Closing one, opening another, Boise restaurateur embraces industry that’s ‘nuts’
If Jasson Parra has one so-called fatal flaw — a personality trait that might send other mortals to the grave — it would have to be his infinite well of enthusiasm.
Specifically, for running Boise restaurants.
The owner-operator of Lemon Tree Co. and The Grove by Lemon Tree Co., Parra cheerfully clawed his way through the COVID-19 pandemic. But last week, plagued by staffing issues, he finally had to close one of his two Lemon Tree Co. sandwich shops — the one at Harris Ranch.
Days later, is he mourning? No. He’s planning an entirely new concept. In Garden City.
Max & Louie’s, a full-service breakfast, brunch and lunch destination, is on track to take over the former Wepa Cafe, 175 E. 35th St., within weeks.
When times get tougher? Parra’s grin gets wider.
“Man, I’m trying!” he says with a chuckle. “You’re just trying to bob and weave and stay alive. I’m telling you, the climate for the restaurant business is just nuts. It’s just nuts.”
And look who has his hand in the nut bowl again?
‘Premium,’ ‘approachable’ menu in Garden City
“We’re excited,” Parra admits. “It was just a cool transition, and it worked out. It just worked out.”
Max & Louie’s will move into a familiar building. Parra is friends with Wepa’s founder, Art Robinson.
The idea for Max & Louie’s has been simmering for years. The restaurant’s name comes from Parra and his wife’s two dogs. “They’re basically like our kids, right?” he says.
The menu will offer traditional early-day options such as pancakes, French toast, huevos rancheros, skillets and breakfast burritos. Diners in a lunch mood will find salads, burgers, sandwiches, tacos and more.
The aim, according to a Max & Louie’s explainer, is to “evoke family gatherings of yesterday in a modern but comfortable setting.
“High-caliber ingredients will meet a no-fuss atmosphere. Menu options will be approachable, combining premium, fresh ingredients in interesting ways, and offering a focus on brunch to get your day off to a sunny (and delicious!) start. Our goal is to offer not-so-basic scratch-made basics — synonymous with Lemon Tree Co. — plus rotating specials and signature items to keep folks, including our friendly vegans and those who are gluten-free, coming back. You can stay awhile to enjoy a leisurely brunch or get in and out for a quick lunch – whatever you need, we’ve got ya!”
Shadier upstairs patio
Like Wepa, Max & Louie’s will hold about 65 customers inside plus offer two outdoor patios — including one upstairs. But unlike Wepa, Max & Louie’s will open at 8 a.m. and close by 3 p.m. Consequently, patio diners won’t get blasted by the late-afternoon sun, which could get “really, really hot” at Wepa, Parra says. “It’s just going to be perfect,” he says. “It’s just going to be nice weather.”
There are no guarantees. Max & Louie’s will encounter some of the same obstacles that Wepa endured. In an industry that is, after all, “nuts.”
But trading Harris Ranch for Garden City? That’s a new frontier that Parra is optimistic about exploring. A brunch destination should “hit the mark out there,” he believes.
“We just did not do well at Harris Ranch. It just is what it is. Garden City has kind of blown up. We have an opportunity to just be a little bit more successful in that area.”
This story was originally published November 21, 2025 at 4:00 AM.