Solita
Solita Tacos & Margaritas is a privately held, three-unit casual Mexican restaurant brand operated by Xperience Restaurant Group across Southern California and Orlando, serving wood-fired tacos, handcrafted margaritas, and a 70-plus tequila program to dine-in, takeout, catering, and food truck guests.
- Company typePrivate
- Founded2013
- HeadquartersHuntington Beach, United States
- Headcount51–100
- GTM typeB2C
- OfferingServices
What Solita does
Solita Tacos & Margaritas is a casual-dining Mexican restaurant brand operating three full-service locations in Valencia (CA), Huntington Beach (CA), and Orlando (FL), with corporate oversight provided by parent Xperience Restaurant Group (XRG) from its Cypress, CA headquarters. The concept is built around Baja-style cuisine prepared on an oak-fired Santa Maria grill, a curated agave program of 70+ premium tequilas and mezcals including a signature single-barrel blend, and more than 20 house-made salsas prepared daily. Solita targets consumers seeking a Southern California-style casual Mexican experience across dine-in, takeout, online ordering (via the OLO platform), private events, catering, and a food truck operating in Los Angeles, Orange, and parts of Ventura counties.
The business monetizes primarily through per-cover restaurant transactions (menu items $4–$26, margaritas $13–$21), supported by a recurring weekly promotional calendar — Margarita Mondays ($2.99 margaritas), Taco & Tequila Tuesday ($10 Baja Bundle), weekday Happy Hour, and Weekend Brunch — designed to drive frequency and off-peak traffic. A separate XPERIENCE Rewards loyalty and email program, gift cards, private-dining room rentals, and event-catering packages diversify the revenue mix beyond standard check averages. Marketing is concentrated on Instagram (@SOLITATACOS), the email/rewards funnel, and on-premise promotional events rather than paid acquisition at scale.
The company is privately held, has no disclosed funding rounds or M&A history, and operates as a non-public subsidiary inside Xperience Restaurant Group, which is in turn affiliated with the Z Capital Group family of brands. No AI/ML capabilities, patents, awards, or external partnerships beyond a parent affiliation and an accessibility-compliance vendor (AudioEye) are disclosed. Two "Coming Soon" banners on the corporate website signal planned expansion to Irvine, CA and Madison Square Park, NYC.
Solita firmographics
Firmographics- Name
- Solita
- Legal name
- XPERIENCE RESTAURANT GROUP
- Website
- https://solitatacos.com
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Solita Tacos & Margaritas is a privately held, three-unit casual Mexican restaurant brand operated by Xperience Restaurant Group across Southern California and Orlando, serving wood-fired tacos, handcrafted margaritas, and a 70-plus tequila program to dine-in, takeout, catering, and food truck guests.
- Ownership category
- akta.pro rank
Solita industry classification
Industry- Product category
- Casual Dining Mexican Restaurant
- NAICS
- Full-Service Restaurants (722511), Drinking Places (Alcoholic Beverages) (7224), Caterers (722320)
- SIC
- Retail-Eating & Drinking Places (5810)
- akta.pro primary industry
- Mexican/Latin QSR (Tacos, Burritos, Bowls) (THAFAAAE)
Keywords
Where Solita is headquartered
LocationHeadquarters
- HQ city
- Huntington Beach
- HQ country
- United States
- HQ region
- North America
Offices4 records
Markets served
Solita business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Dine-in restaurant sales: Revenue from food and beverage sales at physical restaurant locations including Valencia, Huntington Beach, and Orlando
- Online ordering and takeout: Revenue from online orders placed through the company's website for takeout and delivery
- Private events and catering: Revenue from private dining room rentals, event bookings, and off-premise catering services
- Food truck services: Mobile catering revenue from the Solita food truck serving events within Los Angeles County, Orange County, and parts of Ventura County
- Gift cards: Revenue from gift card sales, with cards redeemable for cash when balance is under $10
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Taco & Tequila Tuesday - Baja Bundle |
| Unit Pricing | Pay-as-you-go | Happy Hour specials |
| Unit Pricing | Pay-as-you-go | Margarita Mondays |
| Unit Pricing | Pay-as-you-go | Weekend Brunch |
| Unit Pricing | Pay-as-you-go | Full menu pricing |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels4 records
Solita product offering
Product offeringCore offering
Solita Tacos & Margaritas operates full-service Mexican restaurants serving wood-fired tacos, handcrafted margaritas, and a curated agave bar featuring over 70 premium tequilas and mezcals. The concept is built around an oak-fired Santa Maria grill and smoker, more than 20 house-made salsas, and a Southern California lifestyle atmosphere across three locations (Valencia, Huntington Beach, Orlando) plus a food truck.
Product overview
Solita Tacos & Margaritas is a Mexican restaurant chain operated by Xperience Restaurant Group, offering a unified dining experience centered on wood-fired tacos and handcrafted margaritas. The core product is the in-restaurant dining experience across three California and Florida locations (Valencia, Huntington Beach, Orlando), complemented by a food truck service, private events and catering capabilities, online ordering, and a rewards program. Weekly specials including Margarita Mondays, Taco & Tequila Tuesday, and Weekend Brunch drive recurring engagement, while gift cards provide gifting options.
Differentiator
Problem solved
Functional benefit
Products and services
- Solita Tacos & Margaritas In-Restaurant Dining Full-service casual Mexican dining experience offering wood-fired tacos, handcrafted margaritas, an agave bar with 70+ premium tequilas and mezcals, open kitchen, and live music. Open for dine-in at three locations in Valencia CA, Huntington Beach CA, and Orlando FL.
- Solita Food Truck Catering Mobile catering service bringing Solita's tacos, burritos, and bundled menus to festivals, corporate events, and private parties within Los Angeles, Orange, and Ventura counties. Offers both a la carte menus and bundled packages.
- Private Events & Catering Private dining room rentals, on-site packages, and off-premise catering for celebrations, corporate events, and birthday parties. Includes specialty antojitos menus, seated coursed meals, happy hour packages, and full catering with platters and build-your-own taco bar options.
- Solita Gift Cards Stored-value gift card program for restaurant purchases at all Solita locations. Cards under $10 balance are redeemable for cash.
Companies that use Solita
Customer profileSegments3 records
Ideal customer profiles3 records
Solita technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Solita partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Xperience Restaurant Group (XRG)coreXRG is the parent company and operator of Solita Tacos & Margaritas. XRG manages corporate operations from their Cypress, CA headquarters and oversees all Solita restaurant locations.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Solita competitors and assessment
Company assessmentBroad incumbents
- Chipotle Mexican Grill: Mass-market Mexican fast-casual leader with thousands of locations. Industry benchmark for Mexican menu scale, digital ordering, and supply-chain advantages.
- Taco Bell: Mass-market Mexican QSR under Yum! Brands. Different price point but defines consumer expectations around value-driven Mexican tacos and burritos, the same core menu Solita competes against.
- BJ's Restaurant Brewhouse: Casual dining chain with deep bar program, happy hour cadence, and patio fire features. Closely comparable in full-service casual dining, drink promotions, and Southern California market presence.
Direct peers
- Rosa Mexicano: Upscale Mexican restaurant group known for elevated margaritas and tequila-focused bar programs. Comparable in premium agave-bar positioning and full-service dining experience.
- Chevys Fresh Mex: Full-service Mexican restaurant chain with strong California presence, focused on fresh salsa, fajitas, and tequila-based cocktails. Closely comparable casual dining format and menu positioning to Solita.
- Cafe Rio Fresh Modern Mexican: Fast-casual and casual Mexican chain with house-made salsas and tortillas. Comparable in menu depth, fresh-salsa differentiation, and multi-unit restaurant operations.
- Moe's Southwest Grill: National Mexican fast-casual chain under Restaurant Brands International. Comparable Mexican menu and counter-service orientation, with significantly greater scale.
- Qdoba Mexican Eats: Fast-casual Mexican chain with customizable bowls, tacos, and burritos. Comparable in Mexican menu focus and multi-channel ordering experience.
- El Torito: Long-standing California-based Mexican restaurant chain offering full-service dining, private events, and catering. Comparable full-service format, event services, and California market overlap with Solita.
- Rubio's Coastal Grill: Casual Mexican dining chain headquartered in California with a Baja-style menu focus. Direct competitor to Solita in Southern California with overlapping taco, burrito, and margarita offerings.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Solita social profiles
Digital presenceSolita compliance and trust
Trust signalCompliance1 record
Solita financial estimates
Financial estimateRevenue estimate
Valuation estimate
Solita leadership team
Management profileNumber of profiles
Solita funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Solita 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 Solita
What does Solita do?
Solita Tacos & Margaritas operates full-service Mexican restaurants serving wood-fired tacos, handcrafted margaritas, and a curated agave bar featuring over 70 premium tequilas and mezcals. The concept is built around an oak-fired Santa Maria grill and smoker, more than 20 house-made salsas, and a Southern California lifestyle atmosphere across three locations (Valencia, Huntington Beach, Orlando) plus a food truck.
Is Solita a public or private company?
Solita is a private company. It is classified as corporate owned and is currently operating.
When was Solita founded?
Solita was founded in 2013. It employs 51 to 100 people.
Where is Solita based?
Solita is headquartered in Huntington Beach, United States, in the North America region.
How does Solita make money?
Five revenue lines are on record. Dine-in restaurant sales are the primary driver. The others are online ordering and takeout, private events and catering, food truck services and gift cards.
Who are Solita's main competitors?
Broad incumbents on record are Chipotle Mexican Grill, Taco Bell and BJ's Restaurant Brewhouse. Direct peers are Rosa Mexicano, Chevys Fresh Mex, Cafe Rio Fresh Modern Mexican, Moe's Southwest Grill, Qdoba Mexican Eats, El Torito and Rubio's Coastal Grill.
Does Solita have an API?
No public API is recorded for Solita.
What industry is Solita in?
Solita's product category is Casual Dining Mexican Restaurant. Its primary akta.pro industry code is THAFAAAE, Mexican/Latin QSR (Tacos, Burritos, Bowls). Its NAICS code is 722511 and its SIC code is 5810.