Genaro Rodriguez - E•'lo•te Restaurant
from Entrepreneur Eats
Genaro Rodriguez has always been very business-oriented, always into building something for himself. “That’s all thanks to my parents. We come from very financially unstable families … But when you’ve been in that situation, you try everything to not be in that situation again.” In addition to the E•’lo•te stand in Valley Center, his parents grow and sell strawberries and run the Rodriguez Nursery in Valley Center. Unlike a traditional Mexican restaurant, E•’lo•te has a limited menu of a handful of dishes. Once a customer decides between a burrito, taco, corn, or potato, then they can pick which protein and toppings they want. Other hallmarks include an open kitchen so customers can quickly get their food after ordering from a kitchen they know is clean. Also, Rodriguez prioritizes high-quality, fresh and diverse ingredients so that both the tastebud-driven omnivore and health-conscience vegan can enjoy burritos together, even if it means higher prices than more traditional spots in the area.
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