from the San Mateo County Times - March 27, 2007
La Corneta whets Burlingame's appetite
By Aaron Kinney, STAFF WRITER
Article Last Updated: 03/27/2007 06:28:15 AM PDT
JOEL CAMPOS, OWNER of La Corneta Taqueria, opened his new Burlingame Avenue eatery over the weekend. (Ron Lewis - Staff)BURLINGAME
THE SIGNS were there last week that La Corneta Taqueria would have a strong opening week of business.
As owner Joel Campos sat and talked at a table Thursday, a teenager walked in through the open doors at 1123 Burlingame Ave., his sunglasses resting on the back of his neck.
"Are you guys open yet?" he asked.
"No, I'm so sorry," Campos replied. "Tomorrow."
"All right, I'm coming back tomorrow," the boy said as he turned away. "I'm so excited."
"Tomorrow, buddy," Campos called out.
The lunch-hour line Monday wasn't quite out the door, but it was close, and Campos seemed well on his way to replicating the success of his first two restaurants in San Francisco's Glen Park and Mission neighborhoods.
The recipe for that success, which has made La Corneta one of San Francisco's most popular taquerias and garnered rave reviews on the Internet, appears to consist of equal parts business savvy, customer service and community involvement, with the requisite handful of high-quality food.
For Campos, 47, who grew up in the town of San Juan de los Lagos in the Mexican state of Jalisco, the first step toward this success occurred shortly after he moved to San Francisco in 1990, when he recognized that Glen Park was perhaps the only neighborhood in the city without a taqueria.
After a three-year wait, a spot opened up on Diamond Street, right across from the BART station. Then Campos, never trained as a chef, set out to learn how to make the best burritos and tacosin town.
He applied for jobs at some of the finest taquerias in the Mission, but Campos, who has a business degree from a Mexican university, was told he was overqualified. When he asked an owner of one taqueria to show him the ropes as an apprentice, the owner suggested, in a profanity-laced retort, that Campos consult the Yellow Pages.
"It was humiliating," recalled Campos, who responded by using his savings and some help from his family to hire away employees from some of the most highly regarded taquerias in the Bay Area, offering them higher wages to help him start a restaurant from scratch.
The team set to work in Campos's kitchen, where the new owner drew upon his experience growing up in a large Mexican family, where food was in a constant state of preparation. His mother, aunts and sisters cooked meals for gatherings of 40, 60 or even 80 people and compared notes on their favorite recipes, Campos said.
"We come from a big, big family," said Campos, the eldest of 12 siblings. "I am not trained as a chef, but I can taste the food and I can notice right away if I like it."
La Corneta quickly became a Diamond Street institution, which led Campos to open a second taqueria in the heart of the Mission district in 2000. He also began cultivating close community ties, providing free or discounted meals for schools and charitable causes.
Campos provided a free lunch Thursday for 400 people at San Francisco City Hall, where Supervisor Gerardo Sandoval was co-hosting a reception with Mayor Gavin Newsom for the Mexican-American Legal Defense and Educational Fund.
http://www.maldef.org/index.cfm
That day, Campos accompanied San Francisco Supervisor Aaron Peskin on a trip to Davis to discuss a North Beach property that Campos recently purchased and is looking to renovate.
In an e-mail, Sandoval described Campos as a "businessman actively engaged in the Latino community."
"Joel Campos gives back to the community in
Chicken cooks on the grill at La Corneta, the newest addition to downtown Burlingame's restaurant scene. more than one way," Sandoval said. "He supports community organizations either by catering their special events, free of charge, or by sponsoring certain programs."
Campos doesn't give away free quesadillas at his restaurants, but the food is reasonably priced, which is one of La Corneta's attractions, said Burlingame Councilman Russ Cohen, who stopped by the restaurant Sunday.
Cohen said he enjoyed the meal, which he called a "cross between fast food and fine dining." "We don't have a lot of venues (on Burlingame Avenue) where it's good, it's reasonably priced and it's convenient," Cohen said. "And I think that's the market that he's covering."
Staff writer Aaron Kinney can be reached at (650) 348-4302 or by e-mail at
[email protected].
- Written by Constance
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