LeBron James-Backed Taco Chain Opens In Pasadena

PASADENA, CA — Mike's Red Tacos has just four restaurants, but its ambitions are far bigger: The San Diego-born birria chain has secured roughly 350 franchise commitments nationwide as it prepares to continue its growth from a humble food truck into a national fast-casual brand.

The chain's newest restaurant, which opened at 899 E. Del Mar Blvd. in Pasadena, represents a major step in that expansion. The location will serve as a prototype for future restaurants and a training center for franchise operators as the company prepares to bring its signature tacos to communities across the country.

The Pasadena restaurant is the chain's first location outside San Diego.

The 3,400-square-foot restaurant seats 62 customers and features an outdoor patio and street-art-inspired murals by Los Angeles artists. The corporate-owned location will also serve as a training center for future franchise operators.

The opening comes as Mike's Red Tacos accelerates its expansion with roughly 350 franchise commitments nationwide, QSR Magazine reported.

One franchisee has 36 locations planned in Florida.

The company has sold development rights in about a dozen states, including much of California, Arizona, Florida and the Northeast, according to Restaurant Business, which reported on the Pasadena restaurant's debut in October.

The expansion has attracted some high-profile investors, including James, who recently announced his involvement with the chain by reviving his popular "Taco Tuesday" catchphrase on social media.

The menu centers on slow-cooked beef birria, served in crispy red tortillas dipped in oil from the cooking process. The signature Mike's Meal includes two cheesy birria tacos, house-made chips and consommé, a rich broth served for dipping.

Other offerings include birria ramen, loaded nachos, burritos, quesadillas, loaded fries and a Crunchstack inspired by Taco Bell's Crunchwrap.

The Mike's Meal costs about $15, while the Crunchstack and birria ramen are priced at $13.99, Restaurant Business reported.

Mike Touma launched the business as a food truck in 2021 before opening its first brick-and-mortar restaurant in August 2022.

The company's rapid growth has been guided by CEO Andrew Feghali, who previously operated franchises for Dave's Hot Chicken, Jersey Mike's and Little Caesars.

The company is also backed by restaurant industry veteran Bill Phelps, who helped build Wetzel's Pretzels, Blaze Pizza and Dave's Hot Chicken into national brands.

Feghali told QSR Magazine that the company is taking a measured approach to expansion, prioritizing experienced franchise operators and maintaining food quality as new restaurants open.

"We're going to open restaurants at a pace that we're comfortable with, full stop," Feghali told the publication. "It's not a sprint, it's a marathon."

More information is available at mikesredtacos.com.