![]() ![]() This story is the result of an, ahem, intensive investigation into how and why El Pueblo keeps its fish taco price so cheap when the price of just about every other food item out there has been rising steeply in recent years.Įl Pueblo's location in Cardiff, just off the I-5 next to a gas station, has long been a pit stop for my family when traveling between L.A. ![]() Or order 28 fish tacos, which someone did while I was there on a recent weekday morning. Funes told me they use swai, a species of Southeast Asian catfish also known as "basa."Īt that price, you can take a friend out to lunch and spend less than $10 for the two of you. Crispy breading that's just the right thickness, creamy chipotle sauce, shredded cabbage and flaky fish. Today, El Pueblo's full-sized fish tacos are, still, almost unbelievably, $1.19. "They do not joke about their fish tacos. Agreement with who? "With our guests," Funes said. This is something that I talk about to everybody that comes and visits me in San Diego … and you have taken that away from me.'"Įl Pueblo's owner backed down and returned to offering their fish tacos for $0.99 - even though they were losing money, Funes said - but with the "agreement" that they would raise the price, a little, once a year. Funes remembered one particular email from a frequent customer who was so irate that Funes could feel "his pain." $1.19 Fish Tacos? We Doubted, But El Pueblo Checks OutĮl Pueblo is a small chain of family-owned restaurants, started in 2010, in northern San Diego County. "Best in town," said customer Faye Gentry, who has been frequenting El Pueblo for years. And they're full-sized tacos, not street tacos. How can they be so cheap? Some people buy them in bulk - like 40 to 50 tacos at a time - said general manager Nony Funes, allowing the company to buy bulk ingredients at a lower cost.īut do they taste good? Yes. We'll ask again because we're still in shock. "It's an easy way to attract attention, and it creates great word-of-mouth marketing," Brown said. It gets people in the door, where they potentially purchase higher-priced food items, and also serves as a marketing tool, said San Diego-based restaurant advisor Ben Brown. How do they keep the price so low? Their ultra-low fish taco price follows what's known in economics as a loss leader strategy. ![]() They now cost $1.19, well below the company's other menu items and well below the rising cost of food, in general. Customers were livid, so the chain dropped the price back down. What's "nearly" all of its years mean? In 2019, El Pueblo Mexican Food raised the price of their Baja-style fish tacos from. How does it stay afloat? We decided a tasty investigation was in order. A small chain of family-owned taco shops in San Diego has maintained its price for a fish taco at close to $1.00 for (nearly) all of its 13 years in operation. ![]()
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