Actions

El Rey supermarkets celebrate 45 years in Milwaukee

The stores have even hosted the likes of Hillary Clinton and the diplomat Caroline Kennedy.

While today there are four El Rey locations in the Milwaukee area, it all started with one location, which opened in 1978.

By: Sarah McGrew

Posted

and last updated

One of Milwaukee's most famous supermarkets is celebrating 45 years.

For 45 years customers at El Rey Food Mart have been greeted by vibrant produce, the smell of a taqueria, and the warmth of homemade breads and pastries.

"We work very hard to make it right," said owner and founder Ernesto Villarreal.

Villarreal said his dad originally moved from Mexico to California, after working there for several years he moved to Milwaukee in the '60s and moved the rest of his family up. Villarreal and his brother, Beto, opened the first El Rey store in 1978 with their parents on Cesar Chavez Avenue in Milwaukee.

"Even our first year we did well, and we knew we could grow," Villarreal said of the store's early success.

The original store would eventually move across the street to a bigger location. And in the years since the family has opened up three more El Rey locations serving the Latino community as well as the greater community in Milwaukee.

"The way they feel inside is the difference. You're gonna feel welcome," Villarreal said of the environment they try to cultivate at the stores.

It also provides a taste of home for those who have immigrated from Latin American countries to Wisconsin. From foods that are hard to find in typical grocery stores, to traditional foods served at the restaurant inside the grocery store. In many ways, the store has become a community hub.

"When they come, they seem like they're happy," Villarreal said of his customers.

And it's the customers that Villarreal said have had the biggest impact on him over the last four and a half decades.

"One of the things that stays in my mind is all the customers. They come with the kids at the beginning, then the kids grow up and they come visit me," he said. "And some customers, sometimes they become friends."

Villarreal said he's also proud that the business has continued to stay in the family. His grandchildren are now helping run the store as well.

To celebrate 45 years in business, El Rey is hosting a fiesta on May 13. They'll have live music, dancing and tacos for 45 cents each.

On that date, they will be celebrating at their four locations with:

Live radio remotes starting at 10 a.m.
Live mariachi from 12-3 p.m.
Cake cutting at 1 p.m.
A piñata break for children 10 and under at 3 p.m.
Prize giveaways from 10 a.m.-5 p.m.

The stores have even hosted the likes of Hillary Clinton and the diplomat Caroline Kennedy.
El Rey also supplies local Mexican restaurants. Their products have even made it all the way to Germany, according to their announcement.

El Rey grocery stores are located: