Mission, Vision & Values

Since 2012, La Más Bonita has been more than just a group of restaurants. It’s a philosophy.

A way of doing things with soul—paying attention to every detail, from the product to the people who make it all possible. Here’s a look at our mission, vision, and values.

Our Mission

“To be a hospitality organization recognized in the market, committed to fair trade and healthy living habits.”

From the beginning, our mission has been clear: to provide quality service that nourishes not just the body, but also the soul. We promote a healthy lifestyle with natural ingredients, handcrafted products, and attentive service.

We strive to share this mission with every member of our team, building a work culture based on collaboration, effort, and shared commitment.

Our Vision

“To become a leading organization in the hospitality sector, offering quality service while maintaining the artisanal nature of all our products.”

Our mid-term vision is to establish ourselves as a benchmark in the industry, always preserving what makes us unique: the artisanal, the human, and the Mediterranean essence.

We want to continue growing—yes—but without ever losing the honesty that shaped our beginnings. We remain committed to providing a close, family-like experience where every guest feels at home.

Our Values

Our values are not just words on paper—they are lived and applied every day. They form the foundation of our internal philosophy, guiding how we work, communicate, and care for our team and our customers.

• Fair Trade
  La Más Bonita is committed to ethical, responsible relationships with both suppliers and the environment. We want everything we offer to have a transparent and sustainable origin.
• Quality Service
  The customer is at the heart of everything we do. We care about how they feel when they walk in, what they take with them when they leave, and everything in between.
• Teamwork
  No one works alone here. We foster a real culture of teamwork: problems are shared and solved together. No matter your role—everyone can help and contribute ideas.
• Responsibility
  Owning up to mistakes, learning from them, communicating honestly, and being proactive. This value is key to continuous improvement and a positive work environment.
• Camaraderie
  An essential value in our daily life. If someone needs help, it’s given—often before they even ask. Empathy and willingness define the way we work.

Our Story

It all began by the sea. In an old family house on the beachfront of Patacona, Pilar and Óscar Lázaro envisioned something different. A space where Mediterranean design, healthy food, and a personal touch would come together to create something truly special. That’s how La Más Bonita was born in 2012.

With dedication and a strong focus on aesthetics, La Más Bonita began to grow:

In 2014, La Más Bonita Ruzafa opened, bringing new life to a former bakery in one of Valencia’s most vibrant neighborhoods.

Today, La Más Bonita includes three restaurants, vacation apartments in El Cabañal, and outdoor fitness events at El Palmeral. With a team of over 50 employees, the business continues to grow—without losing its essence.

What’s Next…

We’re still dreaming. New projects, new experiences, new ways to build community. Because La Más Bonita is not just a place.

It’s a team, a way of working, a way of living.