The Story of El Rucon: From Street Tacos to Culinary Success

In this edition of our series, we explore the story of El Rucon, a Mexican restaurant in the City of West Palm Beach .

Join me as we uncover the essence of this restaurant's success and discover why every visit is more than a meal but an unforgettable journey into the heart of Mexican culture.

The Rise of El Rucon

El Rucon's started with Mauricio Lorenzana 's vision, a taco chef with roots deeply embedded in Mexico and a culinary heart beating for California's hybrid-cuisine taco trucks.

In February 2020, Lorenzana launched the original El Rucon food truck in the Palm Springs area, just as the coronavirus pandemic gripped the world.

After quickly capturing the hearts of young taco enthusiasts with his innovative creations, an additional birria taco truck emerged to meet the growing demand on Uber Eats .

His continued success led to the inauguration of El Rucon Restaurant in Haverhill in October 2021, which expanded the business to a brick-and-mortar Mexican restaurant.

Global Flavors, Local Soul

Originating from the storied region of Jalisco, Mexico, the birria taco is the star of El Rucon and undergoes a transformation under the restaurant's talented chefs.

Here, it is reimagined with a filling of tender, chile-infused beef birria, slowly stewed to achieve peak tenderness, and richly seasoned to perfection.

Each taco is carefully wrapped in a corn tortilla, dipped in a delicious sauce, and topped with onions, cilantro, and gooey cheese, creating a crispy, golden delight.

Beyond the iconic birria tacos, each dish reflects Lorenzana's creative spirit.

From birria quesadillas and torta de birria to the groundbreaking birria ramen inspired by his tenure at Ramen Lab Eatery , El Rucon offers a variety of flavors that challenge traditional norms while remaining rooted in Mexican culinary traditions.

Now operating two dynamic locations, with revenues soaring between $1 million and $5 million, Lorenzana's story illustrates how a singular vision can transform the culinary landscape and captivate the hearts of diners far and wide.

If you're in the West Palm Beach area, come experience for yourself why El Rucon is more than just a restaurant, but a vibrant part of American gastronomy.

Until our next culinary adventure,

Evan Morales