It's called America's Taco Shop, and is based in Scottsdale, AZ. Founded in 2008, it now has six locations around Phoenix and is opening six more in Arizona, Florida, California and Texas, reports Ron Ruggless at Nation's Restaurant News.
What's this place all about?
NRN interviewed cofounder Terry Bortin. Here are some takeaways to give you a feel of what the place is like:
- The brand used to be based around carne asada, but now the menu offers three proteins — carne asada, spiced pork and chicken, and you can get a bean and cheese filling if you're vegetarian
- Sides include corn and guacamaya chile
- It sells adult beverages, including bottled Mexican beers and margaritas.
- The average check is about $8 per person
And how's it going to set itself apart from the big boys in the industry? Bortin explains to NRN:
"It’s a true authentic product to [my wife America Corrales-Bortin's] hometown of Culiacán. “America’s Taco Shop” doesn’t sound like a real authentic Mexican restaurant. When people find out the founder is American, guests have a great reaction to a product they’ve never had before."
Now that it's about to have a dozen locations, it's one to keep an eye on.
After all, we've seen "better burger" chains suddenly launch into all corners of America, and with the rise of fast casual Mexican concepts like Chipotle (though it had the backing of mammoth McDonald's in the early days) there seems to be room for more.
