Reyes Bakery LOGO. Located in Appleton. 2013
Reyes Bakery signed a lease for the former Mr. Burrito location on West College Avenue, across from WG&R Furniture, but ultimately this new location will offer more than bread and pastry.
The space was too large for a bakery alone, so owner Marco Manuel Montalvo divided the place in thirds and added two more casual food concepts.
“They need this bakery on this side of town, but the building was too big,” he said. “So it will have three choices in one place. I’m adding a charcoal chicken roaster in the back and ice cream in the middle. I know people will love this because it’s different. It’s simple and healthy.”
Montalvo said the concepts are similar to businesses he’d seen in his native Mexico that were always packed with customers.
“We love chicken grilled with charcoal because the fat goes away and the skin is crispy and delicious. You can get homemade tortillas and different kinds of salsas with it. You can get peppers and pinto and charro beans. You can get fresh carrot juice or fresh orange juice,” he said. “When you come in it will smell like fruit and bread.”
The new place will actually have three signs on its windows — Reyes Bakery, Chicken Palace and La Michoacana Ice Cream.
Note that this La Michoacana is an ice cream brand made with fresh ingredients and fruit that he says is as famous in Mexico as Baskin-Robbins in the U.S. It doesn’t have a tie to the restaurant of the same name in downtown Appleton.
Montalvo wants to get the place up and running in a month. “I’m waiting for the inspectors and approval from the state,” he said. “As soon as they give me the okay, I will work day and night.”
Montalvo already operates a number of successful businesses, including three El Azteca restaurants, one El Maya restaurant and the 5-year-old original Reyes Bakery on Oneida Street in Appleton, which will continue to operate. He has also had projects that didn’t work out like Azteca Plaza. Montalvo says he has learned how to regroup and come back from unsuccessful ventures.
“I’ve been doing this for 25 years and I know you have to be creative,” he said. “You can go anyplace for a burrito. You have to be original.”
He also stresses fast service and affordability. “I believe lunch for $10 is too expensive,” he said.
The logo for Reyes Bakery, by the way, is Montalvo’s own design. He based it on his childhood memory of a bakery delivery man who made rounds in Guadalajara on a bicycle with bread balanced on his head.
—Maureen Wallenfang: 920-993-1000, ext. 287, or email@example.com; on Twitter @wallenfang