The four decided to break the codes, blur the lines and offer a new story that tells of an uninhibited and trendy Tex-Mex. For serial entrepreneurs Jonathan Jablonski and Michael Azevedo, associated with Emeric and Mélanie Gohory, this first Narcos and GTA 6 location is already a hit in the Grenoble Grand Place mall with its smash burger tacos, burritos and other stuffed churros. 2 is already expected in October.
Los Pueblos, Mexican food cartel, 5 words which alone sum up the spirit of this new concept which took place last January in the Grand Place shopping center in Grenoble. A brand that should develop like wildfire if we are to believe the co-founders and the first results after 4 months of operation with an expected turnover for the year of €1.2 million. It must be said that the place does not go unnoticed among the ten restaurants located in this new food hall. If nothing else through its punchy musical programming, a lot of R&B, imagined by the MyMusic Home agency, which quickly gives information about the atmosphere of this place, which aims to be cool and trendy. Enough to discover a decor that pledged allegiance to Latino gangs, under the brush of Laury Audoux and Delphine Jablonski from the Création Peach agency, mixing raw materials, urban codes and clichés from Narcos and other GTA 6. An offbeat staging that is very clearly Instagrammable for products inspired by revisited Mexican street food », explains Emeric, who together with his wife Mélanie are adding an 11th company to their regional showcase.
The Smash Burger Tacos as the tip of a spear
If the brand’s territory has distanced itself from the caricatures of Tex Mex, Mexican food addicts will not lose their Latin by browsing the menu. Recipes that tick off the classics of the genre, although the quartet allowed themselves a few liberties to make the difference. Scrolling down the menu at the order taker terminals you will of course find the essential burritos (between €9.90 and €14.90), bowls (from €8.90), quesadillas, chili con carne, all made largely in-house, as well guacamole made every morning in the small kitchen behind the counter. Added to this is a wide variety of snacks, including homemade corn tortilla chips, French fries or sweet potatoes, nuggets, but above all the famous taco smash burgers, one of Los Pueblos’ flagship products. A signature that is at the top of the sale with, in a tortilla, a steak smashed with purebred meat, halal (like the whole menu), a cheddar mozza mix, chopped salad and a homemade burger sauce, for €4.90. Another marker of the brand: churros, offered either by 6, 9, 12 or 15 (with their dipper sauce) or, more surprisingly, filled with Nutella, salted butter caramel, pistachio.. A total of 8 fillings to choose from and around twenty toppings and artisanal sauces. An ultra-indulgent sweet delight (not necessarily Mexican) that will allow Los Pueblos to enhance other moments of consumption. ” To tame churros and acquire know-how, I went to training for two months with a friend at the fair. Because if the product is quite simple in its recipe, it is less so in its implementation. What’s more, for minute-prepared products. And we wanted to offer the best to our customers », explains Emeric, who from his hotel education (in Grenoble) and his experience in gastronomic catering has retained a taste for excellence and good products.
Fine-tuned processes
” The 100% digitized customer journey, combined with a well-established process and sophisticated implementation, allows us to deliver an order in less than 3 minutes », specifies Emeric, who kept a team member on the dining room side to accompany customers to the terminals if necessary, bring the dishes and ensure cleanliness. It must be said that in the cell of 88 m², originally planned to accommodate another brand, it was necessary to mount all the mechanics of this first pilot. Both to carry out all the preparations in the vegetable shop, but also to prepare dishes in the morning, tortilla chips, guacamole as well as cooking chicken or beef barbacoa at a low temperature up to the mise en place ingredients. This is to optimize efficiency at the time of shot. ” The entire organization is so well planned, simplified and sequenced that a new employee can very quickly be integrated into the team that is active in show cooking in front of customers », adds Emeric, who intends to model this model on the second restaurant of 120 m² and 60 seats with terrace already planned for the beginning of October in the new Neyrpic retail park in Saint Martin d’Hères. For Jonathan Jablonski, Los Pueblos found its feet and its audience very quickly. ” And its good ratios, combined with a limited investment cost of around €300,000, leave us optimistic about development opportunities. », adds the founder of Factory & Co, who has already received several inquiries, validated a 3rd address, with a partner in Dijon and says he is on the right track in Strasbourg.
