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Back in 2019, I was interviewing Robert “The Ghost” Guerrero as he prepared for his return to the boxing ring. He’s a pro at answering the same questions over and over again and it was a workman-like interview, until, somehow, the subject of JJ’s Homemade Burgers came up. He immediately perked up and positively beamed as he talked about how much he looked forward to his tradition of breaking training by going there and grabbing a burger or two or three.
Anchoring San Juan Bautista’s Third Street, JJ’s Homemade Burgers—better known as just “JJ’s” to regulars and residents—is celebrating its 20th anniversary this year. Home of the “JJ’s Challenge” and one of the best burgers in the county, it is a prime gathering spot in town, and there is a good chance that, sooner or later, you will find someone you know sitting in the front patio, having lunch and enjoying the view of the historic district.
Owner Jesus Zavala came from Mexico in 1997, having started out in the business at Baja’s El Camaron Feliz (“The Happy Shrimp”). He first worked for cattleman Joe Morris, moving on first to a position at Jardines de San Juan then to Chevy’s and Black Bear Diner in Gilroy.
Jesus Zavala, with his brother, Jose, founded JJ’s in 2004, taking over the site from its previous incarnation as “Mission Burger.” The name was a nod to the two men’s names – Jose Juan and Jose Jesus. His brother left after a year, moving on to a job in Salinas.
“He wanted to do something else,” Zavala said. “But I like dealing with people, and I love to come to work.”
More often or not, if you come during the day, Zavala will be the one to ring up your order. He has become such a fixture that he has long gotten used to people he doesn’t recognize coming up to him outside the diner and chatting with him.
Zavala uses Harris Ranch 80/20 ground chuck for his burgers and grinds it himself, adding in his own secret blend of spices that he developed before opening the diner.
“My wife Katherine and I started with a few pounds of the meat,” he said, “and added spices a little bit at a time until we got a good idea of what we wanted. We now grind 50 pounds of meat at a time and still use the same spice mix today.”
It is a compliment to the quality of the meat and the balance of the spices that, even though there are over 15 variations on the menu, the burger itself, served plain on a bun, has enough flavor to satisfy without piling on more ingredients or condiments. It is an honest, homestyle burger.
JJ’s, of course, has its own JJ’s Challenge: two double burgers, four side orders of fries, and a milkshake, all to be consumed in 20 minutes or less. When Zavala added it to his menu in the first year, failure meant paying up $20. Inflation has caught up with the times, though, and it is $59.95 now. But if you finish the challenge, you pay nothing and get your photograph on the Wall of Fame. If you fail, well, get out your credit card and take comfort in the fact that most people can’t beat it.
And the challenge is an ordeal. Competitive eater Stephanie Wu looked more than ready to try it in a photo she posted to X, formerly Twitter, in 2014, though she conceded in the text that it was her fifth attempt. Kuba Litwan, of Lift to Eat Fitness, posted a video in 2021 of him successfully finishing the challenge on YouTube, but the shots of him sighing heavily, head in hands, convey more than words can say.
“A lot of people try it, and a lot of people fail,” Zavela said earlier this year when 19-year-old Gabriel Conte managed the feat in 19 minutes. “Maybe 1% can finish it. They’ve gotta be pretty much empty when they get here. They need to be hungry, hungry.”
The less ambitious of us, however, might happily settle with just a single cheeseburger with fries, JJ’s best seller and the choice of first-time customer Ray Cunningham who was visiting from the Santa Cruz mountains.
“It was really, really good,” he said. “Awesome. I liked the flavor. I liked the charbroil. I liked the fresh vegetables that were on it, the lettuce, onion and tomato. And I like the throwback atmosphere of the place, like the little piece of paper they put in the basket that reminded me of the olden days.”
The Burgers of JJ’s
The patties for all the burgers are one-third of a pound and can be doubled or swapped out for a grilled chicken breast, a turkey burger or a veggie burger. For lighter appetites, the kid’s menu burger, the Little JJ’s Classic, is a quarter of a pound and open for adults to order as well.
All orders come with regular fries, garlic or chili fries, onion rings or salad. Any meat option can also be made into a wrap, served with lettuce, tomato, avocado, pepper jack cheese, and homemade chipotle sauce.
The Tex Burger – My go-to burger at JJ’s. Two strips of crispy bacon, a breaded onion ring and a good dollop of smokey, earthy BBQ sauce, and I am in heaven. I do occasionally have this with the grilled chicken or a turkey burger just to switch things up, but I keep coming back to the beef, just for the flavor and the texture. Obviously, my recommendation for best burger.
Teriyaki Mushroom Burger – Piled high with sauteed mushrooms and onions, then topped with Swiss cheese and a sweet caramelized teriyaki sauce, I only recently tried this one out. The bite of the mushrooms roughly matches the texture of the beef, making this as filling as a double burger. It was a nice change I plan to revisit.
The Heat Wave Burger – Zavala prefers the Jalapeno Burger, with grilled onions, jack cheese, and a pile of sliced jalapenos—“Aye chihuahua!”—but for people who prefer something that is more of a scorcher, the Heat Wave Burger awaits. With four slices of bacon, guacamole, cheddar cheese, and a very spicy chili garlic sauce, it is not for the faint-hearted.
The El Jefe Burger – The signature burger and a great example of the dictum that “you gotta say ‘yes’ to another excess.” It comes with bacon, avocado, pineapple, jack cheese, grilled onions and jalapenos, hitting pretty much every flavor note you could hope for. It is a hefty burger brimming with extras, the kind of burger that you have to look at for a while as you ponder where you are going to take that first bite.
Recommendations for future Eat, Drink, Savor articles can be emailed to roberteliason@benitolink.com.
BenitoLink thanks our underwriters, Hollister Super and Windmill Market, for helping to expand the Eat, Drink, Savor series and give our readers the stories that interest them. Hollister Super (two stores in Hollister) and Windmill Market (in San Juan Bautista) support reporting on the inspired and creative people behind the many delicious food and drink products made in San Benito County. All editorial decisions are made by BenitoLink.
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