We are building a UK authentic Mexican food brand based on the name “El Patron” which translates from Spanish into “The Leader”. Our aim is to develop a brand value associated with great food and service as well as leadership, respect and status. The main reason why we believe El Patron is a winning proposition is that it caters to the market shortcomings that have arisen from an increased demand for the “Mexican Food Experience” versus the inadequacies of the current Mexican-themed restaurants in London to provide that better experience. El Patron will endeavour to deliver authentic Mexican food in terms of quality, variety, flavours and customer satisfaction.