Sweet success: Churrería El Moro
A culinary icon that's stood the test of time.
With its origins tracing back to 1933, this churrería has not only become a staple of Mexico City's vibrant food scene, it has captivated taste buds beyond the country’s borders.
History and origin
Churrería El Moro, a family business selling churros, began in 1933 in Mexico City.
The business was founded by Francisco Iriarte, a Spanish immigrant.
El Moro first operated from a cart and later moved to a permanent location in a place known as Eje Central, a hot spot for tourism.
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Popularity and recognition
The business gained popularity among tourists, celebrities, and various personalities.
The original location sees up to 2,000 daily visitors, while new stores average about 700.
Modernization and expansion
In 2014, under the guidance of Santiago Iriarte, a great-nephew of the founder, the brand started modernizing and expanding.
The family hired Nacho Cadena, a designer, to rebrand El Moro for a younger, more modern audience.
This expansion led to the opening of additional branches; there are now 16 locations with four more planned.
El Moro is expanding to the United States, starting with a store in Los Angeles in collaboration with Northgate Markets.
They plan to open additional branches in Nevada and Texas.
The goal is to establish around 10 US stores, each projected to earn about $2 million annually.
Business operations and menu
El Moro's menu is simple and non-perishable, aiding in scalability and ease of operation.
Over half of El Moro's orders are takeout, but the stores also serve as social spaces, especially from 6 to 11 PM.
With 20 branches operational, annual sales are estimated to be around 400 million Mexican pesos.
Future plans and related ventures
The US expansion will focus on beverages, including unique Mexican-flavored iced lattes.
El Moro’s current brand image is somewhat similar to Cielito Querido Café.
Santiago Iriarte and his family are also developing a second restaurant model, Pollos Poncho, a stylish rotisserie chicken concept.
Pollos Poncho is partnering with Creative Kitchens for growth and investment.
The second Pollos Poncho location is in the planning stages.
