Monday, August 6, 2012
Fast food place Go Loco to open five stores in Texas by year’s end
Ultimately, the owners plan to open 150 Go Locos.
GRAND PRAIRIE Go Loco is about to go crazy in Texas. The “fast food diner” concept opened its second Texas location Monday morning in Grand Prairie, with another in Burleson not far behind.
The owners plan to have five Go Locos in Texas by year’s end and 25 by next year. The ultimate goal is 150 Go Locos, with each location located near major highways to cater to travelers.
Co-owner Jim Baron describes Go Loco as similar to Chipotle because customers “come down a line and you have a series of fillings and different toppings -- but at that point, the analogy wears off,” he said. The menu includes street tacos, burritos, burrito bowls, salads, and nachos, with a choice of fillings like chicken verde or BBQ pulled pork. Each dish will be topped with salsas or relishes. Breakfast will also be available.
“What we wanted to do is create a very authentic Mexican experience that we felt really wasn’t available in a lot of communities in Texas and in the United States,” Baron said. “It’s great Mexican food on the highway. Most of our locations are off major thoroughfares.”
All Go Locos will have a drive-through window, Baron said. Street tacos start at $1.59, and low prices are important.
“Part of our philosophy is the democratization of Mexican food – to bring it to regular communities. … We feel like it’s an underserved market,” Baron said.
Go Loco comes from three Dallas-area restaurateurs: Baron, owner of Blue Mesa Grill restaurants; David Pencsak, founder of Ruby Tequila's Mexican Kitchens; and Ali Sharaf, president of a company that owns more than 180 TravelCenters of America, a gas station and convenience store.
Baron said some items on Go Loco’s menu like the japaleno relish or black bean and corn relish were inspired by dishes at Blue Mesa. But whereas some ingredients on Blue Mesa’s menu take as long as 15 minutes to cook, Go Loco's kitchen is much quicker.
“Speed of service and convenience are very important to this concept,” Baron said.
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