Joyride Taco House

What Joyride Taco House does

Joyride Taco House is a casual-dining Mexican restaurant brand operating two physical locations in the Phoenix metropolitan area — one in Central Phoenix (5202 N Central Ave) and one in Downtown Gilbert (302 N Gilbert Rd) — targeting local residents seeking a vibrant, social dining environment with craft cocktails and a kicked-back atmosphere. The core product is full-service dine-in supplemented by daily happy hour (open to 6 PM with discounted margaritas, ranch waters, and draft beer pitchers) and a weekly Taco Tuesday promotion ($1.50 off all tacos from 2 PM to close). The menu spans tacos, burritos, enchiladas, starters, salads, desserts, and a full bar featuring tequila, mezcal, wines, and beers at price points typical of casual Mexican concepts ($4–$17.50 plates, $13–$14 signature margaritas).

The business runs on a standard restaurant technology stack: Olo powers direct online ordering for pickup and delivery, ToastTab handles reservations and waitlists at both locations, Stripe processes payments, BentoBox hosts the website, and Google Analytics plus reCAPTCHA provide web analytics and abuse protection. Catering orders are captured through a partnership with ezCater, with a dedicated catering menu (taco bars, burrito boxes, enchiladas, churro boxes) targeting corporate lunches, private dinners, weddings, and rehearsal dinners. Customer engagement is layered with an E-club email signup and gift card sales.

Joyride is one of multiple restaurant concepts operated under Upward Projects Holdings, LLC, an Arizona-based private hospitality group whose other brands include Postino Wine Cafe, Federal Pizza, Windsor, and Churn. The company is privately held with no disclosed funding, no headcount data, and no disclosed revenue. The go-to-market motion is direct-to-consumer — a combination of dine-in traffic, off-premise ordering, and event catering — supported by organic social (Facebook, Instagram) and email marketing. Revenue is generated through unit-priced menu items and catering packages with no subscription, licensing, or contract-based components.

Name

Joyride Taco House

Legal name

Upward Projects Holdings, LLC

Website

https://joyridetacohouse.com

Company type

Private

Operating status

Operating

Short description

Joyride Taco House is a casual-dining Mexican restaurant operating two Phoenix-metro locations (Central Phoenix and Downtown Gilbert) under Upward Projects Holdings, offering dine-in, online ordering, and catering to local consumers and event groups.

Ownership category

akta.pro rank

Product category

Casual Mexican Dining

NAICS

Full-Service Restaurants (722511), Caterers (72232)

SIC

Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Casual Dining Restaurants (THAFACAB)

Keywords

• Mexican restaurant
• Casual dining
• Taco catering
• Online food ordering
• Craft cocktails

Headquarters

HQ city

Gilbert

HQ country

United States

HQ region

North America

Offices2 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 Restaurant Sales: Revenue from customers dining at the two restaurant locations in Central Phoenix and Downtown Gilbert. Includes food, beverages, cocktails, and margaritas.
2. Online Ordering and Takeout: Revenue from online orders placed through the Olo platform for pickup and delivery, enabling off-premise consumption.
3. Catering Services: Catering revenue from corporate lunches, private events, weddings, and gatherings. Orders placed through ezCater platform or via catering inquiry form.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Joyride Taco House operates two full-service Mexican restaurants in the Phoenix metro area (Central Phoenix and Downtown Gilbert), serving tacos, burritos, enchiladas, appetizers, salads, and a full bar with handcrafted margaritas, tequilas, mezcal, and beer. Beyond dine-in, the restaurants offer online ordering for pickup and delivery, table reservations and waitlist management, full catering for corporate and private events, gift cards, and recurring promotional programs including daily happy hour and weekly Taco Tuesday specials.

Product overview

Joyride Taco House is a Mexican restaurant operating two locations in the Phoenix metro area (Central Phoenix and Downtown Gilbert), offering a unified dining experience centered on its core restaurant services. The product portfolio includes dine-in dining, online ordering (powered by Olo), reservations and waitlist management (via ToastTab), and catering services (through EZ Cater). Promotional offerings include daily Happy Hour (open to 6 PM) featuring discounted margaritas, ranch waters, and draft beer, and weekly Taco Tuesday deals with $1.50 off tacos. Additional customer engagement includes an email-based E-Club for promotional updates and gift cards for gifting. The restaurant's menu features tacos, burritos, enchiladas, starters, salads, desserts, and a full bar including margaritas, tequilas, mezcal, wines, and beers.

Differentiator

Problem solved

Functional benefit

Products and services

• Dine-In Restaurant Services
• Online Ordering
• Catering Services
• Reservations and Waitlist Management
• Gift Cards

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Partnerships

Six partnerships are on record, tiered core and minor.

• OlocoreTechnology or IntegrationOlo powers the online ordering system for Joyride Taco House, enabling customers to place pickup and delivery orders through the restaurant's website. Olo is a restaurant commerce platform that handles order management across multiple channels.
• StripecoreTechnology or IntegrationStripe handles payment processing and fraud prevention for online transactions. Used in conjunction with Olo for the complete online ordering and payment flow.
• ezCatercoreChannel Partner/ Reseller/ DistributorezCater is a catering marketplace that enables Joyride Taco House to receive and manage catering orders. Customers can order catering directly through the ezCater platform for pickup and delivery.
• ToasttabcoreTechnology or IntegrationToasttab provides the reservation and waitlist management system for both Joyride Taco House locations, enabling customers to join waitlists and make reservations online.
• FacebookminorGTM or Marketing PartnerFacebook cookies and tracking technologies are used for advertising and analytics purposes across websites.
• Upward Projects HoldingscoreOthersParent company that owns and operates Joyride Taco House along with other restaurant concepts including Postino Wine Cafe, Federal Pizza, Windsor, and others in the Phoenix area.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Market position

Weaknesses5 records

Competitive moat2 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/joyridetacohouse
• Instagraminstagram.com/joyridetacohouse
• LinkedInlinkedin.com/company/joyride-taco-house

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries4 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 Joyride Taco House