(September 11, 2024) -- Rusty Taco, a street-style taco restaurant known for its fresh ingredients and flavorful menu, is lighting the development flames in 2024. Several new restaurant openings are contributing to the brand’s growing footprint, which includes a projected total of 14 new units by year-end. Recent openings in streetside settings and nontraditional venues have marked significant milestones for Rusty Taco, which are integral to the brand’s strategic growth plans. With more than 30 locations currently open, adding 14 new units signifies a 40% increase in growth and a monumental achievement for the brand.
Rusty Taco already has a small presence in Phoenix. It is now targeting the whole state of Arizona as a growth market, seeking new franchisees. It hopes its existing franchisee, Sonoran Restaurant Group, will gear up to find new locations in the coming months.
“There’s no better way to spend time with your loved ones than to relax and eat tacos,” said Denise Fenton, Co-Founder and Brand Director of Rusty Taco. “Our brand brings an approachable street-taco experience that can be a part of any community. Our recent and upcoming openings allow us to reach more guests in both new and existing markets and we are excited about our growth in the year ahead and beyond.”
This past April, Rusty Taco reopened its Dubuque, Iowa, location under new ownership, making the restaurant a staple in the community. Soon after, the brand debuted in Atlanta with an opening in Summerhill. This is the first of two highly-anticipated restaurants in Georgia, with the second location opening in Decatur by late summer. Rusty Taco also expanded its market presence, opening a new restaurant in Pleasant View, Utah, in June. To cap off the year, Rusty Taco will open a new location in Rockford, Illinois, under the same ownership as the Dubuque restaurant group, with additional expansion plans throughout Illinois.
“The state of Arizona is very attractive to us right now,” Daniel Smith, President of Rusty Taco said. “We are thrilled to be growing the Rusty Taco brand with proven restaurant operators in new markets. It is an exciting time at Rusty Taco, with so many restaurants coming to new communities. We are dialed in on our traditional and non-traditional expansion plans, seeking interested franchisees who want to take advantage of our room for growth and strong community appeal.”
In 2022, Gala Capital Partners, a California private investment firm, acquired Rusty Taco. Under the new ownership, the brand has adopted an aggressive growth strategy. Smith joined Gala and Rusty earlier this year after spending multiple years growing the Hopdoddy Burger Bar brand.
In addition to developing in local neighborhoods, Rusty Taco is focused on non-traditional development. The brand recently partnered with Good 2 Go Eats, LLC, a convenience store chain with 75 locations. The first Rusty Taco inside a Good 2 Go store opened in Ammon, Idaho, in 2023, followed by the signing of an additional eight units. A new location opened in Herriman, Utah, in April 2024, with more units planned for Denver and Colorado Springs, Colorado. These on-the-go restaurant formats are all expected to be open inside the Good 2 Go stores by the end of the year.
Beyond the convenience store model, Rusty Taco has established a proof of concept in other non-traditional formats, including experience in university dining and a spot in Concourse D of Dulles International Airport in Virginia. Rusty Taco also has a concessions location at Salt River Fields, the spring training home of the Arizona Diamondbacks and Colorado Rockies.
Rusty Taco stands out because of its emphasis on affordability and freshness, providing operators with comprehensive support and tailored marketing strategies. With each location offering a local feel through its hands-on owners, Rusty Taco appeals to those seeking authentic experiences. The brand is looking for experienced operators who have a love for the food industry and an understanding of business ownership. Rusty Taco has opened a new headquarters in Plano, Texas, to further support its growth and operations. Franchise growth targets key states like Texas, Oklahoma, Florida and Arizona.
While the Phoenix food scene is not lacking in the taco department, new brands have been able to establish a foothold and have some success. Smith said he sees the competition for Rusty Taco as some other Texas brands growing in the Valley, including Torchy’s Tacos and Velvet Taco, expected to open its first Arizona location in Scottsdale within the following year. Smith claims that Rusty Taco beats the competition regarding food quality, price, and experience.