Meet Leon Lu | Founder of Jojo’s Kitchen: Taiwan Eats

We had the good fortune of connecting with Leon Lu and we’ve shared our conversation below.

Hi Leon, can you walk us through the thought-process of starting your business?
The thought process behind starting my own business was driven by a passion for sharing something meaningful with my community. I wanted to provide more awareness of a delicious yet underrepresented cuisine—Taiwanese food. It’s a cuisine rich in flavor and tradition, and I felt there was a real opportunity to introduce more people to its unique offerings. Beyond just the food, I wanted to provide it at a great value while making it accessible without compromising on quality.

Because family and hospitality is a big virtue of mine, the desire to create a family-friendly environment where guests of all ages could come and enjoy a meal with a welcoming experience and great service was important to me. At the heart of it all, this business is about continuing our family legacy and honoring the hard work of those who came before us. Their dedication and sacrifices inspired me to carry that torch forward and build something that reflects our values, heritage and love of good food.

Let’s talk shop? Tell us more about your career, what can you share with our community?
My career path has been anything but traditional, and I wouldn’t have it any other way. I come from a hardworking immigrant family, where we learned early on the value of hard work, sacrifice, and pushing forward—no matter the circumstances. We faced poverty and tough times, but those challenges built a foundation of resilience that continues to guide me today.

Professionally, my corporate journey has spanned industries—from sales, finance, entertainment, marketing, advertising, high tech, UX design, program and product management, to food and hospitality. I knew I wanted to create my own franchise one day, so my goal was to learn about every major function that would prepare me to be a good business man and restaurateur. What sets me apart is my grit, and the ability to connect these disparate worlds. My time in tech—leading design, mobile development, UX initiatives, managing product roadmaps, creating and optimizing monetization strategies—gave me the analytical and operational tools I now use to run Jojo’s Kitchen: Taiwan Eats.

At Jojo’s, we’re doing something that’s never been done before: making authentic Taiwanese food quickly without jeopardizing quality within the system we built from the ground up. We’re proud to be the first to introduce this level of efficiency and consistency to a cuisine that has long been underrepresented. Growing one location to multiple, increasing revenue by 180% during the pandemic, and building a loyal following along the way has been one of the most rewarding experiences of my life.

It hasn’t been easy. I’ve worked all different types of jobs and roles in finance, entertainment, design, marketing, game development, hospitality—and every role taught me something vital that I use daily. No experience is wasted. Whether launching top-grossing mobile games or building restaurant operations from scratch, each chapter prepared me for this moment.

What I want people to know about me and my brand is that this is bigger than just food. Jojo’s Kitchen is a work of love, laughs, blood, sweat, tears, and about honoring my heritage. Im driven by continuing my family legacy, and creating spaces where people feel welcome and cared for over tasty food. It’s about building something meaningful with heart, discipline, and a clear vision. I’m incredibly excited for what’s next to come.

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
Having lived all over California, I know the hidden gems and iconic spots that make each region special. If travel and money wasn’t an issue, I’d plan an itinerary that showcases fun activites that this incredible state has to offer:

Day 1 – Los Angeles: Hollywood Glamour & Nightlife
Start the trip with a bang in LA. We’d grab lunch at Grand Central Market, walk through Downtown LA’s Arts District, and stop by The Broad for some modern art.
By evening, we’d hit Hollywood Boulevard, check out the Walk of Fame, and grab dinner at Musso & Frank Grill—a legendary Hollywood staple. Then it’s drinks and dancing in West Hollywood or Koreatown—a little glitz, a little grit, and a whole lot of fun.

Day 2 – LA Beaches & PCH Cruising
We’d hit up Venice Beach in the morning for a stroll along the boardwalk. Stop by in Malibu for some sushi at Nobu. In the late afternoon, we’d rent a convertible and cruise the Pacific Coast Highway, California love.

Day 3 – South Bay Relaxation
A beach day in the South Bay is a must. Manhattan, Hermosa, Torrance, or Redondo Beach is perfect for a chill brunch and boardwalk time.

Day 4 – Road Trip to the Bay
We’d take the scenic Highway 1 up the coast, making stops in Santa Barbara for brunch and Big Sur for the breathtaking cliffs and ocean views. It’s a long but stunning drive.
We’d check into a boutique hotel in San Francisco by evening and grab a late dinner in the Mission District—maybe Foreign Cinema or Loló for a unique culinary experience.

Day 5 – San Francisco: Culture & Views
SF is all about exploration. We’d ride the cable cars, check out Fisherman’s Wharf, Alcatraz, and the iconic Golden Gate Bridge.
For lunch, Swan Oyster Depot for the freshest seafood.
Dinner in Chinatown, followed by drinks in North Beach or a show at The Fillmore—classic SF nightlife.

Day 6 – Napa Valley Wine Country
Take a day trip to Napa for wine tasting and an exquisite dining experience at The French Laundry.
Knocking out for the night after that would be easy.

Day 7 – Bay Area Chill & Reflection
Our final day would be more relaxed. A walk through Golden Gate Park, maybe stop by the de Young Museum or Japanese Tea Garden.
Brunch in Hayes Valley, and then some last-minute shopping or coffee in the Marina District before sending my friend off with unforgettable memories.

This itinerary blends California’s iconic destinations with local flavor—each place representing a different facet of the state’s personality. From beach cruising to wine tasting to urban exploration, it’s the kind of trip that gives you a little bit of everything—and leaves you wanting more.

Who else deserves some credit and recognition?
There are so many people who deserve credit and recognition in my story. First and foremost, I want to dedicate this shoutout to my parents. They’ve provided an incredible example of what true grit and perseverance look like, and their work ethic continues to drive me every day. My family has been a constant source of unconditional love and support, always there through the ups and downs.

I also want to recognize my business partner, who has truly become like the brother I never had. His dedication, trust, and shared vision have been instrumental in building what we have today. And of course, I’m incredibly grateful to my friends for their ongoing encouragement and friendship—they’ve believed in me from the start and continue to be a solid foundation for me.

This journey wouldn’t be possible without all of them, and I’m beyond thankful for the role each has played in helping me get to where I am.

Website: https://www.jojos-kitchen.com

Instagram: @jojostaiwaneats

Yelp: https://www.yelp.com/biz/jojos-kitchen-taiwan-eats-rancho-cucamonga

Image Credits
Leonard Lu
Monique Sterling