Liu Yangyang

524652046@qq.com

SHEKOU, in Nanshan District, is one of the city’s most popular residential areas for expats and features many restaurants and bars that create an international ambiance. Among these diverse offerings is a small restaurant called Bon Mex, which specializes in affordable and authentic Mexican cuisine, including well-known dishes like tacos and burritos.

Ramon Diaz, who first came to China in 2002 as an employee of McKinsey & Company, was inspired to open the restaurant because although the expansion of e-commerce has dramatically altered retail in the last two decades, restaurants are the least affected.

“We realized that the drop in foot traffic was inevitable [due to the rise of e-commerce], yet certain places like restaurants, bars, gyms, and schools consistently attract visitors. That’s why we decided to open a restaurant,” Diaz shared.

Initially, the restaurant served Spanish food, but challenges with the texture of the rice in Spanish dishes, which customers sometimes claimed was undercooked, led to a transformation.

“We needed to change the rice, but we thought that wasn’t the right solution. Therefore, we decided to give up on Spanish food. After one of our clients asked if I could supply sandwiches for his coffee shop, I suggested Mexican snacks instead. Finally, we decided to switch our menu to Mexican flavors.”

Clear strategy

“We know what we want to become. We aim to be the Luckin Coffee of Mexican restaurants. At Luckin, a cup of coffee costs 16 yuan [US$2.2], while the same coffee at another brand costs over 30 yuan. That’s what we aim to do: offer low cost, high quality, and affordable prices. We want to tap into the consumer segment that is looking for value deals,” Diaz explained.

At Bon Mex, there is a very popular buffet that costs only 68 yuan per person, allowing customers to enjoy various tacos nonstop for several hours.

“We don’t want to be a fancy Mexican restaurant. Our goal is to target the middle-class Chinese market by offering good deals and budget-friendly options, introducing them to foods they wouldn’t normally try — and they enjoy it. Mexican food offers a wide range of flavors, strong tastes, and various variations that cater perfectly to the diverse flavors of Chinese cuisine,” Diaz noted.

Customer loyalty

Diaz treats his customers like friends, thoughtfully explaining which sauces best enhance the flavors of the dishes and recommending drinks to pair with spicy options. His approach embodies the vibrant passion often associated with Latin American culture.

“There is a lady who comes here for dinner every Saturday with her husband. Although she lives in Futian and we have a branch in Shuiwei, she still comes to Shekou because she likes it here,” Diaz recalled, smiling at the memory of his loyal customers.

“We feel very honored when diners come all the way from Guangzhou to have a meal at our restaurant,” Diaz added.

As takeout demand has surged, Bon Mex has designed a special container that stabilizes tacos during delivery. “It costs us money, but it significantly improves the user experience,” Diaz noted, emphasizing the long-term benefits.

To Diaz, the most rewarding aspect is hearing customers say,  “I love your food.”

“Honestly, we cook for that purpose. If we can make money and receive such praise, that’ all we want,” Diaz said.

Culinary vision

In addition to the eatery in Shekou, Bon Mex has opened two branches. According to Diaz, they expect to add three more branches in the next eight months. “People often come from other districts suggesting we open branches in Longhua, Luohu, and Bao’an. Those may be the areas where we plan to expand. We aim to pay close attention to costs, quality, and flavor, striving to be the best and most innovative. We constantly introduce new items to keep it fun and engaging for people to come,” Diaz concluded.