If you’re craving modern, but authentic Mexican food, Grand Avenue and North 35th Avenue might be just the place for you. That’s where you’ll find Taqueria Mariana, a family-owned food truck restaurant that has been around since 2020.
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According to the Pew Research center, Mexican restaurants account for 18% of all eateries in Arizona. In Maricopa County, there are over 1,700 establishments that serve this cuisine. With an almost endless amount of restaurants for customers to choose from, Taqueria Mariana is actively working to gain more attraction.
The restaurant’s owner, Raquel Ibarra was born and raised in Nayarit, Mexico, but has been an Arizona resident for about 20 years. Before she opened her food truck business Ibarra worked cooking burgers, and did private catering but she said she always wanted to be her own boss.
“The motivation to start my business was because I didn’t want to work for anyone else anymore, I wanted to do something more for my future,” said Ibarra.
When competing with other taco restaurants around Phoenix, Ibarra says that she “doesn’t do the same thing as others.” She said that it is her menu that sets Taqueria Mariana apart from the rest.
“Yes I serve tacos, but I also serve also quesabirrias, sopes, vampiros, pizza-birrias, antojitos… I put more into the menu so customers can come and get anything they want,” Ibarra said.
Additionally, Ibarra says that what also sets her apart from other tradicional taco spots is her advertisement and social media presence. Word of mouth and flyers help her reach the local community, but being on Instagram, Facebook, and Google Maps is what is helping her reach a larger audience.
“Most of what people use now is social media, I’ve even gotten elderly women call us through our number on Facebook.” said Ibarra.
While Ibarra handles more of the business aspect of the restaurant, her children are who help her serve and fulfill customers’ orders. Mariana Perez is one of Ibarra’s four children who work alongside their mom. She is a full-time nursing student at Arizona State University and helps out at the restaurant on the weekends.
“My favorite part would probably be just learning, but also getting to put my input into the taqueria,” said Perez. “Since I’m younger, I kind of know more of what my generation likes.”
Ibarra and Perez say that a majority of their clientele are fellow Mexican immigrants from around the area. However, they attract all different types of people through their participation in events such as the Pinnacle Peak Farmer’s Market and downtown Phoenix’s First Friday.
Ashley Santana grew up in the same neighborhood as Ibarra and Perez. She had been a customer of Taqueria Mariana before and hadn’t realized Perez and her family owned the restaurant until the two girls lived across from each other in the dorms at ASU.
“I would rather come here because I know the environment and I feel more comfortable knowing the owner,” Santana said. “Even if I didn’t know them, they are very kind and welcoming to anyone and everyone.”
