Today we’d like to introduce you to Jim Baron.
So, before we jump into specific questions about the business, why don’t you give us some details about you and your story.
My wife, Liz and I were living in Manhattan Beach, California. We moved from New York. There, I was working as a psychologist, after receiving my Ph.D. in Counseling Psychology from NYU. Liz was working as a graphic designer with a fine arts degree from Pratt Institute and Masters in TV and Radio Production from Brooklyn College.
In 1980, while exploring a change in careers at a Training and Development conference in California, I was hired by Pepsico’s Taco Bell. Liz started working in Hollywood as a TV production assistant.
The Taco Bell job in hindsight was a fantastic job and opportunity. As Director of Training, I spearheaded a national university and regional training system, a completely new hourly training program, the development of management recruiting and selection systems, and many another HR-related programming. Liz became disenchanted with the world of TV production and started a teaching career. We both started to fantasize about starting our own business. After Taco Bell I was VP of Operations Support for El Torito reporting to the President and CEO Larry Cano, who is considered one of the pioneers of Mexican casual dining. We were at the forefront of all the elements we take as a given in the Mexican dining experience in the U.S – the taco, enchilada and burrito, fajitas, the margarita, chips, and salsa, etc.
In 1988, our opportunity presented itself. After a couple of years commuting to Texas to turnaround a region of unsuccessful El Torito concept restaurants, I proposed acquiring 6 restaurants and converting the first to Blue Mesa Grill. It was a zero down deal, and El Torito financed this first conversion of the El Torito property to Blue Mesa Grill. That, as the original location in Addison and although we moved we are still in business 30 years later.
A lot has happened in those 30 years. We became an On The Border franchisee. We opened other concepts. We sold restaurants, closed restaurants. Ultimately we focused on the Blue Mesa concept. In the last several years we have developed the TNT concept, which is a stripped-down, elemental version of Blue Mesa targeting younger clientele. And we have focused more as a catering and event company reflected in our 5th& Carroll Event Center above the FW Blue Mesa Grill.
Liz has developed into the Marketing Executive of the company with responsibilities including menu design, research and development, advertising, public relations and all of the online and social media communication. I have been the CEO since inception.
We’re always bombarded by how great it is to pursue your passion, etc. – but we’ve spoken with enough people to know that it’s not always easy. Overall, would you say things have been easy for you?
When you start any business, or particularly a business like a restaurant business, with no money, then finance and cash flow are the biggest challenges. No matter how good your planning and analysis some of your restaurants will not be as successful as hoped. But since we wanted to maintain ownership the debt associated with opening those restaurants still has to be paid by the successful restaurants. Paying off the debt so we can enjoy the fruits of our labor continues to be the major challenge.
So let’s switch gears a bit and go into the blue mesa grill. TNT/Tacos and Tequila story. Tell us more about the business.
Our Blue Mesa brand:
-unique southwestern flavor by taking ingredients from Mexico and the SW but creating our own unique products – adobe pie, sweet potato chips, fire roasted salsa, jalapeno relish, red chile salmon, churrascaritas –
-making everything from scratch with the freshest ingredients;
-cooking to order with an emphasis on grilling;
-catering and events – we are one of the largest restaurant caterers in Texas. With 30 years under our belt, many people have had milestone events at our restaurants. We are a hometown institution that has become the place people come to meet, to celebrate, to have a family experience.
We are positioning ourselves as an event company supported by our core restaurant brand.
Contact Info:
- Website: bluemesarill.com and tacosandtequilatnt.com has all relevant location and contact information
- Phone: 469-951-8472
- Email: jbaron@bluemesagrill.com is my email
Getting in touch: VoyageDallas is built on recommendations from the community; it’s how we uncover hidden gems, so if you know someone who deserves recognition please let us know here.
