The Avalos family had been in the restaurant business for over a decade in Mexico, so entrepreneurship was nothing new to them. When they decided to pursue better opportunities thousands of miles away, Norma knew what she was good at. She wanted to continue what she’d been doing for more than 12 years, but this time in her new home of Lexington, Nebraska. When the Center’s REAP Hispanic Business Center expanded into Western Nebraska and offered business plan training in Spanish, Norma signed up.

In May of 2003, Taqueria Y Tortilleria Max was born. Obtaining permits and inspections for the restaurant was new to the couple, and it was a challenge at first. Building a customer base was also challenging since they were new to the area. Fortunately, Lexington’s diverse population included people who crave authentic specialties such as homemade quesadillas, gorditas and sopes, and this helped them develop loyal customers.

To further expand their market, Humberto and Norma also began to sell tortillas. They always try to offer a different food item to keep their menu interesting and keep customers coming through their doors. After Norma attended the Business Plan training, she gained valuable skills in financial administration, marketing and customer service. REAP Hispanic Business Specialist Nancy Flock also assisted the couple with technical assistance and obtaining a REAP loan for working capital. As their business grows, Humberto and Norma would like to expand their current location to offer more seating.

As most entrepreneurs know, it takes lots of time and hard work to have your own business. Likewise, the Avalos have learned that it is very rewarding. Since it is a family-operated restaurant, being able to spend time with family while making an income is probably one of their biggest rewards. Norma and Humberto have a 17 year old daughter and a 12 year old son, and when they are not at the restaurant serving up authentic food, the family enjoys going on walks together and spending time at the library.

For more information: contact Nancy Flock, nancyf@cfra.org or 308.534.3508. Be sure to stop into Taqueria Y Tortilleria Max at 501 N. Lincoln St. when you are in Lexington, Nebraska. Their phone number is 308.324.5924.