RISE - Menu Monitor

Menu Positioning |
El Chico Café is open for lunch and dinner, specializing in Mexican and Tex-Mex selections. It offers appetizers, soups, salads
and sandwiches, but its main draw is the variety of dinner entrées including fajitas, enchiladas, tacos, burritos, chimichangas
and Classic Combos. The chain offers several lunch specials, including its Lunch Taco Salad and Lunch Fajitas. Newer menu
items include Guadalajara Tacos—five corn tortillas with fajita chicken, Monterey Jack cheese, poblano and red bell peppers,
onions, pico de gallo and a side of sour cream; Fiesta Platter—mini beef tacos, cheese sticks, Mexican potato skins, mini
tamales and Buffalo-style chicken fingers with a side of salsa, ranch dressing, sour cream and chili con carne; Yucatan
Salad— tortilla shell filled with tomato basil chips and salad greens with chimichurri sauce, Jack cheese, grilled chicken,
carrots and tomato-avocado salad; and the Chocolate Chimichanga—two flour tortillas filled with semi-sweet chocolate,
topped with cinnamon sugar and drizzled chocolate, served with ice cream, whipped cream and a cherry. The Americano
menu includes four entrées—Grilled Chicken Breast, Cheeseburger, Crispy Chicken Strips and Country Fried Steak. An
extensive liquor menu is available and includes margaritas, sangria, beer and wine. Menu prices range from $6.29–$16.99.
Checks average $10.
Menu Development |
El Chico Café introduced its new Brisket Tacos and Quesadilla Circulo Salad. The Brisket Tacos feature marinated brisket in a
grilled tortilla with Jack cheese served with fried rice and refried beans. The Quesadilla Circulo Salad features corn, chicken,
tomatoes, black beans, Cheddar and cilantro on greens with sesame-chipotle dressing served with cheese quesadillas.
(Company Website 4/3/07)
El Chico Café debuted three new entrées, including Top Shelf Chile Relleno, poblano pepper stuffed with spicy cascabel
chicken, battered and fried and covered with chipotle mushroom sauce and Jack cheese, paired with diablo corn and frijoles
rancheros ($11.29); BBQ Fajitas, chicken fajitas, chopped brisket and sausage topped with barbecue sauce ($12.99); Asada &
Tamales, steak with chimichurri sauce, poblano peppers and onions, served with two beef tamales and paired with diablo corn
and frijoles rancheros ($11.99); and El Rancho, grilled chicken breast over onions and green peppers finished with pico de
gallo, served with a beef burrito Sonora and a cheese enchilada with sides of refried beans and rice ($10.99). (Company
Website)
Personnel |
Reuben Lozano, Executive Chef
Mark Lamm, President/COO
John Harkey, CEO
Paul Hargett, CFO
Joette Cox, V.P. of Purchasing
Bill Watson, V.P. of Marketing
News & Other |
Consolidated Restaurants Operations Inc., parent company of El Chico's Cafe, has sold portions of its stock. John D. Harkey
Jr., chief executive, now has more than 80% of the company’s shares. (NRN Daily NewsFax 4/9/07)
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