Fun, family and finger food: Zappos founder opens Nachoria in downtown Burlingame

But despite the unassuming character of the open dining space, brimming with bold colors and sound from a gigantic screen TV frequently showing the founder’s beloved Golden State Warriors, Swinmurn said Nachoria takes its unique brand of fun quite seriously.

Staff wear shirts branding them as “purveyors of the triangular arts,” speaking to the establishment’s commitment to serve fresh and quality ingredients, such as three-sided chips, cheese sauce, toppings and sides, which are made daily at the restaurant.

And the response from diners intrigued by a restaurant serving primarily finger food has been resoundingly positive, said Swinmurn.

“People seem to enjoy a relaxed atmosphere, and a place where the whole family can come,” he said.

Though the Mexican-inspired restaurant may seem foreign to some, the dining experience is simplified by a straightforward menu.

The standard order begins with a pile of corn chips tossed in creamy house cheese sauce and topped with a choice of grilled beef, chicken, carnitas, fish or veggies, among other options, adorned with caramelized onions, grilled peppers, salsa, guacamole and sour cream.

Swinmurn, 43, is Hillsborough resident who said he was inspired to start the restaurant after a business trip years ago to a steak house in Atlanta which offered a popular plate of nachos.

He said he has long held the desire to start Nachoria, and was finally granted the opportunity after years of pursuing other business endeavors.

Nachoria is one of a variety of local ventures Swinmurn has taken on since leaving Zappos in 2006, such as starting Dethrone fitness gyms, or a clothing line which shares the same name creating apparel marketed to mixed martial artists and their fans, and beginning the Burlingame Dragons soccer club.

Though his initial success grew from establishing an online retailer, Swinmurn said he has developed an appreciation for founding brick and mortar establishments which grant him the opportunity to interact with clients directly.

“I find I can control the customer experience more,” Swinmurn said of opening a location which invites in customers, rather than offering them a virtual site to visit.

Though he appreciates components of the online sales industry, by the time he left Zappos he was bored, and finds the new enterprises he has taken on more fulfilling.

The desire to meet and talk with those who patronize Nachoria has compelled Swinmurn to take on a variety of tableside responsibilities at the restaurant, such as serving diners their meals and busing the tables after they finish eating.

He said the feedback he has received since the restaurant opened roughly two weeks ago inspired a variety of alterations which had previously gone overlooked, such as adding vegetables to the kids menu.

Even the cheese sauce has been adjusted and improved according to response from customers, said Swinmurn.

Nachos are not the only dish available at the restaurant though, as tacos and quesadillas are also on the menu, along with sides such and rice and beans and a drink menu which features a variety of beers and cocktails, many of which made with tequila.

The south of the border experience offered at Nachoria is inspired largely by family vacations Swinmurn takes with his wife and son to Puerto Vallarta, where they spend their time enjoying simple sorts of fun and food as a family.

A picture of his 7-year-old son Luke hangs above the doorway at the restaurant, to remind Swinmurn of the moments which brought the family venture to fruition.

Swinmurn said his wife Gaby’s influence has been integral in launching the restaurant, as she has been a guiding force in developing Nachoria’s family flavor.

“If anyone likes the food, it’s because of her,” said Swinmurn.

An accomplished businessman entering his first foray into the restaurant industry, Swinmurn said he has learned to appreciate the unique moments that occur when families and friends unite under one roof and enjoy food designed to be shared.

“The euphoric feeling that happens when everyone is together and having fun — that is what I’m looking for,” he said.

Nachoria is open for lunch and dinner daily from 11 a.m. until 10 p.m.

austin@smdailyjournal.com

(650) 344-5200 ext. 105