Mister Taco

What Mister Taco does

Mr. Taco is a family-owned authentic Mexican restaurant operator founded in 2005 by Vicente Guevara, who emigrated from southern Mexico. The business runs two full-service locations in the Atlanta metropolitan area — the original Roswell restaurant at 893 Holcomb Bridge Road and the Alpharetta restaurant at 4000 North Point Pkwy — under a unified brand with shared recipes and family ownership across two generations (founder's daughter Diana owns the Alpharetta site; his youngest child Karina serves as marketing director).

The core offering is traditional Mexican street food, including street tacos, fajitas, burritos, enchiladas, birria, and tortas, supported by a fresh homemade salsa bar and a broad beverage program (craft cocktails, margarita and tequila/mezcal flights, beer, wine, and aguas frescas). Beyond dine-in, the company operates takeout and delivery, in-house delivery within a 3-mile radius at Roswell, online ordering and gift cards through the Toast Tab platform, a Toast Tab rewards loyalty program, a formal catering line (Family Pack for 10, street taco/fajita/nacho bars), and event hosting for groups up to 40.

The revenue model is transactional, pay-as-you-go restaurant sales across dine-in, takeout, delivery, catering, and beverage channels, priced per menu item (range: $1.55 chips to $29.99 specialty dishes; catering Family Pack at $159.99). Customer mix is overwhelmingly retail consumers in the local Alpharetta/Roswell trade area plus a smaller catering/event segment. Digital infrastructure (website, social, email marketing) is provided by SpotHopper; POS and online ordering by Toast Tab; no proprietary technology, APIs, or AI capabilities are operated in-house. There are no disclosed funding rounds, external investors, or institutional ownership — the company is entirely family-controlled.

Name

Mister Taco

Legal name

Mr. Taco

Website

https://mrtacoatlanta.com

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

1–10 employees

Short description

Family-owned authentic Mexican restaurant operating two dine-in locations in Alpharetta and Roswell, GA, since 2005, serving traditional street food, craft cocktails, and catering to local consumers and event customers.

Ownership category

akta.pro rank

Product category

Mexican Casual Dining Restaurants

NAICS

Full-Service Restaurants (722511)

SIC

Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Ethnic & Regional Cuisine Restaurants (THAFACAD)

akta.pro secondary industry

All-Day Dining Restaurants (THAFACAJ)

Keywords

• Mexican restaurant dining
• Authentic street tacos
• Catering and events
• Online food ordering
• Craft cocktail bar

Headquarters

HQ city

Yuba City, California

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Dine-in and Takeout Food Sales: Traditional restaurant revenue from serving food and beverages for dine-in and takeout customers. Menu includes street tacos, fajitas, burritos, enchiladas, seafood, and specialty dishes. Transactional model with individual item pricing.
2. Catering Services: Customizable catering packages for events including office luncheons, baby showers, weddings, birthday parties, and school events. Offers pickup or delivery options with various buffet-style bars (Street Taco Bar, Fajita Bar, Nacho Bar) and platter options.
3. Beverage Sales: Alcoholic and non-alcoholic beverage sales including craft cocktails, margaritas, tequila flights, mezcal flights, beer, wine, and traditional Mexican aguas frescas.
4. Online Ordering Platform: Digital ordering through Toast Tab platform for takeout and delivery orders, generating transaction-based revenue.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

Mr. Taco is a family-owned authentic Mexican restaurant operating dine-in, takeout, delivery, and catering services at two locations in the Alpharetta and Roswell, GA area. The menu centers on traditional Mexican street food including street tacos, fajitas, burritos, enchiladas, birria, seafood, and tortas, complemented by an extensive bar program of craft cocktails, margarita flights, premium tequila and mezcal selections, and traditional aguas frescas. The business also offers customizable catering packages, private event hosting, and a customer loyalty rewards program.

Product overview

Mr. Taco is a family-owned authentic Mexican restaurant chain operating two locations in the Atlanta metropolitan area (Alpharetta and Roswell, GA). The core offering consists of traditional Mexican street food including street tacos, fajitas, burritos, enchiladas, and specialty dishes complemented by a full-service bar featuring craft cocktails, extensive tequila and mezcal collections, and margarita flights. The business operates as a unified restaurant brand with digital extensions including online ordering via Toast Tab, catering services with customizable packages (street taco bar, fajita bar, nacho bar, and family packs), private event hosting accommodating up to 40 guests, table reservations, and a loyalty rewards program. The company maintains an active community presence through local partnerships with schools and community organizations, and operates under a family-centered culture with second-generation family members involved in operations and marketing.

Differentiator

Problem solved

Functional benefit

Products and services

• Mr. Taco Alpharetta Restaurant Full-service authentic Mexican restaurant at 4000 North Point Pkwy #800, Alpharetta & Roswell, GA 30022, serving traditional street tacos, fajitas, burritos, enchiladas, and specialty dishes with a fresh salsa bar and full bar program.
• Mr. Taco Roswell Restaurant Original full-service authentic Mexican restaurant at 893 Holcomb Bridge Road, Roswell, GA 30076, offering traditional street food, full bar, craft cocktails, in-house delivery within 3 miles, and private event hosting for up to 40 guests.
• Online Ordering Digital ordering service via the Toast Tab platform allowing customers to place pickup and delivery orders from both Mr. Taco locations; includes gift card purchases and loyalty program enrollment.
• Catering Services Customizable catering packages for events including office luncheons, baby showers, weddings, birthday parties, and school events; offers street taco bar, fajita bar, nacho bar, and platter options with pickup or delivery.
• Family Pack for 10 Catering package serving approximately 10 people, including choice of 2 meats, rice and beans, tortillas, toppings, salsa, chips, cheese dip, and complimentary chips, priced at $159.99 including plates, napkins, and forks.
• Private Event Hosting Private event hosting at the Roswell location accommodating up to 40 guests for anniversaries, birthday parties, corporate events, and other gatherings with thoughtful service in a modern atmosphere.
• Table Reservations Online table reservation system at the Roswell location for securing tables from intimate dining through larger group bookings.
• Loyalty Program Customer loyalty rewards program operated through the Toast Tab platform, enabling repeat customers to sign up and earn benefits on subsequent visits.
• Drink Menu Beverage program featuring craft cocktails, margarita flights, premium tequila and mezcal selections, draft and bottled beers, wines, and traditional Mexican aguas frescas including horchata, mango juice, guava juice, and hibiscus tea.
• Happy Hour and Specials Daily specials program offering discounted margaritas, Tecate promotions, cocktail flights, and kids eat free offers; Friday flights feature $25 tequila flights and $40 mezcal flights.

Quantifiable outcome

• Best Mexican Restaurant in Roswell, GA - AJC 2020
• +1 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Partnerships

Four partnerships are on record, tiered core and minor.

• SpotHoppercoreImplementation/ SI/ Consulting PartnerWebsite design, Social Media marketing and Email marketing provided by SpotHopper. Powers the restaurant's digital presence including website hosting and online ordering infrastructure.
• Toast TabcoreTechnology or IntegrationOnline ordering platform for takeout and delivery. Also provides gift cards and loyalty rewards program integration.
• North Point ChurchminorGTM or Marketing PartnerCommunity partnership offering volunteer discount on Sundays for church volunteers wearing their volunteer shirts.
• Local Schools and Community GroupsminorGTM or Marketing PartnerFor over 20 years, Mr. Taco has partnered with local schools and community groups, working together to give back to families who have supported the restaurant.

Scale indicators4 records

Recent moves1 record

Expansion highlights5 records

Market position

Competitive moat3 records

Key highlights2 records

Customer concentration

• Facebookfacebook.com/106944689392869
• Instagraminstagram.com/mrtacoatl_
• TikToktiktok.com/channel/mr-taco
• LinkedInlinkedin.com/company/mister-taco

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Mister Taco