El Terreno
El Terreno is a single-location open-air food park in Guadalupe, Nuevo León, Mexico, hosting seven restaurant concepts alongside live music and sports broadcasts for walk-in, family- and pet-friendly mass-market visitors in the Monterrey metro area.
- Company typePrivate
- Founded-
- HeadquartersGuadalupe, Mexico
- Headcount11–50
- GTM typeB2C
- OfferingServices
What El Terreno does
El Terreno is a single-location physical food park and entertainment venue operating from Cádiz 130, Las Américas, Guadalupe, Nuevo León, Mexico, in the Monterrey metropolitan area. The venue aggregates seven independently operated restaurant concepts under one open-air roof—Bebeleche (burgers), Sub Zero (slushies and alcoholic frozen drinks), Wakamole (Mexican botanero), Peace & Dog (American comfort food), Paco Meralgo (northern Mexican tacos and birria), The Sushi Container (sushi), and Barbox (full bar with micheladas and specialty cocktails)—and combines them with a high-frequency events calendar featuring live music (rock, pop, ska, DJ sets) and sports broadcasts (Liga MX, NFL, international tournaments) on 30+ screens and a megapantalla. The venue is explicitly positioned as 100% family-friendly and pet-friendly, with free entry, no reservations, and no cover charges, and operates Tuesday through Sunday with extended weekend hours.
The business model is consumption-based and event-driven: customers walk in, order and pay directly at each vendor stall, and revenue is generated through tenant turnover and on-site beverage sales rather than ticket or cover fees. The venue operates an on-site talent registration pipeline (via elterreno.mx/talento) to source bands and DJs, and a dedicated careers page (elterreno.mx/jobs) signals ongoing operational staffing. With a headcount of 12, no proprietary technology platform, no mobile app, no loyalty program, and no delivery channel, El Terreno is a local brick-and-mortar venue business whose competitive logic rests on curated multi-vendor aggregation combined with habitual event programming rather than technology differentiation.
Geographically, the company is restricted to a single Monterrey metro location; the FAQ explicitly states there is only one branch and no additional locales are available for rent. The company is privately held, with no disclosed funding, no parent company, no institutional investors, and no executive leadership publicly listed. Marketing is conducted primarily through organic social channels (TikTok, Facebook, Instagram under @elterrenofp) and the website event calendar, with no paid advertising or referral program identified.
El Terreno firmographics
Firmographics- Name
- El Terreno
- Legal name
- El Terreno
- Website
- https://elterreno.mx
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- El Terreno is a single-location open-air food park in Guadalupe, Nuevo León, Mexico, hosting seven restaurant concepts alongside live music and sports broadcasts for walk-in, family- and pet-friendly mass-market visitors in the Monterrey metro area.
- Ownership category
- akta.pro rank
El Terreno industry classification
Industry- Product category
- Food Park & Live Entertainment Venue
- NAICS
- Full-Service Restaurants (722511), Drinking Places (Alcoholic Beverages) (722410), Restaurants and Other Eating Places (72251)
- SIC
- Retail-Eating & Drinking Places (5810), Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- All-Day Dining Restaurants (THAFACAJ)
- akta.pro secondary industries
- Nightclub & Small Live Venue Operations (Clubs, Bars with Stages) (MPAGALAF), Live Music Bars & Venues (CRANACAH)
Keywords
Where El Terreno is headquartered
LocationHeadquarters
- HQ city
- Guadalupe
- HQ country
- Mexico
- HQ region
- Latin America
Offices1 record
Markets served
El Terreno business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Personnel, Marketing or Sales, Infrastructure, Supply Chain
Revenue model
- Food & Beverage Sales: The primary revenue stream comes from sales across seven restaurant tenants within the park: Bebeleche (burgers), Sub Zero (slushies/alcoholic drinks), Wakamole (Mexican botanero), Peace & Dog (American comfort food), Paco Meralgo (northern Mexican tacos/birria), The Sushi Container, and Barbox (bar/micheladas). Each vendor operates its own counter; customers walk up and order.
- Events & Live Entertainment: Revenue is generated through live music nights (DJ sets, local bands such as Mavericks, Evans, Dr Retro, Rockin Nopal, Malanga Ska) and sports broadcasts (Liga MX, NFL, international soccer tournaments, boxing). Entry is free (no cover charge); revenue is derived from food, beverage, and merchandise consumption during events. The venue hosts 11+ pages of archived events, indicating high event frequency.
- Venue Space Rental: Restaurant tenants lease physical space within the food park. The venue also maintains a contact form for artists/DJs/bands to register for performances, suggesting artists may be booked as talent rather than bringing their own audience.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Free entry, consumption-based spending at individual vendor stalls |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels4 records
El Terreno product offering
Product offeringCore offering
El Terreno operates an open-air food park in Guadalupe, Nuevo León (Monterrey metro area) that houses seven independent restaurant tenants — Bebeleche (burgers), Sub Zero (slushies/cocktails), Wakamole (Mexican botanero), Peace & Dog (American comfort food), Paco Meralgo (northern Mexican tacos/birria), The Sushi Container (sushi), and Barbox (bar/micheladas). The venue hosts free-entry live music nights and sports broadcasts (Liga MX, NFL, international tournaments) on 30+ screens, with no reservations and consumption-based ordering at each vendor stall.
Product overview
El Terreno is a multi-concept food park venue featuring seven distinct restaurant brands under one roof: Bebeleche (burgers), Sub Zero (slushies/alcoholic drinks), Wakamole (Mexican cuisine), Peace & Dog (American comfort food), Paco Meralgo (northern tacos/birria), The Sushi Container (sushi), and Barbox (full bar). The venue operates as an open-air entertainment complex hosting live sports broadcasts (30+ screens, megapantalla) and live music events featuring local regiomontana bands. The venue is pet-friendly, family-oriented, and features free entry with no reservations required.
Differentiator
Problem solved
Functional benefit
Products and services
- Bebeleche Author burger restaurant operating as a tenant within the El Terreno food park, offering juicy hamburgers, addictive fries, and quality beef for walk-in patrons at the venue.
- Sub Zero
- Wakamole
- Peace & Dog
- Paco Meralgo
- The Sushi Container
- Barbox
- El Terreno Events & Live Entertainment
Quantifiable outcome
- Free entry — no cover charge for any event
- +1 more outcomes
Companies that use El Terreno
Customer profileSegments1 record
Ideal customer profiles1 record
El Terreno technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
El Terreno partnerships and signals
Strategic signalScale indicators5 records
Recent moves5 records
Expansion highlights3 records
El Terreno competitors and assessment
Company assessmentDirect peers
- Time Out Market: Global food hall operator curating multiple restaurant concepts under one roof with event and cultural programming. Directly comparable as a curated multi-vendor food and entertainment destination model.
- Mercado Roma: Mexico City food hall and lifestyle market combining multi-vendor dining with events and bars. Directly comparable to El Terreno as a multi-tenant food and beverage destination with event programming, though operating in CDMX rather than Monterrey.
- Cervecería Hércules: Querétaro-based craft beer brewery and outdoor venue combining brewery, food vendors, and live events. Comparable as a Mexican outdoor multi-vendor food and beverage venue with live entertainment programming.
Broad incumbents
- Big Night Entertainment Group: US multi-concept restaurant and nightlife operator with venues combining dining, bars, and entertainment. Comparable in the multi-concept dining + entertainment thesis, though operating in the US at larger scale.
- Ponce City Market: Atlanta-based mixed-use food hall and market combining curated restaurant vendors, retail, and event spaces. Comparable as a destination food venue with event programming, though operating at a much larger mixed-use scale.
- Eataly: Global Italian marketplace combining multiple restaurant counters, retail, and event programming in a single destination. Comparable as a multi-vendor food destination, though operating at much larger scale and across multiple global cities.
Regional players
- Foro Indie Rocks: Mexico City independent live music venue. Comparable as a Mexican venue hosting live music and event programming, though focused exclusively on concerts rather than dining.
- Central de Abastos (Cdmx food halls / mercados): Mexican mercado and food hall concept aggregating multiple food vendors under one roof. Comparable in the multi-vendor food aggregation model, though more traditional market format and lacking El Terreno's live entertainment programming.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
El Terreno social profiles
Digital presenceEl Terreno financial estimates
Financial estimateRevenue estimate
Valuation estimate
El Terreno leadership team
Management profileNumber of profiles
El Terreno funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
El Terreno M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about El Terreno
What does El Terreno do?
El Terreno operates an open-air food park in Guadalupe, Nuevo León (Monterrey metro area) that houses seven independent restaurant tenants — Bebeleche (burgers), Sub Zero (slushies/cocktails), Wakamole (Mexican botanero), Peace & Dog (American comfort food), Paco Meralgo (northern Mexican tacos/birria), The Sushi Container (sushi), and Barbox (bar/micheladas). The venue hosts free-entry live music nights and sports broadcasts (Liga MX, NFL, international tournaments) on 30+ screens, with no reservations and consumption-based ordering at each vendor stall.
Is El Terreno a public or private company?
El Terreno is a private company. It is classified as unknown and is currently operating.
When was El Terreno founded?
El Terreno was founded in -1. It employs 11 to 50 people.
Where is El Terreno based?
El Terreno is headquartered in Guadalupe, Mexico, in the Latin America region.
How does El Terreno make money?
Three revenue lines are on record. Food & Beverage Sales are the primary driver. The others are events & Live Entertainment and venue Space Rental.
Who are El Terreno's main competitors?
Direct peers on record are Time Out Market, Mercado Roma and Cervecería Hércules. Broad incumbents are Big Night Entertainment Group, Ponce City Market and Eataly. Regional players are Foro Indie Rocks and Central de Abastos (Cdmx food halls / mercados).
Does El Terreno have an API?
No public API is recorded for El Terreno.
What industry is El Terreno in?
El Terreno's product category is Food Park & Live Entertainment Venue. Its primary akta.pro industry code is THAFACAJ, All-Day Dining Restaurants, with a secondary code of MPAGALAF, Nightclub & Small Live Venue Operations (Clubs, Bars with Stages). Its NAICS code is 722511 and its SIC code is 5810.