Making Tex Mex magic

We speak to the team behind celebrity favourite, The Lonestar

When comedian Ed Gamble hid out in a Tex Mex restaurant in one of England’s most beautiful spa towns as he tried to lie low in TV series Celebrity Hunted, he knew he was taking a huge risk.

He’d raved about The Lonestar on his hit Off Menu podcast months earlier – leaving a giant clue for the reality show’s sleuths to trace him and fellow funnyman James Acaster to the Peak District venue.

But the jeopardy was worth it for the warm welcome and sizzling skillet of fajitas from restaurant manager James Shoults, who also looked after the Hunters when they arrived – too late – the next day.

The warm and bustling restaurant first earned Ed’s lavish praise when he dropped in before appearing on stage at the Buxton Opera House just around the corner.

Pre-theatre offer

Tourists and theatre-goers watching everything from an Electric Light Orchestra tribute act to panto are regular visitors to the small but perfectly located venue, which regularly handles 150 covers on a Saturday night.

Mixologist Morgan Elliott says: “We take 10% off the bill for people with valid theatre tickets and are always looking to match our cocktail menu. When ABBA Forever was on, we produced a bright blue Dancing Queen cocktail. Everyone wanted one.”

The Lonestar has a reputation for being the town’s pre-theatre stop, with advance booking essential when the big shows are on. Morgan adds: “The discount works well too because most parties tend to leave at least that as their tip… and come back.”

“No one leaves hungry”

Former builder James has grown the business over the past 18 years on principles of “consistent quality and sensible prices”.

But he insists it’s also the surprise element of finding a “different food proposition” in such a traditional part of town that keeps customers returning. “Nowhere else does Tex Mex near us, so we get guests from 40 miles away.

“They’d only come that far if we were offering consistently high-quality food that is good value. We tick the boxes and can honestly say that no one leaves here feeling hungry. It’s a proper hearty meal.”

Family

Large group bookings are a constant thanks to the party vibe created by the seven front-of-house team, two chefs and two sous chefs. Head chef Ryan Mycock says: “It’s a family-run business so we’re treated like family when it comes to shift swaps, holidays and training – and that creates goodwill.

“We want customers to enjoy great food and have a memorable time with us, so we go all out for birthdays, special events and calendar dates such as Mother’s Day.

“Mums will get a free cocktail again following the success of last year’s complimentary gin berry fizz. That went down so well, and we found that because mum was having one, other people in the party did too,” adds Morgan.

The 2-for-£15 offer is always a big draw, while the bar – complete with Heineken’s new Smart Dispense system – gets through two barrels a week of Cruzcampo, Moretti and Brixton Brewery IPA.

"We want customers to enjoy great food and have a memorable time with us"

Make your specials work

“We’re always thinking about how we can stay relevant and keep ahead of the trends when we plan the menu,” admits James. “We have a lot of specials on boards, as well as offering upgrades on fries and dips.

“Flexibility is important on the menu. If customers order fajitas, they can have a filling of one or more of chicken, bullet steak, prawns or BBQ pork. On top of that, we do some super-sized family feasts.”

Their bi-annual steak and lobster night sells out immediately. A competition to win a free return by posting a picture and tagging the place brought 11,200 Facebook views and 3,500 Instagram hits last year.

James says: “Social media at a restaurant like this is very powerful, but only if you’re true to the core values of good quality and consistency. The quality of our food speaks for itself, so when customers talk about it on social media as part of a competition, they become our greatest advocates.”

Keeping it fresh

As well as the Tex Mex staples of burritos and tacos, the Lonestar team aren’t afraid to try new things. Smash burgers, Deep South sauces for the chicken, and birria tacos with beef marinated in a vinegar, dried chilli, garlic, and herbs and spices mix then cooked in a beer broth, are all trending.

James says: “It’s vital to evolve your menu and be brave. We weren’t Tex Mex experts when we started, but it’s a national cuisine worth considering if you want to expand your menu by a couple of dishes.”

Prep is everything

“Most of the skill is in the preparation of the peppers and onions, which have to be crisp and fresh, which is why we get ours from London’s Smithfield Market,” says Ryan. “Different heats appeal to different people, so make sure you can vary those.

“The same goes for our steaks, which we get from a local butcher renowned for consistency. We then finesse them further with home-made sauces, including the Diane made with a generous glug of brandy.”

Social media at a restaurant like this is very powerful, but only if you’re true to the core values of good quality and consistency

And finally...

James insists that sourcing ingredients wisely is vital, but adds: “Hospitality is a tough industry to thrive in, so that and ensuring your team is well trained, knowledgeable about the produce and confident to upsell, will give you the best chance of succeeding well into the future.”