By Martha Vera
Do you ever wonder how very successful restaurateurs have achieved the American Dream? Meet the Orozco Family, the success of Great American Steakhouse started from very humble beginnings. Mr. Andres Orozco, Marketing Director, and Construction Lead in El Paso, told his story. His father, Eduardo Orozco, CEO of Great American Hospitality, started selling pens in 1995. He was married with 3 children and living in Cd. Juarez, Chihuahua. He struggled to sell pens from Juarez to the United States before office supply stores like Office Depot were popular. The struggle pushed him to open a port-a-potty business with a partner. They rented them to construction sites. It made money but not enough to feed a family of 2 and one on the way.
Mr. Orozco and his friends would take trips to Dallas to watch the Dallas Cowboys, always listening to the game from outside the stadium. They would eat at Wendy’s He often wondered why there were none in El Paso. Mr. Orozco knocked on their door asking how he could open a Wendy’s franchise. Wendy’s declined him due to no prior business experience in either franchising or restaurants.
Mr. Orozco asked his friend, Joaquin Martinez, if he would become his partner and help him. Mr. Orozco offered sweat equity for Mr. Martinez’s funding. Mr. Martinez had some property in Cd. Juarez that was available. This location is where they were able to open their first Wendy’s. It was very successful. Their second Wendy’s was on Rio Grande and was an even bigger success. The children were always at Wendy’s watching and helping their parents with the work. Soon the two Wendy’s multiplied to six and then 8. Applebee’s came knocking at their door to open the first Applebee’s in Juarez. They opened 2 more Wendy’s in Juarez and then started Wendy’s in Guadalajara, Mexico and Tijuana, Mexico. Tijuana did not do well.
In 2005, Mr. Jack Nunn, the owner of Great American Land and Cattle Company, had six restaurants. He wanted to retire and sell his restaurants. He sold his restaurants to employees and family and offered Mr. Orozco the Vinton location which had been Mr. Nunn’s second location. It was a very important restaurant because under that restaurant he had the name Great American Land and Cattle with a meat room and the rights to the name and the ability to expand to other locations.
Mr. Orozco purchased the restaurant in Vinton and opened another one at George Dieter and Rojas which became very successful.
They took the restaurant to Juarez and rebranded all restaurants to the name Great American Steakhouse. The rebranding made it easier to remember the name. They incorporated a new logo and a new more contemporary Western look. They opened a Great American Steakhouse in Misiones in Juarez and one in Guadalajara. They then opened the Airway location in 2019.
In Mexico they opened one in Chihuahua and a second location in Guadalajara which became instantly successful. The pandemic hit which caused much havoc, especially in Mexico. There they closed 10 restaurants, 8 Applebee’s and the two Great American Steakhouses in Guadalajara. Wendy’s remained open. They had to regroup to survive and adapt. The cost of Covid restructuring added an additional cost to their bottom line, however, they never increased their price to the customer.
After the pandemic, MIMCO offered that they take over the D’Lox location rent on Sunland Park due to the passing of the owner. They opened that location. They also bought the land in the northeast where the old Great American Steak house had been on Highway 54 with PJ Liu. PJ also owns Suny Sushi and the Grove. They eventually built and created a food destination, much like the one the Orozcos own in Cd. Juarez called La Morin where they have a Spanish Style steakhouse called Ardeo, Musa which is Italian kitchen and run by his brother, Chef Edgar Orozco, and Yoko, a Japanese restaurant that opened last year.
The Northeast location now boasts of three restaurants on the strip, Great American Steakhouse, Suny Sushi, and the Grove. Andres and PJ often visit other cities to see what other great places we can enjoy in El Paso.
As a family-owned business, they are proud of their Texas roots with Great American Steakhouse. They attribute their success to the ability of their brand to evolve. “What Jack Nunn started still lives in the brand today”, says Andres. He added, “We are not in the food business we are in the business of serving people, keeping our customers and employees happy.” They hired a person to retain their employees who they consider family, their human capital. They have a day care for their employees’ children in Mexico and provide mental health services, as well. In El Paso they have many events for their employees, such as have dance classes and friendly competitive sports.
They have 60 locations in Mexico and 6 in the US making Great American Hospitality an international business.
Mr. Eduardo Orozco heads the company as the CEO with his son, CFO, Eduardo Orozco, Jr.. Corporate Chef, Edgar Orozco, son number two, studied culinary arts in Italy and heads Musa in Cd. Juarez, and son number three, Andres Orozco leads Construction Projects and Marketing in El Paso. Mr. Edgardo Artal, COO, is from Argentina completes the administrative arm of the company. They see El Paso’s potential. They are committed to great quality and helping El Paso grow.
It is a good idea to make reservations at each one of the restaurants as they are very popular. Look for a Great American Steakhouse near you.
1300 Airway Blvd., Vinton, 630 Sunland Park Dr, 9800 Gateway N Blvd, and 1345 George Dieter