I drive by this place pretty regularly, so I decided to stop one day. Soon I took my wife there for lunch, and then she took folks there. I go back periodically.
I really like the food here. The tortas are great - and huge. I see people eat the "Rey" and I don't know how they put it away (and I'm a pretty big eater). I've really fallen in love with the quesadilla de maize - a large, corn tortilla based quesadilla. I love their grilled onions and vegetables.
The prices are low. It's pretty easy to get lunch for $5-6, and I only eat half, so get a second meal out of it.
One of the best parts for me, is that the staff generally seems to like being there. One day I was watching an middle aged cook, and it genuinely looked like he enjoyed making the food.
The place has the feel of a number of restaurants I've been to in Mexico. Generally clean, but not real high by US standards. The area is ok (a little on the lower economic scale) and there's plenty of parking.