Tocaya Modern Mexican

What Tocaya Modern Mexican does

Tocaya Modern Mexican (legally Tocaya Organica, LLC) is a privately held fast-casual restaurant chain founded in Venice, California in 2016, operating eight company-owned locations across Southern California (Studio City, Santa Monica, Toluca Lake/Burbank, Hollywood, Downtown Los Angeles, Century City at Westfield, Playa Vista) and Scottsdale, Arizona (Fashion Square). The company serves health-conscious and flavor-driven consumers with a 'Modern Mexican' menu spanning salads, tacos, burritos, bowls, quesadillas, tortas, soups, sides, desserts, margaritas, and a kids menu; all meat and fish are 100% free of hormones, steroids, and antibiotics, and the menu accommodates vegan, vegetarian, and gluten-free diets.

Revenue is generated through dine-in service, takeout, third-party delivery, on-premise alcohol (margaritas, beer, wine), catering (tocayaorganicacatering.olo.com), and physical/digital gift cards (max $500 balance, $2,000 daily limit). The technology stack is built on third-party SaaS integrations: Thanx powers the Tocaya Rewards loyalty program (10 points per $1 spent, redeemable at 250–1,500 points) and online ordering (order.thanx.com/tocaya); Olo (Mobo Systems) handles online ordering and payment processing; WooCommerce supports e-commerce including gift card sales; and proprietary iOS and Android apps distribute the mobile experience. Privacy and compliance are managed via OneTrust's CookiePro (CCPA, GDPR).

The go-to-market motion is product- and digitally-led, combining a unified loyalty program, recurring weekly promotions (Taco Tuesdays at $2.50–$4.25/taco, Summer Happy Hour), national holiday campaigns (National Avocado Day, National Tequila Day), social media (Instagram, Facebook, Twitter), email newsletter, and earned media. Target segments include health-conscious consumers, flavor-obsessed foodies, vegans/vegetarians/special-diets diners, and lifestyle-driven social diners in major California metro areas. The company has no disclosed external institutional investment, parent company, or public listing.

Name

Tocaya Modern Mexican

Legal name

Tocaya Organica, LLC

Website

https://tocaya.com

Company type

Private

Founded year

2016

Operating status

Operating

Short description

Tocaya Modern Mexican is a privately held fast-casual restaurant chain founded in 2016 in Venice, CA, operating eight locations across Southern California and Scottsdale, AZ, serving health-conscious and flavor-driven consumers with Modern Mexican cuisine backed by an integrated loyalty and online-ordering platform.

Ownership category

akta.pro rank

Product category

Fast-casual Mexican restaurants

NAICS

Limited-Service Restaurants (722513)

SIC

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

akta.pro primary industry

Mexican & Tex-Mex Fast Casual (THAFABAC)

akta.pro secondary industry

Salad & Bowl Concepts (Grain/Protein/Healthy Bowls) (THAFABAF)

Keywords

• Fast-casual Mexican restaurants
• Modern Mexican dining
• Healthy Mexican cuisine
• Restaurant loyalty programs
• Catering services

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Offices9 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Dine-in Food & Beverage Sales: Core revenue from selling prepared food and drinks across eight restaurant locations in California and Arizona. Revenue generated through dine-in service, takeout, and on-premise alcohol (margaritas, beer, wine).
2. Online Ordering & Delivery: Revenue from online food orders placed through Tocaya's own ordering platform (powered by Thanx and Olo) and third-party delivery aggregators. Customers can order for pickup or delivery.
3. Catering: Revenue from bulk/catering orders placed through a dedicated catering platform (tocayaorganicacatering.olo.com).
4. Gift Cards: Revenue from sale of physical and e-gift cards (plastic cards and app-based digital cards). Cards can be reloaded at restaurant locations and through the mobile app. Max balance $500 per card; $2,000 limit per card per day.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels5 records

Core offering

Tocaya Modern Mexican operates a fast-casual restaurant chain serving a Modern Mexican menu including salads, tacos, burritos, bowls, quesadillas, tortas, and handcrafted margaritas. All meat and fish are 100% free of hormones, steroids, and antibiotics, and the menu accommodates vegan, vegetarian, and gluten-free diets. The brand operates eight company-owned locations in Southern California and Scottsdale, Arizona, complemented by online ordering, catering, a mobile app, a gift card program, and a points-based loyalty program.

Product overview

Tocaya Modern Mexican is a fresh-casual restaurant chain founded in Venice, CA in 2016, offering a Modern Mexican cuisine menu centered on salads, tacos, burritos, bowls, and quesadillas. The company's product portfolio consists of its core restaurant dining experience complemented by a loyalty rewards program (Tocaya Rewards), catering services, gift cards, and a mobile app for online ordering. Promotional offerings include Summer Happy Hour with discounted drinks and bites, Taco Tuesdays with reduced taco prices, and seasonal promotions tied to holidays like National Avocado Day and National Tequila Day. The restaurant chain operates multiple locations across California (Santa Monica, Playa Vista, Century City, Hollywood, Downtown LA, Studio City, Toluca Lake) and Arizona (Scottsdale).

Differentiator

Problem solved

Functional benefit

Products and services

• Tocaya Modern Mexican Restaurant Dining Fast-casual Modern Mexican restaurant experience offering salads, tacos, burritos, bowls, quesadillas, tortas, soups, sides, desserts, craft margaritas, and a kids menu across eight locations in Southern California and Scottsdale, AZ. Made with hormone/steroid/antibiotic-free meat and fish and responsibly sourced produce, with vegan, vegetarian, and gluten-free options.
• Tocaya Rewards Loyalty Program Free points-based customer loyalty program (powered by Thanx) where members earn 10 points per $1 spent, redeemable for free food items starting at 250 points.
• Tocaya Catering Service Catering service for events and group gatherings, ordered through a dedicated catering platform. Loyalty points are not earned on catering orders.
• Tocaya Gift Cards Physical and electronic gift cards redeemable at all Tocaya locations, sold online and in-store. Cards can be reloaded, never expire, with a maximum $500 balance and $2,000 daily transaction limit.
• Tocaya Mobile App Proprietary mobile application available on iOS (App Store) and Android (Google Play) enabling online ordering, loyalty rewards tracking, e-gift card storage, order history, and push notifications.
• Tocaya Online Ordering Direct-to-consumer online ordering for dine-in, takeout, and delivery, powered by the Thanx and Olo platforms.

Quantifiable outcome

• No publicly disclosed quantified customer outcomes or metrics

Named customers1 record

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Partnerships

Three partnerships are on record, tiered core.

• Thanx, Inc.coreTechnology or IntegrationThanx provides Tocaya's customer loyalty and rewards program infrastructure, including the online ordering platform (order.thanx.com/tocaya) and integration with the Tocaya mobile app. Thanx also powers the Tocaya Rewards program which sends transactional, informational, and promotional messages to enrolled members. Tocaya shares customer personal information with Thanx for program operation purposes.
• Olo (Mobo Systems, Inc.)coreTechnology or IntegrationOlo (d/b/a Mobo Systems, Inc.) is Tocaya's third-party online ordering service provider. Customers placing food orders are redirected to Olo. Any personal information provided to Olo during the ordering process is subject to Olo's privacy policy. Olo processes payments for online orders on Tocaya's behalf.
• Apple App Store / Google PlaycoreTechnology or IntegrationTocaya distributes its mobile application through Apple's App Store (iOS) and Google Play Store (Android). The apps enable online ordering, loyalty rewards, order history, and push notifications. Use of the apps on these platforms is subject to Apple's and Google's standard terms and conditions.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Chipotle Mexican Grill: The dominant fast-casual Mexican chain (~3,500+ locations) serving customizable burritos, tacos, bowls, and salads. Tocaya occupies the same product category and target consumer with a premium, California-focused positioning that competes for the same health-conscious, higher-AUV customer.
• Sweetgreen: Fast-casual salad/bowl concept focused on healthy, responsibly sourced ingredients with strong digital ordering and loyalty mechanics. Tocaya's salad/bowl-driven menu and clean-ingredient positioning overlaps directly with Sweetgreen's health-conscious fast-casual positioning.
• CAVA: Fast-casual Mediterranean bowl concept with strong digital ordering, loyalty program, and premium positioning. Comparable to Tocaya in business model (fast-casual, customizable bowls, health-forward), GTM motion (digital loyalty, mobile app), and consumer demographic.
• Qdoba Mexican Eats: National fast-casual Mexican chain (owned by Apollo Global Management) serving burritos, tacos, bowls, and salads. Directly comparable to Tocaya in menu offerings and dining format, with a larger footprint and PE-backed expansion resources.
• Rubio's Coastal Grill: California-born fast-casual Mexican chain specializing in Baja-style tacos and coastal Mexican flavors. Tocaya competes for the same California health-conscious diner and operates in similar SoCal trade areas.
• Veggie Grill: Plant-based fast-casual chain founded in Southern California, serving vegan bowls, sandwiches, and tacos. Tocaya's vegan/vegetarian menu items (Beyond Chicken, La Flor taco, Taco Dorado) directly overlap with Veggie Grill's plant-based positioning.
• Freebirds World Burrito: Fast-casual burrito/taco chain focused on customizable Mexican bowls with a similar price point and counter-service model. Comparable to Tocaya on core menu (burritos, bowls, tacos) and limited-service format.

Regional players

• Tender Greens: California-based chef-driven fast-casual chain serving salads, bowls, and plates with responsibly sourced ingredients. Comparable to Tocaya in target demographic, health-conscious positioning, and California regional concentration.
• Paco's Tacos: Regional fast-casual Mexican concept serving coastal/Mexican-inspired tacos and bowls in limited markets. Comparable to Tocaya in cuisine category and customizable bowl format, though smaller and more geographically constrained.

Emerging players

• Modern Market Eatery: Fast-casual chain serving salads, bowls, sandwiches, and grain-based entrees with a focus on responsibly sourced ingredients. Shares Tocaya's clean-ingredient, customizable-bowl positioning and slightly elevated dining experience.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xtwitter.com/tocayalife
• Facebookfacebook.com/TocayaLife
• Instagraminstagram.com/tocayaorganica

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

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 Tocaya Modern Mexican