The Electric Commentary

Tuesday, October 11, 2005

A True Visionary

From Virginia Postrel:

But the elder Mr. Martinez occasionally would make the frozen drink in a blender for his patrons. When his son opened his own restaurant, he knew that frozen margaritas would help his establishment stand out.

The harried bartenders at Mariano's couldn't squeeze enough limes or blend the drinks fast enough to keep up with demand, though. Customers complained – the signature drink was inconsistent, and it wasn't even cold.

"I saw my dream evaporating," Mr. Martinez said. "This was my one shot at being somebody."

A pit stop at a 7-Eleven proved inspiring. Mr. Martinez spotted a Slurpee machine and knew he'd found the answer. He acquired a soft-serve ice cream machine and started mixing.

"The challenge was to make each drink taste like a blender margarita," he said. "We kept experimenting – and tasting."

Once Mr. Martinez hit upon the right recipe – sugar was the secret ingredient, he said – he moved the machine to the bar.

"It became an instant success," he said. "We didn't have to sell it."

The whole thing is quite interesting.

To Mariano Martinez, for speeding up the global intake of bad Tequila, we salute you.


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