HUGO'S TACOS INC.
Hugo's Tacos Inc. is a privately held Mexican fast-casual restaurant operator in Los Angeles, running two company-owned locations (Atwater Village and Studio City) that serve made-from-scratch tacos, burritos, quesadillas, and nachos to local consumers, with catering services for events.
- Company typePrivate
- Founded2004
- HeadquartersLos Angeles, California, United States
- Headcount1–10
- GTM typeB2C
- OfferingServices
What HUGO'S TACOS INC. does
Hugo's Tacos Inc. is a privately held, founder/independently operated Mexican fast-casual restaurant company headquartered in Los Angeles, California. The company operates two physical restaurant locations: one in Atwater Village (3300 Glendale Blvd., Los Angeles, CA 90039) and one in Studio City (4749 Coldwater Canyon, Studio City, CA 91604), both open seven days a week from 9:00 am to 9:00 pm. Its core offering is build-your-own Mexican food made from scratch using organic and locally sourced ingredients, including tacos, burritos, quesadillas, and nachos grande with vegetarian and vegan alternatives. The company gained national media attention in 2020 when it temporarily closed locations after employees were harassed for enforcing mask policies, generating significant earned media coverage from CNN, NBC, LA Times, BBC, and other major outlets.
The business is built on a third-party technology stack rather than proprietary infrastructure. Toast provides point-of-sale, online ordering for pickup and delivery, gift cards, the customer loyalty program, and email marketing. Popmenu powers the company's website (hugostacos.com), including menu management and reviews. Third-party delivery is facilitated through Postmates, and catering distribution is supported by the FamilyMeal platform. The company also invests in foundational accessibility compliance, working with Level Access to meet WCAG 2.1 Level AA standards on the website.
Revenue is generated through three primary streams: dine-in and takeout restaurant sales at the two physical locations, online ordering via Toast for pickup and delivery, and catering services. The catering operation includes custom taco bar packages starting at $17 per guest (with delivery and setup), party packs for groups, and a deluxe mobile taco truck for large special events. The customer base comprises two segments: individual Los Angeles consumers and families seeking authentic made-from-scratch Mexican food, and corporate/event clients requiring catering solutions. The go-to-market mix is direct-to-consumer (walk-in, online ordering) supplemented by direct B2B catering sales, with marketing driven by the website, Toast-powered email newsletter, a VIP loyalty membership, and notable earned media coverage.
HUGO'S TACOS INC. firmographics
Firmographics- Name
- HUGO'S TACOS INC.
- Legal name
- Hugo's Tacos Inc.
- Website
- https://hugostacos.com
- Company type
- Private
- Founded year
- 2004
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Hugo's Tacos Inc. is a privately held Mexican fast-casual restaurant operator in Los Angeles, running two company-owned locations (Atwater Village and Studio City) that serve made-from-scratch tacos, burritos, quesadillas, and nachos to local consumers, with catering services for events.
- Ownership category
- akta.pro rank
HUGO'S TACOS INC. industry classification
Industry- Product category
- Fast-Casual Mexican Restaurants
- NAICS
- Special Food Services (7223), Caterers (722320)
- akta.pro primary industry
- Mexican & Tex-Mex Fast Casual (THAFABAC)
Keywords
Where HUGO'S TACOS INC. is headquartered
LocationHeadquarters
- HQ city
- Los Angeles, California
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
HUGO'S TACOS INC. business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Others
Revenue model
- Dine-in and Takeout Restaurant Sales: Revenue from walk-in customers ordering at two Los Angeles locations (Atwater Village and Studio City) for dine-in, takeout, and delivery. Operating hours are Monday-Sunday 9:00 am - 9:00 pm.
- Catering Services: Custom taco bar packages starting at $17 per guest with delivery, setup, and buffet service. Party packs and special events with deluxe taco truck for larger gatherings.
- Online Ordering Platform: Online ordering through Toast platform for both Atwater Village and Studio City locations, with direct integration for pickup and delivery orders.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Custom Taco Bar catering starting at $17 per guest |
| Unit Pricing | Pay-as-you-go | Individual menu items |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels4 records
HUGO'S TACOS INC. product offering
Product offeringCore offering
Hugo's Tacos operates two fast-casual Mexican restaurant locations in Los Angeles (Atwater Village and Studio City), offering made-from-scratch tacos, quesadillas, burritos, and nachos with customizable fillings, salsas, and vegan options. The company also provides catering services including customizable taco bar packages starting at $17 per guest, party packs, and a deluxe mobile taco truck service for special events. Online ordering is available through the Toast platform for both pickup and delivery.
Product overview
Hugo's Tacos is a Mexican fast-casual restaurant chain in Los Angeles operating two locations (Atwater Village and Studio City). The core offering consists of made-from-scratch authentic Mexican food with build-your-own tacos, quesadillas, nachos grande, and burritos. The company provides catering services including customizable taco bars starting at $17 per guest, party packs for events, and a mobile taco truck for special events. Menu options include both traditional meat fillings (carne asada, al pastor, chicken, fish) and vegetarian/vegan alternatives using organic and locally sourced ingredients.
Differentiator
Problem solved
Functional benefit
Products and services
- Tacos
Companies that use HUGO'S TACOS INC.
Customer profileSegments2 records
Ideal customer profiles2 records
HUGO'S TACOS INC. technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
HUGO'S TACOS INC. partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- ToastcoreToast provides the online ordering platform and point-of-sale system for Hugo's Tacos, enabling customers to order online for pickup and delivery from both Atwater Village and Studio City locations. Toast also powers their email marketing and gift card programs.
- FamilyMealminorFamilyMeal serves as a catering order platform for Hugo's Tacos party packs and group meal orders, providing additional distribution channel for catering services.
- PostmatesminorThird-party delivery partnership mentioned in customer reviews as enabling delivery service for Hugo's Tacos menu items.
- PopmenucorePopmenu powers the Hugo's Tacos website with menu management, reviews functionality, and restaurant marketing platform.
Scale indicators1 record
Recent moves6 records
Expansion highlights4 records
HUGO'S TACOS INC. competitors and assessment
Company assessmentBroad incumbents
- Sweetgreen: National fast-casual salad chain with similar fresh, scratch-made, sustainably-sourced positioning. Comparable as a fast-casual operator with health-conscious brand and digital-first model.
- Chipotle Mexican Grill: National fast-casual Mexican leader with 3,000+ locations. Represents the scaled, well-capitalized incumbent that Hugo's competes against for the same Mexican fast-casual occasions.
- Taco Bell: Largest Mexican QSR chain globally, owned by Yum! Brands. Represents the value-priced, scaled incumbent that competes for taco occasions in the same LA market.
- CAVA: National fast-casual Mediterranean chain with scratch-made, customizable menu and strong digital/loyalty infrastructure. Comparable as a scaled fast-casual operator with similar growth-stage business model.
Direct peers
- Freebirds World Burrito: Tex-Mex fast-casual chain with customizable burritos, tacos, and nachos. Comparable build-your-own Mexican fast-casual model with similar menu structure.
- Rubio's Coastal Grill: California-based Mexican fast-casual chain focused on fresh, sustainable coastal-Mexican menu. Comparable fast-casual Mexican positioning with California regional footprint.
- Chronic Tacos: California-originated Mexican fast-casual chain with build-your-own taco platform. Comparable customization model and Southern California roots.
- Tocaya Organica: LA-headquartered modern Mexican fast-casual concept with organic, plant-forward menu and build-your-own concept. Directly comparable on organic/scratch positioning and LA market focus.
- Wahoo's Fish Taco: Southern California-based Mexican fast-casual chain with similar positioning around fresh, made-to-order tacos and Mexican food. Closest comparable in terms of footprint, market geography, and authentic-Mexican positioning.
- Trejo's Tacos: LA-based Danny Trevo-branded Mexican fast-casual concept with strong brand identity and authentic scratch menu. Comparable on LA market, brand-driven positioning, and authentic Mexican focus.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
HUGO'S TACOS INC. social profiles
Digital presenceHUGO'S TACOS INC. financial estimates
Financial estimateRevenue estimate
Valuation estimate
HUGO'S TACOS INC. leadership team
Management profileNumber of profiles
HUGO'S TACOS INC. funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
HUGO'S TACOS INC. 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 HUGO'S TACOS INC.
What does HUGO'S TACOS INC. do?
Hugo's Tacos operates two fast-casual Mexican restaurant locations in Los Angeles (Atwater Village and Studio City), offering made-from-scratch tacos, quesadillas, burritos, and nachos with customizable fillings, salsas, and vegan options. The company also provides catering services including customizable taco bar packages starting at $17 per guest, party packs, and a deluxe mobile taco truck service for special events. Online ordering is available through the Toast platform for both pickup and delivery.
Is HUGO'S TACOS INC. a public or private company?
HUGO'S TACOS INC. is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was HUGO'S TACOS INC. founded?
HUGO'S TACOS INC. was founded in 2004. It employs 1 to 10 people.
Where is HUGO'S TACOS INC. based?
HUGO'S TACOS INC. is headquartered in Los Angeles, California, United States, in the North America region.
How does HUGO'S TACOS INC. make money?
Three revenue lines are on record. Dine-in and Takeout Restaurant Sales are the primary driver. The others are catering Services and online Ordering Platform.
Who are HUGO'S TACOS INC.'s main competitors?
Broad incumbents on record are Sweetgreen, Chipotle Mexican Grill, Taco Bell and CAVA. Direct peers are Freebirds World Burrito, Rubio's Coastal Grill, Chronic Tacos, Tocaya Organica, Wahoo's Fish Taco and Trejo's Tacos.
Does HUGO'S TACOS INC. have an API?
No public API is recorded for HUGO'S TACOS INC..
What industry is HUGO'S TACOS INC. in?
HUGO'S TACOS INC.'s product category is Fast-Casual Mexican Restaurants. Its primary akta.pro industry code is THAFABAC, Mexican & Tex-Mex Fast Casual. Its NAICS code is 7223.