With all the water cooler chatter happening right before lunch time in every Downtown office, the key topic of conversation is Rulis’ International Kitchen.
The restaurant is only six weeks old and the owner, Raul Gonzalez, is already swamped with patrons yearning to become lunch regulars at his conveniently located Downtown eatery. Serving what Raul calls “a seasonal menu of international foods,” the menu includes items like cream of squash soup, chicken pesto pasta and a portobello panini.
There is an apparent formula entrepreneurs should consider when opening a restaurant. Online publication About.com’s restauranting section briefly explains each unit of this formula. Lorri Mealey, the author of the article called, “Tips for Naming a Restaurant,” discusses the strategy in which others have successfully arrived at their winning names. For example, one topic she tackles is called, “Reflecting a Theme in a Restaurant Name,” where she states how “choosing a restaurant name can come from a theme or menu. Chinese restaurants do this perfectly, with names like Jade Palace, Fortune Fountain and The New Great Wall. Each of these restaurant names let customers know that they serve Chinese food.” She also states that you should “avoid calling your restaurant an ethnic name if you are serving a different type of menu,” and gives the example, “if you are serving authentic Mexican food, calling the restaurant Giovanni’s will confuse your patrons, who may think you serve Italian food.” With theme in mind for naming a place, Rulis’ International Kitchen fits this unit of the formula.
Another aspect of naming a restaurant is Adding a Personal Meaning to a Restaurant Name, where Mealy claims “opening a restaurant is like having another child in many ways.” She says that many times a restaurant’s name is a “reflection of the owner’s name or someone dear to them.” Just as Wendy’s founder, Dave Thomas, named his restaurants after his daughter, Raul Gonzalez named his place after himself. Rulis happens to be Raul’s nickname and he “wanted a name that was not style specific,” and feels that Rulis’ International Kitchen, “fit the bill!”
Finally, Mealy talks about avoiding using trademarked restaurant names. She says, “If your last name happens to be McDonalds, don’t call your restaurant that. You are just asking for trouble (ditto if your last name is Taco Bell, Burger King or Jack In The Box.)” Raul is surely not stirring for trouble with his restaurant’s name (I Googled it and there is absolutely no other restaurant with this name), but what he is asking is to let people know that he does not think anyone “should have to get all dressed up to enjoy good food.” He considers his latest venture a “gourmet dive” which is “not Mexican, not Chinese [but] great food, quick service, [a] casual but comfortable environment and affordable prices.”
Raul says he “loves most styles of cuisine” and the menu reflects that. And although bigger cities usually have their food critics, the Downtown drought of great restaurants is not quite ready to be that demanding when it comes to new places for working class to release stress at noon. Even if El Paso were bombarded with such critics, Rulis’ would surely get an A+ on his report card. The idea that such a comforting little bistro has joined the Downtown lineup, is definitely giving El Pasoans hope and a glimpse of what the future brings with the revitalization, taking place. Hopefully more business owners will share Raul’s attitude towards Downtown, “I’ve always loved Downtown El Paso, the buildings are beautiful and I want to be a part of the revitalization,” and bring their sister-company restaurants into this area. Along with being head chef, he also makes time to cater and host business and private parties.
Rulis’ International Kitchen is one of three restaurants Raul owns and may be the reason behind his confident attitude. He says, “I ran a kitchen my last year of college, but my family in Torreon, [Mexico] are the ones that really got me involved in the business.” He also states that his parents are very involved with the restaurant and being owner of three now, says this “project went off without a hitch.”
The new hours of business are Mon.-Fri. 7:30 - 10 a.m. for breakfast, 11a.m. - 3p.m. for lunch, and Friday evenings from 5-10p.m. The prices are competitive, the food is delicious, and the environment is cozy and very much worth checking out. Rulis' International Kitchen is located in Downtown's Cortez Building at 318 N. Mesa. For more info, call 915.541.9990.
Editor's note: This article was originally published in the July 2008 issue of the El Pasoan.
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