El Rancho grocery stores are located throughout the state of Texas. The chain's stated mission is to bring Mexican cuisine to Hispanics living in the United States. As of March of 2015, the company had a total of 16 locations, with its largest presence in the Dallas-Fort Worth area.
El Rancho specializes in creating an intimate family atmosphere for its customers and in providing fresh, high quality foods. The company also maintains a strong focus on customer relations. In keeping with its emphasis on family values, El Rancho maintains a strong community presence by offering concerts that feature popular Mexican and Tejano performers, by hosting toy drives around the holidays and by contributing to local community organizations.
In addition to the usual departments found in supermarkets, El Rancho features a tortilleria that produces freshly made corn and flour tortillas, a dine-in store and a palapa in which customers can purchase prepared meals. The company encourages frugality with its weekly ads and offers in-season imported products as well as domestic products at low prices. The company is also dedicated to offering its employees long-term job security and typically promotes from within in its effort to recruit and maintain a dedicated workforce.