El Torito is marking its 65th anniversary on Thursday, July 18, the way its founder, the late Larry Cano, might have gone about it.
“Larry was always looking for a reason to celebrate,” said Randy, Sharpe, chief executive officer of parent company Xperience Restaurant Group.
El Torito will be throwing parties at all 31 of its locations from 3 p.m. to close on Thursday with free tacos and drink discounts, including $6 margaritas and $4 beers. Entertainment will include mariachis and disc jockeys.
Cano founded the chain in Encino in 1954 and made his mark by popularizing frosty margaritas, guacamole mixed table side, and Taco Tuesdays.
“Larry and his group were always looking for better ways to take care of his guests,” Sharpe said in a phone interview.
El Torito is based in Cypress, where it has remained despite a change in ownership last fall. After years of financial headaches and restaurant closures Real Mex, El Torito’s Parent company, went into bankruptcy and was acquired by equity firm Z Capital, which rebranded it as Xperience. Other chains in the group include Chevy’s Fresh Mex and Acapulco Restaurant and Cantina.
Xperience is working to improve the customer experience for El Torito diners, Sharpe said, by honoring the chain’s history but also modernizing.
The staff went over decades of menus, he said, and are bringing back favorites on seasonal menus. One dish he particularly likes is Fajita Tacos, which is said is getting 2,000 orders a week.