By W. N. Walker | Media King of Puerto Vallarta
Some people move to Puerto Vallarta for the beaches. Some come for the sunshine, the margaritas, the nightlife, or the opportunity to reinvent themselves somewhere beautiful.
And then there are people like us.
We came here, fell deeper in love with this city, built businesses, made friends, created a home, adopted a puppy, survived a few entrepreneurial roller coasters, and somehow ended up opening a burrito shop.
Because apparently running multiple businesses wasn't enough excitement for one marriage.
Welcome to our life.
My name is Will Walker, also known around town as W. N. Walker, the Media King of Puerto Vallarta. I'm an entrepreneur, media strategist, public relations professional, commercial finance professional, publisher, and neo-soul performer.
And when I'm not doing one of those things, I'm probably doing three of them simultaneously while answering emails from my phone.
My husband, Pepe, is the other half of this wonderfully ambitious operation. He's the man with the food, the creativity, the kitchen instincts, and, quite frankly, the patience required to live with someone whose brain apparently has 47 browser tabs open at all times.
We've been married for ten years.
We've called Puerto Vallarta home for a little over five years.
And together, we've discovered something that has become the foundation of almost everything we do:
A beautiful life isn't simply about what you build. It's about who you build it with, the people you bring along, and the community you become part of.
That's how Burrito X was born.
Before There Was Burrito X, There Was Our Dinner Table
If you've ever been invited to our home for dinner, you probably understand this story already.
Food has always been a big deal in our house.
Not just because we love to eat, although believe me, we take that responsibility seriously.
Food is how we reconnect.
It's the moment when the laptops close, the business conversations settle down, the phones finally stop ringing, and we remember that somewhere underneath all these companies, deadlines, and ambitious ideas, we're still two people who genuinely enjoy spending time together.
Some of our favorite moments in Puerto Vallarta have happened around our dinner table.
Friends coming over. People bringing stories. Somebody opening another bottle of something. Music playing in the background. Pepe disappearing into the kitchen and returning with something absolutely delicious.
And inevitably, somebody saying:
"Oh my God, Pepe. You really need to open your own restaurant!"
We heard it over and over.
For years, people enjoyed Pepe's cooking and encouraged him to share it with more than just the lucky people who received a dinner invitation.
And one day, Pepe decided perhaps everyone had a point.
He said something along the lines of:
"I think we should open a restaurant called Burrito X and serve the things we love."
Now, I've been an entrepreneur long enough to know that when someone casually announces they want to open a restaurant, an entirely new universe of responsibilities is about to reveal itself.
Staffing. Equipment. Suppliers. Inventory. Branding. Marketing. Websites. Ordering systems. Operations.
And yes, people who want extra guacamole but somehow don't want to pay for it.
But I also recognized something more important.
Pepe wasn't simply talking about opening a restaurant.
He was talking about sharing a part of our home with the community we love.
And that was an idea worth building.
Burrito X: Born at Home, Built for Puerto Vallarta
Today, Burrito X is our locally owned food business in the heart of Zona Romántica, Puerto Vallarta.
It's not some giant restaurant chain with a corporate headquarters three time zones away.
It's our business.
It's personal.
It's something we created out of years of shared meals, conversations, love, and a genuine desire to connect with the people around us.
We wanted to make good food accessible, flavorful, affordable, and uncomplicated.
Not a twenty-page menu requiring a graduate degree to understand.
Just delicious food, satisfying portions, fresh ingredients, and the opportunity to make it your own.
Our menu includes made-to-order burritos, burrito bowls, salads, quesadillas, chilaquiles, and breakfast burritos.
Whether you want chicken, steak, something vegetarian, or another available option, the idea is simple: choose what you love, make it yours, and enjoy a good meal.
And because life in Puerto Vallarta moves at its own pace, we built Burrito X around convenient pickup and delivery rather than an elaborate formal dining experience.
We're not trying to turn a burrito into a black-tie event.
Although, knowing me, I wouldn't rule out an invitation-only burrito gala someday.
The heart of the business is simple:
Good food. Good people. A little personality. And a whole lot of love.
This is food created by people who live here, work here, love here, and want to contribute something positive to the community.
That matters to us.
Where to Find Burrito X in Puerto Vallarta
Burrito X is located at:
Plaza Romy
Lázaro Cárdenas 245
Zona Romántica, Puerto Vallarta, Jalisco, Mexico
We're right in the neighborhood we call home, close to the everyday rhythm of local businesses, neighborhood services, nightlife, and the people who make Zona Romántica special.
You can explore the menu, customize your order, and arrange pickup through our website.
Delivery options are also available through Rappi and DiDi.
Visit BurritoX.mx to see the menu and order.
And if you're in the neighborhood, come find us.
We love knowing that every order represents someone choosing to support a business that was built right here in Puerto Vallarta.
Zona Romántica Isn't Just Where We Do Business. It's Where We Live.
Let me explain something about Puerto Vallarta.
People who visit this city often see the postcard version.
The beaches. The sunsets. The oceanfront restaurants. The cobblestone streets. The bars. The entertainment.
And it's beautiful. There's a reason people keep coming back.
But when you live here, especially in Zona Romántica, you experience something entirely different.
You recognize people walking down the street.
You know the shop owners.
You know the performers, bartenders, restaurant workers, small-business owners, artists, neighbors, and familiar faces who form the everyday character of this place.
You start having conversations with people you've seen fifty times but never officially met.
You become part of a neighborhood rather than simply someone passing through it.
And sometimes, your quick trip out for coffee becomes a forty-five-minute conversation because you ran into six people you know.
That's Puerto Vallarta.
And frankly, that's part of its magic.
Pepe and I live here.
We shop here.
We eat here.
We walk our puppy, Kata, here.
We spend our money with other local businesses.
We work with local people, recommend local restaurants, attend local events, and contribute to the cultural and business life of this city.
This isn't a destination we're exploiting for a pretty background on Instagram.
This is our home.
And we believe that when you choose to make a place your home, you should also make an effort to strengthen it.
Burrito X is one expression of that belief.
But it's far from the only one.
We Didn't Move to Puerto Vallarta to Retire. We Came Here to Live.
One of the things I've learned from being an entrepreneur is that life rarely moves in a straight line.
Especially when you've spent years building businesses.
Pepe and I have experienced the highs, the lows, the opportunities, the unexpected challenges, and the beautiful surprises that come with living and working in Mexico.
We've built and operated different businesses, including our stamped concrete business, which brought another dimension of hands-on entrepreneurship into our lives.
We've learned about operations, working with customers, creating systems, managing expectations, and navigating the realities of business in a place we love.
Meanwhile, I've continued operating my professional businesses in marketing, media, public relations, and commercial finance.
Through Business Capital Firm, I work in the United States commercial lending space, helping connect business owners with financing opportunities.
Through W. N. Walker Media, I develop brands, marketing strategies, publicity campaigns, digital platforms, and content designed to make businesses and personalities more visible.
And through I Am Puerto Vallarta Magazine, I've taken that same experience and focused it on the city that has become such an important part of our lives.
It's a lot.
I know.
Sometimes I look at my own schedule and wonder who approved this nonsense.
Then I remember I'm the CEO.
But here's the thing: every one of these ventures is connected by the same underlying philosophy.
Build something valuable. Create opportunities. Connect people. And leave something better than you found it.
That's what entrepreneurship has always meant to me.
Not simply making money, although let's not pretend the electric company accepts good intentions as payment.
It's about creating something that outlives the original idea.
It's about building a legacy.
W. N. Walker Media: Building Brands That Deserve to Be Seen
Long before Burrito X, I spent years studying what makes a business successful beyond simply having a good product.
I've watched talented people struggle because nobody knows they exist.
I've watched excellent businesses remain invisible because their owners haven't learned how to tell their stories.
And I've watched people with considerably less talent become wildly recognizable because they understood one incredibly important principle:
Attention matters.
You can have the greatest restaurant, the most beautiful product, or the most extraordinary service in the world.
But if nobody knows you're there, you've got yourself a very expensive secret.
That's where my media and marketing work comes in.
Through W. N. Walker Media, I help businesses, entrepreneurs, performers, and personalities develop stronger brands, create better content, build a meaningful online presence, and position themselves so the right people can find them.
My work includes brand strategy, public relations, digital marketing, website development, media positioning, content creation, and helping people develop systems that support their businesses rather than consume their entire lives.
I believe your brand should speak before you enter the room.
Your website should make people understand why they should work with you.
And your marketing should do more than look pretty.
It should create attention, build trust, and ultimately generate business.
Burrito X is also an opportunity to put those principles into action in our own neighborhood.
From the brand identity and website to the ordering experience, food photography, promotions, and social media, we're building a business that reflects both Pepe's love of food and my love of marketing.
One of us makes the food.
The other makes sure people know the food exists.
And occasionally, we both have opinions about how much sauce belongs on a burrito.
Marriage is a collaborative process.
If you're a Puerto Vallarta business owner, entertainer, entrepreneur, or creative professional looking to become more visible, that's exactly the kind of work I love doing.
Explore WNWalker.com to learn more about my business, media, branding, and creative work.
I Am Puerto Vallarta Magazine: Because Our City Deserves Its Own Spotlight
One of the projects closest to my heart is I Am Puerto Vallarta Magazine.
As the founder and Editor-in-Chief, I wanted to build a media platform that celebrates much more than the usual tourist highlights.
Yes, Puerto Vallarta has extraordinary beaches.
Yes, the sunsets are fabulous.
Yes, there are enough restaurants and bars to keep you busy for a very long time.
But this city is also full of fascinating people, talented performers, ambitious entrepreneurs, small-business owners, creative thinkers, longtime residents, newcomers, and people with extraordinary stories.
Those stories deserve attention.
I Am Puerto Vallarta Magazine is being developed as a broader digital destination connecting local stories, business discovery, entertainment, community, events, and opportunities.
Our goal is to help residents and visitors discover the people, places, and experiences that make this city distinctive.
That includes giving visibility to local businesses that deserve more customers, performers who deserve larger audiences, and community initiatives that deserve recognition.
I don't believe a media company should simply report on the community.
I believe it should participate in helping the community grow.
Why Burrito X Sponsors I Am Puerto Vallarta Magazine
Burrito X is the official sponsor of I Am Puerto Vallarta Magazine.
And there's a very personal reason for that.
Our restaurant and our magazine share the same mission: connecting people.
One does it through food.
The other does it through stories, information, media, and community.
The relationship is natural.
When someone discovers a wonderful local restaurant through our magazine, that's a win for the community.
When a performer receives exposure that brings more people to a show, that's a win.
When a local entrepreneur gets the attention they need to grow, that's a win.
And when a reader discovers Burrito X and decides to order lunch from our restaurant, well, everybody gets fed.
Literally.
We want to create a media ecosystem where local business, community, culture, and commerce support one another.
Not simply another website filled with information.
Something that becomes genuinely useful to people who live in Puerto Vallarta and those who love visiting it.
Discover Puerto Vallarta through IAmPuertoVallarta.com.
From Commercial Lending to Concrete to Burritos: The Entrepreneurial Life Is Never Boring
People occasionally ask me how all my businesses fit together.
The answer is easier than it might appear.
I build businesses.
I build brands.
I build connections.
And I use media and marketing to help those ideas grow.
My work with Business Capital Firm keeps me connected to business owners and financing opportunities in the United States.
My marketing and public relations business allows me to help people tell their stories, reach audiences, and build commercial visibility.
Our stamped concrete venture represents another side of entrepreneurship: practical products, craftsmanship, customer service, and the work required to turn ideas into real-world results.
I Am Puerto Vallarta Magazine gives me the opportunity to elevate the city, promote local culture, and contribute to the community through media.
And Burrito X brings everything back to something beautifully simple.
Food.
People.
Connection.
None of these businesses happened in isolation.
They grew out of our experiences, our relationships, our talents, and our willingness to keep learning.
Some seasons have been financially rewarding.
Some have been exhausting.
Some have involved the kind of business lessons nobody puts in those cheerful motivational Instagram posts.
But every season has taught us something.
And through it all, Pepe and I have kept building.
Together.
Ten Years of Marriage, Multiple Businesses, One Very Opinionated Household
If there's anything I've learned after ten years of marriage, it's that you don't build a life together by agreeing on absolutely everything.
You build it by understanding the bigger picture.
Pepe and I have different personalities, different instincts, and different strengths.
That's part of what makes our partnership work.
I tend to see the branding, the positioning, the marketing potential, and approximately seventeen future business opportunities.
Pepe understands the operational side, the food, the experience, and the small details that turn a meal into something people want to order again.
And somewhere in the middle, we create something that belongs to both of us.
Our puppy, Kata, also holds an important position in the household.
Her responsibilities include companionship, supervising the humans, and contributing absolutely nothing toward the monthly operating expenses.
Management is reviewing the arrangement.
But these ordinary moments are part of what makes the life we've built meaningful.
We're not simply business partners.
We're husbands.
We're a family.
We're two people sharing a home, a community, and a vision for the future.
And in a world where everybody seems to be in a hurry to get somewhere else, we're learning to appreciate what we're creating right where we are.
The Music Never Stopped: The Neo-Soul Daddy Returns
Now, if you've spent any time around Puerto Vallarta's live entertainment scene, you may also know me as Neo-Soul Daddy.
Yes, in addition to running businesses, publishing content, helping entrepreneurs, and discussing burritos, I sing.
Because clearly, I have a personal issue with free time.
But music has always been part of who I am.
There's something about stepping onto a stage, singing a soulful song, and connecting with an audience that no business meeting or marketing campaign can replace.
Music is personal.
It's emotional.
It's another form of storytelling.
My sound draws from the world of neo-soul, R&B, and the kind of rich, textured vocals that make people put down their phones and actually listen.
I love the warmth of classic soul, the intimacy of a good ballad, and the energy of a room full of people enjoying live music together.
Puerto Vallarta has given me opportunities to share that side of myself with wonderful audiences and talented fellow performers.
And I'm excited to share that new and improved shows are being planned for the upcoming high season.
More music.
More intimate experiences.
More laughter.
More soulful moments.
And, knowing me, probably a few things that weren't originally in the script.
I want the next chapter of my performances to reflect not just the singer I've always been, but the man I've become.
A little older.
A little wiser.
A little more fabulous.
And substantially less interested in doing things that don't bring me joy.
Watch WNWalker.com and IAmPuertoVallarta.com for performance announcements, upcoming shows, and new experiences.
Because high season is coming, and I intend to enjoy it.
The High Seasons, the Low Seasons, and Everything in Between
Living in a destination like Puerto Vallarta teaches you something about seasons.
And I don't just mean the weather.
There are months when the streets are full, restaurants are bustling, entertainers are booked, and the entire city feels like one giant celebration.
Then there are quieter months.
The pace changes.
Business owners adjust.
Tourism slows.
And the people who live here continue doing what people everywhere do: working, raising families, paying bills, caring for one another, and figuring out what comes next.
We've experienced both sides.
We've celebrated successes and navigated difficult periods.
We've seen the challenges that come with entrepreneurship, especially in a place where tourism plays such an important role in the local economy.
But one thing has remained constant.
The community.
People who check on you.
Friends who show up.
Customers who return.
Neighbors who remember your name.
Performers who support other performers.
Business owners who recommend one another.
That's the Puerto Vallarta we know.
That's the Puerto Vallarta we're proud to call home.
And that's the Puerto Vallarta we want to keep supporting.
To Our Community: Thank You for Becoming Part of Our Story
There's something deeply personal about opening a small business.
People see the menu.
They see the logo.
They see the Instagram posts.
They see the food.
What they don't always see is everything that happened before the doors opened.
The conversations.
The planning.
The late nights.
The worries.
The decisions.
The work.
The financial commitments.
The excitement.
And the quiet moments when you look at your partner and say, "Well, here we go again."
Opening Burrito X has been another chapter in our journey as a married couple building a life in Puerto Vallarta.
And every person who has ordered from us, recommended us, shared a post, supported the business, or simply wished us well has become part of that story.
We don't take that lightly.
Whether you're a longtime resident, a Mexican local who has made us feel welcome, a fellow expat, a seasonal visitor, or someone discovering the city for the first time, we appreciate you.
Your support means more than a transaction.
It means people are choosing to support something we built with intention.
And we hope that shows in the food.
A Little Advice From Your Resident Media King: Don't Forget to Live
There's a lot happening in the world.
Political uncertainty.
Economic anxiety.
News cycles that seem determined to convince everyone that civilization is going to collapse before Thursday.
And while I believe it's important to stay informed, prepare wisely, and pay attention to the things that matter, I also believe something else.
You cannot spend your entire life waiting for the world to become calm enough for you to enjoy it.
Go have dinner with your friends.
Support that local restaurant you've been meaning to try.
Buy a ticket to a show.
Go listen to live music.
Take a walk along the Malecón.
Call someone you love.
Spend time with the people who make you laugh.
Start the business.
Take the trip when you can responsibly do so.
And for heaven's sake, order the guacamole if you want the guacamole.
Life is happening right now.
Not when every headline becomes reassuring.
Not when your bank account reaches some magical number.
Not when the entire world collectively agrees to behave itself.
Right now.
Pepe and I are grateful that we have the opportunity to build our lives in Puerto Vallarta.
We're grateful for the friends we've made, the businesses we've created, and the people who continue encouraging us.
And we're especially grateful that, after ten years of marriage, we still have new things we want to build together.
That's a beautiful thing.
This Is Bigger Than Burritos. This Is Our Legacy.
When I look at everything we've created over the years, I don't simply see a collection of businesses.
I see the life we're building.
I see Pepe doing something he loves and sharing it with people.
I see our home filled with friends and conversation.
I see a restaurant that began as an idea around our dinner table.
I see a magazine that gives our community another place to tell its stories.
I see media and marketing work that helps entrepreneurs and creatives become more visible.
I see future performances, new friendships, additional opportunities, and another chapter of living in a city we genuinely love.
And, somewhere in the middle of all of this, I see Kata sleeping peacefully, blissfully unaware that she's part of an entrepreneurial empire.
We've been married for a decade.
We've made Puerto Vallarta our home.
We've built multiple businesses.
We've experienced victories and disappointments.
We've laughed.
We've worked.
We've learned.
And we've kept choosing each other and this community.
That's the story behind Burrito X.
Not simply two people opening another place to buy lunch.
But two husbands building a life, creating opportunities, sharing what they love, and inviting the community to become part of something meaningful.
From our home and our hearts to your table, thank you for being part of our story.
We're just getting started.
And trust me, you haven't seen anything yet.
With love, gratitude, a little sarcasm, and probably something delicious in the kitchen,
W. N. Walker & Pepe
Co-Founders, Burrito X
Proud residents and entrepreneurs of Zona Romántica, Puerto Vallarta
Visit, Connect, and Become Part of Our Community
🌯 BURRITO X — Food Made With Love in Puerto Vallarta
Fresh, customizable burritos, bowls, salads, quesadillas, chilaquiles, and breakfast favorites.
📍 Plaza Romy, Lázaro Cárdenas 245, Zona Romántica, Puerto Vallarta
🌐 BurritoX.mx
📱 Instagram: @burritoxvallarta
📲 WhatsApp: +52 322 470 8767
🛵 Pickup and delivery through available ordering channels
📰 I AM PUERTO VALLARTA MAGAZINE — The Community, the Culture, the People
Local stories, entertainment, events, business discovery, community voices, and Puerto Vallarta living.
🌐 IAmPuertoVallarta.com
📱 Instagram: @IAM.PuertoVallarta
🎬 W. N. WALKER MEDIA — Building Brands, Businesses, and Attention
Brand strategy, public relations, digital media, marketing, visibility, content, and business development.
🌐 WNWalker.com
📱 Instagram: @WNWalker
✉️ iam@WNWalker.com
💼 BUSINESS CAPITAL FIRM — Commercial Business Financing
Connecting U.S. business owners with commercial funding and financing opportunities.
🌐 BusinessCapitalFirm.com
🎤 NEO-SOUL DADDY — Live Music & Upcoming Performances
Soul, neo-soul, R&B, intimate experiences, and new high-season performances.
🌐 WNWalker.com
Presented by I Am Puerto Vallarta Magazine. Sponsored by Burrito X and W. N. Walker Media.
Good food. Bigger purpose. Real community.
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Last updated October 19, 2026