It's All About the Aromas and Flavors

Luis and Julio Mata joined forces in 1992 with Moises Treves to open the Mexican food restaurant, Such Is Life, in Phoenix, Arizona USA. So, from the beginning of their restaurant careers, the name of their restaurant did not seem to do justice to what was happening inside.

What was happening inside starts with what was not happening. Luis and Julio purposely left tacos, burritos and chips and salsa off the menu. Yes, even chips and salsa. A gutsy move in the American Southwest. I'm sure more than once they heard, "You gotta be kidding!," from a first-time customer (before he got his food). But Luis and Julio knew what they were doing. It's all about the aromas and flavors and the delightful combinations of ingredients.

Instead of the business-as-usual taco and burrito fare, they introduced the area to Yucatan-inspired and Mexico City-inspired "true" Mexican food. The food was so sensational and the reviews by the local food critics so equally sensational, that national food writers soon came and the rest, as they say, is history.

Now Luis and Julio are out to prove that this "true" Mexican food can work anywhere. They picked out a mostly unsuccessful restaurant to buy in a mostly unsuccessful retail strip mall along a forlorn stretch of Cave Creek Road, and they have turned it into a white tablecloth restaurant with equally spectacular fare and an equally unspectacular name (again). The Plaza Grill.

How does this sound? Mole poblano, Carne Tampiquena or Sea-Bass Veracruz preceeded by the poblano pepper coated with diced shrimp, garlic and Chihuahua cheese appetizer. Cloth napkins and fresh flowers on the tables. South-of-the-border aromas coming out of the kitchen. Wow!

Word gets around fast when there is food like this to be savored and semi-worshipped. People are coming to the Plaza Grill, and things are great overall. Luis and Julio only had to make one small concession to the local folks. The folks on Cave Creek Road get to have chips and salsa, but even their salsa is special. Remember, it is all about the aromas and flavors. "What good is 'pepper hot' if you can't taste the food?," say Luis and Julio. The "true" flavors of Mexico. Ole!

I guess they just want to prove that success comes from the food and not a name.