Around Town: Margaritas opens to large crowds

Margaritas opened quietly—sort of.

On an afternoon in mid-November, management unlocked the doors. They opted against social media buzz. They did not even try for a word of mouth build up. Instead, they simply switched on the sign posted with the neighboring Conoco station.

Restaurants like a “soft” opening, giving them precious time to work out any kinks before the crowds arrive. The result in Margaritas case?

“Oh, my God,” said manager Juan Alcaraz. “The restaurant was packed. It was impossible to keep up.”

Well, they never had to resort to a waiting list and suffered only m...