Mexican Couple Builds Churro Empire in Two Years

Edgar Payen and Mariel Villanueva spent years wandering the globe in search of stable work, but their real dream was simpler: settle down somewhere and build something of their own.

The couple from Mexico brought serious skills to the table. Payen worked in hotel management, while Villanueva mastered the art of pastry. Two years ago, they landed in Saskatoon with permanent residency and big ambitions.

But turning a dream into a real business felt overwhelming. "Anyone can cook; anyone can do the same stuff," Payen said. "But going above and beyond with branding, with the right connections—that's the difficult part."

They reached out to the Saskatoon Region Economic Development Association's SK Startup Institute, which offers free personalized guidance from experienced advisors. The program connects entrepreneurs with essential tools, training, and the right people to turn ideas into thriving companies.

The help worked fast. Within five months, Payen and Villanueva opened The Sure O's Co., bringing authentic Mexican churros to a city that desperately wanted them. Without that support, Payen estimates it would have taken a full year to launch.

The program's impact reaches far beyond one churro shop. SREDA CEO Erin Lawson says the organization helped 1,373 entrepreneurs in 2025 alone. "Behind these numbers are people building businesses that diversify our economy, drive employment, and bring new energy and investment into communities across the province," she said.

On Friday, the federal government doubled down on that success with $910,000 in funding over two years for the SK Startup Institute. The money will support one-on-one advising, workshops, and training for the next wave of entrepreneurs.

The Ripple Effect

Just two years after calling Saskatoon home, Payen isn't slowing down. The Sure O's recently opened a second location at the Mall at Lawson Heights. A third location is planned out of province.

His ultimate goal? Become the biggest churro franchise in Canada, then expand worldwide. It's an audacious dream, but he's built a community of loyal customers who believe in what he's doing.

"We're 100 percent sure that what we're doing is changing things, and it's working," Payen said. "We can see it in the community we've built and how responsive they've been with us."

From immigrants with a dream to franchise builders in 24 months—that's the kind of story that proves anything is possible with the right support.