Someburros, Inc.

What Someburros, Inc. does

Someburros, Inc. is a privately held, family-owned fast-casual Mexican restaurant chain headquartered in Chandler, Arizona, operating 19 company-owned restaurants across Arizona (Phoenix metro, Scottsdale, Gilbert, Chandler, Tempe, Mesa, Flagstaff, Goodyear, Buckeye, Peoria, Queen Creek, San Tan Valley, and Surprise) as of July 2026, plus a sister concept, Isabel's Amor, in Gilbert. Founded in 1986 by George and Mary Vasquez on Mill Avenue and Baseline Road in Tempe, the company traces its recipes to matriarch Nana Isabel Vasquez and earlier roots at Poncho's in South Phoenix (1972); third-generation owner/president Tim Vasquez now leads the business alongside a professional C-suite (CEO Johnny Beerling, CFO Amy Hwang, VP Marketing Danielle Dressor, VP Restaurant Operations Daniella Valenzuela).

The core product is Sonoran-style Mexican food prepared from scratch daily — signature red and green chili beef, handmade tortillas, house-made salsas, burros, tacos, enchiladas, chimichangas, and combination plates — priced from $2.25 to $14.95 per item. Revenue is generated through dine-in, drive-thru, takeout, and an integrated digital channel: a proprietary mobile app and web ordering platform (powered by AppFront) for pickup, third-party delivery via DoorDash, and a free loyalty program earning 1 point per dollar. A second growth lever is the catering division, which offers platter pickup (24-hour notice), delivery (48-hour, $250 minimum, 10% fee), full-service catering (50-person minimum, 7-day notice), simple service (15-person minimum), and the Burro Bus mobile unit ($1,500 minimum, 14-day notice).

Someburros supplements restaurant revenue with venue concessions at three major Arizona sports/entertainment properties — State Farm Stadium (Arizona Cardinals, launched August 2025), Chase Field (Arizona Diamondbacks, March 2025), and Mountain America/Sun Devil Stadium (ASU) — and with a community fundraising program that donates 30% of pre-tax sales (minimum $300) to schools, churches, and nonprofit organizations hosting events on designated days. The technology stack is entirely third-party (AppFront, Restaurant365, Paylocity, DoorDash), and the company has no external institutional investment, no public revenue disclosure, and operates with multi-generational family control.

Name

Someburros, Inc.

Legal name

Someburros, Inc.

Website

https://someburros.com

Company type

Private

Founded year

1986

Operating status

Operating

Headcount range

101–250 employees

Short description

Someburros, Inc. is a family-owned, fast-casual Sonoran-style Mexican restaurant chain operating 19 company-owned Arizona locations, plus venue concessions at Cardinals, Diamondbacks, and ASU stadiums, a catering division, and a community fundraising program.

Ownership category

akta.pro rank

Product category

Fast-Casual Mexican Restaurants

NAICS

Limited-Service Restaurants (722513), Full-Service Restaurants (722511), Caterers (722320), Food Service Contractors (722310)

SIC

Retail-Eating & Drinking Places (5810), Retail-Eating Places (5812)

akta.pro industry

PRIMARYTHAFABAC

Mexican & Tex-Mex Fast Casual

Travel & Hospitality/Foodservice & Beverage (Restaurants, Cafes, Bars)/Fast Casual Restaurants

SECONDARYTHAFAIAG

Concession & Stadium / Arena Catering

Travel & Hospitality/Foodservice & Beverage (Restaurants, Cafes, Bars)/Catering & Banquet Foodservice

SECONDARYHSACAGAA

Full-Service Catering (Off-Premise)

Home & Personal Services/Event & Personal Concierge Services/Catering Coordination & Food Service (Non-restaurant)

Keywords

• Fast-casual Mexican restaurant
• Sonoran-style Mexican food
• Restaurant catering services
• Burritos and tacos
• Drive-thru restaurant chain

Headquarters

HQ city

Chandler

HQ country

United States

HQ region

North America

Offices23 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Dine-in and Takeout Food Sales: Traditional restaurant revenue from customers dining in or taking food to go. Wide menu including burros, tacos, enchiladas, chimichangas, salads, breakfast items, and beverages. Prices range from $2.25 (milk) to $14.95 (Carne Asada Plate).
2. Catering Services: Corporate events, weddings, school events, sports teams, and private parties. Includes platter pickup, delivery, full-service catering, and the Burro Bus mobile unit. Minimum 24-hour notice for pickup, 48 hours for delivery.
3. Third-Party Delivery: Partnership with DoorDash for food delivery services to customers who prefer delivery over pickup or dine-in.
4. Mobile App Orders: Direct ordering through proprietary mobile app for iOS and Android devices, featuring rewards program integration.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels6 records

Core offering

Someburros operates a family-owned fast-casual Sonoran-style Mexican restaurant chain serving made-from-scratch burros, tacos, enchiladas, chimichangas, salads, and breakfast items through dine-in, drive-thru, takeout, mobile-app ordering, and DoorDash delivery across 19 Arizona locations. The company also runs a multi-tier catering operation (pickup, delivery, full-service, and a Burro Bus mobile unit) and staffs concession stands at three major Arizona sports venues.

Product overview

Someburros is a family-owned fast-casual Mexican restaurant chain offering Sonoran-style food across Arizona. The core product portfolio centers on dine-in, drive-thru, and takeout restaurant services with a made-from-scratch menu of burros (burritos), tacos, chimichangas, enchiladas, and combination plates. The company operates a unified service model with integrated digital channels: a mobile app (powered by AppFront) for online ordering, pickup scheduling, and rewards program management; an SMS marketing program for exclusive deals; and a comprehensive catering division offering platter pickup, delivery, self-service, full-service, and the Burro Bus mobile unit. Recent product launches include Mini Burros (snackable format) and the Big Red Burro (football season special). The business also operates a fundraising program supporting local organizations with 30% of pre-tax sales donated.

Differentiator

Problem solved

Functional benefit

Brands

• Isabel's Amor: A sister restaurant serving from-scratch authentic Mexican dishes in Gilbert, AZ since 2013.

Products and services

• Someburros Mobile App Mobile application for iOS and Android that allows Someburros customers to browse the menu, place pickup orders, earn and redeem rewards points, and access exclusive deals. Built on the AppFront platform.
• Someburros Online Ordering Web-based ordering platform for pickup and delivery powered by AppFront, allowing customers to order from the full menu, customize items, and schedule pickup times.
• Someburros Rewards Program Free loyalty program where members earn one point per dollar spent on dine-in and online orders, unlock tiered rewards, and receive birthday coupons. Promotions include periodic Double Points Days.
• Catering Services Catering division of Someburros offering platter pickup, platter delivery, full-service catering, simple service (15-person minimum), self-service, and the Burro Bus mobile unit. Platter pricing ranges from $40 to $119. Delivery requires a $250 minimum and carries a 10% fee (capped at $50) within a 15-mile radius.
• Fundraising Program Community fundraising program where schools, churches, sports teams, and nonprofits receive 30% of pre-tax sales by hosting a fundraiser event at a Someburros location on a Monday, Wednesday, or Thursday, with a $300 minimum sales requirement.
• Mini Burros Limited-time snackable, dippable burro product available in 5 flavors (Bean & Cheese, Green Chili Beef, Shredded Chicken/Rice & Cheese, Egg/Cheese & Potato, Ground Beef/Beans & Sour Cream), priced at $4.95 each, also offered as catering platters.
• Burro Bus Mobile Catering Mobile catering vehicle that travels to event sites to serve fresh Someburros menu items, requiring 14 days advance notice, a $1,500 minimum plus permit fees, 11 feet of vertical clearance, and a 30' x 15' parking footprint.
• SMS Marketing Program Text-message marketing program where customers can text 'Someburros' to 866-502-4981 to opt in for one exclusive-deal SMS per month, with STOP to cancel and HELP for assistance.

Named customers7 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability1 record

Feature2 records

Partnerships

Five partnerships are on record, tiered minor and core.

• Junior Achievement BizTownminorStrategic or Co-development Partner · 28 August 2025Someburros operates a storefront at the JA BizTown facility in Tempe, providing hands-on entrepreneurship education for 5th-6th graders. Part of the 'Tempe Tradición' initiative celebrating the company's legacy while inspiring youth leadership and business skills.
• Arizona CardinalscoreStrategic or Co-development Partner · 9 August 2025Someburros serves Sonoran-style Mexican food at State Farm Stadium during all Arizona Cardinals home games, concerts, and special events. Locations include Main Level Section 102, Upper Level Section 413, and multiple portable stations. Launched the exclusive 'Big Red Burro' specialty item for the partnership. Tim Vasquez stated: 'Football and food are both about bringing people together, and there's no better place to do that than with the Arizona Cardinals at State Farm Stadium.'
• Arizona DiamondbackscoreStrategic or Co-development Partner · 17 March 2025Someburros joined the ballpark food lineup at Chase Field in Phoenix, serving game day favorites during Arizona Diamondbacks baseball games and stadium events.
• DoorDashminorChannel Partner/ Reseller/ DistributorThird-party delivery partnership allowing DoorDash couriers to deliver Someburros food to customers who prefer delivery over pickup or dine-in. Customers can order through DoorDash platform in addition to Someburros' own ordering channels.
• Arizona State University AthleticsminorStrategic or Co-development PartnerSomeburros serves at Sun Devil Stadium during ASU football games at sections 10, 32, 309, and Coca Cola Sun Deck. Partnership includes promotional ticket giveaways for ASU vs. NAU games and in-stadium menu offerings featuring stadium nachos, burros, tacos, and beverages.

Scale indicators6 records

Recent moves11 records

Expansion highlights6 records

Direct peers

• Filiberto's Mexican Food: Regional Arizona-focused Mexican fast-casual chain with comparable counter-service model, drive-thru operations, and similar price points competing directly in the same local markets.
• Roberto's Mexican Food: Arizona-based Mexican fast-casual chain with similar dine-in, drive-thru, and takeout model targeting the same Sonoran-style Mexican food category and overlapping Phoenix metro geography.
• Manuel's Mexican Food: Arizona-based family-owned Mexican restaurant chain offering similar authentic Mexican food with dine-in and takeout, operating in overlapping Phoenix metro locations.

Broad incumbents

• Chipotle Mexican Grill: Largest U.S. fast-casual Mexican chain with multiple Phoenix metro locations, offering similar burrito/taco/bowl format with significantly greater scale, technology, and brand recognition.
• Qdoba Mexican Eats: National fast-casual Mexican chain operating in Arizona with broader geographic footprint, deeper marketing budget, and similar menu format (burritos, tacos, bowls) competing for the same customer occasions.
• Moe's Southwest Grill: National fast-casual Mexican franchise with locations across Arizona, offering similar burrito and taco menu items with counter-service model and comparable price positioning.
• Cafe Rio Mexican Grill: Regional fast-casual Mexican chain with Arizona presence offering made-from-scratch Mexican food similar to Someburros' value proposition, though with broader multi-state footprint.

Regional players

• Garibaldi Mexican Restaurants: Long-standing Arizona-based family-run Mexican restaurant chain with similar community-rooted heritage and authentic Mexican cuisine positioning in overlapping local markets.
• Rosa's Mexican Grill: Texas-based regional Mexican fast-casual chain with similar family-owned heritage, scratch-preparation value proposition, and dine-in/takeout service model.

Others

• DoorDash: Third-party delivery partner rather than a competitor, but a relevant comparable given the channel partnership for delivery services and the broader strategic dynamics of off-premise restaurant distribution.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/someburros

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries1 record

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 Someburros, Inc.