We floated some questions to John Valentino, a partner with the Gallery Restaurant Group which includes Burrito Gallery and Uptown Kitchen and Bar, who will own and manage the Southside Burrito Gallery. Valentino’s Legacy Restaurant Group also owns The French Pantry and five Jacksonville-based franchises of Mellow Mushroom.

Burrito Gallery’s downtown location was made popular by always supporting activity in Jacksonville’s urban core. Image: Burrito Gallery

You’ve been looking for a location around the St Johns Town Center/Tinseltown area for awhile. What goes into the process of finding new locations?

That market has a long history with me personally since it is where I opened my first Mellow Mushroom. Having our guests patronize us during the lunch shift and returning for dinner with the family is important to me. I like the gate parkway south of Butler because I feel like the Town Center trade area specifically is at a capacity for retail and exceeded the capacity for traffic. With the continued development of Gate parkway south including Ikea I believe the traffic flow will naturally head in that direction. In order for the expansion of the brand its important we are strategically located in the significant trade areas in Jacksonville. There is a trend in real estate for developers to connect with best in class local brands. Based on my experience and feedback the brand certainly has earned that distinction. We believe it is important to associate the brand with locations that are unique in some way. Starting with the original location on Adams Street that has a unique historical feel. The Brooklyn development has a great sense of place as well as the rooftop feature and the landmark mural on the side of the building by Shaun Thurston. In Jax Beach we are located on what is arguably one of the most iconic corners in the city.

Image: Burrito Gallery

The will be the fourth Burrito Gallery location. What have you learned from growing the BG brand that you are incorporating into the new Gate Pkwy location (ex: store layout, menu, bar program, etc)?

The operational vision for the brand is pretty solid right now after the opening of the beach. The design and layout of that location functions really well. The bar program always has been a focus for me as a restauranteur. The BG brand and our menu really compliments the bar experience. Who doesn’t like chips and salsa, guaq, and queso to be combined with a cold beer or Margarita? Continuing to refine our margaritas etc. will be a focus. We are really concentrating our efforts right now on improving our recipes. This includes working with our vendors to find the best ingredients and products that will maximize our flavor profiles. We have already made a few subtle changes that have been well received via compliments by regular patrons. As we continue to refine the menu we have plans to offer weekly specials that are not necessarily specific to mexican fare but will compliment our regular menu. The hybrid functionality of the stores from the customer experience with quick service during the day and full service in the evening seems to be working well. How that will develop over time is still a topic of conversation.

This mural by Shaun Thurston adorns Burrito Gallery’s location in the Brooklyn neighbourhood. A mural will also be included on the exterior wall of Burrito Gallery’s newest location near the St Johns Town Center. Image: Burrito Gallery

You use the term ‘JaxMex’ to describe Burrito Gallery’s overall concept. What’s the story behind that moniker and how do you cultivate that ‘JaxMex’ approach?

I believe its a simple way to associate our heritage and Jax in one phrase. One of our most creative partners Tony Allegretti came up with that tag line. We then worked with Wingard Creative to develop the artwork which has been featured in the stores as well as on some apparel. It’s more than simply a type of food, its a culture we hope will grow with the brand and beyond.

A look at the artistic, modern interior of Burrito Gallery’s Jacksonville Beach location. Image: Burrito Gallery

Do you have a specific goal in terms of growth, and how have you positioned the company to achieve those goals?

Our future growth plans at this point are still in the works. We have had some interest from folks that would also like to participate in the brand from a business perspective. I believe by this time next year we will be better positioned to have a more refined and detailed discussion on potential growth beyond what is currently in the works.

Image: Burrito Gallery

Creating a Jacksonville-based company that positively contributes to Jacksonville’s ‘cool factor’ is something that is very important to all of the Burrito Gallery partners. Why is that?

Yes we all love our city and strive to make it a better place. It is a fact there is a heritage associated to the brand that is a part of Jacksonville. Although, the brand is evolving or should I say growing up as most brands do we will always remember where the brand started but that to me does not identify who we are today or what we will become in the future. Yes we do offer burritos and mexican fare but the culture of our city, guests, and employees is what defines us.