Serrano’s celebrates 100 years in business with week of $1 specials

The Serrano family celebrates 100 years in business in Chandler with a week of $1 specials and a Centennial Fiesta on Thursday.

The $1 specials, available this week only at all five Serrano’s Mexican Restaurants in the East Valley:

• Monday: $1 10-ounce house margarita
• Tuesday: $1 street taco or hard-shell taco (shredded beef or chicken)
• Wednesday: $1 Heavenly Bites
• Thursday: $1 taco meal (shredded beef or chicken taco, rice and beans)
• Friday: $1 fried ice cream
• Saturday: $1 10-ounce draft Mexican beer

There’s a limit of one special per person, and all specials are dine-in only.

Thursday’s fiesta will run 5-9 p.m. and include a taco-eating contest featuring local mayors and representatives from police and fire departments at 7 p.m., along with face painting, raffle prizes, and kids’ activities.

The Serrano Brothers Popular Store opened in 1919 – when Chandler had fewer than 1,000 residents – making it the oldest continuously owned family business in the town.

The store, which sold clothing and other goods to local farmers, eventually evolved into Serrano’s Department Stores, which had several Valley locations.

In the 1970s, Ernie and Eva Serrano decided to transition the business into a restaurant, opening La Casa Serrano in 1979. The last Serrano’s Department Store was closed in 1981.

Today, Ernie and Eva’s eight adult children (pictured) operate the five restaurants.