Customers know the difference and keep coming back. This is not fast food and it is not the cheapest Mexican food in town, but they have proven that it is much easier to please people when you start with the very finest ingredients.

Topic for Discussion: Are the suppliers just as important as the customers?

Answer: Yes. At Joe T. Garcia's suppliers are treated as friends and with the same respect customers receive. Remember Lanny telling how his grandmother would feed the suppliers breakfast every morning? If you can't get consistent service and quality products from suppliers, you can't serve your customers. Lanny said if there is only one beautiful tomato in Fort Worth, Texas, it will be delivered to Joe T's.

You think about it: Are there weak places in your supply chain? What can you do to improve the quality each step of the way?