Carlos McCray
Owner/Proprietor, Dojo Café
Fair @ 44
When Carlos McCray prepares a freshly-brewed “pinole” at Dojo Café, he’s serving up more than a typical coffee-infused treat. He’s responding to the desires of the community to see their cultures represented in the products they consume.
A creamy, semi-sweet drink made from blue corn masa, pinole originates from the
Tarahumara I
ndians, an indigenous tribe deep in the Copper Canyons of Mexico.
It’s a fabled “super-fuel” that brings health and stamina to the tribe known as “The Running People,” giving them the ability to run hundreds of miles without rest, typically barefoot or with thin sandals.
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A former County of San Diego social worker who now teaches
at San Diego State, Carlos firmly believes in the mission
of serving the neighborhood, always with a smile.
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Such inspired fare – devotedly prepared within a shiny, aluminum 1970s-era camper -- has made Dojo Café a popular gathering spot at Fair@44, a converted City Heights parking lot that’s become a weekday farmer’s market.
Partially supported by LISC, the market is located at the intersection of El Cajon Boulevard and 44
th
Street, across from the Copley-Price Family YMCA.
A former County of San Diego social worker who now teaches at San Diego State, Carlos firmly believes in the mission of serving the neighborhood, and always with a smile. As one example, here’s his cheery voicemail greeting: “Keep a steady pace and a smile on your face.”
He’s also created what he calls the “Stay Smilin” campaign, in which he hands out caps with a “smiley face” to remind those he meets to keep a positive outlook on life, no matter what.
What made you decide to open a coffee business?
First, my partners and I conducted a survey of about 100 City Heights residents, asking them where they went for the food and drinks that fit their culture. What was clear was that traditional coffee shops like Starbucks and Coffee Bean & Tea Leaf aren’t really reflective of their community.
What do you bring to Dojo Café that you’ve learned from your experiences as a social worker?
I’d go into homes that were dealing with all kinds of problems like poverty, child abuse, domestic issues, drug abuse. Then I’d get to know these people, get immersed in their lives and I learned that their stories had a common theme. At some point, poverty or drugs or mental issues got to them. Then things got twisted, when, in most cases, they were just trying to survive day to day.
In what ways did your life change by being a social worker?
It humbled me, that’s for sure. And I learned that everyone has a story to tell. We’re all searching for our own sense of happiness. Even people who’ve done bad things in their lives – and I saw it all – I’d think, wow, they’re no different than me, just trying to get along and make a better life.
What’s the origin of the name Dojo Café?
In Japanese, “dojo” means “a place of the way.” In martial arts, they say you can’t be a true master until you’ve mastered yourself and your emotions. Because you should never fight out of anger or fear. I thought, we need to create a safe place that’s free from anger and fear – a happy place.
How did your “Stay Smilin” campaign get started?
When I was at the County, I was the happy-go-lucky guy who came to work every day wearing a smile. I’d always get asked, why are you so happy all the time? My response was, because I choose to be. That’s when I decided to create a few “smiley face” ballcaps to wear to work.
And the campaign just grew from there?
One of my co-workers asked for one, so I made a few more. And the next thing I knew, I’d given away about a hundred hats, which started to get expensive. But I’m still giving them out. It’s my way of saying, “No matter how your day is going, keep a smile on your face.”
-- As told to John Freeman
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Carlos McCray
Owner/proprietor, Dojo Café
Fair@44
4350 El Cajon Blvd.
San Diego, CA 92105
Monday through Saturday, 10 am to 5 pm.
