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Rodriguez-called affectionately by some customers “El Cacheton,” or big cheeks -said he works hard to make up for his lack of education. I don’t believe (that) just because I have five restaurants in Santa Ana, I can stay home and do nothing,” he said as he walked the narrow aisles of Super Antojitos No. Location, he said, is the key to fast-food success. If his new outlet thrives, Rodriguez hopes to open more elsewhere in the county. In the spring, Super Antojitos will venture out of familiar territory and open a sixth restaurant in Fountain Valley, near a Price Club store and a Carl’s Jr. “I know some of my American customers have tried my lengua tacos and liked it, and they bring friends to try it,” Rodriguez said. He said he has persuaded some non-Latinos to try Mexican dishes that they would not have without his encouragement. He does his own marketing too, he said, by trying to know as many of his customers as he can. It’s exhausting, he admitted, and leaves him little time to spend with his family. This means several visits to each restaurant daily. “I check on all the restaurants personally, from preparing the food to making sure that all employees show up and that no one is late,” Rodriguez said. Although Rodriguez could leave some of those chores to staff members, he said he prefers to keep a close eye on things himself. each morning to make sure that each restaurant has enough supplies. Rodriguez said offering a wide variety of dishes is not easy. Serrano, who also owns a classic-car business, plans to open his fifth restaurant in Santa Ana in March. Serrano, though, said he recognizes the need for a broader menu and plans to add more items. “I have less food in my menu because my people can serve them faster and they’re easier to prepare,” said Serrano, who started his first restaurant in 1980. His five restaurants employ more than 50 people. Rodriguez said his clientele has grown largely by word of mouth. Super Antojitos, which is Spanish for super appetizers, does not advertise much. in Santa Ana, said Super Antojitos “makes many authentic Mexican dishes, like carnitas (pork dishes), beef and seafood, and they all taste like homemade food.” Nacho Marquez, a warehouse supervisor at Ingram Micro Inc. The other restaurants just don’t do that,” he said. “I can get them to add green pepper or pork at no extra cost. Jim Mallory, an engineer for Eastman Kodak, said he likes the cozy atmosphere and personal attention. Some customers say Super Antojitos-a small chain of five fast-food outlets in Santa Ana-offers a wider variety of Mexican food than they can find in any other such restaurant. To Rodriguez, real Mexican food meant such things as a lengua taco, a tortilla filled with stewed ox tongue.īy catering to the county’s growing Latino community, Rodriguez is striving to carve out a special place in the Mexican fast-food business. When he opened his first Super Antojitos restaurant in 1985, Jose Luis Rodriguez wanted to serve authentic Mexican cuisine, he said, not the Americanized versions served up by the major Mexican fast-food chains.