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Meet Ric Serrano of Serrano’s Mexican Restaurants in Chandler, Tempe, Queen Creek and Mesa

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Today we’d like to introduce you to Ric Serrano.

The Serrano family celebrated 100 years as a family-owned business in Chandler, Ariz., with a Centennial Celebration at Serrano’s Mexican Restaurant during the month of September 2019.

The Chandler-based family business launched in September 1919 as The Serrano Brothers Popular Store, making it the oldest continuously owned family business in the city. With fewer than 1,000 residents in Chandler at the time, The Popular Store sold clothing and other goods to local farmers. It eventually evolved into Serrano’s Department Stores and the family opened several other locations throughout the East Valley and Phoenix.

“The Serrano family is ingrained in Chandler’s history,” said Chandler Mayor Kevin Hartke, who presented the family with a symbolic “key to the city” last month. “Their entrepreneurial spirit, hard work, dedication and family pride has sustained them throughout these past 100 years. We honor their strong ties to the community and their heart of service as they celebrate this incredible milestone.”

By the 1970s, the growing popularity of large department stores and indoor shopping malls took its toll on the family’s independent department stores. Ernie and Eva Serrano decided it was time to transition away from the clothing business. They took a leap of faith and opened a Mexican food restaurant in 1979 (La Casa Serrano – now Serrano’s Mexican Restaurants) in downtown Chandler, and the family has focused on that venture for the past 40 years (Serrano’s Department Store in downtown Chandler closed in 1981). Today, seven of Ernie and Eva’s adult children own and operate the restaurants.

“Our family has seen our fair share of changes and challenges over the years, but we have always been able to adapt. Today, our business model is centered around the values we hold most dear – faith, family and food,” said Ric Serrano, president and CEO of Serrano’s Mexican Restaurants. “We are tremendously proud of achieving this big milestone thanks to our loyal customers and we invite new customers to come give us a chance.”

Serrano’s recently donated $2,833 to The 100 Club of Arizona benefitting families of fallen police officers and firefighters as part of its Centennial Celebration, which involved a taco-eating contest, $1 specials and a Centennial Sampler platter (where $1 from every dish sold in September went to the 100 Club).

“It’s so incredible that our beloved Serrano’s is celebrating 100 years, and graciously supporting Public Safety through the 100 Club of Arizona in return,” said Angela Harrolle, president and CEO of the 100 Club of Arizona. “100 for 100 sounds like a true match and we are grateful for the partnership!”

Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
Definitely not! One of the biggest challenges was transitioning out of the department store business where the Serrano family sold clothing to the restaurant business. Since Eva Serrano had 8 children and a family of 10 to feed, the traditional Sonoran Mexican food meals she made for her family gave them a good foundation of recipes for their Mexican food restaurant, which opened in downtown Chandler in 1979 as La Casa Serrano. With a lot of hard work, Ernie and Eva Serrano persevered through the transition and eventually grew Serrano’s to what it is today with multiple locations.

Serrano’s Mexican Restaurants – what should we know? What do you do best? What sets you apart from the competition?
Launched in 1979 by Ernie and Eva Serrano, Serrano’s Mexican Restaurants offer fresh, delicious Sonoran-style Mexican food with recipes passed down through the generations. The Serranos are proud to be the oldest, continuously owned and operated a family business in Chandler, Ariz., celebrating 100 years of business in 2019. Today, seven of Ernie and Eva’s adult children own and operate Serrano’s Mexican Restaurants. Five of the eight adult children and several grandchildren are involved in the restaurants on a day-to-day basis. From cooking to catering and payroll to operations, it is truly a family affair. There are five Serrano’s locations in Chandler, Mesa, Queen Creek and Tempe, Ariz. For more information, visit SerranosAZ.com.

Serrano’s is famous for its free warm bean dip, which is served alongside chips and salsa with every meal. Many restaurants have copied them, but the Serranos developed and served the first bean dip back in the early 1980s. It was tested at their Tempe restaurant location first and was an overwhelming hit with customers.

What is “success” or “successful” for you?
With 100 years under our belt, our family has been blessed to experience a lot of success over the decades, but it has not come easily. As long as we can provide for the 200 employees we have across our five restaurants, we feel we are successful. Our community has given so much to us, we also feel like it’s important to give back when we can, and we do so routinely. We are privileged to be able to work with St. Vincent de Paul in Mesa every month to feed the homeless, and we have done that for the past 16 years.

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Serrano’s Mexican Restaurants

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