Small Business Profile: Rocky's Charcoal Grill

Demetrio Martinez can be found behind the counter at Rocky's Charcoal Grill from 11 am to 9 pm most days of the week, serving flame-broiled dishes.

Martinez said his one regret after five years in business is that his shop at the corner of West Estudillo Avenue and Hays Street doesn't have more table space.

But he's pleased that his family-run business has been able to compete with nearby eateries including McDonald's and Nation's.

"It's my special recipe," said Martinez, who spices his chop meat. He also broils on a charcoal grill. "The fat drips off," he explained.

Three family members help him keep the shop open seven days a week while managing one day off himself.

Martinez says he opened the business in 2006 after running a similar charcoal grill in Menlo Park for 20 years. He named the shop after his father.

The economy started to falter not long after he opened his doors, but Martinez said he's managed to hang in through the dip.

He said his biggest problem is that his prices for vital supplies like meat and french fries continue to climb. But it's tough to raise prices to keep pace.

"People don't have too much," he said, rubbing his fingers together in the sign language for money.

Rocky's is located at 300 West Estudillo Ave., west of the downtown Safeway. Its phone number is 510-351-6228. It does not have a web site.

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