When discussing the bold strategy of providing free meals to 400 people to make a name for themselves, at no point did we suggest it was easy. At El Mesón de La Laguna they are well aware of this. This new restaurant, only two weeks old in the heart of San Cristóbal de La Laguna, aimed to reach everyone. And they have certainly achieved it.
Elders, children, families, couples, and friends have been able to enjoy two days of complimentary dining. A six-course menu with drinks and dessert served by the team led by Víctor González Melián in the welcoming space chosen by the company to open this restaurant. All in exchange for the honest opinions of the diners. A review on one of the restaurant’s profiles on TripAdvisor or Google. The cameras from Antena 3, Telecinco, or Televisión Canaria witnessed the premiere, but only EL DÍA had the opportunity to savour a home-cooked menu.
Technology has advanced significantly and at El Mesón de La Laguna, those fortunate enough to sample the assorted cheeses, tuna tartare with sweet potato, or sirloin steak with honey and mustard sauce, received a QR code instead of the bill. On TripAdvisor, we find generally positive or very positive reviews. We even came across some like ” truly exquisite,” “excellent service,” or “a total success.” Not everyone left content, but the majority agree on one thing: “We will return“.
An unconventional idea that concluded on Wednesday at 23:00, when the last of the eight meal shifts they carried out ended, spread across Tuesday and the same Wednesday. Four hundred individuals who occupied the chairs and tables at El Mesón de La Laguna in an experience that was not easy.
El Mesón de La Laguna feeds 400 people for free / Andrés Gutiérrez
The Hard Work of an Entire Team
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This project is incomplete without the drive of Víctor González Melián. He is the visible face of El Mesón de La Laguna, one of the premises of a company committed to quality hospitality, with various restaurants across the Island, such as El Obispado, Brisas del Médano, or Tasca Ossuna. Listening to him makes it seem like yesterday when he toured the Club Oliver in 1994 or when La Mesa de Noche, one of the establishments he owned, was one of the most frequented restaurants back in 2002 or 2003. Over thirty years catering to people in one of the most demanding professions.
Throughout the journey, a rollercoaster ride that has brought him to this challenge: “All of this motivates me. It gets a bit heavier each time, but hospitality is my life, and I enjoy doing what I love, even if it’s not always pleasant.” Since he announced this aggressive strategy, the phone has not stopped ringing, to the point where he had to switch off his own phone during work hours due to the volume of calls and messages from acquaintances or his clientele who support him wherever he goes.
Typical issues faced by a new establishment, but intensified by a challenge of this magnitude: “If it weren’t for the team we’ve assembled, this wouldn’t have succeeded. Sometimes one craves a bit more support, but when you surround yourself with hardworking and enthusiastic individuals, the mountain seems less steep.” In the kitchen, Carlos Afonso embraced the challenge alongside a kitchen team that worked tirelessly to deliver top-notch quality in the dishes served.
Lines outside the establishment were common during Tuesday and Wednesday. People awaiting their turn outside while those finishing up left their feedback and exited the premises. An ordeal that improved with each service: “The first day was a bit more tense, watching how things unfolded, how it all went, and so on, but we were content. Armed with that experience, the second day went smoothly, everything much more fluid, and fulfilling what we set out to do, which was ultimately to make ourselves known and leave a pleasant memory for the diners to entice them to return. Word of mouth is crucial.”
Víctor, with the experience gained from years in the hospitality industry, continues to exude that spark and charisma that adds a unique touch to customer interaction. He creates an intimate atmosphere that makes you feel at home. Something challenging to come by, and something he has been able to instil in El Mesón de La Laguna in a very short time and in a location where standing out is essential for customers to choose you.
An Ideal Ambiance
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In the face of this challenge, reservations were confirmed within hours. On paper, the identities of those who would dine were unknown, but it turned out to be a diverse mix that created a fun and lively atmosphere. “Seeing families together, groups of friends, and even acquaintances of the establishment brightened our day because that’s the goal, to reach all audiences and have them enjoy not only the food but also the service and the atmosphere,” highlights Víctor, elated despite the workload of these days.
Even on days when the restaurant was not open to the public (they rest on Mondays), both he and the front-of-house and kitchen teams worked tirelessly to have everything in order for the challenge of feeding 400 people, filling the dining area up to eight times.
Warm prawn salad, ham croquettes, sautéed mushrooms, sweet potato pies with marinated tuna, Burgos blood sausage with roasted peppers, and sirloin stir-fry with honey and mustard sauce with fries. All this could be enjoyed by diners along with unlimited drinks and a dessert of grandmother’s cake and flan. A grand adventure that kicks off in San Cristóbal de La Laguna, in the heart of the historic quarter, and both Víctor and the entire team at El Mesón de La Laguna are geared up for an experience unlike any other on the Island.
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