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When Ruben Herrera branched out on his own to launch a food truck in May of 2021, he did so with his family’s legacy in mind. His parents, who operated as many as 11 local Jalisco’s restaurants in their hey-day, has been serving up some of the most beloved Mexican fare in the city since 1987.
Herrera, who grew up working for the family business, began washing dishes when he was just 11 years old. But he was manning a station in the kitchen by the age of 16. As an adult, he says he hopes to continue his family’s legacy of serving Mexican fare from his father’s home state of Jalisco by launching his own business, offering a combination of classic family dishes along with his own fresh slate of dishes.
“I love what I do,” he says, “And I want to keep the family tradition alive. I’m one of eight children, but only two of us are interested in working in the restaurant industry. So it’s up to me and my brother – who operates the restaurant with my mother – to keep it going.”
Herrera says he’s most proud of the truck’s regional specialties, particularly their tacos al vapor, a style of taco which uses the steam (vapor) from the meat to soften and flavor the corn tortillas.
“The technique catches flavor from the meat,” he says, noting that it also gives the tacos their distinctive flavor.
He’d also encourage customers to try out some of his new items, including his fresh avocado salsa and jumbo quesadillas, which are made with 14-inch tortillas.
Type of food: Mexican fare, including tacos, burritos, quesadillas, nachos, tostadas and tortas
Do you offer vegetarian options? “Yes, I offer bean and avocado tostadas topped with lettuce, cilantro, onion and tomato.” Both cheese and sour cream are optional.
Most popular item(s): Herrera says that people love both their steak burritos and steak tacos.
Where else can people find your truck this summer?
Herrera says customers will most often find the truck parked on the intersection at Michigan and Water Streets. But you can also follow the El Famoso Jalisco’s Facebook page to get notifications about their appearances at various local events, including Milwaukee Taco Fest on June 17. Get your tickets while they last!
If you could park your truck anywhere for one day where would it be? “At the lakefront,” says Herrera. “They don't allow food trucks there, but Bradford Beach is super packed on hot days and it would be the perfect place to serve up our tacos.”
Lori is an avid cook whose accrual of condiments and spices is rivaled only by her cookbook collection. Her passion for the culinary industry was birthed while balancing A&W root beer mugs as a teenage carhop, fed by insatiable curiosity and fueled by the people whose stories entwine with each and every dish. She’s had the privilege of chronicling these tales via numerous media, including OnMilwaukee and in her book “Milwaukee Food.” Her work has garnered journalism awards from entities including the Milwaukee Press Club.
When she’s not eating, photographing food, writing or recording the FoodCrush podcast, you’ll find Lori seeking out adventures with her husband Paul, traveling, cooking, reading, learning, snuggling with her cats and looking for ways to make a difference.