AMAYA GARCIA
Updated Tuesday, April 2, 2024-02:16
Nacho Horcajada (44) has always fit well into the definition of enjoyer, that term that colloquially comes to describe someone who tends to have a good time. He has lived many of those moments around a table. "I have always liked gastronomy and food in general.
I value a good bar the same as sitting at DiverXO
," says this entrepreneur from Madrid who studied Business, then jumped into marketing and from there directly into the hospitality industry. "Before having my premises, I had a marketing agency very focused on this sector." Among his clients at that time, the chef Dani García or the La Ancha Group. With this background it was not surprising that at some point he decided to try his luck.
The first place he set up was at Velázquez 94. "Drinks and live music.
Tartaro was born here in 2016.
I established it out of a personal need because I hated being kicked out of places during the best of after-dinner hours," he says. The beginnings of that adventure were hard; The concept was not fully understood: "The group played for me and three colleagues who came to keep me company," she recalls with humor. After two months, the queue exceeded that of the trendy store that was right next door. "
You have to give time to projects
." His resume was later expanded with forays into restaurants such as Nômâda (he is no longer a partner) and Barra y Mantel, a restaurant on Jorge Juan Street that he transferred just a month ago.
The Bareto omelette.
Since December 2021, his project - in which his partners Quique and Curro Sánchez del Amo are also involved - is called Bareto, that
traditional bar updated based on good marketing
, with noise, a lot of atmosphere and delicious portions to share. . "Two places in Madrid have always inspired me a lot: El Doble and De la Riva. The first for the bar atmosphere; the second for its dining room and its long after-dinner conversations," he says.
In fact, Bareto tastes like beer (well drawn) and tortilla - there is also no shortage
of mirrors with signs
that he liked so much at Brillante - but also like long meals with family and friends where you know what time you come in. but not the one that comes out. "We offer practically the same menu, but they are two different rhythms; many people still think that we only have a bar and we have to work to make our dining rooms known."
Classic bravas and with caballes, two hits from Bareto.
We met him in the space on Alcalá Street - where the legendary Cervecería Correos was -, with a beer, some gildas and some anchovies with fries in the background. On the screens,
there is never a shortage of great football events
. "On social networks we detail the programming of the matches that we broadcast at the venues."
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He says it in plural because in these three years, the 'family' has grown and they already have premises
in Atocha, in La Moraleja, in the Plaza de Olavide
(they have just settled where Casa Puebla was)
and even at the airport
. "We're opening two more soon," she announces with a half smile.
Each one of them brings together a different audience and Nacho knows how to read that well. "In Atocha there is a lot of turnover; the customer stays for 20 minutes and leaves; the average ticket is also lower." In Chamberí, young people have turned the terrace into a meeting place whether hot or cold. "
We take great care in the locations we choose
," he explains. On weekends it is difficult to find space at the bar of any of them.
Anchovies and vermouth, another Bareto classic.
He spends all day observing - and testing - what is happening in the sector. "You have to be on top of the business," she says as the first customers arrive at the bar counter; Some lucky people have been enjoying breakfast on the terrace for a long time with views of the Post Office building or Cibeles.
The
house
hits are clear:
the flamenquines, the bravas and the gildas
. Also the squid montadito and, of course, the omelette add to that list. "People give you one or two chances, it's rare that they give you a third," he says with the confidence of someone who has created a brand that only grows in the capital scene. "What I am clear about is that if in three years you have not positioned yourself in the market, it is better to close and change."
From breakfast to dinner, through the aperitif, lunch and afternoon, Bareto's kitchen works all day. So that there is no enjoyment left without a plan.