The Romero family exemplifies the possibilities offered by entrepreneurship. Michael & Alice Romero and their daughters have fulfilled the American dream in a very personal way. The current success of Michael’s Mini-Mart follows the patterns of success the family established with their first business, a Tastee Freeze franchise they opened in Espanola in 1971. To be technically accurate, Michael’s Mini-Mart, purchased in 1995, is located in Velarde, or suburban Espanola. In addition to providing goods and services to travels in northern New Mexico, the store serves as the unofficial town square of Velarde.

The Romeros have the gift of hospitality that allows them to serve their community in a manner that is uplifting to all those involved. From providing job training and employment opportunities to three generations of New Mexicans to numerous community events where they feed thousands of people the Romero family is constantly reaching out to their Northern New Mexico neighbors.

The Romeros are a true New Mexico success story. They are self-made entrepreneurs who rose from extremely humble beginnings and limited formal education to own two successful business, create a role model for their children and make their community a better place to live.

–PNM, Summer 2007

“When you’re driving across America’s wide-open spaces, your worst enemies are an empty tank and an empty belly. Although a car may not be picky about the brand of gas you put into it, a body cannot run on beef jerky alone. That’s why we’re crazy about NEW MEXICO ROAD FOOD. Perhaps it’s the harmonious convergence of Mexican, American Indian, and Western-frontier cooking traditions found there, or maybe it’s the daunting distances between population centers, but we know of no other state in the Union where you can so consistently find such tasty cooking along the asphalt byways, often only steps from the gas pump..”

“…Farther north, the high-desert farming town of Velarde is home to Michael’s Mini Mart, an unprepossessing pit stop along State Highway 68. There, take a seat at one of three small tables and, for less than you’d spend on a couple of gallons of unleaded, order from the 48-item menu featuring co-owner Alice Romero’s justly famous smothered red chile burritos, pork tacos with pico de gallo, and chicharrón burritos, packed with pork rinds, refried beans, cheddar cheese, and chiles…”

“18 Finest Filling Stations”

–Saveur Magazine, Fall 2008

No state is more passionate about its burger than New Mexico. A juicy thick patty grilled over an open flame or sizzled on a griddle, then blanketed in molten Cheddar or other cheese, and topped off with enough New Mexican green chile to tingle the tastebuds—what could be more glorious? Michael’s Mini-Mart has been honored by the state of New Mexico to be included on their Chili-Cheeseburger Trail map.

“November 2009 saw the introduction of the ‘New Mexico Green Chile Cheeseburger Trail’, a listing of the Land of Enchantment’s most outstanding green chile cheeseburger restaurants. The Trail became the indispensable guide to one of New Mexico’s most iconic foods. The New Mexico Green Chile Cheeseburger Trail was such a resounding success that it was brought back in 2011. Restaurant owners, staff and patrons nominated nearly 200 purveyors of New Mexico’s iconic green chile cheeseburger for inclusion on the updated Trail. The 30 restaurants receiving the most votes received an automatic berth on the Trail while a panel of culinary experts added additional choices to ensure recommendations are available to visitors in all corners of the Land of Enchantment. The updated New Mexico Green Chile Cheeseburger Trail celebrates 66 restaurants, drive-ins, diners, dives, joints, cafes, roadside stands and bowling alleys which serve the best green chile cheeseburgers in the universe. They come from tiny hamlets to burgeoning metropolises and from Abiquiu to Zuni and everywhere in between. One commonality among them all – aside from piquant deliciousness – is the exclusive use of green chile grown and roasted in the Land of Enchantment.”

–Introducing the New Mexico Green Chile Cheeseburger Trail for 2011. May 26, 2011

Alice and Michael Romero’s market in Velarde, 30 miles north of Santa Fe, has served travelers and locals from the surrounding farming village for the past 18 years. But it is the store’s Your Favorites by Alice restaurant that makees Michael’s Mini-Mart a high-priority stop on the Low Road to Taos. In December, Alice sets out a free feast to honor Our Lady of Guadalupe, when folks come to fill up on posole–as well as the spirit of the season.

How did your Our Lady of Guadalupe tradition start? Alice: We began the feast day 20 years ago as a way to honor the Patroness of the Americas. Many people in our community, us included, feel that Our Lady has healed our sick through our prayers. This is our way of giving back to the community, which has also blessed us over the years.

Describe the scene on feast day. Alice: I wake up at 4 a.m. to begin cooking. We start serving at 11 a.m. and finish at 7 p.m.. People now bring guitars, and we add tables so no one has to sit outside in the cold. Sometimes, Matachines show up and dance in Our Lady’s honor. Several hundred customers come to enjoy our food, listen to music, and catch up with old friends.

Michael’s is a popular stop any time of the year. How did you end up in the convenience store business? Michael: My father, Canuto bought the small gas station here in 1960 and expanded it over the yers. He sold it to us in 1995. We thought the store would make it so we could relax and retire, but we’ve been busier than ever.

What’s on the restaurant’s regular menu? Alice: Our most popular items are the pork taco plate and the taquitos, but the green chile cheeseburger, which we make with fresh beef, cheese, and Hatch chile, does really well. People often order the sweet potato fries with it.

With the store’s proximity to Santa Fe, do celebrities ever stop by? Alice: Johnny Depp came in when he was filming The Long Ranger a couple of summers ago, and we’ve had Dan Rather and other famous people stop in. Richard Berry, the mayor of Albuquerque, occasionally comes up for lunch–he always orders the chicharron burrito.

–Steve Larse – Convenience Store News, Summer 2007