They will make it up on the ridiculous mark up on sweet tea and soft drinks. Even worse, people will pay $3.50 w/out refills.
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Honestly if someone could open a Chipotle franchise in Ruston they would be very very rich... The only Mexican food in Ruston is El Jurrito.. and it is horrible IMO.. we stopped there a few months ago and ordered guac.. and all they brought us was mashed up avocado with nothing else in it.
El Jar is very successful in this area. It's inexpensive even for mexican food. A family of 4 can eat for under $40 (if you don't get tea or soft drinks). I would rather have my avocado plain so I can add what I want. Lots of folks don't like onions and such, but still like mexican food. I'll never understand that. Also, El Jars are mostly family businesses. You won't see any/many help wanted signs out front.
Digital is old news. Boring and old.