Daily Herald 1997 Article

"El Azteca celebrates 35 years", by NANCY BLISS,
Daily Herald Business Editor on Friday, November 07 1997

In 1962 Jose and Felicitas Rubio sacrificed a successful business in Mexico for their children's education. They closed the doors to one of the most popular restaurants in Tijuana and moved their family to Provo. Family first In Tijuana, the Rubios ran their restaurant in the traditional Mexican way - the entire family was involved. The Rubio enterprise was one of 30 restaurants in an area and the most popular - according to Jose. "The owners of other restaurants would eat with us," he said.

But despite prosperity on the business front, the Rubios were concerned about a good education for their children. A regular customer, a Mormon missionary, introduced them to the LDS Church and led them to a business opportunity in Provo. All or nothing He told them about a BYU student hangout called El Azteca that needed a manager. Jose scouted out the small Mexican restaurant and made an offer. He said he would manage the restaurant only if he could shoulder all the responsibilities, pay rent and incur all the profits or losses. An agreement was struck even though the owner had doubts. He warned the Rubios that the restaurant was not a money-maker and predicted they would lose money.

Slow start In fact, they did suffer financially at first. They opened for business Nov. 7, 1962. "It was quite discouraging in the beginning," said Jose through his son-in-law interpreter, Eugenio Revuelta. They struggled for nine months before they began to see success. Jose remembers the early days. In the beginning, El Azteca was one of only a handful of sit-down restaurants in Utah County and the only Mexican restaurant in Utah that served authentic cuisine.

The Rubios had to deal with some challenges in a new country. They knew little English and their clientele was reluctant to try new dishes. But expert cooking and quality ingredients won over. At a time when the average customer was only interested in tacos and burritos, the Rubios introduced guacamole, taquitos and chili rellenos. They traveled to California once a month to stock up on chilies, spices and other supplies that are needed to prepare the Jalisco-style dishes they have become famous for.

El Azteca Mexican Taco Shop, located at 46 W. 1230 North in Provo, is truly a family organization. Three generations of Rubios are involved. "We call El Azteca, 'Grandpa's School,'" said Revuelta. "It's there that we learn the basic principles of life. José and Felicitas' house on the weekends is like a clinic for marriage and business." Their goal is to raise decent, respectful, honest, hard-working children. And with little free time they are succeeding. Sweet success, the hard work and family values have paid off.

The Rubios overcame their initial challenges and now enjoy success and some well-known regular customers. "We've eaten there and continue to eat there often because of the friendly atmosphere," said Provo Mayor George Stewart, who is a regular. "On their 35th anniversary, I would like to extend not only my congratulations, but the city's for the great business they are and the great support they've been to the community."

The family is celebrating 35 years of success this weekend with a new menu, a mariachi band and loyal customers.