ELPARAGUA News:
ESPANOLA ― Starting out as a roadside stand by two brothers—Larry and Pete Atencio—El Paragua and its sister restaurants El Parasol has grown into one of the most recognizable and iconic restaurant groups in Northern New Mexico.
El Paragua is based in the heart of Espanola, and six El Parasol locations include Santa Fe, Pojoaque, Los Alamos and Espanola. The parent company is Las Brazas Enterprises. Throughout this year, the Atencio family is celebrating the 50th anniversary of El Paragua.
“Our story is truly that of the American Dream,” Angela Atencio-Sanchez, President of Las BrazasEnterprises said. “Thanks to our loyal customers, we have been able to grow from a single roadside taco and tamale stand to seven locations with the authentic cuisine of northern New Mexico.”
They began in 1958, when Larry and Pete set up a roadside taco and tamale stand on the corner of the historic Taos Highway and Santa Cruz Road—selling food made by their mother, Frances Atencio. The first restaurant was in the former tack room of the family home in 1966. The first year of business saw overwhelming success, allowing the family to expand and add a bar. Today in its 50th year, El Paragua is known as the most popular restaurant in Espanola for tourists and locals alike.
“This anniversary holds great meaning to our family,” Atencio-Sanchez added. “When we started out, this was a family endeavor, and it is still a family operation. This is our family’s legacy, and we’re looking forward to continuing to provide New Mexico with Atencio home cooking.”
Still sporting the same branding symbol they started with—the multi-colored umbrella – which represents the umbrella over the original stand. It was created by Larry and Pete’s father, Luis Atencio. The restaurants have received national acclaim from food critics throughout the years from sources including the New York Times, Gourmet Magazine and others. “El Paragua is a place on which a food critic can stake his reputation. There are no more authentic New Mexican kitchens like this,” read the New York Times Review.
More reviews can be found at https:////www.elparagua.com/ awards/.
