Veronica Diaz makes handmade tortillas from yellow corn. Tierra Y Fuego taco stand/Diaz Farm in Boulder is being reviewed. (Photo by Cliff Grassmick/Staff Photographer)
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Pepe and Veronica Diaz plan to have a brick-and-mortar location for Tierra y Fuego Taqueria, their taco truck that often has customers lining up for food for an hour at The Diaz Farm near 28th Street and Jay Road.

Come September, the husband and wife will open their taco restaurant at 4550 Broadway, Unit C-3A. The spot previously was occupied by Subway, said Pepe Diaz.

The couple started the taco truck in July and saw a  steady increase in customers. “Our food was an instant success. We have been overflowing with customers,” Pepe Diaz said . “We maxed out this location. We want to serve our customers fast.”

The Diaz family is investing $120,000 to build a kitchen and remodel the dining area, he said. The restaurant, which also has a patio, will be able to seat 60 people in all.

“We want to honor the culture and tradition of Mexican food the way it has been done for generations,” he said.

The restaurant will join a vibrant dining scene: Boulder has more restaurants per capita than San Francisco, according to University of Colorado Boulder, said Clif Harald, executive director of Boulder Economic Council.

executive director of Boulder Economic Council, said, “]”Boulder’s restaurant scene is a marvel. It’s one of the most celebrated elements of the quality of life and quality of place that most of us value so highly,” Harald said. executive director, Boulder Economic Council.  “]

The Boulder Economic Council’s 2018 Boulder Innovation Venture Report refers to 352 food services and drinking places in the city. It also states, “When Bon Appétit named Boulder ‘America’s Foodiest Town,’  it cited the number of innovative food companies, top-tier restaurants and chefs and one of the best farmers’ markets in the county.”

Diaz is excited at the opportunity to run the restaurant with his wife.

“We are the perfect team. I marinate, smoke and grill the meat. My wife makes the perfect salsa for the tacos and handmade tortillas,” he said.

Diaz plans to hire at least six employees to help him run the place and his main concern ahead is how to build a good team.

“The success of a restaurant comes down to finding the right people,” he said.

Finding fresh ingredients will be a challenge, too, he said. He plans to build a greenhouse at The Diaz Farm, a small urban farm created in 2015, to ensure a regular supply of vegetables.

Another goal for Diaz is to make the restaurant affordable: “To keep most meals under $10.”

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