El Chico history

1947 – Frank tells The Times that, with 10 restaurants in three states, The El Chico Corporation sells more Mexican food than any other company in America.

In describing a remodel of The Plaza Restaurant, Frank chooses his words carefully: “The same pictures and decorations were retained because of requests by customers that the same Mexican-type atmosphere be continued in the restaurant.”1949 – The El Chico Canning Factory opens in Dallas.

1951 – Frank rejoins his family in Dallas, having spent formative years as a resident of Shreveport and found his first real taste of success there.

1955 – The El Chico Corporation begins manufacturing and marketing frozen dinners.

1959 – The Plaza Restaurant in Shreveport closes its doors.

Then in 1961, another was added to the fold when Angus Wynne Jr. opened the Six Flags Amusement Park in Arlington and invited them to open a restaurant in the Mexico section.

1963 – El Chico Corporation’s annual sales approach $5 million, according to the Tyler Morning Telegraph.

El Chico brand canned and frozen food sales top $2.5 million.1965 – Macario Cuellar dies at the age of 97.

By 1968, a publicly held corporation was created.

In 1971, Gilbert Cuellar Jr. introduced fajitas to the Dallas market and these soon became a favorite of Ronald Reagan.

1972 – Twenty-two franchise licenses have been granted, and none of the franchise restaurants are profitable.

1973 – El Chico prepares the “World’s Largest Enchilada.” If the El Chico story were Happy Days, this would be the episode where Fonzy jumps the shark.

In 1977, Campbell Taggart, Inc. acquired El Chico, paying more than $20 million for the 79-unit chain.

1978 – The 95th location of El Chico opens in Shreveport’s South Park Mall.

Gilbert Cuellar, Sr., Chairman of the Board, tells The Times that the Cuellars “plan to open 30 El Chicos in 1979.”

1982 Divestiture by Campbell Taggart

Cantina Laredo, which debuted in late 1984, featured home-style Mexican cuisine using ingredients indigenous to the rural areas of Mexico.

In July 1986, Gilbert Cuellar, Sr. died, leaving his son in control of the nearly half-century old Cuellar business.

By 1987, the company's long-held presence in the southwestern and southern regions of the United States was staked out by more than 100 restaurants that generated more than $100 million in revenue each year.

In early 1991, El Chico Corp. changed its name to Southwest Cafes Inc., further committing itself to the strategy embraced by Gilbert Cuellar, Jr. of emphasizing more upscale, higher-ticket dining concepts.

1995 – Frank X. Cuellar, Sr. dies of a cerebral brain hemorrhage at the age of 97.