New Mexico State University is surrounded by a variety of authentic restaurants, each with its own cuisine and experience, ranging from traditional New Mexican dining to international flavors. Many of these flavors are made affordable in student-run establishments.
La Jefa, located at 940 College Avenue at the end of the horseshoe, runs a local “hole-in-the-wall” Mexican restaurant. Curious to see it myself, I visited the restaurant one afternoon to get a better sense of the atmosphere and how it compares to other dining options on campus.
Locally owned and operated by husband and wife, Jorge and Magda Covarrubias, this establishment began from their food truck serving at NMSU football games. The two thrived on their passion to share their love through food, always welcoming students.
It all changed for them in Sept. 2025, when they were officially offered the opportunity to operate out of Gerald Thomas Hall.
The couple said their biggest challenge so far has been serving customers efficiently. Due to their limited kitchen space, operations tend to be difficult. Because of this obstacle, long wait times can occur. The owners understand this can be discouraging for students, especially with their packed class schedules throughout the day.
“We’ve had a lot of challenges and continue to have them,” Covarrubias said. “The last thing you want to do is wait in line for your food.”
An additional obstacle for the two has been visibility. La Jefa is not immediately noticeable to students passing by, especially being at a location further away from the lively areas of campus. Despite this, the owners are determined to increase students’ awareness and eventually become a well-known establishment at New Mexico State University.
The owners said business has steadily improved since their new location, and they’re beginning to have repeat customers who come to eat daily.
For the Covarrubias’, La Jefa is more than just a restaurant, it’s a living reflection of their dedication and passion.
“Serving people food is a way for us to express our love and care,” Covarrubias said.
With a deeply rooted Mexican background, their culture has a profound emphasis on food and sharing it with others. Through La Jefa, they hope to create a welcoming place for students and give them a home away from home.
This place of belonging and love extends not only to their customers but to their employees. Alejandro Olmedo, a server at La Jefa, described the workplace as a welcoming atmosphere. He believes this is what keeps customers coming back. He said this restaurant feels like a place where customers can have a delicious meal with people who treat them like family.
Additionally, the owners offer Olmedo a secure place to work while he continues his studies. He said the couple urged him to prioritize school first.
La Jefa’s menu features many traditional Mexican and American dishes, including Tacos al Pastor, Rolled Taquitos, Tortas, Chilaquiles, and cheeseburgers. While the owners’ favorite dish is the Pastor Quesadilla, Olmedo says the most underrated item is the Rolled Taquitos, with popular dishes amongst customers being the Chile Relleno burrito or Tacos de Asada.
After my first visit to La Jefa, I can confidently say their flavor goes beyond Mexican cuisine. Their PanAm Cheeseburger was incredibly savory, especially when accompanied by their golden crispy fries. Their food is a great option for students on campus if they’re looking for something new and tasty.
Although La Jefa may be tucked away at the end of the horseshoe, its driven owners and growing community suggest that this won’t remain a hidden gem for much longer.
Through their authentic food and inviting ambiance, the Covarrubias duo is building something much more than a restaurant, they are creating a place that feels like home for students.
