Taco Palace Offers Mexican Food

Taco Palace, Ladysmith's first Mexican restaurant, had the best opening day in Taco Palace franchise history, according to Mark Carrara and his wife Joan Ehren, owners of the new business.

The fact that Friday's opening coincided with Mardi Gras had a role in that, but there seemed to be a genuine interest in having a Mexican restaurant in the city.

Since moving to Lake Flambeau five years ago, Mark and Joan (formerly Sterlinske) were looking to open a business. They decided on either a fast food restaurant or coffee shop. Last October they bought the building at the corner of U.S. 8 and First Street that was erected on the site of the former Spot Cafe, which was destroyed by the tornado.

While researching Mexican restaurant franchises on the Internet, they discovered Taco Palace, which is based in Monett, Mo. "They specialize in small cities and have the small town values we liked. They were looking to expand into Wisconsin," said Mark.

"We contacted them and they invited us to their store in Lino Lakes, Minn.," he added. We made a decision in March to go with them." Corporate staff worked with the Ladysmith store owners getting equipment and food and beverage suppliers The Ladysmith Taco Palace is the first in the State of Wisconsin, according to Matt Deves, Taco Palace Vice President. The franchise was started in 1985 and has 15 stores. By next year that number is expected to double, according to Deves. "Our best stores are all in small cities of from 4,000 to 10,000." Owners and staff from other Taco Palace restaurants opening in the Badger State will be coming to the Ladysmith store to train, according to Mark.

Taco Palace has a larger menu with more choices than competing fast food Mexican restaurants, according to Deves. Its signature taco meat spices and sauces are unique to Taco Palace. "Our menu items have a flavor found in regular Mexican restaurants, he added. "Our quality is a step above fast food." Taco Palace employees bring food to the customers' tables after they order, something not found in other Mexican fast food restaurants.

The menu includes tacos starting at 49 cents, burritos (ranging from 79 cents to $4.39), nachos, salads (taco and chicken), enchiladas, fajitas and specialties that include beans and cheddar, Mexican rice and guacamole.

There are four meal deals, a fiesta platter, a combo platter, a manager's special, daily specials as well as a kids meals.

In addition to being the first Mexican restaurant, Taco Palace will have the city's first Internet cafe. In 4-6 weeks four lap top computers will be set up along the north and east walls, and customers will be able to connect to the Internet after a minimal purchase. Customers can also bring their own computers, according to Mark. There will be wireless access to the Internet.

The restaurant offers seating for 24 people. The handicapped bathrooms and the kitchen took quite a bit of space, and Mark spent three hours on a computer with a drafting program to maximize the seating. "I put tape on the floor to visualize it." Len Verdegan was the general contractor. B J Wood Products of Ladysmith built the counter. Earl Soviak completed the electrical and Murray Plumbing the HVAC. The interior of the building was unfinished, which was a plus.

Mark said their goal of opening this restaurant was reached thanks to the help of Ladysmith Mayor Dan Gudis, city hall staff, economic planner Andy Albarado, the revolving loan fund and Dick Shepherd of Wells Fargo in Ladysmith.

In the near future the restaurant will expanding the menu to include frozen desserts and possibly steak fajitas.

The restaurant, which employs 12 people, will be open daily from 11 a.m. to 10 p.m. It will remain open an hour after home football games in the fall, according to the couple. The phone number is 532-0103.

The local reputation of our restaurants like the one in Ladysmith is Taco Palace's best advertising, according to Deves. Taco Palace uses 100 percent ground beef, real cheese and sour cream, fresh produce, select beans and the finest spices.

As their slogan says, "It's fresh and fast." A Mexican restaurant was one of the things requested by the public in a local survey a couple of years ago. Taco Palace fulfills that desire.

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