Taco Bar
Taco Bar is a privately held Swedish Tex-Mex restaurant chain and franchise system, operating 45+ dine-in, take-away, and delivery locations across Sweden since 1983, serving mass-market consumers and corporate catering clients via franchisees, third-party delivery platforms, and a proprietary TB Club loyalty app.
- Company typePrivate
- Founded1983
- HeadquartersStockholm, Sweden
- Headcount101–250
- GTM typeB2C
- OfferingServices
What Taco Bar does
Taco Bar, legally Svenska Taco Bar AB, is a privately held Swedish quick-service restaurant chain headquartered at Birger Jarlsgatan 41 A in Stockholm. Founded on March 5, 1983 by Peter, Judy, and Håkan as Sweden's first Tex-Mex concept, the company has grown to operate 45+ restaurant locations spanning from Malmö in the south to Luleå in the north. Linda Eriksson serves as CEO. The core product is made-to-order Tex-Mex cuisine — tacos, burritos, nachos, quesadillas, and enchiladas — augmented by 250+ vegetarian/vegan options and signature items with recipes unchanged since 1983 (Hotsåsen, Nacho De Luxe, Mex Mixen).
The business runs on a franchise-based model where individual franchisetagare invest 2-2.5M SEK per unit (with ~600K SEK own capital required) and pay a 150,000 SEK signing fee plus ongoing 4% royalty and 2% marketing fees. Restaurant locations range from 55-200 sqm in shopping centers and street positions, with dine-in, take-away, and catering services. Customer channels include physical storefronts, third-party delivery platforms (Wolt, Foodora, UberEats), and the proprietary TB Club mobile app for ordering and loyalty points. Supporting technology is minimal — a loyalty app, Google Analytics tracking, and a Klimato climate-labeling integration for CO2e menu disclosure — with no disclosed AI/ML capability.
Revenue is generated through four streams: in-store dining and take-away sales, home delivery commissions via third-party platforms, catering services for corporate and event customers, and franchise royalties plus fees. Recent strategic activity includes a 2024 Mango Habanero product launch, 2022 Klimato sustainability partnership, brand refresh (new logo, expanded menu, beer/wine licenses), and TB Club loyalty app expansion. The company operates only within Sweden, holds no identified external investment, and does not publicly disclose revenue figures.
Taco Bar firmographics
Firmographics- Name
- Taco Bar
- Legal name
- Svenska Taco Bar AB
- Website
- https://tacobar.se
- Company type
- Private
- Founded year
- 1983
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Taco Bar is a privately held Swedish Tex-Mex restaurant chain and franchise system, operating 45+ dine-in, take-away, and delivery locations across Sweden since 1983, serving mass-market consumers and corporate catering clients via franchisees, third-party delivery platforms, and a proprietary TB Club loyalty app.
- Ownership category
- akta.pro rank
Taco Bar industry classification
Industry- Product category
- Fast-casual Tex-Mex restaurant chain
- NAICS
- Limited-Service Restaurants (722513), Full-Service Restaurants (722511)
- SIC
- Retail-Eating & Drinking Places (5810), Retail-Eating Places (5812)
- akta.pro primary industry
- Mexican & Tex-Mex Fast Casual (THAFABAC)
- akta.pro secondary industries
- Multi-Concept / Global QSR Chains (Mixed Menus) (THAFAAAO), Casual Dining Restaurants (THAFACAB)
Keywords
Where Taco Bar is headquartered
LocationHeadquarters
- HQ city
- Stockholm
- HQ country
- Sweden
- HQ region
- Europe
Offices10 records
Markets served
Taco Bar business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Restaurant dining and take-away sales: Direct sales from food and beverages consumed on-site or taken to-go at 45+ restaurant locations across Sweden.
- Home delivery commissions: Revenue from third-party delivery platforms (Wolt, Foodora, UberEats) through which customers order tacos for home delivery.
- Catering services: Corporate event, party, and office catering orders fulfilled by local restaurants.
- Franchise royalties and fees: Franchise partners pay 4% royalty on sales plus 2% marketing fee and 150,000 SEK signing fee. Franchisors benefit from franchisee investment (2-2.5M SEK per location) while collecting ongoing royalties.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Crispy Taco Tuesday promotion |
| Unit Pricing | Pay-as-you-go | Lunch menu pricing |
| Other | Pay-as-you-go | TB Club loyalty points |
| One time/ perpetual license | Multi-year contract | Franchise investment costs |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels6 records
Taco Bar product offering
Product offeringCore offering
Taco Bar operates Sweden's oldest Tex-Mex restaurant franchise chain, serving made-to-order tacos, burritos, nachos, quesadillas, and enchiladas through 45+ dine-in locations from Malmö to Luleå. The chain offers dine-in, take-away, third-party home delivery, catering for events, and a proprietary TB Club loyalty mobile app for ordering and rewards.
Product overview
Taco Bar is Sweden's oldest Tex-Mex restaurant chain, founded in 1983, operating as a fast-casual dining concept with over 45 locations nationwide. The core offering centers on made-to-order Mexican-American cuisine including tacos, burritos, nachos, quesadillas, and enchiladas. The product portfolio extends beyond dine-in service to include catering, home delivery via third-party platforms, a proprietary loyalty app (TB Club), and franchise opportunities. The menu emphasizes both meat and vegetarian/vegan options, with recent sustainability focus including Klimato climate labeling and plant-based alternatives.
Differentiator
Problem solved
Functional benefit
Brands
- TB Club: The company's loyalty program and ordering app where customers earn points on purchases that convert to redeemable value for food and drinks.
Products and services
- Taco Bar Restaurant (Tex-Mex Dine-In) Fast-casual Tex-Mex restaurant offering made-to-order tacos, burritos, nachos, quesadillas, and enchiladas with dine-in and take-away service at 45+ locations across Sweden. Includes 250+ vegetarian and vegan options. Open to individual consumers, families, and groups for casual dining.
- Taco Tuesday Promotion Weekly day-of-week promotional offering every Tuesday featuring Crispy Tacos filled with minced meat or chili veggie at 19 SEK each, available all day at participating Taco Bar locations.
- Taco Bar Catering Catering service for corporate events, parties, conferences, sports club gatherings, and student celebrations, offering customizable Tex-Mex menus with vegetarian and vegan options, available as pickup, delivery, or full-service with staff.
- Home Delivery Service Home delivery service for Taco Bar menu items available via third-party delivery platforms Wolt, Foodora, and UberEats, and through the proprietary TB Club mobile app, allowing customers to order tacos for delivery from their nearest restaurant.
- TB Club Loyalty Program and Mobile App Mobile-based loyalty program and ordering app allowing members to earn tacopoints (1 point per 1 SEK spent) redeemable for food and drinks, with tiered membership levels (Taco Explorer, Taco Lover, Taco Super Fan) and access to exclusive deals and push notifications for promotions.
- Taco Bar Franchise Opportunity Franchise business opportunity enabling entrepreneurs to open their own Taco Bar restaurant under the established brand, including training, operational systems, supplier relationships, and ongoing corporate and marketing support, with a 150,000 SEK signing fee, 4% royalty on sales, and 2% marketing fee.
- Mango Habanero Burrito & Bowl Seasonal menu item launched in 2024 featuring chicken with sweet mango and spicy habanero sauce, offered as either a burrito or bowl at Taco Bar restaurants.
Quantifiable outcome
- Over 250 vegetarian options available across all locations
- +2 more outcomes
Companies that use Taco Bar
Customer profileNamed customers4 records
Segments3 records
Ideal customer profiles3 records
Taco Bar technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
Feature3 records
Taco Bar partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and minor.
- KlimatocoreKlimato is a sustainability partner that helps Taco Bar measure and communicate the climate impact of menu items. Since late 2022, Taco Bar has been labeling dishes with CO2e climate impact data through this partnership.
- WoltcoreWolt is a food delivery platform partner enabling Taco Bar to offer home delivery to customers. Orders are placed through the Wolt app and delivered by Wolt couriers.
- FoodoracoreFoodora is a food delivery platform partner enabling Taco Bar to offer home delivery to customers. Orders are placed through the Foodora app and delivered by Foodora couriers.
- UberEatscoreUberEats is a food delivery platform partner enabling Taco Bar to offer home delivery to customers. Orders are placed through the UberEats app and delivered by UberEats couriers.
- MaskrosbarnminorMaskrosbarn is a children's rights organization that Taco Bar has partnered with for six years. Support includes financial contributions and providing restaurants as safe meeting spaces for youth with coaches.
- NattvandrarnaminorNattvandrarna is an organization that helps youth on streets late at evening. Taco Bar supports this organization as part of their community responsibility initiatives.
- European Chicken Commitment (ECC)minorTaco Bar works with suppliers to meet European Chicken Commitment (ECC) standards for chicken welfare across all restaurants. This partnership ensures chicken sourcing aligns with ECC's universal criteria for animal welfare.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
Taco Bar competitors and assessment
Company assessmentBroad incumbents
- TGI Fridays Sweden: International casual dining chain with Swedish presence, offering American-inspired menus, full bar service, and group/event dining. Comparable to Taco Bar in casual dine-in occasions and full-licence family dining venues.
- McDonald's Sweden: Dominant global QSR operator with extensive Swedish presence, app-based loyalty program (MyMcDonald's), and home-delivery partnerships. Competes with Taco Bar across price-conscious lunch and family occasions.
- Burger King Sweden: Swedish arm of the global QSR giant, directly competing with Taco Bar for lunch and casual dining occasions. Overlapping dine-in/take-away/delivery model and broader marketing budget make it a key broad incumbent peer.
- Chipotle Mexican Grill: Global Tex-Mex fast-casual leader and the international benchmark for the category Taco Bar operates in. Comparable on made-to-order assembly-line service model, digital ordering, and sustainability messaging (e.g., local sourcing).
- Subway Sweden: Global sandwich QSR franchise with a wide Swedish footprint. Comparable as a franchised quick-service operator targeting similar lunch and casual-meal occasions, though with a different core cuisine.
- Taco Bell: Global Mexican-inspired QSR brand with strong value-menu positioning (e.g., taco promotions). Closest direct-category global incumbent to Taco Bar and a credible expansion threat if it enters Sweden more aggressively.
- Pizza Hut Sweden: International casual dining/QSR chain operating across Sweden with dine-in, delivery, and catering. Comparable as a multi-channel restaurant competitor targeting families and groups in the same occasions as Taco Bar catering.
Emerging players
- Vapiano: European casual fast-casual restaurant chain with made-to-order concept and central-European footprint. Comparable on fast-casual service model and European operating context, though with pasta rather than Tex-Mex cuisine.
Regional players
- Texas Longhorn (Sweden): Swedish steakhouse and casual-dining chain with similar franchised structure and a Nordic footprint. Comparable as a Sweden-based multi-unit casual dining operator with overlapping customer demographics and dining-occasion focus.
Direct peers
- MAX Burgers: Sweden-headquartered QSR chain operating ~180+ restaurants across the Nordics. Direct peer to Taco Bar as a domestic fast-food operator with multi-channel ordering (dine-in, drive-thru, delivery, app) and a strong local brand following.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Taco Bar social profiles
Digital presenceTaco Bar financial estimates
Financial estimateRevenue estimate
Valuation estimate
Taco Bar leadership team
Management profileNumber of profiles
Profiles4 records
Taco Bar funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Taco Bar M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Taco Bar
What does Taco Bar do?
Taco Bar operates Sweden's oldest Tex-Mex restaurant franchise chain, serving made-to-order tacos, burritos, nachos, quesadillas, and enchiladas through 45+ dine-in locations from Malmö to Luleå. The chain offers dine-in, take-away, third-party home delivery, catering for events, and a proprietary TB Club loyalty mobile app for ordering and rewards.
Is Taco Bar a public or private company?
Taco Bar is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Taco Bar founded?
Taco Bar was founded in 1983. It employs 101 to 250 people.
Where is Taco Bar based?
Taco Bar is headquartered in Stockholm, Sweden, in the Europe region.
How does Taco Bar make money?
Four revenue lines are on record. Restaurant dining and take-away sales are the primary driver. The others are home delivery commissions, catering services and franchise royalties and fees.
Who are Taco Bar's main competitors?
Broad incumbents on record are TGI Fridays Sweden, McDonald's Sweden, Burger King Sweden, Chipotle Mexican Grill, Subway Sweden, Taco Bell and Pizza Hut Sweden. Vapiano is listed as an emerging player. Texas Longhorn (Sweden) is listed as a regional player. MAX Burgers is listed as a direct peer.
Does Taco Bar have an API?
No public API is recorded for Taco Bar.
What industry is Taco Bar in?
Taco Bar's product category is Fast-casual Tex-Mex restaurant chain. Its primary akta.pro industry code is THAFABAC, Mexican & Tex-Mex Fast Casual, with a secondary code of THAFAAAO, Multi-Concept / Global QSR Chains (Mixed Menus). Its NAICS code is 722513 and its SIC code is 5810.