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jackie--hernandez-blog · 6 years

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UCI’s Los Taco Guys

Authentic tasting tacos in Irvine, CA.

Adrian De La Riva yells out to the large crowd: “ It’s only a matter of minutes now.” Turns and whispers to his friends, “Security just rolled up, we need to be quiet.” The anxiety continues to build as he settles back at his post. Mouth watering and sizzling sounds fill the fifteen by thirty foot space that is awaiting to be filled with hungry students. The pounds of meat await their inevitable fate at the heat plate. Each time a new scoop smacks against the sizzling cooking table, the smell of carne asada fills the space triggering mouth watering. The line is made up of hungry UC Irvine students who are waiting for Los Taco Guys to open up shop for the night.

Every Thursday night routine. Arrive at 6 pm to start set up at 978 Stanford Court. Clean the garage, sweep the floor, wipe off the hot plates, clean the stand, shine the glass, re-wash all utensils, set-up the gloves, the napkins, the plates, the sauces, the limes, the whiteboard, the calculator, the cash box, the table cloth. Pull the meat and veggies from the fridge, cut them up accordingly, set it all up behind the counter. Aprons on. Hands washed. Gloves on. It’s go time.

It started with their on campus organization. Over the summer when Luis decided that it was time to do something with the ideas that had been stirring in his head. The idea was in the works to venture into the business world together. How they were planning on doing that was the question. It wasn’t until their successful fundraisers took place on campus that they realized they had reached a niche market.

It’s no secret that decent tacos are scarce in Irvine. Hermanos Unidos the on campus organization that was established only last year in 2016, began brainstorming fundraisers for the academic year. Though of all the members of Los Taco Guys only Adrian is the only one still a part of the board of Hermanos Unidos. The rest are still a part of the organization but have left the board positions they held a year ago. The organization focuses on establishing a brotherhood, unlike a fraternity, one that doesn’t turn away an interested prospective members. Their mission statement: To increase the retention & graduation rate of Latino males at UCI through our three pillars Social Networking, Community Service and Academics. Their motivation and parts in establishing the organization on campus, translates to the way they have motivated each other and pushed for the success in establishing their business.

It started with selling carne asada quesadillas and it moved forward from there. It sold it so quickly that they kept up the cooking on the spot at their fundraisers. “They didn’t run as smoothly as we wanted them to, there were a bunch of complications.” said Raymond. The delegation of responsibilities wasn’t structured enough. Who bought what. Who worked when. Who was at the grill, taking orders, charging the customers. It was a mess and so when they sat down to really delve into the idea of starting a business, they posed the question of having positions.

Each assigned role was done so according to what suited their abilities. “It doesn’t necessarily correlate with our personalities, more with our skill set.” says Brian. The Chief Executive Officer (CEO) is Luis Moran. In charge of the success of the business, making sure that the resources are pulled together to put their product at the front of the market. Then there’s the Chief Operating Officer (COO), Raymond Alvarez, ensuring that operations flow smoothly as well as being economically stable. Adrian is their Marketing Director leading their social media accounts and spreading the word about their events. Word of mouth pays off according to the guys, it’s their biggest and most successful form of marketing. Their approach to reaching their market is using the strongest platform available to their main customer: Facebook. Every sale, every announcement, every new flyer is posted on their page.

One of their mentors, Jose Fitzpatrick, has led them in this endeavor. Though they may be criticized for their need for titles as an upcoming business. According to all of them,, their need for the titles are meant to keep them structured and organized. So that powers, responsibilities and time commitment are delegated. “It’s for structure” Luis explained. Their responsibilities all play a strong role in their success at every sale, board meeting and interaction with their customers. Jose has taught them about how to develop a business, and how to develop as a team as well as general advice to ensure their continued success. When it comes down to the nitty gritty - the money, they have established a connection with Jose to assist them with getting loans and with financial backing as well. According to the business partners, whether it’s for tomorrow or for the future, he’s an invaluable source.

Granted the business is not the typical corporate franchised taco shop, but the guys that make up the business are sold on making this as professional and formal business-like as possible.

The biggest problem which is the business functioning without a license, hasn’t held them off from becoming well known and successful for where they stand in the business world. It’s a process, to ensure that they are following health codes as close as possible, they set their own guidelines. “The Small Business Development Center in Garden Grove offers free courses to small business.” said Adrian. They’ve made the effort and commitment to attend these seminars and courses to learn more about how to run a professional but most importantly a successful business. The courses consisted of learning how to create business plans and how to market. Yet it doesn’t negate the fact that their business is run on luck and determination.

Though they know the dangers they can encounter if they are approached by law enforcement or health department. They are determined to continue working on their business. “We tell them that it’s a fundraiser, or personal party, that's the plan if the cops roll up.” Adrian explains. It’s a matter of staying calm and being well aware of what they say and what they have on them. Basing it off of incidents that have occurred in Los Angeles and Santa Barbara with street vendors. Their profits were taken by officers who found out they weren’t licensed. “We only keep what is necessary with us.” he says. Whether or not that is ethical is up to discretion. It's a strategy they have to have. They are all well aware of what their situation is and what they are up against. Among the many decisions that they have had to make due to their business, one of the hardest ones was deciding to raise their prices. The goal has been to keep them low so that they are affordable. College students tend to have low to no income and a part of their mission is to sell to those who are in search of food that tastes like home. Their attempt to keep their prices down only went so far, in order to sell enough to reach the end of the lines their tacos are bringing. Buying more meat, more ingredients, more toppings, it all leads to more expenses meaning: a hike in the pricing.

For $1.75 you can choose from three different types of tacos: Asada, Al Pastor, Chicken or Veggie. The price is reasonable comparing it to the dollar tacos that one can buy at Jack in the Box or Taco Bell. At first, their options for vegetarians were limited. There were none, but responding to customer demand brought about their calabaza taos. Dicing up squash into small pieces, adding tomatoes, onions and serrano peppers to the vegetable mix. Their tacos are topped off with cilantro and onion and two different sauce options: green and the newly added cilantro aioli. According to Adrian, the aioli was Raymond’s idea and recipe. They also offer aguas frescas are priced at $1.50 to keep their customers from being parched. The next step was an attempt at offering a desert for the menu. “We meant to have a rice pudding with fruit option as dessert this last sale.” said Adrian. It didn’t work out. It’s part of their trial and error process. “We made the mistake of adding fresh pineapple to the dairy filled rice pudding. The milk spoiled because of the acidity in the pineapple, so I made the decision not to sell it any more.” he said.

Los Taco Guys mission: “To bring the taste of LA to your doorstep” as advertised on their social media accounts.

“We are doing this for the community. We want to help raise awareness of the Latinx community and of the fact that authenticity can be found at UCI.” says Adrian. He says that there is more to the business than just making money or profit for themselves. It is about working on a project together as friends and business partners, to Adrian it doesn’t matter if they make a decent profit or none at all.

Irvine is known for it’s pristine streets, quiet nights and serene views of the city, the coast and the mountains that surround the walkways of the place known for its safety and upscale living. Target, starbucks, Barnes & Noble, Blaze Pizza, Eureka!, Peet’s, Lollicup, Yogurtland, and the list goes on of the same business and repetitive looking shopping plazas. The exteriors lined with trees ornate with daint leaves, or identical palm trees that stretch up to the sun, the malls filled with top of the line couture, shiny new Teslas in the middle of the mall and picturesque fountains of water and carousels that make you forget that you had struggled with the filled parking lot to buy a dress for the soiree being held down at the Barclay theatre.

With it’s prestigious shopping and it’s clean cut plazas, it is hard to find the authenticity of mexican cuisine behind it’s instagram-worthy exteriors. Authentic plates, like the ones mama makes for la familia at home are scarce in the city of Irvine.

“I don’t remember the last time I was drawn to a mexican restaurant here.” said Adrian when discussing his time over the last four years in Irvine while pursuing his degrees..

One by one the line is being taken care of at their sale on the chilly night. On-campus organizations have made a social out of attending their sales. Walking their general members over from their first meeting of the quarter stating that “Why would we get boba when there’s tacos tonight?!” said one of the excited members of the Latino Business Student Association at UCI. She and her friends discuss what they want to order; two de asada and two de pastor. Or should it be two de asada one de pastor and a veggie one. Or maybe one de asada one de pastor and a veggie one. Alonso Herrera, a customer, stands impatiently muttering about how hungry he is and how much he has been looking forward to it. When asked what made him come and try them out “They’re just like us, why not take the chance to support them and have some good tacos in the process. Plus you see how cheap they are?” he said.

“We have freshman students coming up to us asking if we knew about Los Taco Guys.” said Adrian. Explaining how on more than one occasion there were plenty of people asking about them. We aren’t open to just the Latinx community, we want to make this a way to spread our culture with those who haven’t been exposed to it.

Adrian was born and raised in Santa Ana, California. The heart of Orange County and a city that is known for its cultural diversity amongst other cities that are a part of the OC. Although he grew up around violence, struggles and a family that pushed to get him to a good university and a brighter future, Adrian was able to come out on top, well on his way to receiving his Bachelor’s Degree in both Criminology and Psychology and a minor in Business Management. Though it has not been the easiest of roads, his accomplishments say otherwise about his past and the neighborhood he identifies with. He is a part of the Freedom Writers and the movement of getting good students and motivated individuals out of an impossible neighborhood. His drive has led him to success in his education and a leadership position within an on-campus organization he is proud of. He took part in starting and establishing a chapter of Hermanos Unidos, a nationwide organization on the UC Irvine campus. “I am proud of what we have accomplished so far. We add more value to the campus and our community” he says of Los Taco Guys.

All of the board members are hispanic students. “Oh yeah, my parents are the ones I go to when I need help with a recipe. We all go to our parents.” said Brian. Though all of their families are from different parts of Mexico, they all rely on their elders to assist with the authenticity of their menu. It’s about quality over quantity. “We aren’t out there to sell as many tacos as we can, I mean we are but we want them to taste the way they should.” said Miguel. They attempt to ensure that every bite that their customers take leave an impression.

Luis’ family is from Mexico City. The style of food is different there than it is in Sinaloa where Raymond’s mom is from. “We take a little of everything from each of our family’s traditions and recipes.” says Raymond. The backbone of the business is ability to rely on those in support of their venture. “My dad is the one who helped us build the stand.” said Miguel. His father has worked in metal fabrication for the past 12 years and has become not only a supporter of his son’s part in the business but also a resource to them. Restaurants, customer service and dining have been a part of each of the member’s lives starting at a young age. Luis’ parents, owners of a torta truck for 20 years, have been supportive of his starting something of his own. “My first memory was sitting in a milk box with a cobija.when I was little.” he said. Their torta truck continues to serve its loyal customers in Los Angeles on the corner of 27th and San Pedro. Their story and challenge and starting this business for themselves served as a model to look up to when developing standards for health codes and food handling. Their best piece of advice they’ve given to Luis being, “quality over quantity.” Miguel states, “my mom used to have a restaurant when I was younger, I was always there.” Raymond goes on to explain his experience in the industry, “I call my mom all the time, to ask about how to cook something, for advice. She’s supportive of it all.”

The University of California, Irvine has been named a Hispanic Serving Institutions, and leads the other UC campuses in best assisting the community. To be recognized with this honor a campus must reach 25% of its enrolled undergraduate students be Hispanic, as well as having half of all their students receive financial aid. UCI reached this mark for the academic year of 2017-2018, something that Adrian is more than happy to proclaim and is proud to say about the higher education institution that he chose to attend.

“We want to play a role in the success and continuation of the school’s attempt to further the lives of our Hispanic community.” he says.

One issue Los Taco Guys admit to having is their ability to settle on a firm goal and mission. Wanting to lower the prices to better serve the community they are aiming to reach. Offering different options, options that vegetarians can enjoy as well. Adding sides to their menu; baked potatoes, fries and so on. Using less oil and healthier alternatives. Gaining permits in order to pay their board members and those who help them out throughout the process. Gaining access to catering services at UC Irvine and being able to cater large conferences and events for different organizations and speakers that come through the campus weekly.

One thing that they do have going for them is their drive, determination and passion. Whether it is for cooking, for business development, the rush they feel when they have a line of one hundred students waiting on their tacos. They all have a motivation that will allow them to grow further. “There’s definitely a personal connection to this because I am doing it with my friends, it’s something we started and worked on together.” says Brian confidently.

“We don’t exactly know where we are headed. We have a vision. We want our own restaurant. It would move a lot faster if we weren’t students and other commitments.” says Luis. A consensus among these business partners; “Our next step is catering.” They’ve pivoted along the way from where they started. From wanting a restaurant, a restaurant at the University Town Center across the street from the university. After being advised by professionals around them, they’ve landed on the catering side of the food industry. “It’s a lot more laidback.” explains Luis. Not as much will be asked of them if they began a catering business from Los Taco Guys.

Gustavo Arellano, the author of Taco USA, explains how even way back when, when mexican food first started. One of the characters in his book is Marco Aguilar, a principal at a charter school who began working at a coffee shop on the side. Though his expertise was never food, his hot chocolate was described as one of a kind. “Liberation comes through, the stomach, it comes through what we eat and how we eat it.” states Marco. Similarly to Marco’s story, Los Taco Guys have created an ambiance and a taste in their tacos to satisfy every customer. “We want to create the life we grew up in.” says Brian. Though it may not be public yet, a catering business is their next step. The public just has to wait to see where they move up to and where they take their business. Los Taco Guys are on the move.

Business meeting was set start at 7pm sharp, yet here comes Miguel and Brian rolling in at 7:15pm as if they owned the place.Just like those memes of coworkers that roll into work late with a starbucks in hand? That’s how these guys were walking in one by one.

They’re discussing their last sale of the quarter. “Dude, shut up I’m trying to talk!” Yells Brian. He’s discussing how he thinks that the sale should go and how their interactions with their customers should be bigger. “All we do is ask if they want salsa or not?” he says. He continues to explain that they need to be more social and lighten up. Everyone laughs. They’re all so social, all they’ve done in the first thirty minutes is make jokes about what they’re wearing and why Luis tries so hard with his hair, and why they needed coffee so badly. “Did you get whipped cream fool?” Brian asks Miguel, as he takes a sip of his own drink.

It’s funny to think that these newly twenty and twenty one year olds are a part of a business and doing something for themselves that doesn’t include making juvenile jokes about outfits. With regards to their age, one would imagine them to be casual in a conversation when discussing their business but they speak so eloquently of their processes and come off stiff.

“Who’s buying the tortillas this time?” asks Luis. He’s trying to get them back on track but it doesn’t work because they’ve already moved on to talking about plans for after finals. They have to get credit for their ability to relax in front of an audience and for getting some work done when they’re all so vibrant and easily distracted. For being students, young and from a first impression; shy and flustered. Their meeting was the furthest thing from quiet and organized. Though the expected was organization, it’s a surprise that the unexpected was expected. There was some spiral notebooks, a couple of laptops out and some numbers being discussed. “Meeting adjourned at 8:13pm”

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