The Untapped Market: Catering to the Middle and Lower Classes
In a country where new restaurants open weekly, often targeting foodies and high-income consumers with sophisticated concepts, elaborate menus, and aspirations for Michelin stars, the majority of the culinary offerings cater to a limited audience. Meanwhile, millions of middle and lower-class families also crave dining out experiences. This segment, largely ignored by most restaurant owners, is where Hermes Ponce found his business opportunity.
Hermes Ponce, a successful entrepreneur, recognized that people wanted to enjoy the same dishes found at local markets but with proper service and fair pricing. This insight led to the creation of Marisquería Real, a seafood buffet priced at just 199 pesos.
From the Brink of Bankruptcy to Success
Hermes admits he was on the verge of bankruptcy with a failing business. With tons of seafood in storage, he considered selling it in buffet format as a last resort. However, this seemingly imminent closure turned into the discovery of an untapped market.
“I realized there were thousands of families who couldn’t afford to dine at a seafood restaurant, where a bill could easily reach 5,000 or 10,000 pesos. We bet on them: the middle and lower classes who, with 500 pesos, can enjoy a family meal on weekends.”
Abundant Menu, Fair Price
Starting with 23 dishes, Marisquería Real now offers 46 options, including camarón al coco, aguachile, and a fail-safe camarnero broth. Ponce’s secret is controlled abundance: customers enjoy a few well-served dishes without overindulging, allowing the restaurant to maintain quality and affordability.
The family-oriented format is enhanced by accessibility features: children under 6 eat for free, and birthday celebrants receive special treatment.
Seafood Shacks in Popular Neighborhoods
Today, Hermes Ponce operates three locations reflecting the same commitment to proximity with the people. Marisquería Real in Ecatepec has become a must-stop for tourists visiting Teotihuacan’s pyramids; Marisquería Héroes in Tecámac caters to one of the State of Mexico’s most populous areas; and Marisquería Cerro Gordo serves working-class communities and families seeking an affordable weekend.
In all locations, the philosophy remains unchanged: quality seafood, live music, and restaurant-style service at prices that exclude no one.
While most restaurants raise prices due to rising ingredient costs, Ponce insists on keeping the buffet at 199 pesos throughout 2025, and possibly until 2027.
Expansion with the Same Spirit
Success in the State of Mexico paves the way for expansion to Pachuca and Toluca, with plans to replicate the model in other cities. The formula is simple: focus on inclusive gastronomy rather than exclusivity, catering to the majority who were previously excluded from restaurant maps.
The Recipe for Success
Hermes Ponce’s story isn’t just about saving a business; it’s about understanding the majority. He recognized middle and lower-class consumers, offered quality seafood at fair prices, and strategically located his shacks in popular and tourist-passing areas. This allowed thousands of families to enjoy dining out without it becoming an unattainable luxury.
“Mexicans know how to eat and how to spend. They want quality, feel attended, and do it without breaking the bank. We cater to them, and our future lies with them,” Ponce concludes.
Key Questions and Answers
- Who is Hermes Ponce? An entrepreneur who recognized the need for affordable, quality seafood options for middle and lower-class families.
- What inspired Marisquería Real? The realization that there was an untapped market of families who couldn’t afford traditional seafood restaurants.
- What makes Marisquería Real unique? Its commitment to offering abundant, high-quality seafood at a fair price of 199 pesos.
- How many locations does Marisquería Real operate? Three successful locations in the State of Mexico, with plans to expand.
- What is Ponce’s strategy for maintaining affordability? Controlled abundance, ensuring customers enjoy a few well-served dishes without overindulging.
- What are Ponce’s expansion plans? To bring the Marisquería Real model to Pachuca, Toluca, and potentially other cities.
