Mercado La Paloma: Stories of Entrepeneurs

Mercado La Paloma has served South Los Angeles since 2001, unlocking the entrepreneur skills of its residents, providing affordable retail opportunities, creating jobs, and empowering local artists all under one roof creating a cultural hub for the South LA community. In the next few weeks, we will be featuring the stories of some of the restaurants and their journey to continue the growth and vision of Mercado La Paloma. The story of Taqueria Vista Hermosa began in the heart of an entrepreneur, who dreamed of sharing his culinary passion and love for his tierra Michoacán. The restaurant has served the community for over a decade, maintaining excellent service, a family environment, and developing unique relationships with people who enjoy tasting the best tacos al pastor, made from pork meat, marinated with a secret recipe and cooked on a rotisserie.

Chef and owner Raul Morales worked as a carnicero (i.e. butcher) in his home country—Mexico. As a migrant worker in the U.S., he held various jobs and also worked as a street vendor selling tacos during the weekends. Raul shares the following, “since my childhood I have always had a heart to open a Taqueria. I saw the work that my family had done in Mexico. They all started a restaurant business. For me to continue their path was just a matter of time.” Raul was continuously inspired by his family’s dream, work ethic and drive. He decided to take a leap of faith when the opportunity opened with Mercado La Paloma. While watching Univision, a Spanish television network, he heard about the opening of Mercado La Paloma, Esperanza’s economic development project. Raul joined the project initiative in 2000, with a 20 week intensive training on marketing, book keeping, and business investment. Taqueria Vista Hermosa opened its doors in 2001, specializing in traditional Mexican dishes from Michoacan.

Raul runs the restaurant with the help of his wife and their five daughters. Being a business owner has given Raul the opportunity to teach his daughters the value of dreams, commitment, and building a good work ethic. Being part of Mercado La Paloma has allowed him to exceed as a business owner and embrace his passion for cooking by delivering quality food to his clientele and community.

Throughout the years of managing Taqueria Vista Hermosa, Raul has improved his capacity in leadership, problem solving, improvisation, and organizational skills. According to Raul, it is essential to take risks and most importantly invest in the business through marketing, relationships, and team building. As the driver of his team, Raul provides professional training for his staff to learn skills in customer service and gain knowledge in how to run a restaurant successfully. At the end of the year, Raul and his team evaluate what has been effective and what needs improvement. In addition, he hosts an annual cultural event that not only promotes Taqueria Vista Hermosa but also exhibits the richness of the Michoacán culture.   

Mercado La Paloma welcomes you to be a part of this journey by supporting the heart and work of these entrepreneurs. Taqueria Vista Hermosa serves traditional Mexican dishes such as tacos, burritos, fajitas, huaraches, tortas, sopes, flautas, and chile rellenos.  Chef Raul prepares all dishes from scratch, using fresh ingredients and meats

Raul Morales, chef and owner of Taqueria Vista Hermosa

For more information please visit the following site.

Website:  www.taqueriavistahermosa.com