The Spirit of Enterprise Center

The Serrano name has been synonymous with Arizona family business since 1919, seven years after Arizona became a state.

Serrano's Popular Store opened in the East Valley 86 years ago. Twenty-five years ago, Ernie and Eva Serrano started a Mexican restaurant in downtown Chandler.

Today, the business has grown to 10 locations that employs 500 people. Ernie and Eva, now 75, are still active in the business as are six of their eight children. Ric Serrano is president, based in the Chandler company headquarters.

Serrano's has expanded to two other breakfast/lunch concepts – the Lone Tree Grill at Lone Tree Golf Club and Brunchies in downtown Chandler.

Ric says his parents taught their children that the customer is always right. Serrano's measures its success by its large number of repeat, loyal customer. More than the "famous and fabulous" bean-dip appetizer and Sonoran-style cuisine lure them back. Customers say the restaurants make them feel "like part of the family."

Ric remembers growing up in a family business. "We always worked," he says. "In our family, you got into and worked in our clothing business when you were 10. After we started the restaurants and they got busier, the children worked their own jobs but had to help at the restaurants, working behind the bar and as hosts and hostesses."

Community leadership is part of the Serrano philosophy. Ric is a member of the board of directors of the Chandler Chamber of Commerce. Ernie Jr. is involved in the redevelopment of downtown Chandler.

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