Taco Y Tortas El Torito in San Luis Potosí is remarkable.
Like many excellent street taco shops, El Torito offers delicious food with various options at reasonable prices, but it provides more than that. The stall is adjacent to a small storefront with ice-cold drinks in the fridge and a sink to wash your hands. The area is shaded by a line of giant trees, offering relief in the oppressive 92°F/33°C heat.
The most noteworthy of all, however, is its order-to-pay system.
First, the signs. On one side of the stall hangs a “Fila aqui” (queue here) sign and a colorful menu with prices listed in a big font. It’s easy to know how to get started.
Second, ordering. Follow the queue and walk along the side of the stall. One of the four cooks will take your order and immediately start assembling: no handoffs and little room for miscommunication.
Third, food preparation. Despite the tight space, the shop is organized. All the ingredients are easily accessible. Fresh tortillas constantly come off the comal. The cooks effortlessly shower a generous amount of chopped cilantro and onions onto each dish. Your order will be ready within 30 seconds.
Lastly, payment. You don’t pay when you get your food. Instead, you pay when you finish eating, so you don’t need to reach for your wallet with your hands full. You can order extra items, tell the cashier everything you ate at the end, and settle the entire bill.
Every part of this system tells the customer one thing: You are important. Your needs come first. We will serve you the best possible food and minimize your wait. Please enjoy your meal while it’s hot. We trust you to pay in the end.
The result of this thoughtful design is a thriving business. When I visited at around 10:30 am on a Monday, dozens of local diners were already there.
I never thought I’d be so inspired by tacos.