Sunday, March 6, 2011

Milwaukee's Old El Rey Grocery Store On Chavez Drive Closed Sunday After 32 Years Of Traditional Mexican Food Service

Ernesto and Olivia Villareal
(Photo: HNG)

The old El Rey grocery stored opened in 1979 and closed on Sunday to make way for a Family Dollar store. Customer appreciation meal certificates issued by owners.

By H. Nelson Goodson
March 6, 2011

Milwaukee - On Sunday, both Ernesto and Olivia Villareal were at the old EL Rey Grocery store at 1023 S. Cesar E. Chavez Drive greeting loyal customers and handing out meal certificates in appreciation. The store opened in 1979 by El Rey Mexican Products, Inc. and closed on Sunday to make way for a Family Dollar store. The company leased the property and Family Dollar has agreed to make the needed renovations in the 200 year building, which needs a new roof, according to Olivia, the El Rey corporate secretary and administrator.
The 50 employees working at the old location will be transferred to other El Rey food stores and to a new store on the 5100 block of W. Oklahoma Ave. once the contract deal closes. So far, business has been steady and El Rey has avoided any layoffs.
El Rey employs more than 325 people and 318 of them are minorities, according to their website. In 2005, El Rey reported more than $50 million in yearly earnings and since then, has surpassed those earnings.
Missing at the closing was Ernesto's brother Heriberto "Beto" Villareal due to health reasons and a long time partner in the well known business chain in Milwaukee's predominately Hispanic South side community.
They opened a new El Rey store in May 2007 at 916 S. Cesar E. Chavez Drive, manage a corn tortilla factory at 1530 S. Muskego Ave., a Food Mart on the 1300 of W. Burnham St., El Rey store on the 3500 block of W. Burnham St., has a wholesale distribution center at 710 W. National Ave. and numerous real estate properties along the Chavez Drive business corridor between W. Greenfield Ave. and W. National Ave. The Mexican style tortilla factory makes, corn chips, tamales, tortillas and tostadas, which are then distributed throughout the state and abroad. The El Rey products can be found at Pick 'n Save and Sentry stores.
They recently purchased the Asian Food Store building at the 1200 block of Chavez Drive, across from E&J Records and is being renovated. Real estate owned by El Rey includes a shopping mall at the 2700 block of W. National Ave. and has vested interests in several properties housing Walgreen's stores in the South side.
A new business venture for the Villareal's was announced in February. They are currently negotiating on a deal to buy the Sentry store and property at the 5100 block of W. Oklahoma Ave., the deal is expected to be finalized by next week. The Villareal's plan to spend at least $500,000 to renovate the Sentry store once the deal is final. The store will include a food counter for people to order tacos and prepared Mexican food. Olivia says, the new store will open by el Cinco de Mayo (May 5th) weekend, to follow their traditional openings of El Rey stores in prior years. The store will offer the same services and food as the Sentry chain provided with expanding the Mexican food products El Rey chain is well known for in Wisconsin.
Recently, El Rey Products announced a contract with a Japan business to distribute corn tortilla products in the country.
The Villareal's El Rey Products and business experience has also influence and inspired family members to begin their own Mexican grocery stores. The stores operate independently, Mi Super Mercado located at 2200 S. 13 St. owned and operated by Heriberto Villareal and the Monterrey Market at 3014 S. 13th St. owned and operated by Roberto Montemayor and his wife Leonor Villareal, which have also grown and provide the Latino community with their Mexican traditional foods and supplies.

El Rey Products Owners background at link: http://bit.ly/hGXXsl

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