ROCTACO Origin Story
The three of us spent years living and working around the world—from Tokyo and Singapore to Brazil and beyond. But no matter where we landed, we'd always end up doing the same thing...
Chasing incredible street food.
Forget the tourist traps. We wanted the tiny alley stalls, the hole-in-the-wall spots, and the places with lines around the block. We'd come home talking less about the landmarks and more about the taco, the noodles, or the BBQ we couldn't stop thinking about.
Despite all the passport stamps, we shared another obsession. Growing up around Kansas City gave us a love for great BBQ, and everywhere we traveled, we were on the hunt for ridiculously good tacos.
Not just the fillings.
The tortillas.
Warm. Handmade. Slightly imperfect. Fresh off the griddle. The kind that ruins every other tortilla forever.
When we finally teamed up in Salt Lake City, we knew exactly what we wanted to do—bring the world's best street food home.
The only problem? We couldn't choose just one country. Korean? Thai? Japanese? Mexican? Indian?
Every one deserved a seat at the table.
Freestyle Tacos™
Then it clicked.
Why should tacos stay in one lane?
Instead of creating another fusion restaurant, we created Freestyle Tacos™—authentic street flavors from around the world, each wrapped in a fresh, handmade tortilla. One taco might take you to Seoul. The next to Bangkok. Then Mexico City. Then Mumbai. All on the same tray. No more asking, "Mexican or Thai tonight?"
At ROCTACO...
WHY NOT BOTH?
The Tortillas
Everything starts with the tortilla.
Not the meat. Not the sauce.
The tortilla.
We spent nearly a year chasing the perfect one. It had to be handmade. Fresh every day. Warm off the griddle. Thick enough to hold bold flavors. Slightly imperfect—because the best tortillas always are. Forget dry, factory-perfect circles. These are the real deal. The perfect stage for what's coming next.
What’s inside
Fresh-grilled meats. Premium cheeses. Crisp veggies. And over a dozen scratch-made sauces inspired by the world's greatest street food. These aren't just tacos with meat and salsa.
Every taco is built to capture the flavor of a different city—from Seoul to Bangkok, Mexico City to Mumbai. Every ingredient has a job. Every sauce tells part of the story.
One taco is incredible.
Three or four together?
That's where the magic happens.
The Restaurant
ROCTACO was born in the middle of a global pandemic.
Most people thought we should wait.
We opened anyway.
Despite no drive-thru, capacity restrictions, and every obstacle imaginable, the response was incredible. Today, ROCTACO has nearly 1,000 five-star Google reviews and is consistently ranked among Salt Lake City's best taco restaurants.
Turns out people were hungry for something different.
Appealing to all the Senses
Great food should hit more than just your taste buds.
At ROCTACO, you'll smell fresh meat sizzling on the grill, hear the crackle of the open kitchen, and catch bold aromas from spices inspired by street food around the world before you ever take your first bite.
Then there's the vibe.
Our restaurant doesn't try to look like anywhere in particular. It feels like a mash-up of street markets from around the globe—bold, colorful, artistic, and just a little unexpected. It's as Instagram-worthy as the tacos themselves, and definitely not another cookie-cutter chain.
And let's talk about the soundtrack.
The music is turned up, the beats are nostalgic, and the playlist is almost as talked about as the food. Add in the sounds of the grill and fryer, and you've got an atmosphere that's loud, energetic, and unmistakably ROCTACO.
Definitely not your grandma's taco joint.
The Menu
Rules are great for traffic.
Not tacos.
We created Freestyle Tacos™ because incredible food shouldn't be limited by borders. If it's bold and craveable, it's fair game.
Food trends come and go. ROCTACO keeps moving.
As new flavors pop up around the world, we're built to bring them to our menu—without ever feeling forced or gimmicky.
Most restaurants are stuck in one lane.
Freestyle Tacos™ lets us drive them all.
What's With The Octopus?
Yeah...we get that question a lot.
Turns out the octopus isn't just a cool logo
(although, let's be honest...it does look pretty awesome).
Those eight arms represent exactly what ROCTACO is all about—bringing street flavors from every direction into one place. Different cultures. Different cuisines. One handmade tortilla.
It's our reminder that great food doesn't care about borders.
FUN FACT
The word Octopus in Japanese is
pronounced “tako”.
The Founders
We've been building restaurants for over 23 years.
We've launched brands, scaled brands and operated hundreds of restaurants. We've been on both sides of franchising—as franchisors and franchisees—so we know what works...and what keeps operators awake at 2 a.m.
ROCTACO has spent the last five years getting better every single day. Better recipes. Better systems. Better operations.
Now it's time to share it.
We're not just handing you a playbook and wishing you luck.
We're building this thing together.
Edison Street
Every great brand has an origin story.
Ours starts on a tiny alley called Edison Street.
Not because it had great parking or perfect visibility.
Because it felt like ROCTACO.
Hidden. Unexpected. The kind of place you hear about from a friend who says,
"You've gotta try this place."
Tiny dining room. Tough parking. Limited seating.
Every reason it shouldn't have worked.
It worked anyway.
As we grow, we want our franchisees to capture that same destination magic—but without the limitations. Better parking. More seating. More room for catering and third-party orders. Expanded beverage programs. Outdoor patios.
Everything that made Edison Street unforgettable...with even more opportunity to grow.
Sales
& Profit
ROCTACO punches way above its weight.
Our original restaurant generates exceptional sales from a tiny footprint. Now imagine that same concept with better parking, more seating, expanded catering, a broader beverage program, and room to grow.
Even in a rollercoaster economy, ROCTACO has continued to grow year after year.
That's the kind of momentum we're excited to build with our franchise partners. We will of course share more details on sales and profit through a typical FDD document.
Who we are looking for...
We're looking for people who love great food, love serving people, and want to build something special.
Restaurant experience is a big plus. We've spent over 23 years learning this business, and we'd love for you to start with a head start. Experience in hospitality or a related industry is even better.
But experience isn't everything.
We're looking for owners with hustle, a positive attitude, and a genuine passion for taking care of people.
At ROCTACO, we don't have customers. We have guests.
Every guest chose to spend their time and money with us, and we never take that for granted. We expect our franchise partners to create the same unforgettable experience that has made ROCTACO what it is today.
If you're excited to serve people, work hard, and build something unforgettable, we'd love to talk.