In a self-stated quest to be "everyone's favorite restaurant," Cafe Rio has succeeded more than most eateries.
It's common to see long lines and teeming tables at the six locations of the Provo-based restaurant chain, with most customers saying the wait is well worth it.
This success is the result of the combined talents of Steve Stanley and his wife, Tricia, who between them created the menu and "Mexican marketplace" ambience that has led to the chain's success.
With more than 50 years of restaurant experience between them, the Stanleys decided in the 1990s to apply their experience to an eatery of their own. They concentrated on providing high-quality food, custom-made for each diner in open kitchens to show cleanliness and the ingredients' freshness. Out front, they decided, the atmosphere should be fun, authentic and entertaining.
The Stanleys did no formal advertising but, rather, plowed every cent of their budget into ensuring a quality operation.
In 1997, the first Cafe Rio opened in St. George to instant success, with weekly sales increasing more than 100 percent the first year. The Stanleys ran the kitchen and front of the restaurant every day that year.
Since then, the chain has grown to six restaurants, with more planned.
The Stanleys in late 2004 accepted an offer from restaurant industry executive Bob Nilsen and a private equity fund to purchase Cafe Rio, but they will remain for at least a year as consultants to the business they built.