Leticia Vega is a small business David fighting Goliath — two Goliaths, actually — and isn’t taking it lying down.
So she’s reorienting her business at 2291 N. Lincoln Avenue wth a new name — Ponci Burrito Express — a new focus — Mexican homemade fast food — and a big opening bash this Saturday, Aug. 24.
The business was established in 1992 as Poncitlan Meat Market, and did well until Goliath No. 1 showed up: Super King Market, just a block south. Then, earlier this year, Walmart Neighborhood Market opened up to the north.
“When Super King opened seven years ago, it affected my sales 50 percent,” Vega said. “We pretty much continued the fight and tried to maintain. Walmart did me another 30 percent, maybe.
“At that point, I decided I had to do something so these bigger establishments couldn’t cut into my profit. I couldn’t compete with their price, so I had to redirect my business.”
Ponci Burrito Express offers “authentic Mexican homemade food,” Vega says. “I say fast food, not because it’s your McDonald’s food, but we serve the customer, in and out as fast as possible.”
A seasoned businesswoman, Vega did her due diligence before she took the plunge into a new line: “My prices are very reasonable,” she said. “I’ve been pricing a regular burrito [at other restaurants], and we’re still under the $5 or $6 burrito you get elsewhere.”
This Saturday, there will be a grand opening from noon to 3 PM. Some of her providers will come to offer their wares to sample, there will be a lunch special for $4.59, and “we’ll be giving out freebies.”
There’ll also be appearances by the Budweiser Girls and Red Bull Girls during the grand opening.
But the best offer, she says: “Come in and taste my food,.”
Ponci Burrito Express, 2291 N. Lincoln Avenue. Grand opening: Aug. 24, noon-3 PM.
I love it!! We will be there!!
Way to persevere! My family and I are always looking for something new to try, and we will definitely try this!
A much more positive and productive response to Walmart’s arrival in Altadena than the outrage and whining that graced the comments section of Altadenablog in the past. Good job, Ms. Vega!! Our family will be sure to patronize your “new” business!
Only problem is the best burritos in the area can already be found at Burrito Express on Washington Blvd.
CHANGE THE NAME
I live close by and frequent Leticia’s store. I’m glad for her creative change and response to the Goliaths and will continue to support her. But I also think outrage, especially at Walmart, has its place, and its not about whining. It’s about justice for workers. Walmart has a long history of injustice towards its workers and ruining nearby businesses wherever it locates. That deserves outrage.
My stomach is already telling me “GET IN LINE EARLY ELLIOT!”
I’ll be there too!
Elliot Gold
P.S. And I support the “whining” about Wal-Mart
Ms. Vega makes a GREAT Chicken Taco and her beef burrito is one of the best ever anywhere and it’s RIGHT HERE in West Altadena. The opening of chains near her have damaged her existing operation and hopefully she can totally reboot and thrive as a sit down dining place.
Kudos to Ms. Vega in changing her business model, from Webster’s Fine Stationers, who has had to do the same thing to survive! We’ll be supporting her, as we do all our Altadena business friends.
I’d like to know what the beans and rice are cooked in….
Thanks.
Leticia…..you rock!!! The food there is delicious and served by a ery friendly staff. Prices are very low compared to other local mexican food establishments…..and her food is better! You can also come by in Firday & Satyrday nights and she has a taco stand outside!!!!
Best carnitas and asada around. Re-posted this on facebook.
I’m concerned that she is not focusing on the real issue Customer Service. On 3 occasions I’ve gone in and had a “bad experience”. The cooks are interpersonal and excellent! It’s Leticia (the owner) who ironically needs help in this arena. She didn’t greet me, acknowledge me when I went to pay, thank me for my business. This picture of her is nice…she’s actually smiling:)On one occasion I had to wait to pay because she was socializing outside (as she commonly does). When I’ve gone in I’m dressed very casual and don’t look “important”. I can assure you that my socio economic status is well above what I present (shouldn’t matter anyways right?).This is the reason why I’ve chosen to take my business elsewhere. There are other Mexican food alternatives (very close by within a 1/4 mile or less) that practice the basics and beyond with their customer service and have excellent food. Leticia, invest your energy in your customer service. You can change the facade of your restaurant, have re-grand openings or change the name but if you don’t change your mission/vision of why you are in business in the first place (customers) I’ll soon be driving by a new sign…”For Sale/Lease”. I truly hope you are open to feedback and see this as an opportunity to earn my (and others) business back.
Good Luck with your business, but like a previous comment stated, there’s already a Burrito Express that’s been around for 35 years on Washington Blvd. It’s early enough to change the name now.