What do you do when you are in the hospitality business and want to help out a cause that’s particularly close to home during a difficult time? You do what you do best. Pull out all the stops, and throw an enormous party.
That’s exactly what Rocco Mangel, the visionary behind Rocco’s Tacos and Tequila Bar, did last month to help hospitality workers who lost income and at times employment and hope in the wake of hurricanes Helene and Milton.
Founded in West Palm Beach in 2007, Rocco's Tacos has become a 10- location Florida institution that serves up authentic Mexican food complemented by more than 300 varieties of tequila in a party-like atmosphere.
Guests gathered at the popular restaurant in Boca Raton to eat, drink, make merry and liberally down tequila. The event was co-hosted by Guy Fieri of Diners, Drive-ins and Dives fame. Through the Guy Fieri Foundation, it raised more than $100,000 of vital funds, which were given to the Florida Restaurant & Lodging Association to help hospitality workers.
In a decidedly high-spirited atmosphere, guests enjoyed a memorable menu of Mexican favorites, paired with tequila, mescal and other specially selected drinks, as they enjoyed mixing and mingling, silent and not so silent auctions and a host of Instagram-worthy arranged and off-the-cuff photo opportunities. Keeping everyone moving was the turntable wizardry of DJ Irie, former DJ for Miami Heat turned celebrity in his own right.
“Hospitality workers, who are paid hourly, may face major financial hardships when hurricanes force closings,” says Mangel. “People hunker down at home in anticipation of a storm—whether it hits or not. They stock up on food, and restaurant business dips. Shifts evaporate. Tips disappear. Some establishments close—possibly never to reopen.
When Mangel’s good friend Fieri approached him about making a difference for hospitality folks, they both agreed: You gotta eat.
They also agreed that the problem could also be a solution. While hospitality workers needed financial support to meet basic needs, others in the area had become hungry for a night on the town with good food, camaraderie and fun.
Combining their talents, contacts and generosity, the two served up a fundraising dinner with fireworks in just 18 days. Fieri’s chefs curated a special menu and worked with the restaurant’s culinary team on preparation of such specialties as lobster tacos, marinated beef tenderloin, melon salad and traditional Mexican brown sugar pudding.
Not overlooked was Fieri’s trademark Trashcan Nachos, served overflowing in enormous tins, each with enough brisket, beans and cheese to feed an entire table.
Adding excitement were personalities such as Anthony Rizzo of New York Yankees fame and Florida’s own former NFL Pouncey twins, who posed for pictures and contributed sports memorabilia to the auction.
As the DJ spun a lively set, Fieri presided over a loud, live personality-filled auction and Mangel poured tequila shots into the open mouths of willing imbibers, one guest succinctly summed up the crowd’s sentiments: “What else do you need but Rocco, Guy, tequila and great food, for an amazing evening.”
After the event, we sat down with Rocco Mangel to talk about the remarkable success of his restaurants, his unique style and his commitment to philanthropy.
Mexican-inspired restaurants are hardly a rarity in Florida. You’ve enjoyed remarkable success that just keeps growing. What sets Rocco’s Tacos apart?
In 2007, when we opened our flagship restaurant in West Palm Beach, there really was nothing like it in Florida. We were first-in--a relatively new beacon on the culinary scene.
We also did a lot of research that contributed to our success before developing the restaurant concept. Our team traveled nationwide and to Mexico to experience other Mexican-themed restaurants and gained a perspective that still serves us well today.
Fresh emerged as a hallmark of authentic Mexican cuisine and became a big part of our philosophy. We incorporate many fresh ingredients and prepare everything from scratch the day it is served. Guacamole is made tableside; fresh baked tortillas emerge hot from our ovens daily. Our menu is updated to add interest and excitement.
We also emphasize amazing hand-crafted drinks, good service and fun. After all, Mexican food shouldn’t be too serious.
You proudly proclaim that the bar offers 300 varieties of tequila. How important is the spirit to your success?
Very important. After all, it's in our name, Rocco’s Taco and Tequila Bar. And it’s a big part of our identity. In fact, during my exploratory travels, I believe I saw something other people missed--the importance of good, quality tequila. People wanted a drink that didn’t leave them feeling off kilter the next day, and at that time better specialty tequilas were emerging. Initially, our plan was to open a big tequila bar stocked with quality brands, serving tacos and simple Mexican food on the side. However, we decided to expand the food offerings.
As time passed and our success grew, suddenly tequila really started taking off with celebrity-owned varieties proliferating. We began offering a growing selection for sophisticated palates. We made such a mark in the tequila world that many vendors saw a place on our shelf as an important way of building their brand.
Bottom line: Tequila is important to us. And we are important to tequila.
Your restaurants seem to draw a vast cross-section of patrons. How are you so successful in attracting a diverse crowd?
Rocco’s Tacos welcomes everyone, and our fun and festive atmosphere has almost universal appeal. Groups of young people, couples, families, celebrities—we offer something for everyone who likes to kick back, relax and have a good time in a casual, comfortable environment.
We accommodate both drinkers and diners at the bar. Our generous bar tables seat large happy hour gatherings. The dining area can accommodate both small and large groups. During the early evening, we often draw young families. We love kids. I love kids. And kids seem to love the excitement and action.
How did you get your start in the restaurant business?
I was born into it. My grandfather was manager of the Copa Cabana in New York City during its heyday. My father was in the restaurant business his whole life, and like me, had a namesake restaurant, Michael on Long Island. I worked in his restaurants starting at age 13 and have been involved in the hospitality business in some capacity at every juncture of my life--as a young adult in New York City and later in South Florida.
Tell us about your move to Florida and your hospitality history here.
I started as a busboy for a Mexican restaurant in West Palm Beach in 1997. Unbelievably, ten years later, almost to the day, I ended up owning that restaurant as my namesake eatery.
In between, I went on to work in the front-of-the house in many well-known Boca Raton eating establishments. I transitioned for a while into night club management and had a good measure of fun—which I believe contributes to the spirit of some of the restaurants I have managed and to Rocco’s Tacos itself.
In 2005, I became manager of a Mexican restaurant my former employer and mentor, Karl Alperman opened in Boca Raton. Passion took over. Convinced I wanted to open a Mexican Restaurant, I took off on my cross-country journey.
Exactly how did Rocco’s come about?
The short answer is the stars aligned. After returning to Florida from my trip, I happened to run into some of my former bosses who headed up The Big Time Restaurant Group. Surprisingly, we were all interested in opening a Mexican eatery.
The next thing you know, they decided to back and help refine my concept. My namesake eatery was born.
We hired an extremely talented chef. But we all play a role in evaluating the food offerings. I have always been more of a restaurant personality and never headed up a kitchen. However, I rule the drinks and bar.
Your charitable contributions are numerous, visible and extremely important to you. What drives this passion?
In 2016, I had a young child and a successful business. I decided it was a good time to stop drinking and put my best foot forward for my family. That year, I also received the very unwelcome diagnosis of MS. But I believe people are only given the things they can handle, and it’s up to us to handle them.
As a result, I started a single web page Join Team Rocco to raise funds for causes that make a difference. Today, that page has resulted in charitable partnerships with celebrities, business leaders, ordinary citizens and more to raise money for a broad range of important organizations. Last year, we raised a quarter of a million dollars for the National MS Society.
Our efforts also have raised $200,000 for breast cancer research. Other causes I have personally supported include the ALS Association, Leukemia/Lymphoma Society, and Toys for Tots, Tri-County Humane Society, March of Dimes, Palm Beach Juvenile Diabetes Research Foundation and more.
Can you elaborate a little more on how your children have changed your life and are involved in your charitable perspective?
Today, I have a 2-1/2 and an 11 year old. I am their biggest fans, and they are mine. The truth is I want to be the kind of guy my daughter wants to marry. I try to teach them both good values. The motto we all live by is you have to give to get. Life is about spending time with the people you love and what you can do for others.
How does your relationship with Guy Fieri tie in with that?
I met Guy and within 15 minutes he became my best friend. We just started talking about how we can take over the world with kindness, caring and philanthropy. The next thing you know, I’m going to his birthday party.
We don’t ask anything of one another—just what we can do for the betterment of humankind. And with his foundation, he has so much more bandwidth for that effort than I. But, we both do what we can. We help out each other’s charitable projects and are more like family than friends.
There could be no better proof than the success of their hospitality industry fundraiser.