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TABERNA DO ZÉ 2020-09-10T16:22:25+00:00

A tavern where customers are treated like family

According to the most exalted hearts, it may be the dream who commands life. Sometimes he commands in the plural, as José Silvério Sequeira of São João da Madeira shows us, whose dream of owning a bar ended up shaping not only his life but his parents’. A young man, in love with nightlife and bar work, he soon demonstrated a sense of responsibility, unusual for a boy of his age, sixteen. Very soon, the idea was formed in his mind that if it was possible to have this responsibility to others, it would be possible to have it in his own business.

The parents, José Sequeira (Silvério to distinguish of the son) and Laura Sequeira did not give their endorsement. The exploration of a bar seemed to them somewhat unstable, due to their seasonal facet and complicated schedules. However, José, after completing compulsory military service, found himself unemployed and used precisely this type of work to get some savings. It was around this time that the dream became reality. He began by defining the concept: his bar would be an early night bar, that is, a bar where people would stay a little, with affordable drinks, and then go to nightclubs. Following this idea, he then tried to find the ideal space. In his view, the space would have to be located near the night bars. He found the ideal location on door number 47, on the Largo de Santo António, which had already housed several businesses, namely two cafes, a ice cream shop and a wooden toy store, which the older citizens of São João da Madeira will surely remember with tenderness.

When José managed to acquire the space, in 2014, Taberna do Ze finally took its first steps. However, it was a bit of a crooked move: the early-night bar strategy did not work very well, because, according to Jose, the population of São João da Madeira was already in the habit of ‘fleeing’ to the night from neighboring lands. However, José also adds that customers are earned through the attitudes of the business in question. The Taberna do Ze was therefore rethought. He began to open earlier and to focus on snacks, such as garlic bread, French fries, woodpeckers and gizzards. For the confection of these, José counted on the support of his parents, who had a good hand in the matter, and who gave a familiar atmosphere to the house, since they were well known among the people of the land. The bar area never had the intended reach, but the restaurant area, with the precious help of the parents, eventually built the house on solid foundations. The next step is not difficult to foresee: after 9 months, the parents officially joined the Zé Taberna team and even gave their name to the house. They were in the habit of collecting junk, so they decided to decorate the establishment with them. The clientele quickly entered the game. And this turns out to be the synthesis of the house: a relaxed, friendly and warm place. José confesses to us the secret: ‘treat clients as family’. But there is a secret that the father, Mr. José, does not even confess to the walls: the secret sauce of the “Francesinha”. There, dear reader, we can not help. Only by trying one, to prove it is worth its famous reputation.

According to the most exalted hearts, it may be the dream who commands life. Sometimes he commands in the plural, as José Silvério Sequeira of São João da Madeira shows us, whose dream of owning a bar ended up shaping not only his life but his parents’. A young man, in love with nightlife and bar work, he soon demonstrated a sense of responsibility, unusual for a boy of his age, sixteen. Very soon, the idea was formed in his mind that if it was possible to have this responsibility to others, it would be possible to have it in his own business.

The parents, José Sequeira (Silvério to distinguish of the son) and Laura Sequeira did not give their endorsement. The exploration of a bar seemed to them somewhat unstable, due to their seasonal facet and complicated schedules. However, José, after completing compulsory military service, found himself unemployed and used precisely this type of work to get some savings. It was around this time that the dream became reality. He began by defining the concept: his bar would be an early night bar, that is, a bar where people would stay a little, with affordable drinks, and then go to nightclubs. Following this idea, he then tried to find the ideal space. In his view, the space would have to be located near the night bars. He found the ideal location on door number 47, on the Largo de Santo António, which had already housed several businesses, namely two cafes, a ice cream shop and a wooden toy store, which the older citizens of São João da Madeira will surely remember with tenderness.

When José managed to acquire the space, in 2014, Taberna do Ze finally took its first steps. However, it was a bit of a crooked move: the early-night bar strategy did not work very well, because, according to Jose, the population of São João da Madeira was already in the habit of ‘fleeing’ to the night from neighboring lands. However, José also adds that customers are earned through the attitudes of the business in question. The Taberna do Ze was therefore rethought. He began to open earlier and to focus on snacks, such as garlic bread, French fries, woodpeckers and gizzards. For the confection of these, José counted on the support of his parents, who had a good hand in the matter, and who gave a familiar atmosphere to the house, since they were well known among the people of the land. The bar area never had the intended reach, but the restaurant area, with the precious help of the parents, eventually built the house on solid foundations. The next step is not difficult to foresee: after 9 months, the parents officially joined the Zé Taberna team and even gave their name to the house. They were in the habit of collecting junk, so they decided to decorate the establishment with them. The clientele quickly entered the game. And this turns out to be the synthesis of the house: a relaxed, friendly and warm place. José confesses to us the secret: ‘treat clients as family’. But there is a secret that the father, Mr. José, does not even confess to the walls: the secret sauce of the “Francesinha”. There, dear reader, we can not help. Only by trying one, to prove it is worth its famous reputation.

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