Lola's 7 Up Market & Deli in Carlsbad's historic Barrio neighborhood is the city's longest continuously operating business, founded on March 17, 1943, on the corner of Roosevelt Street and Walnut Avenue. Originally opened as Jaure's 7 Up Market by Reyes and Dolores “Lola” Jauregui, the third-generation deli now runs under siblings DeeDee Trejo-Rowlett and Henry Trejo Jr., serving homemade Mexican food in the same Village corridor where Norte Mexican Food & Cocktails anchors the craft-cocktail end of the neighborhood's Mexican dining scene. The deli added its food counter in 1986, building a menu around carne asada burritos made with beef from Tip Top Meats, fish tacos, chilaquiles, and the signature Rico Taco — a spiced ground-beef taco original to the family recipe. Named 2012 Business of the Year by the San Diego Union-Tribune's Latino Champions program, the market also hosts live Mexican music on Saturdays, drawing multigenerational crowds from across the Village — a dining-and-entertainment overlap shared with the seafood-focused patio scene at Harbor Fish Cafe on Carlsbad Village Drive. Mini bean-and-cheese burritos, assembled by hand from family-recipe refried beans and melted Oaxacan cheese, remain the single highest-volume menu item at the Roosevelt Street counter.