 |
 |
News Article Contents
(October 2005)
Olympian Challenges All-Comers
San Diego Union Tribune (April 2004)
Viewer Favorite! *****
The Media Can't Win Against "The Passion."
La Prensa San Diego (February 2005)
Wright's Serves Food Right: Hormone-Free
La Prensa San Diego (February 2005)
Ancient water supply may save us from future droughts
La Prensa San Diego (February 2005)
Big Wheel Keeps on Turning for Ex-Charger Whelihan
JDHawk.com Exclusive (January 2005)
Viewer Favorite! *****
The Groz-- PC friendly, but intellectually dishonest
La Prensa San Diego (December 2004)
CV cheerleaders win national championship
The Star-News (April 2003)
Viewer Favorite! *****
Miracle On Third Ave?
The Ranch (November 2003)
Viewer Favorite! *****
A Journey of 30 Thousand
Houses Begins with a Single Home
The Lake (July 2004)
Viewer Favorite! *****
US Navy invades EastLake
The Lake (January 2004)
Magnuson plays Solloto
-- a Star Rising?
The Ranch (January 2004)
The new Bad Boy is
coming
The Lake (January 2004)
Daydreams
The Lake (January 2004)
Meet your neighbor Shelia
Burrell
The Ranch (December 2003)
John Dí Acquisto, the
man who lived his dream.
The Ranch (August 2003)
Lolita's Opens in Sunbow
The Ranch (August 2003)
Greeter Guards -- What
do they do?
The Lake (July 2003)
Bliss-ball
The Ranch (June 2003)
The Heritage Center has
brought the exotic to Otay Ranch.
The Star-News (June 2003)
The Chula Vista Yacht
Club's Juniors Sailing Program
The Star-News (May 2003)
Trolley victim re-visited
The Ranch (June 2003)
GEM
The Lake (July 2003)
EastLake mourns loss
of South Bay Icon
Unpublished
Sars inspires local inventor
|
|
| |
*unedited version
Published by The Ranch (August 2003 edition)
Lolita's Opens in Sunbow
Hard work and family values have kept Lolita's Taco Shop, owned by the Farfan family,
on the top of the food chain in South Bay for years. Now Otay Ranch's first family
of good taste has opened a new Lolita's in the Sunbow shopping center at 601 E Palomar
St., Chula Vista. The new shop is ideal for Otay Ranch citizens suffering carne asada
withdrawal symptoms and living inconveniently too far from close Mexican food.
A Grand Opening packed with 1,500 to 2,000 (according to Joaquin Farfan Jr.) spirited
Farfan Fans launched the local taco shop favorite into business on June 27, beginning
with trumpeting horns of mariachis summoning the famished, clowns blowing balloons
to entertain the kids, an eating contest and a raffle give-away in which three new
bikes were awarded to children.
The diverse crowd included all walks of life. Hard-nosed businessmen sat side by
side with soccer moms, while respectable city employees shared the shadows with tattooed
tough guys. A TV crew circled the crowd while family matriarch, Lolita, was interviewed
by the radio. Activists passed out emotive literature urging action and a talk show
host shook hands between bites of his dinner. With such a turnout of colorful personalities
and sales receipts recording over a thousand transactions, the birth of the latest
Lolita Taco Shop didn't arrive silently in quiet creation--it exploded with a Big
Bang.
A notable accomplishment considering the Farfan family arrived in Chula Vista in
1976 stuffed together in a beat up $200 truck that kept breaking down. Joaquin Farfan
Jr.'s grandfather, Roberto Robledo, started the Roberto's taco chain and began the
Mexican fast food revolution. The Farfans have been successfully involved with the
industry ever since.
In contrast to the hype of the moment, however, Lolita's taco chain is typically
less show. Though the opening fiesta may have seemed glamorous, scratch the surface
and you'll find that the attraction of the Farfan family comes not from Hollywood
charm, Kennedy charisma or a Rockefeller inheritance, but from a hometown "our
guys" image and community-based support.
"The Farfans are very active in the community," said Sandy Williams, a
22-year employee for the city of Chula Vista's Business Licenses. "They have
always been family oriented and treat outsiders just like family. Everybody is family
to them."
William's sentiment was echoed through out the night. Even if you don't know the
Farfans personally, if you grew up anywhere around Chula Vista, Hilltop or Bonita,
chances are you may have been involved with some of their programs they support
"We like to keep the money flowing in the South Bay. I think we give $7,000
to $10,000 yearly to local high schools and little leagues." Joaquin Jr. said.
He said he tries not to turn down any local functions but stops short of making any
promises. As a general rule, the closer your community function is to South Bay,
the more likely Lolita's will be involved.
This family atmosphere, in which many customers feel a part, can have its advantages.
With a large family there always seems to be somebody around to take care of obstacles
that challenge a business's effectiveness. If a pipe should burst or electric wires
should short, a quick call from a cell might bring in a cousin straight from a softball
tournament. "Fifty percent of our repairs and upkeep is done by family or friends,"
Joaquin Farfan Jr. said. "For example, they might come in for food and become
aware of something that needs to be fixed. The problem is solved quickly and easily--maybe
for a burrito."
If Joaquin Jr. receives a lot from his customers, it may be because he gives back
a lot as well.
Historically, family-run businesses have resulted in bitter conflicts between siblings,
reminding us of the cliché "never mix family with business", but
the Farfans don't know what they can't do... so they do it...and do it well. Joaquin
Jr. said he's found that the secret to running a successful family business is to
separate family time from work time. "Otherwise we probably would have killed
each other a long time ago," Joaquin Jr. said. "We always make sure that
when we gather together for holidays, we try our best not to mention anything about
business."
This simple rule has allowed them to take advantage of the help friends and family
offer. They keep all important decisions within the family. "A smart move they
have done is to personally do the hiring of every employee themselves," said
Ray Medina, a retired reporter for various Mexican newspapers. "They always
make sure they know what's happening in their business."
This ensures that the quality of their product and attentiveness of employees do
not wane over time.
Its fair to say the Lolita experience is first and foremost Mexican food. But it
goes one step beyond when considering the its strategy and history--impossible to
label or categorize other than calling it an unlikely, home-grown, South Bay success
story. The Farfan family now own four Lolita's in the South Bay, and there is no
sign of the growth stopping.
Contact J.D. Hawk |
|
|
|
