El Rey Latin Food
El Rey Latin Food is a privately held, single-location Colombian and Latin American restaurant in Paterson, New Jersey, serving stuffed arepas, artisan burgers, hot dogs, and breakfast items to local individual consumers via dine-in, takeout, and the DishReel online ordering platform.
- Company typePrivate
- Founded2017
- HeadquartersPaterson, United States
- Headcount—
- GTM typeB2C
- OfferingServices
What El Rey Latin Food does
El Rey Latin Food is a privately held, single-location restaurant based in Paterson, New Jersey, that operates the former 'El Rey de las Arepas' concept. Founded in May 2017, the business serves Colombian and broader Latin American cuisine to local consumers in the Paterson market, anchored by signature stuffed arepas alongside artisan burgers, Colombian-style hot dogs, sandwiches, breakfast items, appetizers, salads, loaded fries, plantain dishes, and a broad beverage program including juices, milkshakes, and hot drinks. Menu items are priced in the $14-$22 range, with flagship offerings such as the La Joya de la Corona burger at $22 and the La Reina arepa at $16.
The business operates as a traditional brick-and-mortar food service establishment at 905 Main St, Paterson, NJ 07503, with direct dine-in and takeout service. Order capture is layered with the DishReel third-party online ordering platform, whose storefront is linked from the company's own website and from menu category imagery; no proprietary mobile app, no API, and no delivery-only dark kitchen or third-party delivery integration is disclosed. The customer base is overwhelmingly individual consumers (B2C), targeting local residents and visitors seeking authentic Colombian food in the Paterson area, with no enterprise or institutional customers identified.
In May 2024 the company completed a full renovation and rebrand, changing its name from El Rey de las Arepas to El Rey Latin Food to broaden its positioning from a Colombian arepa specialist to a wider Latin food concept. The transition included a refreshed logo, modernized spaces, and updated dish presentation, but the operating footprint remained a single unit. There is no indication of multi-unit expansion, franchising, external capital, partnerships, or institutional ownership; the company appears to be an independent, owner-operated restaurant with self-funded operations.
El Rey Latin Food firmographics
Firmographics- Name
- El Rey Latin Food
- Legal name
- El Rey Latin Food
- Website
- https://elreylatinfood.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Short description
- El Rey Latin Food is a privately held, single-location Colombian and Latin American restaurant in Paterson, New Jersey, serving stuffed arepas, artisan burgers, hot dogs, and breakfast items to local individual consumers via dine-in, takeout, and the DishReel online ordering platform.
- Ownership category
- akta.pro rank
El Rey Latin Food industry classification
Industry- Product category
- Colombian / Latin American Restaurant
- NAICS
- Limited-Service Restaurants (722513)
- SIC
- Retail-Eating Places (5812)
- akta.pro primary industry
- Ethnic & Regional Cuisine Restaurants (THAFACAD)
- akta.pro secondary industry
- Mexican & Tex-Mex Fast Casual (THAFABAC)
Keywords
Where El Rey Latin Food is headquartered
LocationHeadquarters
- HQ city
- Paterson
- HQ country
- United States
- HQ region
- North America
Markets served
El Rey Latin Food business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Infrastructure, Marketing or Sales
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual food items |
Distribution channels1 record
Marketing channels3 records
El Rey Latin Food product offering
Product offeringCore offering
El Rey Latin Food operates a single brick-and-mortar restaurant in Paterson, New Jersey, serving Colombian and broader Latin American cuisine. The core menu is centered on signature stuffed arepas (Colombian corn cakes), complemented by artisan hamburgers, Colombian-style hot dogs, sandwiches, breakfasts, appetizers, picadas, salads, loaded fries (papas locas), plantain dishes (patacón), a kids' menu, and a beverage selection including cold drinks, hot beverages, milkshakes, juices, and desserts. Orders are placed in-store or through the DishReel online ordering platform.
Product overview
El Rey Latin Food (formerly El Rey de las Arepas) is a restaurant specializing in Colombian Latin American cuisine, operating as a single-location food service establishment in Paterson, New Jersey. The restaurant offers a diverse menu centered on Colombian stuffed arepas as its signature product, complemented by artisan burgers, hot dogs, sandwiches, appetizers, salads, loaded fries, plantain dishes, breakfast items, a children's menu, and an extensive beverage selection including cold drinks, hot beverages, milkshakes, natural juices, and desserts. The restaurant underwent a major rebranding in May 2024, transitioning from its original identity as a Colombian arepa specialist to a broader Latin food concept while maintaining its core offerings.
Differentiator
Problem solved
Functional benefit
Products and services
- Arepas Signature stuffed Colombian corn cakes, the restaurant's flagship offering, including varieties such as MARRANITA (pork rinds, sausage, sweet plantains), LA REINA (shredded beef, pork rinds, sausage, sweet plantains, mozzarella cheese, quail eggs), and LLANERA (beef, tomato, yellow cheese, avocado). Priced $14-$16.
- Hamburguesas (Artisan Burgers) Artisan burgers on brioche bread with 100% house-made beef patties and toppings such as bacon, mozzarella, coleslaw, quail eggs, and house sauces. Varieties include LA JOYA DE LA CORONA ($22), SUPER REY ($18), and PORK SPECIAL ($18).
- Perros (Colombian-style Hot Dogs) Colombian-style hot dogs and hot dog variations served as a standalone menu category.
- Sandwiches Sandwich offerings available as a standalone menu category at the restaurant.
- Desayunos (Breakfasts) Breakfast offerings available as a standalone menu category at the restaurant.
- Entradas (Appetizers) Appetizer offerings available as a standalone menu category at the restaurant.
- Picadas (Shared Platters) Shared platters and sampling plates for groups, available as a standalone menu category.
- Ensaladas (Salads) Salad offerings including green salads and fruit salads, available as a standalone menu category.
- Papas Locas (Loaded Fries) Loaded or 'crazy' fries dishes with various toppings, available as a standalone menu category.
- Patacón (Fried Plantain Dishes) Fried plantain dishes, a traditional Latin American side, available as a standalone menu category.
- Menú de Niños (Kids Menu) Child-friendly menu offerings available as a standalone menu category.
- Bebidas (Beverages - cold, hot, milkshakes, juices) Cold drinks, hot beverages, milkshakes (malteadas), natural juices, sodas, micheladas, and limonades, grouped as beverage menu categories.
- Postres y Helados (Desserts and Ice Cream) Dessert offerings and ice cream, available as standalone menu categories.
Companies that use El Rey Latin Food
Customer profileSegments1 record
Ideal customer profiles1 record
El Rey Latin Food technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
El Rey Latin Food partnerships and signals
Strategic signalRecent moves3 records
El Rey Latin Food competitors and assessment
Company assessmentBroad incumbents
- Taco Bell: Mass-market Mexican-inspired QSR chain. Sets the price/value benchmark at the lower end of Latin QSR and competes for the same quick Latin-cuisine occasions among value-oriented customers in the Paterson trade area.
- Moe's Southwest Grill: Latin-inspired fast-casual franchise chain with counter ordering and a broad Southwestern/Tex-Mex menu. Comparable operating model (counter-service Latin fast casual) though different cuisine positioning.
- Chipotle Mexican Grill: Large publicly-traded Mexican/Latin fast-casual chain serving burritos, bowls, and tacos with counter-service ordering. Overlaps with El Rey Latin Food in the Latin fast-casual category but at vastly greater scale and with broader Mexican-anchored menu.
- Qdoba Mexican Eats: National Mexican fast-casual chain with counter service, customizable bowls/burritos, and digital ordering. Competitor for Latin-cuisine casual dining occasions though menu is Mexican-anchored rather than Colombian.
- Pollo Tropical: Caribbean/Latin QSR chain focusing on grilled chicken, rice bowls, and tropical sides. Comparable Latin cuisine positioning with broader footprint and stronger digital/delivery infrastructure.
Direct peers
- Arepa Cafe: NYC-based Colombian restaurant specializing in stuffed arepas, empanadas, and traditional Colombian plates. Closest direct peer in cuisine focus and authentic Colombian arepa positioning, competing for the same Colombian-food demand.
Emerging players
- Sabor a Arepa: Smaller Colombian-focused arepa concept competing for the same authentic arepa customer; useful comparable for menu pricing, niche positioning, and unit-level economics of arepa-led restaurants.
Regional players
- La Fonda Colombiana: Independent Colombian sit-down restaurants in the NY/NJ tri-state area serving bandeja paisa, soups, and traditional plates. Comparable as authentic Colombian casual-dining peer in the same regional market.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat2 records
Key risks6 records
Key highlights6 records
Customer concentration
El Rey Latin Food social profiles
Digital presenceEl Rey Latin Food financial estimates
Financial estimateRevenue estimate
Valuation estimate
El Rey Latin Food leadership team
Management profileNumber of profiles
El Rey Latin Food funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
El Rey Latin Food 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 Rey Latin Food
What does El Rey Latin Food do?
El Rey Latin Food operates a single brick-and-mortar restaurant in Paterson, New Jersey, serving Colombian and broader Latin American cuisine. The core menu is centered on signature stuffed arepas (Colombian corn cakes), complemented by artisan hamburgers, Colombian-style hot dogs, sandwiches, breakfasts, appetizers, picadas, salads, loaded fries (papas locas), plantain dishes (patacón), a kids' menu, and a beverage selection including cold drinks, hot beverages, milkshakes, juices, and desserts. Orders are placed in-store or through the DishReel online ordering platform.
Is El Rey Latin Food a public or private company?
El Rey Latin Food is a private company. It is classified as unknown and is currently operating.
When was El Rey Latin Food founded?
El Rey Latin Food was founded in 2017.
Where is El Rey Latin Food based?
El Rey Latin Food is headquartered in Paterson, United States, in the North America region.
Who are El Rey Latin Food's main competitors?
Broad incumbents on record are Taco Bell, Moe's Southwest Grill, Chipotle Mexican Grill, Qdoba Mexican Eats and Pollo Tropical. Arepa Cafe is listed as a direct peer. Sabor a Arepa is listed as an emerging player. La Fonda Colombiana is listed as a regional player.
Does El Rey Latin Food have an API?
No public API is recorded for El Rey Latin Food.
What industry is El Rey Latin Food in?
El Rey Latin Food's product category is Colombian / Latin American Restaurant. Its primary akta.pro industry code is THAFACAD, Ethnic & Regional Cuisine Restaurants, with a secondary code of THAFABAC, Mexican & Tex-Mex Fast Casual. Its NAICS code is 722513 and its SIC code is 5812.