The "E Moreno" on the La Esperanza sign was Ezequiel Moreno. I've had a quick look through the City Directories, and found the following:
I think the first appearance of La Esperanza Bakery is 1929, when they were based at 1430 N Main Street. By 1930, the business is listed at 367 and 1430 N Main Street. The "La Esperanza" name disappears from the CDs during the mid-1930s, but I found listings for bakeries belonging to Albert Moreno (1932) and Ezequiel Moreno (1934 and 1936) at 367 N Main Street. The 1938, 1939 and 1942 CDs all show La Esperanza at 507 N Main Street. The next CD, 1956, has three addresses: 507 N Main Street, 1803 E 103rd Street and 139 S Broadway. Throughout the 1960s, La Esperanza is listed at 507 N Main Street and 2131 N Broadway.
That appears to be where the story ends. The 1973 CD doesn't have a listing for La Esperanza or 507 N Main Street, and 2131 N Broadway is listed as a pharmacy.