Dedicated Entrepreneurs

Mom Edith, son Fernando Father Benjamin II, son Benja

Dedicated Entrepreneurs

By Tara Spears

What does an artist, a creative chef, a contemporary musician, and an astute businessman have in common? Each individual in the Loza Frias family has impressive talents that are unified by a shared desire to make their family restaurants a unique, enjoyable dining experience for the Riviera Nayarit community. “My goal has always been to treat the customer as a friend, to provide a different type of menu” explains the gregarious patriarch, Benjamin Loza Navarro II. With more than 20 years experience operating Benjas & Tacos, Benjamin has perfected both the intriguing menu and quirky ambience that makes dining there so pleasurable. What really sets Benjas apart from other eating establishments is the vibrant personalities of the owners: they love what they do- it is not just a business to the family, it is a calling.

All of the Loza family were born in Mazatlan, Sinaloa, Mexico. “My family used to come to La Penita for vacations when I was growing up,” said petite Edith. “I met Benjamin on one vacation. We continued seeing each other when we returned to Mazatlan, then married. So La Penita has always been very special to me. I knew that someday we would return to live here.” Edith has always loved to cook, learning specialties from several older relatives in the food industry. “When Benjamin decided that he wanted to open a restaurant, with me as the chef, I was thrilled to have the opportunity to do what I enjoy and to be part of his dream. Together, we decided to focus on only beef dishes in order to have a distinctive menu.” Benjamin worked at a Mazatlan food market during the early years of their marriage. “I learned all about grades of meats and what makes different ingredients best for creating quality meals- I wanted to be able to offer superior food when I had my own restaurant.” By the time that Benjamin and Edith felt confident enough of their skills to begin their own restaurant, they had two young sons. The Loza Frias family had concerns about raising a family in Mazatlan, so Benjamin began searching for an area that offered good schools and a potential market for a Sinaloa style steak house. They moved to Guadalajara, Jalisco, opening the first Benjas & Tacos. During the 18 years that they operated their restaurant in that city, they continued to visit La Penita. By 2005, Benjamin felt that the Riviera Nayarit area was about to take off, and it was the right time to relocate their business. “It’s so exciting to finally live in this beautiful area!” laughs Edith.

Edith at the La Penita restaurant

Benjamin at Lo de Marcos restaurant

The second generation of restaurateurs certainly inherited their parents drive and enthusiasm, not to mention their killer smiles. Benja III, 28, works and manages the Lo de Marcos restaurant with his father, while Fernando, 23, works and manages the La Penita facility with his mother. “My brother and I started working in the business at age 10,” says Fernando in perfect English. Both sons studied English in school, and watch movies in English to keep up their language skills. “We have a very loyal foreign clientele that we enjoy talking with, besides a lot of my favorite music is from NOB,” confides Benja. In addition to their strong work ethic- the restaurants are open seven days a week most of the year- Benja and Fernando have artistic talent.

Benja learned to play the guitar in high school and has continued perfecting his style for 13 years. His “No Name” band plays regularly at Lo de Marco parties. A fan of 1970’s and rock dance music, Benja considers his playing style as grunge influenced. “I enjoy music as a hobby but my career is running the restaurant. I hope that my two children will join the business.” Fernando is a gifted artist who specializes in graphic design as a way to relax when not working at the restaurant.

Guitarist Benja original art by Fernando

All of the Lozas take pride in every aspect of the restaurant, striving to provide efficient service, excellent food and a comfortable, quirky environment that respectfully incorporates Mexican and other countries’ cultures. Benjas’ playful outlook is reflected in the name of the meals (Vampiros; La Criminal, for example) and the unique décor that displays kitschy maps, license plates, and pictures. The elder Lozas explain that every piece on the walls was a gift from loyal customers over the years. Fernando grins as he says, “Our customers always find something to talk about when looking at the walls. It sets the mood for a fun dinner.” Fernando also worked for a couple of years as a Guadalajara club bartender in order to learn how to properly prepare any beverage a customer may request: the La Penita location offers a selection of beers, wines, and cocktails. Benjas will have feature a variety of dance music on the weekends November-March.

“I feel that the kitchen is the heart of the business.” said Benja. “I have particular standards for the quality of our food. All of our ingredients are carefully selected- we have our tortillas and breads made especially for our restaurants.” Edith added that all of the dishes are made with beef sirloin that is only prepared when you order to ensure maximum flavor and freshness. From November through March, both locations open early (9am) to serve a dynamite breakfast sandwich that consists of special bread with ham, cheese, two eggs, onions, peppers, tomatoes and served with fried potatoes. Natural fresh fruit juices round out this affordable meal. Lunch and dinner are served until 11 p.m., except on the nights when live music is available, then both locations stay open later. The house specialty is the EL Molcajete, a uniquely Sinaloa dish that combines steak, sausage, cheese and veggies served in a heated, three-legged earthen dish. “Every customer is treated special when they visit, each one is important to us,” said Fernando.

La Penita restaurant

Benjas & Tacos, La Penita is located on Bahia Punta de Mita street (just off the avenida)

Benjas & Tacos, Lo de Marcos is located at Luis Echeverria #23 (the main street into town on the right side before the Comex paint store)

Either restaurant can be reserved for private parties (seating 24 people comfortably) with one week notice.

Lo de Marco restaurant

Benjamin sums up the family’s attitude: “We feel very fortunate to be a part of the growing Riviera Nayarit community. The future development brings more jobs and opportunity for the local people. It is our desire to do our best to showcase Mexico and its cuisine so that all customers, year round residents and the visiting tourists, go home from an enjoyable meal at Benjas satisfied.”

Tara Email Tara: terri_sprs@yahoo.com