Chino's Rock & Tacos

Chino's Rock & Tacos or Viva Enterprises, LLC, a California-based company serves contemporary Mexican food in the fast-casual segment of the restaurant industry. The company was founded in July 2006 and has opened three successful restaurants to date. The ambiance is a fusion of Rock & Roll and Mexican themes.

History

Chino's Rock & Tacos was founded by Javier Cadena on July 3, 2006 in San Luis Obispo, California. The restaurant is a fusion of Javier's two passions; fresh Mexican food and Rock & Roll. Javier is a third generation restauranteur. His family started selling Mexican food in Santa Barbara, CA in February 1966. Their success expanded throughout California with more than 50 locations ranging from little taco shops to full service restaurants.

Early on in life Javier discovered a passion for music and formed a band with friends. They toured several years on the Warped Tour and traveled throughout the nation. Wanting to bring his two passions together, he created Chino's Rock & Tacos.

Concept

The concept is known for its social and upbeat atmosphere achieved through creative design known as “third place.” A “third place” is an area or establishment where people go to fulfill their need for social interaction and stimulation outside their home and work place. The company has quickly developed a large customer base that thrives on the social interaction it provides. The restaurant’s energy comes from the music, rock couture décor, and exhibition kitchen.

The company is focused on offering distinctive service that extends beyond the counter, unlike other fast-casual restaurants. The concept has created a hybrid that consists of both full service customer care (i.e. plated service, beverage refills, chips and salsa, bussing) and the speed of fast-food (i.e. walk-up ordering, pre-order and pay, self service beverage station, ten minute service window).

The company dawns awards such as "Best Bargain,"^[1] “Best Taco Night,”^[2] “Best Salsa” ^[3] and “Best Mexican Food,” ^[4] consistently throughout various regions. Items are cooked to order and served in a ten minute service window.

Menu

Chino’s Rock & Tacos menu consists of a collection of authentic and modern Mexican dishes.

Production

Food production and assembly will take place in the kitchen of the restaurant. Fresh produce, meat and dairy products will be used to create most of the dishes from scratch. Management exercise strict sanitation standards, quality production, portion control and presentation over the kitchen and service staff.

Service

There are three ways a customer can purchase food. They may walk up to the ordering counter, take an assigned tent number, fill up their beverage at the soda fountain and have a seat. The food runner then delivers “warm” chips, “fresh” salsa and utensils. A customer can also place an order online through a website and request a specific pick up time or delivery through a third party service. Lastly, a customer can place a phone order for a “no wait” takeout option. Company policy is to offer the customer a maximum ten (10) minute service window.

References

• http://mustangdaily.net/BestbargainsinSanLuisObispo/
• http://mustangdaily.net/TacoTuesdaysNewbestdayoftheweek/
• http://www.santabarbara.com/dining/news/2010/12/28/openings/
• http://www.dailynexus.com/2010-04-19/local-shops-use-profits-to-save-energy/

Notes

1. ^ "Best Bargain,"
2. ^ “Best Taco Night,”
3. ^ “Best Salsa”
4. ^ “Best Mexican Food,”