Issue link: http://digital.copcomm.com/i/1249
y El Nuevo y El Nuevo The Upscale Newcomer "In Mexico, we use tequila for everything," says Dorian Villaseñor, Partnering Manager at Don Chente Mexican Restaurant in Huntington Park. "A fi ne tequila like Patrón is something you'll see women sipping in the afternoon, like tea in London." In the afternoon at Don Chente, there is plenty of tequila sipping going on, but it doesn't look much like high tea in the U.K. Shortly after 5 p.m, young professionals begin to mill in, mingling and bellying up to the bar for happy hour, where they enjoy the lively atmosphere in the restaurant's impeccably-designed interior. Open since February, the Hun- tington Park Don Chente is the fl agship prototype for the already- successful chain's future style, menu and clientele. Originally founded by Villaseñor's uncle, Vincente Or- tiz, in 1996, the Tacos Don Chente chain exploded across Southern California behind the hard work and franchising of Ortiz and his 13 brothers. The casual taquerias were a hit, particularly within the Mexican American community, who appreci- ated the chain's authentic menu. "It's was a hit in our culture," explains Villaseñor. "We knew that, with some changes, the new Don Chente would be as successful to a broader audience." "We needed to target the young, trendy consumers," continues Vil- laseñor. "One thing we had to do was focus on creating healthy, gour- met Mexican dishes, but we also wanted to create a strong bar pro- gram." That's where Patrón comes in. "In trying to bring in a hip young crowd, Patrón was key," explains Villaseñor as she watches mixologist Marilyn Castillano put the fi nishing touches on the restaurant's signa- ture drink, the Cazuela. "Patrón practically sells itself. Just the name brings in the young professionals." The brand alone may help pack in a youthful crowd, but Villaseñor has broken from traditional methods in order to reach her target audience, advertising the restaurant's events on social networking sites like Face- book and Twitter. "If it's hip, we're on it," laughs Villaseñor. Marilyn Castillano makes a Cazuela, a traditional Mexican cocktail. (right): Don Chente's chipolte-fl avored sopa de tortilla is one of the restaurant's gourmet additions that young patrons are falling in love with. Drive two blocks in any direction in Los Angeles, and you're likely to cross at least one Mexican restaurant, taqueria or burrito joint. But two legendary Southland families have joined forces with two powerhouse brands to create restaurants that keep with tradition, break from the mold and look toward the future by Rachel Burkons / photos by Elaine Chen-Fernandez Dorian Villaseñor, Partnering Manager at Don Chente Mexican Restaurant in Huntington Park, attributes much of the restaurant's recent success to Patrón's ability to draw in a youthful crowd. june 2009 / the tasting panel / 75