It’s a tough line between mom and boss.
Cindy Mclarty, co-owner of Taco Surf along with her husband Sam, found that out employing their offspring at their family restaurant, celebrating its 25th anniversary in Pacific Beach this year on March 17.
But it’s all been worth it, the couple said. And their children may someday inherit the business.
“We’ve outlived everybody within visual range now,” said Sam of his eatery at 4657 Mission Blvd. across the street from Duck Dive (formerly Hennessey’s).
“More than visual range,” Cindy chimed in, adding, “I can’t think of anything (else) that’s still here.”
Asked the secret of their longevity, the Mclartys were quick to reply.
“Our involvement in the community, and the fact that we take a real big interest in families that come in,” responded Cindy. “We watch little kids grow and they come in with their kids now. It’s just a feel. It’s a vibe. It’s the surf vibe of the area. It’s s definitely something we never planned on. But we have cultivated it.”
Her spouse concurred.
“It’s the ocean,” agreed Sam, a lifetime surfer who has nearly 200 surfboards in his collection at work and home. “Surfing is iconic, soulful, San Diego soul.”
Surfing is not only part of their restaurant’s name; it’s even become an advertising vehicle.
“I always encourage Sam to go out surfing,” said Cindy adding, “I call it surfetising. “People will come in here and say, ‘Hey, I saw Sam out in the lineup.’”
Best of all, added Cindy, “It works.”
The pair have something else in common: Restaurants factor heavily into both their family’s backgrounds.
“My mother and father met in a restaurant,” said Cindy. “My mother-in-law and father-in-law met in a restaurant. Sam and I met in a restaurant. And my daughter, and her husband, met in a restaurant.”
Cindy and Sam met in a Chula Vista restaurant 35 years ago. He was assistant manager. She was the first employee he’d ever interviewed for a job.
Fast forward to 2015, and they’re still working together and counting their blessings.
Asked the reason for their success, Sam replied, “Our taste has been consistent for 25 years. We’ve added things. But we’ve really tried to maintain the basic taste.”
Sam added that “getting people back on a regular basis” is also key.
“We try to keep our prices as low as possible,” said Cindy. “You can come in here and pay $3.50 and be full.”
Comparing Taco Surf’s menu 25 years ago and today, it’s surprising how little things have changed. Their original menu was smaller, almost postcard-sized, and simpler. A lot has been added, noted Cindy, in terms of offerings — more fish items, soups, salads, bowls, plus Cindy’s patented build-your-own burrito.
Talking about what’s been fun about Taco Surf, Cindy said they sometimes have celebrities, like NFL Pittsburgh Steelers’ star Troy Palamalu, come in.
But personally, Cindy said she likes making connections with customers the best.
“You really get to know them, and they know all about you and what’s going on in your family,” she said.
Though times — and the landscape — of PB have changed greatly over the last 25 years, Cindy noted those changes have been “pretty positive.”
“I think this town’s really going in a good direction,” she said adding, “There are really good people here. They take care of their town. The tourists love it.”
The Mclartys’ three children are all working elsewhere now. One son is a chef over at The Fishery on Cass Street. Cindy said they’ve expressed interest in one day taking over the business, adding that perhaps might be in the family’s future.
In the meantime, Sam noted that “We’ve been working together for 25 years, and have been married almost 35. We still love each other.”
“We’ve raised three kids,” added Cindy.
“We’re working on our second grandchild,” pointed out Sam.
Stop in March 17 and help the Mclartys celebrate their 25th anniversary in PB. As usual, Irish-style corned beef will be on the menu that day. Taco Surf
Birthday: On March 17 the iconic eatery turns 25 Where: 4657 Mission Blvd.
Contact: (858) 272-3877 www.tacosurftacoshop.com
The boards: There are hundreds of surfboards on display at the restaurant.
Honors: Taco Surf’s breakfast burrito named in the top 10 at DiscoverSD.com; USA Today’s Travel section recognized Taco Surf as the place to go for burritos in PB; The Daily Meal named Taco Surf’s carne asada burrito one of the best in the U.S.