Jalisco: the Clarksville taqueria that smells like Mexico | Edition 24

EDITORIAL

The impact of Hispanic restaurants on North American culture is undeniable. These establishments offer not only delicious gastronomic options but also create spaces for meeting and connecting people of different cultural origins, in addition to being a driver for entrepreneurship and growth in the United States.

In this 24th edition, we celebrate the entrepreneurial spirit and passion for gastronomy that characterizes Hispanic restaurants, which is why we present tips for opening a restaurant; how to design an innovative menu, and we highlight an interview with Claudia Herrera, owner of Taquería Jalisco in Clarksville, Tennessee, to feed our knowledge of Mexican restaurants and their contribution to the enrichment of North American culture.

How to Open a Restaurant in Clarksville, TN: A Step-by-Step Guide

By Hispanos Emprendedores

Opening a restaurant can be one of aspiring entrepreneurs’ most challenging yet rewarding experiences. The thrill of crafting a unique concept, the satisfaction of serving delicious food, and the joy of seeing happy customers enjoying their meals make all the hard work worthwhile.

You’re in luck if you’re considering starting a restaurant in Clarksville, TN. Clarksville is a thriving city with a bustling dining scene with plenty of opportunities for entrepreneurs to make their mark. With its diverse population, welcoming atmosphere, and growing economy, Clarksville is an ideal location for those seeking to open a restaurant.

From traditional Southern cuisine to international flavors, Clarksville has something to offer everyone. Whether you’re a seasoned chef or a newcomer to the culinary world, there’s plenty of room for new restaurants and unique dining experiences. The city’s vibrant food scene is continually evolving, with innovative concepts and trendy eateries popping up regularly.

This guide will walk you through opening a restaurant in Clarksville, TN. We’ll cover everything from conducting market research to obtaining licenses and permits, securing financing, finding a location, hiring staff, purchasing equipment, creating a menu, and marketing your restaurant. Following these steps and with the right strategy and mindset, you can turn your restaurant dreams into a reality in Clarksville, TN.

Conduct Market Research and Develop a Business Plan

Before you can open a restaurant, you need to determine if there’s a demand for your concept in Clarksville. Conduct

market research to identify your target audience, competition, and potential location. Use this information to develop a solid business plan that includes your mission statement, marketing strategy, financial projections, and more.

Obtain Licenses and Permits

You’ll need to obtain several licenses and permits to operate a restaurant in Clarksville. These include:

Business License: You’ll need a business license to operate a restaurant in Clarksville. You can apply online for a business license through the City of Clarksville website https://www. cityofclarksville.com/178/BusinessTax-Information

You can also obtain a business license in person from the ClarksvilleMontgomery County Business Tax Office, located at 350 Pageant Lane, Suite 309, Clarksville, TN 37040.

Food Service Permit: You’ll need a food service permit from the Tennessee Department of Agriculture to operate a restaurant in Clarksville. You can apply for a food service permit through the department’s website at https://www.tn.gov/agriculture/ consumers/food-safety/agfarms-food-manufacturing-andwarehousing/startup.html.

you’ll need a liquor license from the Tennessee Alcoholic Beverage Commission. You can apply online for a liquor license through the commission’s website at https:// www.tn.gov/abc/licensing/liquorby-the-drink-licenses.html.

Health Permit: You’ll need a health permit from the Montgomery County Health Department to operate a restaurant in Clarksville. You can obtain information about the health department and its permitting process on its website at https:// www.montgomerycountymd.gov/ HHS/LandR/FoodServiceFacility. html.

Building Permit: If you’re constructing a new building or making significant renovations to an existing one, you’ll need a building permit from the Clarksville Building and Codes Department. You can obtain information about building permits from the department’s website at https:// www.cityofclarksville.com/310/ Building-Codes.

Sign Permit: If you plan to display a sign for your restaurant, you’ll need a sign permit from the Clarksville Building and Codes Department. You can obtain information about sign permits from the department’s website at https://www. cityofclarksville.com/200/BuildingCodes.

must schedule an inspection with the Clarksville Fire Department. The department will inspect your restaurant for compliance with fire safety codes and issue a certificate of occupancy if everything is in order.

It’s important to note that the licensing and permitting process can vary depending on your specific restaurant concept and location. It’s recommended that you consult with a local

Secure Financing and Find a Location

Opening a restaurant requires a significant upfront investment, so you must secure financing to cover your startup costs. You can explore various financing options to raise capital, such as loans, grants, or investors. Also, finding your restaurant’s right location is crucial for its success. Look for a place with high foot traffic, easy accessibility, and adequate parking.

Hire Staff and Purchase Equipment

Your restaurant’s success depends on having a competent and reliable staff. You can advertise job openings on social media and local job boards. You’ll also purchase ovens, refrigerators, and kitchen utensils. List all the necessary equipment, compare prices, and purchase from reputable vendors.

Liquor License: If you plan to serve alcohol in your restaurant,

Fire Department Inspection: Before opening your restaurant, you

JALISCO: The Clarksville taqueria

that smells like Mexico

Since 2020, a couple from Guadalajara have made the authentic taste of Mexican food available to the residents of Clarksville.

By Hispanos Emprendedores

“It smells like Mexico, like authentic Mexican food”, this is what customers and foreigners say about the delicious preparations at the Jalisco taqueria, a venture led by Mexican-born Claudia Herrera who also started a store called Jalisco Market with her husband, both shops are located in Clarksville, Tennessee.

From her car, Claudia, a mother, and businesswoman spoke with Hispanos Emprendedores and indicated that indeed the smells that come from the kitchen of the taqueria remind us of authentic Mexican cuisine.

“Many of my clients have told me so. They tell me that when they pass by the storefront it smells delicious, it is what attracts the most attention. When they enter it smells better, but when they try the food they realize that it is what they were really looking for,” she blurted out with the assurance of someone who knows the value of their product.

The taqueria’s clientele is very diverse, frequented by Mexicans, Latinos, and Americans. The entrepreneur revealed that at the beginning 80% was Mexican, “now, you can say it’s 50-50, I’m happy about that because Americans love our food, that makes me feel proud and encourages me to keep doing things getting better and putting more effort into my business.”

Although he considers that Jalisco taquería stands out for several reasons, one of the main ones is the authentic flavor, as well as the attention and kindness, “we make our dishes very similar to our Mexican food.”

The origin of Jalisco

Its name is Jalisco because it’s her home state, “and I want to honor our state, where we are from, in the United States,” said the 38-year-old Mexican.

Claudia said “I worked in other Mexican restaurants as a waitress some days, that’s when the idea of having my own business was born,” ensuring the well-being of her four children and her independence, “it’s good to work for someone else because you learn, but the best thing is to work for yourself.”

With a frank smile, she said that the taqueria was a plan she had had for some time, “I always said I’m not going to stop until I achieve it, and thank God we did it because it wasn’t just me, it was together with my husband, who also worked in a Mexican restaurant. It was when we both talked and agreed that if we like

to work, do business, and interact with people why not start our own business.”

A good organization and being able to count on a support team has been the key to success since balancing her role as a mother, wife, and entrepreneur was not easy. But her desire to achieve her goals drove her, and her family’s support helped her establish the project, “things can be achieved if you have your family’s support,

thank God I have all my sisters here, they have supported me a lot, my older children who are now 17 and 18 years old have done their share.”

She shared the tasks with her husband so that they would both have time to be at home and spend time with the children, “communication, unity as a couple and family is very important.”

She does not disregard her worker’s contribution, “a large part of my family works here in the business, my brother is the cook, my sisters are the waitresses, in addition to my sister-in-law. The truth is that it is a family business, we also have workers who are not part of the family, but we love them as if they were, without their support it would not have been possible,” she pointed out with satisfaction.

Essential tools

With the experience that she has accumulated in her 38 years of

“communication, unity as a couple and family is very important”.

“It’s good to work for someone else because you learn, but the best thing is to work for yourself”.

l ife, she considers that faith and perseverance are elements that cannot be missing when you start up a business, “don’t give up, try because if you believe it, you can do it! We had already had a food truck for a year and it didn’t work out for us, we didn’t have enough money for our family, we closed it and each of us decided to work on our own but I told my husband, this doesn’t stop here,” this failed project was in 2018.

He stressed that it is not easy because you have to work hard and sacrifice many things, “but when you achieve it, you say, it’s worth it.”

Another obstacle that Claudia and her team ran into was the appearance of the pandemic just when the business was taking off, “we started offering delivery to the construction workers, I took the food to where they were working, so we got ahead, thank God”.

The permit phase

While talking about the legalization of the taqueria, with a more serious countenance Claudia assured that getting the permits for the company is not an expensive process, “finances are not a problem, the important thing is whether they give you the permits or not, but it’s okay, it’s their job and thanks to them we learn many things. Whenever the food inspector comes and tells me something is not right, I thank them because their job

is to make the business better each time,”

She admits that she doesn’t get upset when they make observations, and there have only been a few, “although we get very nervous - although we don’t want it - because they always come up with something,” she commented a little annoyed.

She thinks that in the end, they are a type of ally needed for the venture to be successful. On this point, she has a certain advantage because her previous

experience in her field allowed her to learn how to act and how to comply with the regulations to pass the health department inspections, for example.

The goal is to grow

As a brand, Jalisco’s mission is to grow, expressed a convinced Claudia, “I see a good future, I feel it and I want that, we’re going for more.” She asserted that the store was not in the plans, “it was something very spontaneous because we only saw one store, I liked it, I spoke to my husband and said, you know, it’s for rent, what do you think about having a Mexican store, he said, ‘are you crazy?’” “I answered him, yes we can, you are going to be in charge of the store and I am going to continue with the taqueria, and we started, this was in 2022.”

Laughing, she blurted out that her husband tells her “You see what you got me into,” and she replies

“Fight for your dreams, you can do it”.

“I see a good future, I feel it and I want that, we’re going for more”

that she does not regret it, “we are doing well, thank God, we made ourselves known and I am happy with all the clients we have, we have met very wonderful people, Hispanic as well as American.”

Pondering a bit and with sincerity, she said that it is good to start a business with your partner, but she recommends not working together. She mischievously stated that it is one of the most complicated phases, “for that reason we decided not to be in the taqueria at the same time, we have different personalities, but we have a lot of communication.”

The native of Guadalajara took the opportunity to announce that Jalisco Market has a food truck, “that we use for events, normally the truck is there but if someone needs it for an event, a wedding, quinceañera, or a work meeting, we are at your their service too.”

Recommended dishes

The Jalisco owner listed the preparations that stand out in the taqueria, obviously, the first one she mentioned was the tacos, “any one of the meats are delicious”, then she happily mentioned the pozole, “I’m Mexican! Also, the menudo, the tamales; actually, everything is delicious. We hope to see you here, come and try it, we accept all kinds of suggestions, we are sure that you will leave happy,” she said, laughing.

ENTREPRENEUR’S LOG

Consistency is the way

Claudia reiterated that the essential thing is to not give up so quickly when you start a company, “fight for your dreams, you can do it”. She maintained that there are people who say many negative things and for this reason, she urged them to, “follow what the heart tells you, there are also people who support you and will say, yes, do it. If you see something that doesn’t work for you, change it up a bit and try something different.”

He recommended that new entrepreneurs look for information directly at the Clarksville Health Department office, “it’s the first place I recommend you go, and they send you to the Fire Department, each office takes you to another, sometimes it takes days and days”, but he clarified that the process is easy.

“She is always willing to provide the necessary contact numbers for other entrepreneurs to start their legal path, “we all have the right to opportunities, it doesn’t matter if it isn’t your country and you don’t have papers, what you need to have is the desire to do it” she asserted emphatically.

Contact us

Facebook: Taquería Jalisco

+1 931-553-1222.

2183 Wilma Rudolph, Clarksville, TN, United States, Tennessee.

Menu desiGn: how to improve the customer experience

By Hispanos Emprendedores

Menu design is one of the most essential parts of the customer experience in a restaurant. A good menu design can improve the customer experience, increase sales and build long-term loyalty. This article will explore designing an effective Hispanic restaurant menu and enhancing the experience.

Why is menu design important in a Hispanic restaurant?

In a Hispanic restaurant, menu design is fundamental because of the importance of food and beverages in the Hispanic culture. In addition, Hispanic customers may have different preferences and tastes than non-Hispanic customers. Therefore, menu design must be tailored to meet Hispanic customers’ needs and desires.

How to design an effective menu in a Hispanic restaurant

a. Know your audience

The first thing to do is to know your audience. Identify the cultural preferences of your Hispanic customers and tailor the menu accordingly. For example, if customers prefer spicy food, include spicy dishes.

b. Simplify the menu

Keep the menu simple and easy to understand. Too many choices can overwhelm customers and make them feel confused. Instead of having an extensive menu, focus on offering a selection of authentic, high-quality dishes.

c. Highlight special dishes

Specialty dishes are a vital part of a Hispanic restaurant menu. Highlight the day’s specials or chef’s specialties to attract

customer’s attention and offer them a unique experience.

d. Use detailed descriptions

Include detailed descriptions of each dish on the menu. This will help customers better understand what they are ordering and make informed decisions. In addition, reports can help create realistic expectations and increase customer satisfaction.

Use an attractive, easy-to-read design that highlights important menu items

e. Use quality photos

Quality photos can be very effective in attracting customers’ attention and giving them an idea of what each dish looks like. Make sure they are high-quality photos and show the dish in the most attractive way possible.

f. Create a clear visual structure

Create a clear visual structure for the menu. Use an attractive, easyto-read design that highlights important menu items. Also, group dishes into logical categories so customers can easily find what they want.

The importance of including beverages on the menu

Beverages are an essential part of the dining experience in a Hispanic restaurant. Therefore, it is important to include a variety of beverages on the menu to satisfy customer preferences.

How to create an effective beverage list in a Hispanic restaurant

a. Offer a variety of beverages

Offer a variety of beverages to meet the needs of all customers. Include non-alcoholic drinks, beverages typical of Hispanic culture, and popular beverages in general.

b. Highlight beverages typical of Hispanic culture

Highlight drinks typical of the

Hispanic culture on the menu to attract customers looking for an authentic experience. For example, you can include drinks like horchata, tamarind juice, and aguas frescas.

c. Include non-alcoholic options

Including non-alcoholic options on the menu is important to satisfy customers who do not want to drink alcohol. You can offer alternatives like lemonade, hibiscus tea, or soft drinks.

d. Provide detailed information

Provide detailed information about each drink on the menu, including its flavor and origin. This will help customers make informed decisions and better understand the beverages they order.

Additional tips to enhance the customer experience in a Hispanic restaurant

In addition to menu design and beverage inclusion, other tips can help you improve the customer experience at your Hispanic restaurant. Here are a few:

• Offer an authentic and welcoming atmosphere that reflects the Hispanic culture.

•Train your staff to offer recommendations and answer questions about menu items.

• Keep prices reasonable and competitive.

•Provide fast and efficient service.

Menu design is an integral part of the customer experience in a Hispanic restaurant. By following the tips presented in this article, you will be able to create a compelling and attractive menu that meets the cultural preferences of your Hispanic customers. In addition, by including a variety of beverages on the menu and offering an authentic and welcoming atmosphere, you can further enhance the customer experience at your Hispanic restaurant.

Highlight the day’s specials or chef’s specialties to attract customer’s attention

I love watching the seasons change. I grew up on a tropical island, I did not experience these climatic changes. To me, they’re amazing and inspiring.

Every year I wait for the weather to change, although I am not astonished at the changes in everyday life. I know that some seasons are more of our liking than others, because they feel better. I love fall, winter not so much. My favorite thing about fall is the cool breeze and colorful foliage. All seasons are necessary, in nature and in our lives. We must experience each of the changes in order to reach the next season. I have lived many winters (cold and dry) …. But in every winter, I have a Christmas to celebrate. I look forward to the changes knowing that spring will come and even after the rainy days, I will see what dry bloom was.

Many times, we believe that we will be in the same situation forever, but if we intentionally let go of control, we will see our lives flourish. I always say, your current situation is not your final destination. God has a purpose for you! You are not a season, but a person who goes through the seasons to grow, change, and even enjoy them. Today let’s release control and enjoy the changes, even if it’s a little colder. Let’s pause, God is in your current season. He is there with you; He is your refuge. Get your coat ready, kick off your boots, and keep your umbrella inside your car. After all, that’s how you’ll be ready for the next season. Prepare yourself every morning by giving God the day in prayer. He wants to be your protection and your help.

During my winters I ask God: what can I learn from this? How do you want to use me to make a difference

in this world? How can I encourage others in this season? Your season will change, I assure you that better days will come. And if you’re in a good season, stay focused, and enjoy it. To be ready for the next, you must learn from the present one.

“This I declare about the Lord: He alone is my refuge, my safe place; he is my God, and in him I trust.

Psalm 91:2

Go out and enjoy the changes, focus on seeing the best of your season. I hope God gives you strength, a better time is coming.

Pastora Hilda Hernández Wings Representative

Pastora Hilda Hernandez Iglesia Refugio de Amor

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