Guest article written by C.J. McManus, AJB Media
This article is brought to you in collaboration with the Carbon Corridor
PRICE – The scent of a flawlessly seared burger hits the air as you open the doors of the Mecca Cafe, the perfect place for lunch or dinner nestled right in the heart of Price’s downtown district. For owner Jana Olsen, who purchased this local icon in 2019, feeding people isn’t just a business, it’s a calling. “I’ve always had a passion for feeding people,” she explained. “I love our community and love staffing my restaurants because having a great crew means helping people reach their potential.”
This dedication to food service and the lives of her employees extends up the street to Sherald’s Frosty Freeze, which Olsen acquired in 2013. Pulling up to Sherald’s is like a nostalgic trip to the 1950s and 60s, complete with Americana cuisine and the classic charm of car hops. While both establishments are cherished by locals for their consistency and friendly service, Olsen is the first to credit a vital partner in her success: tourism.
Remarkably, more than 30 percent of her annual revenue is driven by visitors. From the couple who travels monthly from Utah County specifically for date-night at the Mecca, to adventurers stopping through after exploring the stunning vistas of Nine Mile Canyon and the San Rafael Swell, these guests have become a vital part of her business model. “We have people come from all across Utah for sure and many from all over the country,” she noted.
When tourists arrive, they aren’t just customers, they are participants in a vibrant local economy. Olsen’s staff is known for sharing local secrets, acting as ambassadors for the region’s natural beauty. Furthermore, the social media exposure generated by these visitors ripples outward, drawing more eyes to Price and supporting the businesses of Olsen’s friends and neighbors.
The Mecca’s menu, which is large to say the least, lovingly incorporates new flavors with favorites from a past venture, “Granny Js,” blending Olsen’s knowledge of food cravings in Eastern Utah across two decades. Highlights like their 100% steak burgers and always homemade ranch make Mecca one of those places you brag about to your friends.
And while the food keeps locals and tourists alike coming back, Olsen’s real legacy in the area is very much a human one. Whether navigating the complexities of post-COVID food costs or mentoring young staff at Sherald’s, she views her role as building the foundation for the next generation.
“It means a lot to me to be the one who helps set the basics of life for some of these kids,” she reflected. So, when former employees share milestones from college acceptances to wedding announcements, Olsen knows she has succeeded. In Price, tourism does more than fill tables and offset the cost of new equipment, it helps to sustain a community that grows – together.
Dining and Cooking