Mike’s Red Tacos’ President and Chief Operations Officer Vincent Montanelli spent much of a recent Wednesday in June to ensure distributors could deliver the concept’s tortillas to markets like Detroit and New York.
It might seem like an untimely conversation — Mike’s currently has just three locations open in the San Diego market, for example — but it’s critical if the brand wants to hit its aspirational goals of becoming a national and even international brand.
“I need to make sure I can move all this stuff across the country. We have to make sure we give our franchisees what we sold them and that includes the birria and tortillas and sauces and all of those things that Mike’s is. They’re the ones betting on us,” Montanelli said during a recent interview. “Putting these systems in place is how we earn the right to grow.”
Growth is, indeed, the goal, alongside putting birria on the map. Mike’s Red Tacos first opened in San Diego in 2021 as a food truck. Founder Mike Touma was captivated by the growing demand for birria, driven in part by social media, and developed the signature recipes that have since fueled three brick-and-mortar openings in the same market.
Per the company’s most recent Franchise Disclosure Document, two of those three locations generate gross sales of more than $3.3 million and more than $3.7 million. This early performance, alongside a growing demand for birria and a wide-open space in such a category, is why Montanelli and his colleagues are bullish about aggressive expansion.
“We are hot and I’m excited. We have three wildly successful stores, we have high (average unit volumes), and strong unit economics,” he said. “Most importantly, the product is off the charts. When you couple the exponential growth of the segment and an amazing product and amazing team, that’s an obvious bet.”
The “amazing team” not only includes Montanelli, who previously spent nearly 20 years at Wetzel’s Pretzels, but also investors Bill Phelps, Wetzel’s co-founder and current CEO of Dave’s Hot Chicken, and Dave’s original franchisee Andrew Feghali. With more than 250 restaurant locations sold across the country, they are recruiting sophisticated franchisees in the fast-casual space that have established portfolios, capital, and infrastructure already in place. In addition to Dave’s franchisees joining the mix, Mike’s has also signed operators who run Jersey Mike’s, McAlister’s, and Dunkin’ locations.
“Having established franchisees is important because it enables us to go quickly. They are sophisticated restaurateurs who can provide the birria experience of food, environment, and service,” Montanelli said.
In addition to stout economics and a veteran team, he expects that “birria experience” to drive swift growth. Birria is a Mexican dish that originated in the state of Jalisco. It features beef marinated in an adobo made of vinegar, dried chiles, garlic, and herbs and spices. It is often the go-to dish for celebrations and is now the fastest growing segment in the Mexican cuisine category.
“Birria is a special product that is typically made for family celebrations. We have a special recipe we think reflects the celebratory nature of the dish,” Montanelli said.
Also to support that “celebratory nature,” Mike’s is investing heavily in a training center, which is expected to open in September in Pasadena as an extension of its fourth restaurant.
“We are teaching people about birria, the recipe, the culture, the brand. Our mission is simple and it is to always level up,” Montanelli said. “That means whatever we do today, we’re going to do it a little better tomorrow.”
This mission, he added, feeds into the concept’s vision, which is to simply “become the most craveable and loved birria brand in the world.”
“We’re not going to be the only ones in the birria space,” he said. “But as long as we’re the best and we get to market fastest, we’ll be successful.”
Mike’s Red Tacos is a Nation’s Restaurant News Hot Concept for 2026. Hot Concepts, powered by The Coca-Cola Company, recognize emerging chains from around the U.S. that have impressive growth momentum and the potential to become household names. The concept, along with this year’s other winners, Ggiata Delicatessen, Sushi by Bou, and Matcha Magic, will be recognized during a session at CREATE: The Event for Emerging Restaurateurs, held at the Terranea Resort in Rancho Palos Verdes, Calif., July 20-22.
