Conquering the USA… with Tacos
Promoting Mexican culture and brands, all by selling tacos... Talk about hitting two birds with one stone.
The story of how Tacombi is growing its network of taquerías, while also building a house of Mexican brands.
Darío Wolos' journey and Señor Tacombi
Darío Wolos went from studying at Cornell and managing operations for a financial startup in Europe to having a taco stand in Playa del Carmen.
Señor Tacombi, a converted combi van, was created in 2006.
Playa del Carmen became empty during the swine fever pandemic, prompting Darío to consider exporting his concept.
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Expansion and success
He opened a branch in New York that received positive reviews from The New York Times.
Additional branches were opened in Montauk, Chelsea Market, and the Empire State.
He created a new brand called Vista Hermosa to sell Mexican products in the taquerías.
Tacombi found success with delivery during the pandemic and created outdoor spaces to serve customers.
In 2021, Tacombi received a $27.5 million investment led by Enlightened Hospitality Investments.
Currently, there are 15 branches with 7 more on the way.
The goal is to expand to over 70 branches and generate over $70 million in revenue in 2023.
Brand identity and authenticity
The company aims to be an authentic brand that showcases the love for Mexico.
It's not a Mexican taquería growing in the United States, but rather a brand that connects with a specific customer profile.
It demonstrates the possibility of developing brands that highlight Mexican cultural traits in different contexts.
Future considerations
The question is raised about the feasibility of achieving the same with hotels, fashion brands, and retail models.
