephanie Monaghan of Eastern Bank. From the start, Ascendus demonstrated a strong commitment to understanding his business and enabling his next step.
Andrea Ierace, Senior Vice President of Lending, ensured the process reflected John’s vision and potential. With that trust and effort behind him, John secured a $30,000 loan to complete the buildout and open his doors.
Three years later, he returned to Ascendus for a second $26,000 loan, this time to open his second El Jefe’s in Bethlehem, Pennsylvania. At the time, he was projecting $80,000 in net income and still building the foundation of what would become a restaurant empire.
Scaling with Purpose
Those two early loans were quickly repaid, but the impact was long-term. El Jefe’s Taqueria expanded organically, with John reinvesting profits and carefully growing his team. He partnered with Fidencio Saavedra, a cook who had worked at Fire & Ice for eight years, to develop the taqueria’s menu based on authentic family recipes. Today, all of El Jefe’s food is rooted in Fidencio’s heritage.
Giving Back, Staying Grounded
Success did not separate John from his values. In 2017, when a Harvard freshman football player suffered a spinal cord injury during his first game, John organized a fundraiser at his Harvard Square location. The community responded in force, more than 2,000 supporters lined up, raising $27,000 in one night for the student’s recovery.
John continues to advocate for fair systems. He has publicly challenged exploitativedelivery app fees and has spoken to students and local leaders about responsiblegrowth.
When Ascendus invited him to speak with Harvard students working on a case study,he responded without hesitation:
“You guys were there for me during the times of need, and I will never forget that.”
The Impact of His Journey
- Business Impact: El Jefe’s Taqueria is now a multi-state enterprise, known forquality, consistency, and character. The company generates over $35 million ayear and continues to expand across campuses and cities, amplifying a brandbuilt on integrity and inclusion.
- Household Impact: John has built long-term financial stability for his family andnow works alongside his son, who manages marketing for the company. Hissuccess has empowered him to shape his own future with confidence andintention.
- Community Impact: From creating upward mobility within his staff to organizingcommunity fundraisers and advocating for ethical business practices,John continues to lead with purpose.
