Hadn't heard of El Rico's, but got a Groupon, and went for lunch today. It's a counter-style restaurant, where you place your order, then take your number to your table, where you are served.
My wife and I both had a carne asada chimi - it was great! Very fresh, and the meat was great - flavorful, lean. They have good salsa, great (freshly made) chips. Service was friendly. I will definitely come back!