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Ole! US expatriate finds tasty niche
July 28, 2012, Saturday
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David Monaco, a US citizen now living in Minhang, has fulfilled a lifelong dream to become a restaurateur and is now running a Tex-Mex eatery on Foreigners' Street in Hongqiao Town.
Monaco, 54, formerly worked in construction and first came to China in 1995 to help build hyper-marts. After spending several years in Shenzhen and Beijing, he settled down in Shanghai in 2004, where he once also worked on construction of several Carrefour and Wal-Mart outlets.
But in the end, his dreams lay elsewhere.
"I have always wanted to run a restaurant," he said. "And now it's my full-time job."
Mexico Lindo has become Monaco's baby. The only restaurant of its kind on the street, it offers American and Mexican cuisine.
Monaco said his chef is Chinese but has had several years of training in Mexican cooking. The food, he added, is very authentic.
"I have never been engaged in the dining business before," Monaco said. "So there were hurdles to overcome at the beginning. The biggest were promotion and advertising."
Monaco said his restaurant is located at the end of the street, which has several twists and turns, making it hard for people to find his place unless they know where they are going.
Realizing the problem of a somewhat unfavorable location, Monaco began to buy ads in magazines, newspapers and taxi touch screens. Gradually, he built up a good clientele.
"Many of my customers are from the US, Japan, South Korea and China - nearby neighborhood residents," he said. "The most popular dish in the restaurant is fajitas. And some of my Chinese friends also love the grilled steak very much."
Fajitas feature grilled meat served in a corn or flour tortilla. Customers can choose beef, chicken or shrimp filling.
Monaco said his favorite time of the year at the restaurant is the Cinco de Mayo, the May 5 Mexican holiday that celebrates the departure of French troops from the country in 1862.
"Although the day is not actually celebrated much in Mexico, it is celebrated a lot in Texas, which borders Mexico," Monaco said. "We give it a shot here. It's a lot of fun." On that day, the restaurant serves special shot of tequila. Staff and some customers wear traditional costumes. A Mexican band plays music.
Monaco said restaurant competition on the street is fierce but healthy. At present, cuisines from more than 10 countries are available there for different tastes.
Operators of the street have a very strict rule that only one restaurant from each ethnic cuisine is allowed on this street in order to promote cultural diversity.
"For example, Mexico Lindo is the only 'Mexican' restaurant here," he explained. "Other restaurants can serve some Mexican-style dishes, but they cannot call themselves Mexican restaurants."
Apart from Foreigners' Street where he spends most of his time, Monaco said he likes the whole atmosphere of Minhang. He has lived here only a few months, but he is already enamored by the people, the convenient transport and the relaxing environment. When he's not at work, Monaco is often puttering in the garden in front of his home.
Monaco said he goes back to the US once a year, but every time when he returns to Shanghai, he feels like he is coming home.
"I've stayed in three cities in China, and Shanghai is very different from Beijing and Shenzhen," he said. "I love this place, and I am not planning to leave anytime soon."
David Monaco, 54, from the US
Profession: Owner of Mexico Lindo
Impressions of Minhang:
Minhang is a good place where life is convenient.
Funniest experience in Minhang:
Learning to make zongzi (glutinous rice bundles) for the Dragon Boat Festival.
Favorite place in Minhang:
Foreigners' Street
Favorite cuisine:
Mexican, of course!
How could Minhang be improved:
Nothing special comes to mind; this place is actually very good.
Advice for newcomers:
Visit Foreigners' Street. You'll find so many nice choices.
Motto for life:
Learn to be patient.
Monaco, 54, formerly worked in construction and first came to China in 1995 to help build hyper-marts. After spending several years in Shenzhen and Beijing, he settled down in Shanghai in 2004, where he once also worked on construction of several Carrefour and Wal-Mart outlets.
But in the end, his dreams lay elsewhere.
"I have always wanted to run a restaurant," he said. "And now it's my full-time job."
Mexico Lindo has become Monaco's baby. The only restaurant of its kind on the street, it offers American and Mexican cuisine.
Monaco said his chef is Chinese but has had several years of training in Mexican cooking. The food, he added, is very authentic.
"I have never been engaged in the dining business before," Monaco said. "So there were hurdles to overcome at the beginning. The biggest were promotion and advertising."
Monaco said his restaurant is located at the end of the street, which has several twists and turns, making it hard for people to find his place unless they know where they are going.
Realizing the problem of a somewhat unfavorable location, Monaco began to buy ads in magazines, newspapers and taxi touch screens. Gradually, he built up a good clientele.
"Many of my customers are from the US, Japan, South Korea and China - nearby neighborhood residents," he said. "The most popular dish in the restaurant is fajitas. And some of my Chinese friends also love the grilled steak very much."
Fajitas feature grilled meat served in a corn or flour tortilla. Customers can choose beef, chicken or shrimp filling.
Monaco said his favorite time of the year at the restaurant is the Cinco de Mayo, the May 5 Mexican holiday that celebrates the departure of French troops from the country in 1862.
"Although the day is not actually celebrated much in Mexico, it is celebrated a lot in Texas, which borders Mexico," Monaco said. "We give it a shot here. It's a lot of fun." On that day, the restaurant serves special shot of tequila. Staff and some customers wear traditional costumes. A Mexican band plays music.
Monaco said restaurant competition on the street is fierce but healthy. At present, cuisines from more than 10 countries are available there for different tastes.
Operators of the street have a very strict rule that only one restaurant from each ethnic cuisine is allowed on this street in order to promote cultural diversity.
"For example, Mexico Lindo is the only 'Mexican' restaurant here," he explained. "Other restaurants can serve some Mexican-style dishes, but they cannot call themselves Mexican restaurants."
Apart from Foreigners' Street where he spends most of his time, Monaco said he likes the whole atmosphere of Minhang. He has lived here only a few months, but he is already enamored by the people, the convenient transport and the relaxing environment. When he's not at work, Monaco is often puttering in the garden in front of his home.
Monaco said he goes back to the US once a year, but every time when he returns to Shanghai, he feels like he is coming home.
"I've stayed in three cities in China, and Shanghai is very different from Beijing and Shenzhen," he said. "I love this place, and I am not planning to leave anytime soon."
David Monaco, 54, from the US
Profession: Owner of Mexico Lindo
Impressions of Minhang:
Minhang is a good place where life is convenient.
Funniest experience in Minhang:
Learning to make zongzi (glutinous rice bundles) for the Dragon Boat Festival.
Favorite place in Minhang:
Foreigners' Street
Favorite cuisine:
Mexican, of course!
How could Minhang be improved:
Nothing special comes to mind; this place is actually very good.
Advice for newcomers:
Visit Foreigners' Street. You'll find so many nice choices.
Motto for life:
Learn to be patient.
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