Kathleen Furore, editor
❋❋ ❋❋
Welcome to the first 2025 issue of el Restaurante .
The beginning of a new year is typically a time not only to celebrate but also to look hopefully ahead to opportunities the coming months will bring. Sadly, as everyone knows, that hope has been shattered all too quickly by the horrific California fires that have devastated communities, businesses and lives. We know that many members of our restaurant industry “family” have been impacted, and we send our condolences to everyone struggling to deal with the aftermath of this tragedy.
While nothing can take away the feelings of despair, uncertainty and fear about the future for those who have lost so much, it has been encouraging and uplifting to witness the outpouring of support from within the restaurant community nationwide. On page 6 of this issue, Publisher Ed Avis reports on ways Latino restaurants in particular are stepping up to help and offers information about resources available to restaurants impacted by the fires.
In addition, restaurateurs in Chicago — our home — are stepping up to help their peers to the West. The Ballyhoo Restaurant Group, which owns nine restaurants including Old Pueblo Cantina, hosted a Dine for LA event on January 22 and donated 10 percent of sales from all its restaurants to aid those affected by the fires. And on January 23, Lettuce Entertain You restaurant group held From Chicago With Love, a dinner for Los Angeles Wildfire Relief benefitting World Central Kitchen, hosted by top Chicago chefs including Rick Bayless, founder of Mexican restaurants including Frontera Grill and Topolobampo.
As the work to rebuild in Los Angeles continues, restaurants there and throughout the country will move forward with the resilience that members of the foodservice community always have shown, in good times and bad. We hope el Restaurante will be a source of information that in some small way will help propel you forward through what will be a successful year ahead.
PUBLISHER Ed Avis
EDITOR Kathleen Furore
ART DIRECTOR Ala Ennes
MAIN OFFICE phone: 708.267.0023
PRESS RELEASES TO: kfurore@restmex.com
MAILING ADDRESS P.O. Box 13347 Chicago, IL 60613
SHIPPING ADDRESS 1317 W. Belden Ave. Chicago, IL 60614
AD SALES/ENGLISH Ed Avis 708.218.7755 e davis@elrestaurante.com
Suzanne Bernhardt 678.880.9282 suzanne@elrestaurante.com
AD SALES/ESPAÑOL Alfredo Espinola 52-55-4006-9540 alfredo@elrestaurante.com
Published by
Maiden Name Press, LLC Volume 28, Number 1 el Restaurante (formerly el Restaurante Mexicano) (ISSN 1091-5885) is published six times a year by Maiden Name Press, LLC 1317 W. Belden Ave., Chicago, IL 60614
All contents copyright© 2025 Maiden Name Press, LLC. Nothing in this issue may be reproduced in any form without publisher’s consent.
WE’RE KEEPIN’ IT REAL.
The avocado is known for its flavor, nutrition and culinary versatility. And, unfortunately for its inconsistency, waste and time-intensive labor. If you need a real solution, WHOLLY® Hand-Scooped Avocado keeps everything you love about 100% real Hass avocados, and ditches everything you don’t:
No need to sort, wash, cut, pit or scoop. Easy to store with longer shelf life. Full yield, no food waste.
LATINO RESTAURANTS STEP UP TO HELP LOS ANGELES FIRE VICTIMS
THE TRAGIC FIRES IN LOS ANGELES HAVE AFFECTED HUNDREDS OF THOUSANDS OF PEOPLE , and Latino restaurants are doing what they can to help by providing food to those in devastated communities.
Mexican seafood restaurant Pez Cantina is one example. “We’ve been providing meals to the Pasadena Fire Department as well as the Pasadena Department of Buildings and safety inspectors, and also to our local church, Church of Our Savior, whose many parishioners have been affected with evacuations,” says Bret Thompson, chef and co-proprietor of the restaurant, which has locations in Pasadena and Los Angeles. “A group of volunteer kids have been helping us.”
Likewise, Nativo HLP, Guerilla Tacos and Guelaguetza have collaborated to gather donations and deliver over 1,500 warm meals to evacuation centers and fire departments.
“It’s such an honor and a humbling experience to see us all rally together for the most vulnerable amongst us, and it’s just one of those moments where you just feel so proud to be part of L.A. and this community,” Corissa Hernandez, owner of Nativo HLP, said in an interview with Channel 7 Eyewitness News.
A number of Mexican/Latin restaurants have announced that they’re offering free meals to first responders and people displaced by the fires. These include all four locations of Madre Oaxacan Restaurant and Mezcaleria in Valencia, Sonoritas Prime Tacos in Sawtelle, and Taqueria Frontera in Cypress Park.
Cuban restaurant Café Tropical in Silver Lake also is providing free meals to anyone impacted by the fires, and has been collecting food donations from other restaurants to be distributed to those in need.
“If somebody comes by and is in need, we’re happy to accommodate,” chef and co-owner Ed Cornell told the Los Angeles Times.
Other restaurants are helping out by providing food to shelters, which are bursting with fire victims. These include Guisados, known for its tacos and breakfast burritos.
RESTAURANTS NEED HELP, TOO
Of course, the fires have directly affected the restaurants and their employees well. For example, Latin-style coffee shop Café de Leche in Altadena was destroyed, and Diego Hernandez, chef of iconic L.A. restaurant El Cholo, lost his home.
The Latino Restaurant Association, a trade group headquartered in Los Angeles, launched a fundraiser on January 10 with the aim of helping Latino restaurants rebuild after the fire.
(Click here to make a donation )
“Our vibrant Latino restaurant community is among those hit hardest….These restaurants are not just businesses; they are cornerstones of our neighborhoods, providing jobs, cultural pride, and connection,” Lilly Rocha, executive director of the LRA, wrote in a letter to prospective donors. “I am committed to doing everything we can to help these establishments rebuild and recover.”
Rocha explained that the donations will be used to provide emergency assistance to impacted restaurant owners; support displaced workers; help rebuild the restaurants; and advocate for additional resources from local and state governments.
The association also sent its members information on applying for assistance from government sources, and it organized a food donation drive to feed firefighters from Nevada who are helping their Los Angeles comrades.
Some restaurants in other parts of the country also are helping out. For example, the non-profit organization Chicago Chefs Cook organized a fundraiser whereby participating restaurants will donate proceeds from special menu items to help Los Angeles-area restaurants affected by the fire. Several Latin restaurants are participating, including Frontera Grill, El Molcajete Sauces, and Toro.
DO YOU NEED ASSISTANCE?
Resources are available for restaurants that have been impacted by the fires. Those resources include: Restaurant Care. This non-profit, devoted to providing stability to food and beverage workers in crisis, is offering grants of $350 to $1,500. Visit restaurantscare.org/help/ for details.
Federal Disaster Relief. You can complete an application for assistance at disasterassistance.gov or en espanol at disasterassistance.gov/es
The U.S. Small Business Administration’s Disaster Loan Outreach Centers in Los Angeles and Ventura counties. Businesses affected by the fires can apply for low-interest SBA disaster loans. For details, visit sba.gov/funding-programs/ disaster-assistance/california-wildfires
Guelaguetz’s meals
chicken chorizo,
A great alternative to pork and beef
• Made from Premium Cuts of Chicken
• Authentic Mexican Flavor
• Expand Your Menu to Non-Pork and Beef Meat Eaters
1
TONY MONACO THE BLIND COYOTE
| BY KATHLEEN
FURORE | Inspired by Orange County’s rich ranchero history, Tony Monaco recently debuted Blind Coyote Cantina in Yorba Linda, California. Blind Coyote is more than a new restaurant — it is a re-brand of The Blind Pig, Monaco’s American gastropub that occupied the space for approximately five years (and still operates in nearby Rancho Santa Margarita).
To achieve his culinary goals, Monaco tapped his executive chef/partner Karl Pfleider to create a menu that draws from Pfleider’s Mexican heritage and childhood dishes that blend regional flavors with innovative preparation techniques. Menu highlights include lamb empanadas, bay scallop tostadas, snapper ceviche, the Vaquero Steak (a 20-ounce bone-in ribeye), and an agave-based bar with a focus on tequila and mezcal.
el Restaurante reached out to Monaco to find out why he made such a significant pivot and how business has been since Blind Coyote Cantina opened in late August.
“I had already developed the Blind Coyote Cantina concept and was actively looking for the right location when it hit me — Yorba Linda needed something fresh. I didn’t want to give up on a community I’ve enjoyed being a part of, and I recognized that this concept addressed a real need in the area.”
– TONY MONACO
What made you pivot from The Blind Pig, a new American gastropub, to The Blind Coyote? And why now?
After more than five years of operating The Blind Pig in Yorba Linda, I realized that the concept would work best as a single, highly curated unit tailored to its specific community. Our Rancho Santa Margarita location has become a staple in the area over the 11 years we’ve been open, but replicating that success in Yorba Linda, with a very different clientele, proved challenging. In essence, I found myself running two distinct restaurants under the same name, which diluted the identity of The Blind Pig in Yorba Linda.
I had already developed the Blind Coyote Cantina concept and was actively looking for the right location when it hit me — Yorba Linda needed something fresh. I didn’t want to give up on a community I’ve enjoyed being a part of, and I recognized that this concept addressed a real need in the area.
Financially, especially in today’s economic climate, it also made far more sense to rebrand an existing space than to launch an entirely new location from scratch. This pivot allowed us to better serve the community while staying true to our values and adapting to the unique characteristics of Yorba Linda.
2You made that pivot pretty quickly — closing August 3 and opening the new concept August 30. How were you able to make such a quick turnaround considering the goal was to create an entirely new atmosphere in the space?
Opening within a short time frame was crucial — I didn’t want to risk losing our staff during the transition.
So, what allowed us to complete the rebrand so quickly was focusing on changes that didn’t require permits or construction, which would have added significant time to the process. We mapped out the entire plan months in advance and already
had the menu tested, so it was truly a matter of execution. By sticking to cosmetic updates, we were able to transform the space in just three weeks.
It’s been a couple of months now and I’m confident we made the right decision. The community has been incredibly supportive, and people are loving the new concept.
3
There are so many Mexican-inspired restaurants now — especially in California. How are you differentiating The Blind Coyote from all of the other concepts?
Growing up, I had so many fond memories of dining at local Mexican restaurants, and I wanted Blind Coyote Cantina to evoke those same feelings while also being a place where guests leave feeling energized. Our cantina prides itself on a chef-driven menu crafted with the state’s freshest local ingredients and a wide variety of options to accommodate every guest’s needs.
The culinary offerings are furthered by a world-class cocktail program, with a specific focus on agave-driven creations. In my opinion, that’s something that hasn’t been readily available in the Yorba Linda area — until now. I started my career on the premise that the Orange County restaurant industry needed more high-quality cocktail menus, so it only made sense to continue that mission at Blind Coyote, tailoring it to highlight Mexico’s incredible agave creations.
4
It’s pretty early to tell how successful this new concept is considering how new it is and that the holiday season came not long after it debuted. But how has business been compared to what you were seeing with The Blind Pig? It’s been going really well so far, and we’ve received a lot of great feedback. Guests can sense authenticity better than anyone, and it was clear that continuing The Blind Pig in
Yorba Linda wasn’t the right fit. The community has truly embraced our team’s genuine excitement for this new concept, making the transition even more rewarding. At this moment, it definitely feels like the right decision.
Looking ahead, especially after the holidays, our focus remains on spreading the word about the concept — particularly that we’re now open for lunch from Tuesday through Sunday (something we didn’t offer at The Blind Pig). Since Yorba Linda often operates like a small town, it can take different strategies to get the word out about certain initiatives. But overall, we’re very happy with where we are right now.
5There are a lot of Mexican restaurants that have been around a very long time and might be thinking about either retooling or even completely rebranding. What advice do you have for a restaurateur who is in that position based on your recent experience?
Minor retooling or tweaking is something we as restaurateurs should be doing constantly. Revamping menu items, adjusting service procedures, upgrading glassware or plateware, and making small, inexpensive remodels can all help freshen things up. There are plenty of little ways to “retool” without undertaking a massive project.
As for a full rebrand: First, make sure [an issue with] your concept is truly the reason you feel the need to rebrand (unless you’re just bored and want to try a fun new idea). Maybe the issue is the location, service, or overall quality of the product. A rebrand isn’t going to fix those problems— it’s just throwing good money after bad.
If you determine that your concept is the issue and you have a new idea you believe in, then just go for it. We can waste a lot of time waiting to pull the trigger.
Snapper Ceviche
Blind Coyote Cantina Interior
creative PLATING
“ Doing incredible garnishes that look like art is a very specific talent in the industry. However, for the day-to-day operator, creating garnishes that go with their dishes is not hard — but will take time to create.”
– IZZY KHARASCH, Hospitality Works
Brochetas X Dios
Mama Por Dios Modern Mexican Cuisine
| BY KATHLEEN FURORE
| When was the last time you took a good, hard look at the plates going out from your kitchen to customers’ tables?
If it’s been a while, it is a task you and your kitchen staff should undertake, no matter how busy you might be. Because if what you’re serving isn’t plated in a way that makes it look as good as you know it tastes, you’re not optimizing your customers’ experience or your bottom line.
“Plating was important before COVID, and now it is 10 times more important!” stresses Izzy Kharasch, a restaurant coach and president of Hospitality Works, Inc., a Chicago area restaurant and bar consulting firm. “It is often overlooked because from the owner/chef point of view it is not important. What they are forgetting is that the guests are looking at everything much more closely now that menu prices have gone up by 40 percent.”
What that means, Kharasch continues, is that your guests are willing to spend, but are looking to get the most value for that culinary investment.
“And they want to be impressed by the plate presentation,” he says. “The steak I enjoy was $45 before COVID and it was just a lonely steak on the plate. That same steak today is $70 and the presentation is the same. This is something that is overlooked by the restaurants but not by the guest.”
That is as true for your basic menu items like tacos, enchiladas, tortilla soup and flan as it is for specials like that pricey steak!
Techniques for Plate-elevating PRESENTATIONS
The experts at Toast, a digital technology platform for the restaurant industry, have compiled a list of tips to help restaurant staff design plates with maximum appeal. Here are a few ideas, excerpted from “Food Plating Techniques: 10+ Dish Presentation Tips For 2024”:
Keep it clean. Nothing ruins a beautiful plate like smudges, drips, or greasy fingerprints. Always plate with a clean towel or cloth nearby to wipe away any unintended marks.
Avoid overcrowding. Too many components crammed onto the plate can make the dish feel chaotic. Give food room to breathe by using negative space effectively.
Choose the right plate. That depends on the portion size of each dish. While a small plate overfilled with food can look cluttered and unappetizing, a large plate with too little food can seem sparse.
Create layers and height. Height creates visual interest and sophistication; layering showcases multiple textures and components in an organized, engaging way; stacking or layering food also can give the impression of abundance and elegance.
Use props for structure. Tools like ring molds or squeeze bottles can help control the shape of layered foods. Ring molds are perfect for neatly stacking grains or salads, while squeeze bottles allow for precise, artistic sauce application.
Perfect sauce presentation techniques. Use squeeze bottles to control the amount and placement of sauce. Use a spoon to create a smooth swipe of sauce or strategically place dots along the plate. Avoid over-saucing: Too much sauce can overwhelm a dish and make it look messy. Less is more—focus on accenting the dish with the sauce rather than drowning it.
Garnish like a pro. Use microgreens, edible flowers, and herbs. Always choose garnishes that enhance the dish both visually and flavor-wise. Avoid clichés: Certain garnishes, like the obligatory sprig of parsley, have become overused. Instead, think of creative garnishes that align with the dish’s flavor profile. A fried herb or crispy shallot might complement a protein better than a basic green garnish.
BRUNCH
before after
SIMPLE APPROACHES TO PLATING
Many restaurant owners, managers and kitchen staff might consider plating/presentation a hard-to-learn art that is best left to high-end restaurants. But that’s not true! No matter what category your restaurant falls into or what level of training your chef or kitchen staff have, there are simple
Mama Por Dios
ways to upgrade the way a dish looks — something that doesn’t involve buying special serving pieces and/or expensive garnishes and doesn’t require a lot of time.
“Doing incredible garnishes that look like art is a very specific talent in the industry. However, for the day-to-day operator, creating garnishes that go with before
BURRITO after
Juanita’s Mexican Kitchen
ENCHILADAS
their dishes is not hard — but will take time to create,” Kharasch says. “Most importantly, restaurants have to train their staff to make sure that every plate is garnished. No special plates are needed — just creativity and training time.”
The garnishes may be as simple as a few grilled vegetables fanned out on the plate to brighten up that steak plate, skewers and picks to organize ingredients and to “decorate” dishes, or simply the way a server presents the plate at the table.
“At one of my Mexican restaurant clients,
before
some of the items that typically come with sauce poured on top are now served by the server at the table. The entree is put down and the sauce comes out in a separate silver sauce dish,” Kharasch says. “Then the server makes a show of delicately pouring it over the entrée. It does not cost anything extra to give the guest an elevated and more special experience.”
Sol Agave
Sol Agave
GATEWAY TO THE U.S. LATINO FOODSERVICE & GROCERY MARKETPLACE!
LONG BEACH CONVENTION CENTER
LONG BEACH, CA USA
A Sammic immersion blender makes your salsa preparation easier than ever! A powerful motor, easy-to-use controls and ergonomic design mean your staff can create amazing salsas, soups and other blended menu items with ease and speed. You will love the labor savings and your customers will love the results!
ALL OF THE “AFTER” PICTURES IN THIS STORY ARE REAL DISHES FROM THESE MEXICAN RESTAURANTS THAT ARE EXCELLING AT PLATE PRESENATION!
• Mama Por Dios, with 3 locations in California and 1 in Arizona
• Sol Agave, with 5 locations in California and 2 in Utah
• Moctezuma’s Cocina & Tequila, with 4 locations in Washington
CEVICHE FAJITAS
Moctezuma’s Cocina & Tequila
Moctezuma’s Cocina & Tequila
The Plus of Picks and Skewers
One easy and affordable way to upscale any dish that comes out of your kitchen is to use picks and skewers — “two of the most powerful secret weapons for upgrading dishes” that “can increase perceived value, add visual interest, improve functionality, convey freshness, and open up creative new presentation possibilities,” information from Restaurantware says.
Just what are the benefits using picks and skewers can deliver? Here are two that Restaurantware highlights: They add visual interest and height to most any dish You can include compose colorful kebabs on ; pierce stacked ingredients with sturdy picks to secure them; skewer bite-sized appetizers for easy eating; to pin garnishes at interesting angles They can justify higher menu prices. “Even casual fare like burgers or cocktails can be premiumized with the right pick. For example, putting a decorative bamboo pick or metal skewer in a burger allows you to charge $12-$14 instead of $10,” the information says. “The upcharge of a few dollars far exceeds the small cost of the pick or skewer.”
Not sure how to choose the right picks and skewers for your restaurant? Restaurantware lists five factors to consider:
Pick length should correspond to dish height and ingredients. You don’t want picks that are too short to secure items or so long they look awkward.
Bamboo and wood are great for a natural, eco-chic look. Stainless steel conveys sleek sophistication. Plastic is affordable and comes in many colors.
Color: Use pick color to complement or contrast with your ingredients and dishware. Natural picks can be understated, while bright colors make a bold statement.
Shape: Pick and skewer shapes range from simple spears to ornate designs. Consider which style best fits your plating aesthetic and practical needs.
Quantity: Picks and skewers are often sold in bulk. Assess how many you realistically need based on menu, volume, and frequency of use to order efficiently.
(continued on page 23)
sponsored by Sammic
Get out your salsa-making ingredients and create a unique foodservice salsa recipe you think has the consistency and flavor to wow the judges. The grand prize winner will receive a Sammic XM-52 Immersion Blender and $750. Second and third place will receive $500 and $250, respectively. Plus the top three recipes will be featured in the NovDec issue of el Restaurante.
All readers of el Restaurante are welcome to enter the contest. The recipe must be an original recipe of your own creation. There are no restrictions on the ingredients of the recipe. All recipes will be judged on taste, creativity and appropriateness for foodservice applications.
ACTUAL MOLE. IN LITERAL MINUTES
Slow-simmered flavor is a snap with DOÑA MARIA® Mole Rojo. We already spent the time capturing an authentic, rich, time-honored recipe. You just heat it up and heat things up.
• Bold, deep, authentically Mexican flavor.
• Made with real dark chocolate and over 20 traditional spices.
• Versatile enough for sauces, dressings, glazes and more.
5 Reasons to Hire an Intern in Your RESTAURANT KITCHEN
“The experience seemed to be beneficial for all involved.”
–
| BY ED AVIS |
Have you ever considered hiring an intern in your kitchen? You might think it’s not worth the hassle, but many leading restaurant companies — such as Lettuce Entertain You, Pappas Restaurants and Restaurant Brands International — hire interns in their kitchen or in management trainee positions.
Mexican/Latin restaurants also hire interns, of course. For example, Fonda San Miguel Restaurant in Austin partnered with Austin Community College on an internship/ scholarship program to honor the late chefs Diana Kennedy and Miguel Ravago. The first two interns, Jacob Pham and Nicolle Martinez Rivera, completed a semester at the restaurant last year.
“The experience seemed to be beneficial for all involved,” reports Olga Campos Benz, who handles media relations for the restaurant.
Here are five key reasons restaurants hire interns that we gleaned from our interview with Hayes and other sources:
1They want to give back . Many restaurant chefs, owners and managers began their careers as interns and feel an obligation to pass that experience forward. They know that they are contributing to the overall quality of the foodservice industry and helping students become better chefs or managers.
“We have alumni who had transformational experiences on their own externships and who want to extend that same value back to current students,” says Ronald Hayes, associ-
(continued on page 28)
OLGA CAMPOS BENZ, Fonda San Miguel
Jacob Pham and Nicolle Martinez Rivera interned at Fonda San Miguel.
ate director of Career Services at the Culinary Institute of America (CIA), which places more than a thousand interns (they call them externs) from among its programs every year.
2
They want to develop future employees. Many interns return to the restaurants as employees once they graduate from their culinary program, and given today’s tight employee market, it’s valuable for restaurants to develop these potential employees.
“For many [restaurants that employ CIA interns], the externship becomes a talent pipeline—building relationships with students who are great talents now to convert them to leadership tracks following graduation,” Hayes says.
3
Interns can help during busy periods. Many restaurants hire interns during the busiest times of the year because they need the extra labor but only for a short term. Restaurants in areas with busy summers, for example, could have an intern help pick up the slack without creating an obligation to keep the person after the summer.
“For many [restaurants that employ CIA interns], the externship becomes a talent pipeline—building relationships with students who are great talents now to convert them to leadership tracks following graduation.”
–RONALD HAYES, Culinary Institute of America
4
Internships can be try-out periods. This benefit is a combination of numbers 2 and 3 – having an internship program can help your restaurant evaluate the suitability of a prospective future employee with an easy out if the intern doesn’t seem suitable for long-term employment.
5
They value the current work of the interns. Restaurant interns typically are students in culinary programs, so they’re bringing a certain level of skill to the restaurant. And they are generally enthusiastic about the work they’re doing, which can inspire other existing employees. Hayes explains that CIA interns have completed two semesters of culinary arts or baking and pastry arts before doing their internships, so they already have some skills.
“They have been trained in the basics of culinary or baking and pastry and have applied that training in more focused production kitchens on campus,” he explains.
So, if you want to help students who are pursuing culinary careers, and maybe find some future employees, you may want to consider starting an internship program in your restaurant.
Ed Avis is the publisher of el Restaurante.
Culinary Institute’s Externship Program BUILDS SKILLS, RELATIONSHIPS
| BY
ED AVIS
| Every year, the Culinary Institute of America (CIA) places more than a thousand externs from its programs. These externs contribute their skills to restaurants, hotels, breweries and many other companies that value their presence and effort.
el Restaurante reached out to Ronald Hayes, associate director of Career Services at the Culinary Institute of America, to learn how that esteemed school’s externship program works.
el Restaurante: How long do the externships last? Do students continue attending class during the externship?
Hayes: Externships last one full semester. Externship is the only course students take during their semester, as they are working on property in a full-time capacity.
el Restaurante: What roles/jobs do the externs typically hold at the restaurants? Are these paid positions?
Hayes: We have externship opportunities at a variety of sectors in the large food business industry. These are skillbuilding positions, initially at an entry level. Of course, as students demonstrate their skills and abilities on site, they may naturally take on more responsibility, for instance rotating through different stations or areas, fully owning stations or projects, training others, etc.
Domestic externships are typically paid positions—students are expected to actively contribute to their sites at the same level as other paid employees, at a full-time basis.
el Restaurante: How does the CIA find the restaurants that participate? What qualifications and/or preparation do the restaurants need to participate?
Hayes: Many of our hosts participate because, at one time, a student created a relationship, decided they wanted to work for this company, did an outstanding job while working, and the employer wanted to continue. All potential hosts first complete an application which includes presenting a detailed training plan (serving as the curriculum of the course), providing information about the location, providing the resume of the person taking ownership of the student’s education, and a video tour of the property.
The applications are vetted by a committee of faculty members who assess the depth and quality of the proposed training program, the credentials of the supervisor, and the business as whole to assure all align with the learning outcomes for the course.
el Restaurante: If a restaurant would like to have a CIA extern, how can they start the process?
Hayes: The first step is to read more about the program, the expectations of hosts and of students through this link. Then follow the instructions to complete the online application.
DAMIANA LIQUEUR: Exploring Baja’s herbal liqueur
| BY KATHLEEN FURORE | Several years ago, Chef Rosie O’Connor — former owner of the now-shuttered Provecho Grill in Menifee, California and current owner of that city’s Lady M Bistro — visited Villa del Palmar at the Islands of Loreto in Baja California Sur, Mexico. Her mission: to meet Cesar Alejandro Gomez Flores, then the resort’s master mixologist, to discuss all things culinary related to the bar, and to get his take on how being a mixologist differs from being a bartender.
“It’s almost like being a chef. You must know the flavors very well to achieve the essence you desire in mixing the cocktails,” he told her
before demonstrating how to craft one of his custom creations: the Bajarita, a Margarita-style cocktail made with tequila infused with bell pepper, rosemary and jalapeño, plus one ingredient that made the cocktail unique: Damiana liqueur, a light, herbalbased liqueur made with damiana, a small shrub with smooth, pale green oval leaves and aromatic yellow flowers native to Baja California.
Although Mexican folklore holds that the first Margarita ever was made with Damiana liqueur, there aren’t many Mexican restaurants outside of Baja that stock it behind the bar — at least based on cocktail menus at myriad Mexican restaurants stateside.
Cuchara Mexican City Bistro in Houston is one restaurant that does, and even touts Damiana in the name of the cocktail: Margarita con Damiana. It is made with three simple ingredients
“Customers ask us about [what Damiana is] all of the time — a lot of them have never heard of it. The story of the liqueur is a great story to tell. And it’s in a really cool bottle — it looks awesome behind the bar.” – DANNY GONZALEZ, Cuchara’s
Margaritas and More
There are many ways to create enticing, beyond-thebasic cocktails with Damiana liqueur. Here are a few examples:
Passionfruit Margarita. This cocktail, featured in a Mexican Travel & Leisure story about damiana, combines Damiana liqueur with passion fruit pulp, Cointreau and añejo tequila.
Berries and Cream. A recent holiday season drink introduced at Villas Del Mar Cabo is inspired by the traditional dessert Strawberries & Cream/Fresas con Crema. It is crafted with aged tequila, fresh elderflowers liqueur, Damiana liqueur, ripe berries, and a dash of almond milk.
The Salty Dog. Damiana liqueur offers several suggestions for ways to use the product, including this one made by stirring or shaking the liqueur with vodka or gin plus grapefruit juice, then pouring into a rocks or highball glass.
— Patron Silver Tequila, fresh lime juice and Damiana liqueur.
“The Damiana liqueur gives the drink more flavor — it is similar to the flavor Green Chartreuse adds,” Cuchara’s manager, Danny Gonzalez, explains. “It’s an herbal flavor that makes a really good Margarita.”
Even though many customers don’t know what Damiana liqueur is, that cocktail is among the most popular Margaritas on the menu. “Customers ask us about [what Damiana is] all of the time — a lot of them have never heard of it,” Gonzalez says.
The Painted Burro Mexican Kitchen & Tequila Bar, with four locations in the greater Boston area, also enhances cocktails with Damiana liqueur. Its Mezcarita is made with Pelotón La Muerte Mezcal, fresh lime juice and Agavero Liqueur, a 100 percent blue agave blended with the Damiana flower and a product native to Mexico.
“The Damiana liqueur highlights the herbal and floral notes of the tequila and mezcal,” Kim Winters, director of operations, says. “It’s a nice addition to cocktails and Margaritas on our menu.”
Like Gonzalez, Winters says staff often must explain what Damiana is to curious customers.
“It’s something they aren’t particularly familiar with,” Winters reports.
Luckily, the story behind Damiana is a great story to tell: The Mayan people of Central American believed the damiana herb to be an aphrodisiac that also enhances fertility. While more than one company makes liqueurs using the plant (the process involves infusing dried Damiana leaves and stems in alcohol, then using that as the base for the liqueur), the most well-known — Guaycura Licor de Damiana — comes in a bottle that plays on that theme: it is shaped like a voluptuous Mayan goddess. That is something Flores mentioned when preparing his Bajarita for O’Connor.
“It is such a beautiful bottle. He wanted to point that out… that it is tied to fertility and is an ode to women,” she recalls.
“It’s a really cool bottle,” Gonzalez echoes. “It looks awesome behind the bar.”
The Bajarita
Recipe by Cesar Alejandro Gomez Flores; courtesy of Chef Rosie O’Connor
Makes 1 cocktail
1 oz. Guaycura Licor de Damiana
1½ oz. tequila infused with bell pepper, rosemary and jalapeño
1 oz. simple syrup
1 oz. lime juice
1 oz. pineapple juice
Pinch of salt
Mix the ingredients in your shaker. Top with a fresh pineapple wedge. Garnish with rimmer made with crushed, baked tortilla and ground chile pepper spice.
Watch the video here!
Passionfruit Damiana Margarita
Recipe from Mexico Travel & Leisure
Makes 1 cocktail
2 small key limes
½ orange
1 T. passionfruit pulp
1 oz. Guaycura Licor de Damiana
½ oz. Cointreau
1½ oz. añejo tequila
Squeeze the half orange and limes into a shaker, then add the rest of the ingredients, fill it with ice, and shake hard for about 10 seconds.
Strain and pour into a cocktail glass with fresh ice, or a martini glass without additional ice if you prefer straight up.
The Bajarita
Depending on your taste preferences, you can always modify the ingredients. If you like it sweet, add an ounce of simple syrup.
2025 Mexican Multi-Unit Report: REDESIGNS HELP ATTRACT NEW BUSINESS
| BY ED AVIS | For better or for worse, chain restaurants are how most people in the United States experience Mexican food. The 50 largest Mexican restaurant chains have a total of nearly 15,000 locations, so it’s no surprise that most American consumers are more accustomed to fast-food burritos than authentic enchiladas mole!
That’s why we feel it’s important to keep up with this segment of the industry. We do that all year by interviewing chain executives, reading press releases, and paying attention to other media reports about this segment. When we prepare the data about the number of units for this annual report — believe it or not, this is our 12th annual Mexican Multi-Unit Report! — we also look for trends in the field.
This year we noticed that many Mexican multi-units are redesigning their restaurants to keep things fresh in a highly competitive market. Our report provides some details on a few of these redesigns — but first let’s look at the numbers.
UNEVEN GROWTH
The biggest chains on our Top 50 list definitely grew — Taco Bell’s unit count grew by 209 units, Chipotle added 178, and Qdoba added 59. These companies expanded not just in the United States, but also around the world. Chipotle, for example, opened its first Middle East location, in Kuwait City, in April.
In the middle and bottom of our rankings, the results are a bit blurrier. Some chains grew — Bubbakoos Burritos, for example, continued its expansion by growing from 116 units to 127. The company is best known in the East and Southeast, but it has been growing in the Midwest (especially in Ohio) for the past year or two.
Another growing mid-size chain is Costa Vida Mexican Grill, which added 13 units to reach 96. In June the restaurant promoted Wade Allen to president. Allen had been the executive VP for strategic growth, and his success in that position is evidenced by the increasing unit count.
On the shrinking side of the ledger, On the Border Mexican Grill dropped 13 locations by our count, including stores in Kansas and Texas.
Similarly, Tijuana Flats shed 30 units after declaring bankruptcy and finding new owners. The bankruptcy may give Tijuana Flats a new shot — the company announced it is renovating many remaining locations in an effort to attract new customers.
“With this new ownership structure, and a robust strategic plan, we are well-positioned for an emergence in the fast casual space,” Joe Christina, CEO of Tijuana Flats, said in a news release. “I look forward to evolving and expanding our brand and supporting the communities we serve.”
REDESIGNING FOR ADVANTAGE
Tijuana Flats is hardly the only Mexican multi-unit that has been renovating stores.
Rubio’s Coastal Grill, another chain that suffered bankruptcy
in 2024, also launched a redesign. It first appeared at the restaurant’s new flagship location in Oceanside, California. According to a press release, the new look was inspired by “the Baja taco stands where Rubio’s Co-Founder Ralph Rubio first experienced fish tacos during spring break as a college student 41 years ago.”
Features of the Oceanside restaurant (which is just over 2,500 square feet and has 48 interior seats and 24 patio seats) include authentic materials one would find in Baja – tile banquette, corrugated metal, cinder block wall construction, saltillo tile, decorative cinder breeze blocks – and a gallery wall with origin/ history images of Rubio’s trips to Baja.
That location will serve as a prototype for future updates.
Of course, it’s not just struggling restaurants that redesign.
El Pollo Loco, which is the sixth biggest chain on our list and whose unit count increased by four in 2024, introduced a new store design in October designed to modernize the 50-year-old restaurant with an updated color palette, footprint, and use of materials. Specifics include interior and furniture upgrades to create a bright and airy space; LED lighting; and energy-efficient hoods and HVAC.
Taco Cabana, which came in at 10th place in this year’s Top 50 List, unveiled a new design called TC 3.0, just before launching
“This year we noticed that many Mexican multi-units are redesigning their restaurants to keep things fresh in a highly competitive market.”
– el Restaurante MEXICAN MULTI-UNIT REPORT
a campaign to find franchisees last year. The design features a patio, a walk-up window, dual drive-throughs, and other elements.
“It is a smaller footprint, which equates to a cheaper cost of ownership while maximizing the most recent trends in customer fulfillment preferences at the same time,” Ulyses Camacho, president and COO of Taco Cabana, explained in an el Restaurante interview. “This will make our offering more enticing to potential franchisees, as it can drive more transactions per square foot than older designs.”
The restaurant’s kitchen also was refreshed with a focus on productivity.
“The layout [makes] it easy for our teams to service the front counter and drive-thru, as well as prepare food on the grills and tortillas from one position,” Camacho said. “Margarita machines, which are a core differentiator for our brand, are positioned both DT and front counter for optimal speed of service.”
Barberito’s, which added four units last year and stands at 35th on the el Restaurante Top 50 List, opened a location in September in Temple Terrace, Florida that features a revamped interior design that aims to be more modern and inviting than the previous look.
“We are thrilled to showcase this brand’s fresh new image that perfectly aligns with our brand philosophy,” said Kelly Roddy, CEO of WOWorks, parent company of Barberitos.
Naturally, customers like refreshed restaurant designs, because it shows that the ownership cares about the experience. We’ll continue to cover the state of the industry throughout 2025, and will reveal how current redesign trends impacted restaurant growth in our 13th annual Mexican MultiUnit Report next year.
Ed Avis is the publisher of el Restaurante.
Rubio’s Oceanside
el Pollo Loco
Taco Cabana
50 MEXICAN CHAINS
Radish POS. This system is designed specifically for single and multi-location quick-service restaurants, fast-casual restaurants, bars, and breweries. The platform combines point of sale, hardware, software, and payment processing to help restaurateurs simplify operations and increase revenue thanks to features for front- and back-of-house that give you more control over your business and the customer experience. Schedule a demo today! getradish.com
Mini Taco Shells. These gluten-free mini taco shells, made with 100% corn, are ideal for shared appetizer plates, catered events and more. Available in yellow, white, red, blue, green, orange, plus sugar and spice shells that are perfect for dessert offerings. Mini taco trays and stainless steel racks also available. Minitacoshells.com
Guaname Blend Wine. This wine from Guanajuato is 60 percent Malbec, 20 percent Syrah, 15 percent Tempranillo and 5 percent Merlot with aromas of blueberries and blackberries and a touch of black pepper. Customers love the colorful, creative labels inspired by Picasso’s cubist paintings. Other varietals also available. Retail price $23 to $33. vinosguaname.com; contact your local distributor.
Cuaycura Liqueur de Damiana. This light herbal-based liqueur from Mexico is made with the damiana herb that grows in Baja California, Mexico. It has great mixability in cocktails — especially Margaritas — and tastes great as a shooter, too. damiana.net.
Simply Agave. Simply Agave™ Nectar, a Spirits of the Americas Gold Medal Winner for Best Taste, is made from 100% organic Weber Blue agave that is triple filtered to guarantee a clean, consistent taste that enhances Margaritas and other sweetened cocktails. DON’T MISS THIS SPECIAL OFFER: order one case of agave nectar, get a second case for free — click here for details! simplyagavecom; info@simplyagave.com
The Chile Guy. Discover the largest variety and highest quality in bulk chile – flakes, leaves, spices, powders, whole chile pods and more. Kitchen essentials including achiote spices, aleppo, black pepper, cinnamon, cuitlacoche, cumin, epazote and Mexican oregano also available. thechileguy.com
SOUS CHEF EMELY MEDINA
El Tapeo
“VAMOS DE TAPEO — LET’S GO FOR TAPAS.”
That slang expression, common with locals in southern Spain, is where El Tapeo at Le Méridien Chicago Oakbrook Center gets its name — and it is what inspires its menu of modern Spanish shareable plates.
One of the most beloved recipes is the Carne Tirade, a short rib flatbread topped with piquillo pepper jam, braised short rib, arugula, lemon vinaigrette and queso fresco from Sous Chef Emely Medina.
“The Carne Tirade was the very first dish on the menu. The team and I spent a lot of time testing different crusts, flavors and textures,” Medina tells el Restaurante
“For me, it’s the perfect balance of sweet from the piquillo pepper jam, salty from the braised short ribs, and freshness from the arugula salad dressed with lemon oil.
“ The carne is perfect for sharing with friends and family or a meal for yourself. We continue to tweak the ingredients for each season, but it will always be a staple on the menu as a guest favorite.”
Carne Tirade (Short Rib Flatbread)
Flatbread, one per order (premade or made in-house)
Braised short rib
Piquillo pepper jam
Pickled onion
Arugula
Lemon pepper vinaigrette
Queso fresco
The Braised Short Rib:
10-lb. short ribs
3 cloves garlic
3 qts. onion
1 qt. celery
2 qts. carrots
3 oz. thyme
3 oz. bay leaves
3 qts. red wine
4 qts. vegetable stock
Salt and pepper, to taste
In a container, add salt and pepper to season the short rib. Sear short rib on both sides until golden brown. After seared, remove from heat and place in deep hotel pan. Sauté garlic, celery, carrots and onion for 7 minutes; add red wine and simmer for 3 minutes. Add vegetable stock and cook for 5 minutes. Add stock mixture to short rib, cover with foil, and cook at 300°F for 4 hours.
The Piquillo Pepper Jam:
1 onion, diced
3 cloves garlic, diced
1 c. sugar
½ c. honey
1 #10 can piquillo peppers
2 T. Esplette pepper
Salt, to taste
Sauté onions and garlic until soft. Add sugar, honey and peppers and stir until dissolved. Add seasonings and simmer for 10 minutes. Blend and adjust seasoning, if needed.
The Pickled Onions:
1 c. water
1 c. white vinegar
3 oz. pickling spice
2 red onions, sliced
1 whole beet
Combine water, vinegar and pickling spice in pot and boil for 10 minutes. In small plastic container, add onions and beet. Let cool for 1 hour.
The Lemon Vinaigrette:
1 c. oil
Salt, to taste
½ c. lemon juice
1 t. Dijon mustard
1 t. honey
Combine and blend lemon juice, mustard, salt and honey; add oil slowly until smooth.
To prepare the flat bread: Preheat oven to 450°F; bake flatbread until slightly golden brown. Remove from oven and spread with thin layer of Piquillo Pepper Jam. Top with generous amount of braised short rib and bake approximately 10 minutes. Remove from oven, garnish with arugula tossed with the lemon vinaigrette, then top with pickled onions and queso fresco.
