Article by "The Daily Herald"
Mountain Centennial, Friday, May 10 1996
Jose Rubio was born on June 3rd, 1925. He was born in Tequesquitlan,
Jalisco, a small farming community. On March 25, 1944 he married
his lovely bride Felicitas Rubio. Together they moved to Tijuana,
during 1944-1962 Jose and Felicitas managed 2 restaurants.
Later Jose opened the first Jalisco style Mexican Restaurant,
he named it the Tlaquepaque after a small town that is famous
for it's traditional plate "Birria". In 1962 Jose
was offered a job by Robert Wright, in Provo, Utah. In October
of 1962 he arrived with his wife and 4 children; Heriberto,
Marta, Virginia, and Lilia. Later in 1967 Felicitas gave birth
to the youngest son, Carlos.
Since 1962 El Azteca has been located in 746 E. 820 N., on
the 2nd floor. In 1974 he opened a second restaurant in Orem,
after 4 years of success the building was sold and Jose had
to close it. In 1980 Jose opened his third El Azteca Restaurant
State Street in Orem. After a recession and low economy in
Utah, Jose had to close again. However, the Provo restaurant
continued with much success, and during the fall of 1990 El
Azteca introduced a catering wagon. It served the community
until June of 1994, then on July 1st, 1994 El Azteca introduced
the Taqueria (Taco Shop) concept to Provo. The Taqueria located
at 46 W. 1230 N., has enjoyed it's tremendous acceptance by
those seeking authentic Mexican Cuisine.
Since Jose and family embarked in a Mexican cooking adventure,
they have served over 4 million meals (as of May 10, 1996).
El Azteca has employed over 1500 students and members of the
community. In order to accomplish this task he would import
the majority of his ingredients from Tijuana, Mexico, there
for Jose traveled monthly or bi-monthly to pick up fresh supplies.
PERSONAL COMMITMENT / MENU
Jose's personal commitment to prepare and serve the best
authentic Mexican food he can has required long hours of preparation
and dedication . El Azteca has become a Provo tradition since
it's opening in 1962. Now the Rubio family 2nd & 3rd generations
continue this tradition. Being the first Mexican Restaurant
in the valley it introduced many authentic dishes like, Chile
Rellenos, Chimichangas, Steak Platters, and many more. Jose
also introduced 15 varieties of fruit punch. The menu has
been expanded due to the many returned missionaries who have
served in Latin American Countries.
As a young married man, Jose had a wish. He wished for a
restaurant that would allow him to teach and train his family
and serve his customers in an alcohol and tobacco free environment.
He felt that his wish was just a wish until he arrived in
Utah. In Utah his wish came true, and Jose thanks his loyal
customers for creating the atmosphere in which his greatest
experience of life became more than just a wish. Jose, Felicitas,
and family are grateful for the wonderful memories that will
last a lifetime, The Rubio's reconfirm their personal commitment
to continue the El Azteca tradition.
End of Article by "The Daily Herald"
Mountain Centennial, Friday, May 10 1996
THE LEGEND LIVES ON
IN A NEW LOCATION
After 39 years El Azteca Mexican Restaurant,
located South of BYU campus, closed its door. Many old friends
of El Azteca and the Rubio's now wonder where they can get
the fresh authentic food they continue to crave. The answer--
although the Restaurant is closed the Legend is by no means
gone. Now you, your friends and family can find us at two
convenient locations. First is at El Azteca Taco shop in Provo,
the second at El Azteca Taquería in Orem.
The Provo Taco Shop was opened in 1995 on 46
W. 1230 N. (Bulldog Blvd.). It has experienced wonderful growth
in both menu and new friends. The authentic menu continues
to be one of the most diverse locally. You will find all of
your El Azteca favorites like: Homemade Bean Soup, Fresh Chips
and Salssa, Enchiladas, Tacos, Chimichangas, and Deep Fried
The Orem Taquería opened in 1998. on
78 South state Street. The festive mural of Old Mexico greets
you as you walk in the door. That's not the only thing, the
sweet aroma of our new items such as our famous Choco-Flan,
Acapulco (shrimp) Enchilada, and Ranchero Nacho await you
Perhaps many of you wonder, who is running the Shops after
the passing of José Rubio, El Azteca's founder in 1962?
The Rubio family continues to strife to serve the best. Felicitas,
José's only true love, continues to Live the Legacy
with her son-in-law Eugenio Revuelta, and daughter Martha
Díaz by her side. In this way the Rubio's continue
the legacy of providing quality service and authentic fresh
This Section Written by: Belinda Ayala
|Hours: Mon -Thurs 10
am - 10:00 pm
- Sat 10 am - 10:30 pm
Provo Phone Num.: 801-375-9690
| Orem Phone Num: 801-225-7773