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A working trip to Mexico City turned into a bold idea: serve the soul of Mexican food with plant-based craft so good that non-vegans line up for it. We sit down with co-owner Regina Simmons to trace how Tacotarian grew from a teased opening to six busy locations across Las Vegas and San Diego, all while keeping flavor first and labels second.
Regina breaks down the playbook: position as plant-based to lower the barrier, design a menu that delights both meat-memory seekers and veg-forward purists, and build a commissary that safeguards consistency, controls food cost, and cuts waste. From seitan techniques for carne asada and al pastor to jackfruit birria that holds its own, every item is engineered to taste right before it reads right. That approach fuels a surprising stat—about 70% of guests aren’t vegan—and that’s exactly the point.
We also get into the real engine behind the brand’s momentum: community-first marketing, roles with clear ownership, and a service culture that empowers fixes in the moment. Regina shares how Good Morning Kitchen leverages a second-generation space with breakfast, cocktails, and nighttime commissary production, why franchising starts close to home, and how distributor alignment and ingredient parity shape expansion. Plus, a look at their growing retail line bringing birria and barbacoa jackfruit to grocery shelves. It’s a masterclass in building a resilient restaurant brand in a tough market: lead with flavor, scale with systems, and earn trust one guest at a time.
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