Steve Ells wanted to finance his fine dining restaurant with a taqueria. The taqueria exploded.
The principle of the assembly line facing the client: complete transparency. “A little more rice, less beans.”
Food with Integrity: Antibiotic-free meat, fresh vegetables cut by hand in the morning. No freezers, no can openers.
Raw industrial decor (metal, wood) that defined the style of the 2000s.
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