El Taquito
El Taquito is a privately held, two-location casual Mexican restaurant operator in Austin and Pflugerville, Texas, serving individual diners, families, and small event customers with dine-in, pickup, delivery, catering, and gift cards under a brand established in 1995.
- Company typePrivate
- Founded1995
- HeadquartersEl Paso, Texas, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What El Taquito does
El Taquito is a privately held, casual full-service Mexican restaurant operator serving the Greater Austin, Texas metropolitan area through two physical locations: a flagship at 1713 E Riverside Dr in Austin and a second site at 20007 FM 685 in Pflugerville, opened in 2015. The company is owned by Platimex, Inc., with Eloy as the on-the-ground owner; it is bootstrapped with no disclosed external funding and operates with 11–50 employees. Its menu features traditional and signature items including El Taquito Especial (six mini tacos), Gringa, Cristian Special Taco, Enchiladas, Chile Con Queso, Nachos, Tampiquena, Menudo, and breakfast tacos, with a noted brand signature of topping tacos with fresh queso fresco and avocado dating to its 1980s taco-cart origins in Matamoros, Mexico; the first brick-and-mortar opened in 1995.
The underlying technology stack is conventional restaurant commerce infrastructure rather than proprietary software: a website and OrderSave-powered mobile app (via the Owner.com platform) handle online ordering, pickup, and delivery across roughly 25 named neighborhoods, while El Taquito Rewards operates a points-for-free-food loyalty program. Revenue is generated through five streams: dine-in service at both locations, online pickup and delivery, event catering (quote-based, limited availability), digital and physical gift cards ($10–$100 preset, custom up to $2,000), and the loyalty program. Unit pricing is à la carte (e.g., El Taquito Especial $12.95+, Nachos $13.50+, Enchiladas $14.95), with catering pricing undisclosed and gift cards carrying a 5% transaction fee.
The go-to-market is direct-to-consumer with no third-party delivery exclusivity disclosed, and customer segments are primarily individual diners and families within the Austin metro, supplemented by event-catering customers and small social groups. Marketing is centered on the company's owned digital properties (website, mobile app, reviews/testimonials) plus word-of-mouth, with an active careers page indicating ongoing hiring but no broader brand or institutional marketing apparatus evident in the data.
El Taquito firmographics
Firmographics- Name
- El Taquito
- Legal name
- Platimex, Inc
- Website
- https://eltaquito.com
- Company type
- Private
- Founded year
- 1995
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- El Taquito is a privately held, two-location casual Mexican restaurant operator in Austin and Pflugerville, Texas, serving individual diners, families, and small event customers with dine-in, pickup, delivery, catering, and gift cards under a brand established in 1995.
- Ownership category
- akta.pro rank
El Taquito industry classification
Industry- Product category
- Mexican Restaurant Services
- NAICS
- Full-Service Restaurants (722511)
- akta.pro primary industry
- Mexican & Tex-Mex Fast Casual (THAFABAC)
- akta.pro secondary industry
- All-Day Dining Restaurants (THAFACAJ)
Keywords
Where El Taquito is headquartered
LocationHeadquarters
- HQ city
- El Paso, Texas
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
El Taquito business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Dine-in Service: Full-service dining at two locations with casual atmosphere, outdoor patio seating, and salsa bar. Customers dine in and pay per order.
- Takeout and Delivery: Online ordering for pickup and delivery. Customers order via website or mobile app and pay per order for food to-go or delivery.
- Catering Services: Catering for events of various sizes. Fresh Mexican dishes made with locally sourced ingredients delivered to events. Limited availability with advance booking required.
- Gift Cards: Digital and physical gift cards sold in denominations from $10 to $100 (custom up to $2,000) for use on food and beverages.
- Rewards Program: Loyalty program where customers earn points on online orders and redeem for free food.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual menu items priced per dish |
| One time/ perpetual license | Pay-as-you-go | Gift cards in preset and custom denominations |
| Other | Pay-as-you-go | Catering services - quote-based pricing |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels5 records
El Taquito product offering
Product offeringCore offering
El Taquito operates two full-service Mexican restaurants in Austin and Pflugerville, Texas, serving freshly prepared authentic Mexican food for dine-in, takeout, and delivery. The company complements its restaurant operations with online ordering through its website and mobile app, catering services for events of various sizes, and an El Taquito Rewards loyalty program. Revenue is generated through menu item sales (breakfast tacos, signature dishes like El Taquito Especial and Gringa, enchiladas, nachos, etc.), catering contracts, and gift card sales.
Product overview
El Taquito is a Mexican restaurant operating two locations in Austin and Pflugerville, Texas, offering a comprehensive menu of authentic Mexican cuisine. The product portfolio includes signature items like the El Taquito Especial (6 mini tacos), breakfast offerings (tacos, plates, chilaquiles), main dishes (enchiladas, tacos, quesadillas), appetizers (nachos, chile con queso, guacamole), soups (menudo, tortilla soup, pozole), and catering services. The restaurant also operates a loyalty rewards program (El Taquito Rewards), gift card system, and provides dine-in, takeout, and delivery options. Notable signature items include their Al Pastor and Bistek tacos, menudo, and specialty combination plates like the Tampiqueña.
Differentiator
Problem solved
Functional benefit
Products and services
- El Taquito Especial Flagship signature dish consisting of 6 mini soft tacos on corn tortillas with a choice of one or two meats and toppings, priced at $12.95+. Available at both Austin and Pflugerville locations.
- Catering Services Catering for events of any size, offering authentic Mexican dishes made fresh with locally sourced ingredients for delivery or pickup, with limited availability and advance booking required.
- Gift Cards Restaurant gift cards available in preset denominations ($10, $25, $50, $75, $100) or custom amounts from $5 to $2,000, valid for takeout or delivery purchases with a 5% transaction fee.
- El Taquito Rewards Loyalty rewards program that lets customers earn points every time they order online and redeem points for free food. Sign-up available via the El Taquito login page.
- Dine-in Restaurant Service Full-service casual dining at two brick-and-mortar locations (Austin and Pflugerville, TX) with a salsa bar, outdoor patio seating, family-friendly atmosphere, and a kids' menu.
- Online Ordering (Pickup and Delivery) Website and mobile app-based ordering for pickup and delivery from the Austin and Pflugerville locations, powered by the Owner.com platform and serving 30+ communities across the Greater Austin metro area.
Companies that use El Taquito
Customer profileSegments4 records
Ideal customer profiles2 records
El Taquito technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
El Taquito partnerships and signals
Strategic signalScale indicators3 records
Recent moves6 records
Expansion highlights5 records
El Taquito competitors and assessment
Company assessmentDirect peers
- Güero's Taco Bar: Iconic Austin Mexican restaurant on South Congress serving tacos and Tex-Mex since 1986. Direct local competitor with authentic Mexican positioning and similar casual full-service format.
- Maudie's: Austin-based Tex-Mex restaurant serving authentic Mexican cuisine with full-service casual dining. Direct local competitor with overlapping menu and customer base in the Austin metro.
- Torchy's Tacos: Austin-founded fast casual Mexican chain serving tacos and Tex-Mex fare since 2006. Closest comparable peer given shared Austin origin, casual format, and Mexican cuisine focus.
- Velvet Taco: Modern fast casual taco concept with upscale, globally-inspired menu. Competes for premium casual taco occasions with similar fast-casual service and digital ordering model.
Broad incumbents
- Taco Cabana:
- Chuy's: Austin-founded Tex-Mex casual dining chain operating across multiple states. Larger incumbent serving similar cuisine with comparable full-service format and broader reach.
- Freebirds World Burrito: Texas-based burrito chain serving burritos, tacos, and Mexican fare. Regional competitor in the Texas Mexican fast casual segment with similar price positioning.
- Fuzzy's Taco Shop: Texas-originated casual Mexican chain serving tacos and Tex-Mex fare across multiple states. Wider regional competitor with similar menu offerings and casual service model.
- Chipotle Mexican Grill: National fast casual Mexican chain with massive scale and resources. Sets competitive pricing and customer experience benchmarks across the broader Mexican fast casual category.
Regional players
- Rosa's Cafe: Texas-based Mexican cafe chain operating primarily in West Texas. Similar regional Mexican cuisine positioning though concentrated in a different Texas geography than El Taquito's Austin base.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Customer concentration
El Taquito social profiles
Digital presenceEl Taquito financial estimates
Financial estimateRevenue estimate
Valuation estimate
El Taquito leadership team
Management profileNumber of profiles
Profiles1 record
El Taquito funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
El Taquito 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 El Taquito
What does El Taquito do?
El Taquito operates two full-service Mexican restaurants in Austin and Pflugerville, Texas, serving freshly prepared authentic Mexican food for dine-in, takeout, and delivery. The company complements its restaurant operations with online ordering through its website and mobile app, catering services for events of various sizes, and an El Taquito Rewards loyalty program. Revenue is generated through menu item sales (breakfast tacos, signature dishes like El Taquito Especial and Gringa, enchiladas, nachos, etc.), catering contracts, and gift card sales.
Is El Taquito a public or private company?
El Taquito is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was El Taquito founded?
El Taquito was founded in 1995. It employs 11 to 50 people.
Where is El Taquito based?
El Taquito is headquartered in El Paso, Texas, United States, in the North America region.
How does El Taquito make money?
Five revenue lines are on record. Dine-in Service is the primary driver. The others are takeout and Delivery, catering Services, gift Cards and rewards Program.
Who are El Taquito's main competitors?
Direct peers on record are Güero's Taco Bar, Maudie's, Torchy's Tacos and Velvet Taco. Broad incumbents are Taco Cabana, Chuy's, Freebirds World Burrito, Fuzzy's Taco Shop and Chipotle Mexican Grill. Rosa's Cafe is listed as a regional player.
Does El Taquito have an API?
No public API is recorded for El Taquito.
What industry is El Taquito in?
El Taquito's product category is Mexican Restaurant Services. Its primary akta.pro industry code is THAFABAC, Mexican & Tex-Mex Fast Casual, with a secondary code of THAFACAJ, All-Day Dining Restaurants. Its NAICS code is 722511.