"Bringing Mexican Food and Friends Together"  

SINCE  1963 

Rosita's: Nearly 40 Years of Tradition, Memories

By Jane Kirkaldy

     When I was given the job of writing an article about Rosita's Fine Mexican Food Restaurant, I had no idea of the memories that would come flooding back to me.

     Mama Rosa opened the original Rosita's in Tempe in 1963.  With mismatched furniture and mostly family members as employees, the long work days grew into years.

     I have been an employee of Rosita's since 1983.  In 1987,  Rosita's left its original humble birthplace on Fifth Street and Hardy to re-open on University and Hardy.

     To honor Mama Rosa and her loyal patrons, the original menu from 1963, complete with rolled back prices, was used for the last day at the old location and the first day at the new one.

     I was overwhelmed by the response and by the crowd.  We had a line of guests waiting from open to close, and actually had to order out pizza to feed the staff.

     With thirty-five cents for an enchilada or $1.50 for our famous combo plate, it was easy to understand why the lines of people were there.  But, as the line grew and the wait turned from three to five hours, my curiosity got the best of me.

     I started conversing with those loyal, extremely patient patrons, and asked if there wasn't more behind their stamina to wait such a long time to have lunch or dinner.

     With big smiles and eyes that had that "if only you knew" look, I was being told stories of first dates, of wives telling husbands they were expecting a child, surprise engagements, special birthday and anniversary celebrations.  What a response - such memories.  Suddenly "family" style restaurant took on a much broader, deeper meaning.

     Not only can Rosita's boast to having the "best" Mexican food in the Valley, Rosita's can add to that employees who have been with the company since the sixties, the seventies and the eighties.

     ASU students whose parents brought them to Rosita's as children, became employees as young adults, and worked their way through graduation and are now bringing their children to Rosita's.  I have seen at least four generations of neighborhood and employee family members patronize and work here, including my own daughter.

     Just this past year I had a gentleman call me from New Jersey who said his fiancé was "driving him nuts."  No matter which Mexican food restaurant he took her to, she complained that nothing compared to Rosita's.  For her birthday he had me ship her favorites overnight  to her office as a surprise.

     As the years have gone by, the deeper meaning of the word "family" is behind all aspects of my job.

     "Family" here means not only quality food and service, but also extends into warm kitchens and sweet memories.

     "Family" here means not just Mama Rosa's family, but many families going on through generations.

     "Family" here means not just serving up the best food and atmosphere in our restaurants, but extending out into the community through contributions that are too numerous to list.

     To my boss, who likes to call Rosita's a family-style Mexican food restaurant, I think a suggestion is in order.  Rosita's Family Mexican Food Restaurant is much more appropriate.  This certainly isn't a "style", it simply IS.

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Last modified: August 25, 2005