Restaurant News

Classic Tex-Mex Restaurant Opening Fast-Casual Spot in the GOOF

Look for LaMex soon.

By Timothy Malcolm December 14, 2018

A family-owned, longtime staple in Montrose is expanding with a fast-casual concept in Garden Oaks/Oak Forest.

La Mexicana, which since 1982 has been serving up tamales, tostadas, enchiladas, and a deep list of breakfast offerings, will open LaMex in the old Heights Cleaners space at 3315 Ella Blvd. 

According to an Instagram post Friday morning, La Mexicana—owned by Eduardo and America Treviño—announced that the move is in conjunction with Re:Vive Development (which owns the Oak Forest property) and a new sister company, GoTrev Hospitality. That's run by Zulema Gonzales, general manager at La Mexicana and daughter of Eduardo and America, along with siblings Dante Treviño, operations manager at La Mexicana; and Briseida Treviño, manager and beverage director at La Mexicana.

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La Mexicana, for the past 36 years, has been honored to be able to be a part of your daily lives. You’ve allowed us to host your birthdays, anniversaries, retirements, baby and wedding showers and so much more. Thank you for letting us be a part of your special moments and day to day life. We’ve seen Montrose throughout the years, all the changes, trends, recessions, demolitions, booms and growth and once again, we are looking to branch out and be a part of a new and exciting growth. We are proud to announce, in conjunction with the team at Re:Vive Development and our new sister company, GoTrev Hospitality, headed by our own Zulema Gonzales, along with her siblings, Dante and Briseida Treviño, our first and new addition to the La Mexicana brand, a fast-casual, breakfast and lunch concept named simply: LaMex. We look forward to becoming of service to the Garden Oaks/ Oak Forest neighborhood. Coming soon to Ella Oaks at Ella & 34th Street! #familybusiness #since1982 #eatlamex #lamexellaoaks #gotrevhospitality #revivedevelopment #montrose #gardenoaks #oakforest #ellaoaks #houston #houstonstrong #houstonforever @eatlamex @lamexellaoaks @revivedev

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According to Gonzales, GoTrev (a combination of her married last name and the family last name) is "branching off from what my parents created." She hopes LaMex, the first restaurant in the hospitality group's portfolio, finds enough success that it can have additional locations throughout the city.

"That's the goal, for sure," Gonzales said. "My parents have worked so hard and busted their butts to make La Mexicana what it is. I'm just trying to take the knowledge and experience [I've learned] and see what we can do with it."

Gonzales said LaMex will be open for breakfast and lunch. Look for La Mexicana menu items to be part of the new concept ("same food, same recipes," said Gonzales) , along with margaritas, beer, and wine.

This marks yet another instance of a well-known Inner Loop staple branching out to the GOOF. Aladdin Mediterranean Cuisine, also in Montrose, opened a second location on 34th and Ella in July. LaMex will be its neighbor.

"The more that I learned about the area, it just seemed like it was a good choice for us to go here," said Gonzales.

As for timetable, Gonzales is hoping to open within nine months, but things can always get pushed back. Stay tuned.

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