by Timothy Rutt
So she’s reorienting her business at 2291 N. Lincoln Avenue wth a new name -- Ponci Burrito Express -- a new focus -- Mexican homemade fast food -- and a big opening bash this Saturday, Aug. 24.
The business was established in 1992 as Poncitlan Meat Market, and did well until Goliath No. 1 showed up: Super King Market, just a block south. Then, earlier this year, Walmart Neighborhood Market opened up to the north.
“When Super King opened seven years ago, it affected my sales 50 percent,” Vega said. “We pretty much continued the fight and tried to maintain. Walmart did me another 30 percent, maybe.
“At that point, I decided I had to do something so these bigger establishments couldn’t cut into my profit. I couldn’t compete with their price, so I had to redirect my business.”
Vega got out of the meat business -- taking out the butcher counter at her shop -- and expanded her carryout counter. “So my focus now is carry-out and dine-in.” At one point, she had three butchers, but currently she employs three cooks and a full-time stocker.
Ponci Burrito Express offers “authentic Mexican homemade food,” Vega says. “I say fast food, not because it’s your McDonald’s food, but we serve the customer, in and out as fast as possible.”
A seasoned businesswoman, Vega did her due diligence before she took the plunge into a new line: “My prices are very reasonable,” she said. “I’ve been pricing a regular burrito [at other restaurants], and we’re still under the $5 or $6 burrito you get elsewhere.”
This Saturday, there will be a grand opening from noon to 3 PM. Some of her providers will come to offer their wares to sample, there will be a lunch special for $4.59, and “we’ll be giving out freebies.”
There’ll also be appearances by the Budweiser Girls and Red Bull Girls during the grand opening.
But the best offer, she says: “Come in and taste my food,.”
Ponci Burrito Express, 2291 N. Lincoln Avenue. Grand opening: Aug. 24, noon-3 PM.
