This place confuses me. It looks sharp and designed, and walking in from last night’s monsoon, our expectations were high. Take a look at the room. Not your standard taqueria; could be interesting, we thought.

The menu deflated those high hopes, presenting just a bunch of typical stuff, most of which we found acceptable though entirely unexciting…except for the shrimp taco, which MJN has twittered positively about, and his praise is well placed.

The Wife liked the shrimp taco so much we got another order; “That’s the best shrimp taco I can remember, “ she said. The shrimp taco is $2.50 and features two high-quality shrimp, lightly breaded and fried and served with crema and chipotle salsa. A pretty simple dish….but it’s not served on a dish, it’s served in a basket. I have no problem with baskets, but at a place featuring two Bayless alums (Luis Perea and Laura Cid-Perea, neither of whom seemed to be there Friday), we were expecting more fine-dining elements, but that clearly is not what they’re going for a La Lagartija. Not that they should: we’ve all had outstanding meals at taquerias all over the city, but this place seems to aspire to more…so it confused me why in this relatively handsome room, they’d have one flat screen monitor devoted to a snowy screen featuring the Home Shopping Network. Why, in the shot above of the dining room, they’d drape a cook's towel and apron over the back of the brushed aluminum Vie-type chairs, making the customer area an extension of the break room. This is careless.
Also difficult to understand is how, on a Friday night around 8:00PM, they could be out of their tres leches cake, one of the more well-known offerings from Bonbon right down the street, which is also owned by the Pereas, who you’d think would be more on-top of things like this. That shows lack of attention.
While we were eating, a group of hipsters came in, found out the place didn’t serve alcohol and left, presumably to go in search of the local CVS where they were told they could get some beers. They never came back. Now, BYO can be an advantage, and if I were the owners, I’d splash the acronym on the menu, on the front of the building, on the website (if such a website existed, which as noted in the OP it does not), and make it a strength rather than a weakness. If people drive by and see BYO in the window, they can go get booze and come back; however, if they have to park and come in only to discover no drinks are available, they may very well leave, unhappy. Our server told us it’s going to be months before they’ll get a liquor license. Not capitalizing on the BYO angle seems an error; heck, they didn’t charge a corkage fee for the Heinekens we brought in – why not advertise that, too? “BYO – no corkage!” An opportunity lost.
Overall, there’s a sloppiness at this place that confuses me. It seems like it could be much more than it is, and it wouldn’t take much effort to make it a better customer experience. I’ve been addressing the easy stuff, of course, and for me the really big challenge is making the food as good as it seems it should be (I'm working on a more food-centric review for the
Reader). If, as Tamarkin observed, "Perea is one of the most talented Mexican chefs in the city,” expecting more seems fully justified.
"Don't you ever underestimate the power of a female." Bootsy Collins