Following its rebranding, the Meliana takeaway has launched a new website and is boosting its catering service. “Like home, but better” is the phrase that best defines El Rustidor, the legendary takeaway in Meliana, just a few kilometres from the city. After the recent launch of its website, it’s entering a new phase in the sector, strengthened by a rebranding that has reinforced its identity and by the renewed focus on its catering service.
‘El Rustidor’ is that place that smells like home, where flavour is non-negotiable, and where simplicity is transformed into something extraordinary thanks to its extensive menu and the work of a team that has been operating for over two decades. Behind the project are Nuria Roig and José Vicente Biot, a local couple who came to the business through family ties and have transformed it into a new way of understanding and enjoying takeaway food. They offer generous portions and aim to make life a little easier for those across the street.
El Rustidor i a somriure (The Roaster and Smiles)
“We’ve always wanted to move forward, but without losing our essence. Our image is now more mature, although the simmering sound of our cooking is still the same,” says Nuria, who describes herself as a perfectionist, detail-oriented, and ambitious. It was this desire to move forward and to bring smiles to people’s faces that, two years ago, led them to acquire a new premises and completely renovate it to steer their image in a new direction. This new image had to reflect the quality of their product. There was also another reason that motivated them: the sector lacked a strong, accessible digital presence.
All of this has led them to undertake a comprehensive rebranding, with a focus on recipes, values, and a dedication to quality. This update phase recently culminated in the launch of their new website: elrustidor.com. The site offers a more detailed look at the brand’s philosophy—a blend of a lifelong passion for traditional cooking and a deep respect for local produce—and introduces visitors to the family behind it. It also showcases, with a single click, all the homemade recipes they prepare weekly and presents their catering services for special occasions. Regarding personalization, the owners explain, “We know our customers so well that sometimes we don’t even need to say their name.” The brand now maintains visual consistency across all aspects, which they will continue to refine over time.
Taking this step forward aesthetically and digitally has opened doors to major food fairs and events where takeaway restaurants are not typically seen. Alongside his work as chef at El Rustidor, Jose has had the opportunity to cook at important culinary events such as Gastrónoma and Madrid Fusión. They combine this with a constant pursuit of innovation and training, as both regularly participate in cooking courses and never stop learning until they find the perfect recipe. They are meticulous about every detail and the final result of each dish.
Empty plate, full smile
The menu at El Rustidor is the result of home-cooked flavours, the taste of memories, combined with over 20 years of experience behind the stove. A cuisine composed of time-honoured recipes with a special touch. But Nuria and Jose are not alone; to sell more than 100 rotisserie chickens on a Sunday or 500 servings of rice over the weekend requires many hands. The team consists of 12 people, six of whom work behind the counter and six in the kitchen.
Among their most successful dishes are the timeless classics: such as fried chicken liver with garlic, clams with tomato, cod croquettes, and tomato with tuna. From appetizers to main courses, the stuffed eggplants, chicken and vegetable noodles, and roast chicken are standouts. Over time, the menu has expanded according to customer demand: crunchy chicken with teriyaki and Japanese mayo, sweet and spicy corn ribs, bao buns with hoisin chicken and mint…
Something similar has happened with the rice dishes. They started by preparing the most requested dishes and, little by little, have added new recipes to the menu. Among the most popular are the traditional paella with chicken and rabbit and arroz a banda (a type of paella cooked in fish stock). These are served in individual portions and also available to take away in their own containers upon request. The sweet touch comes from the cheesecake, banoffee pie, and the small glass of horchata with fartons, among other options. Besides the regular menu, they offer a daily special on Fridays, and on surprise days they put new spin on some of their best recipes.
However, El Rustidor’s menu also keeps pace with the seasons, adapting to seasonal produce and current flavors. This autumn, they’re preparing a pumpkin rice dish that reflects their commitment to local, high-quality ingredients. All their ingredients are locally sourced and come from nearby, almost family-like suppliers. Meanwhile, for Christmas, they create rice dishes like the one with beef cheeks and nougat, which are very popular.
In addition to serving at home, El Rustidor offers a personalized catering service where every detail matters. They’ve catered everything from corporate events for advertising agencies to intimate weddings in a villa. Special occasions are accompanied by unique dishes, but with the same classic flavour. “We cater for a maximum of 100 people because, at events like this, every detail needs to be taken care of,” adds Nuria. They adapt to the intolerances and tastes of their guests, so they can create complete menus for weddings that require vegetarian or gluten-free options. And they don’t just cook, they also assemble and serve.
What’s Next
Looking ahead to the coming months, El Rustidor already has several projects underway. First, they will be updating their order packaging to align with the brand’s new image, while also organizing a series of gatherings with Meliana residents, where they will share conversations and memories around the table. And once the weather warms up, they will launch outdoor dining in their garden, an experience designed to combine traditional cuisine with the pleasure of eating surrounded by nature.
In short, El Rustidor is the kind of takeaway food that brings joy because it simplifies life. Its essence lies in reaching customers where they can no longer go and accompanying them in their daily lives with dishes made with love. Because El Rustidor, above all, is home.
About El Rustidor
The story of ‘El Rustidor’ blends family tradition with a passion for cooking. Although the business already existed, Nuria Roig and José Vicente Biot inherited it from their uncles in 2002, after having worked there while holding other jobs. To date, the business has operated in three different locations, all very close to each other. The current location opened on April 6, 2024, and is situated at number 5 Santa María Avenue in Meliana, one of the busiest streets in the town. The essence remains the same as at the beginning, but the staff has had to expand due to the great reception they have received in the town and surrounding areas. They are open Fridays, Saturdays, Sundays, and holidays.
Report by ‘24/7 Valencia’ team
Article copyright 24/7 Valencia
@el_rustidor
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