Established
2010
Franchise Units
37
Minimum Investment
$500,000
Franchise Fee
$40,000
Total Investment Range
$1,000,000
Home Based
No
Description
The Rusty Taco franchise represents a bold, modern take on the fast-casual taco segment—one of the fastest-growing categories in the U.S. restaurant industry. Built on a foundation of chef-driven recipes, creative flavor combinations, and a relaxed, neighborhood vibe, Rusty Taco has carved out a distinct identity that resonates strongly with today’s consumers.
Unlike traditional taco concepts, Rusty Taco blends globally inspired ingredients with a laid-back Texas attitude, delivering a menu that feels fresh, fun, and highly craveable. The brand appeals to a broad demographic—from millennials and Gen Z diners seeking authenticity and innovation, to families and professionals looking for quick, high-quality meals. Its positioning squarely in the fast-casual space allows franchisees to benefit from lower labor requirements, efficient service models, and strong per-square-foot sales potential.
From vibrant store designs to a flexible menu that performs well across lunch, dinner, and late-night dayparts, Rusty Taco offers franchise partners a compelling opportunity to enter a proven concept with strong brand recognition, scalable systems, and nationwide growth momentum.
Why Invest in This Franchise?
Investing in the Rusty Taco franchise offers a strategic entry point into the high-demand Mexican fast-casual market, supported by an established brand and refined operating systems.
Key reasons investors are drawn to Rusty Taco include:
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Strong Brand Differentiation – Creative tacos, rotating specials, and bold flavors set Rusty Taco apart from generic taco chains.
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Fast-Casual Efficiency – Optimized kitchen layouts and streamlined menus help control food and labor costs.
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Broad Market Appeal – A concept that works equally well in urban, suburban, and mixed-use locations.
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Scalable Unit Economics – Designed for multi-unit growth with standardized operations and consistent brand execution.
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Cultural Relevance – A casual, social atmosphere that aligns with modern dining trends and repeat visits.
Background
- Established Year: 2010
- Founders: Rusty Fenton
- Industry Category: Fast-Casual Mexican / Tex-Mex Restaurant Franchise
- Franchise Active Units (USA): Approximately 37 active locations currently operating across multiple U.S. states.
Rusty Taco was founded in Dallas, Texas, by Rusty Fenton, a former restaurateur with a vision to create a taco concept that broke away from traditional expectations. The first location quickly gained a loyal following due to its inventive menu, relaxed vibe, and commitment to quality ingredients.
As the brand grew, Rusty Taco refined its operating model and expanded beyond its original market, attracting attention for its strong unit performance and franchise scalability. The company later became part of a larger restaurant group, providing additional resources, infrastructure, and strategic support to accelerate national expansion.
Support Training
Rusty Taco offers franchisees a comprehensive support system designed to guide them from initial onboarding through long-term operations.
Pre-Launch Support
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Site selection guidance and market analysis
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Restaurant design, layout, and brand standards
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Equipment specifications and vendor sourcing
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Assistance with permits, licenses, and build-out planning
Training & Operations
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In-depth initial training covering food preparation, kitchen operations, inventory control, and customer service
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Management training programs focused on leadership, staffing, and performance metrics
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Proven operational playbooks and standard operating procedures
Marketing & Brand Support
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Grand opening marketing strategies and launch campaigns
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Access to national and regional marketing initiatives
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Digital marketing guidance, social media assets, and promotional calendars
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Ongoing brand innovation and limited-time menu offerings
Ongoing Support
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Dedicated franchise business consultants
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Continuous operational coaching and performance reviews
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Supply chain management and purchasing efficiencies
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Ongoing education, updates, and system enhancements
This end-to-end support structure allows franchise owners to focus on execution and growth while leveraging the strength of an established brand.
Ideal Candidate
The ideal Rusty Taco franchisee is a motivated entrepreneur or investor with a passion for food, hospitality, and community engagement.
Preferred Qualities
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Strong business acumen or prior multi-unit management experience
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Hands-on leadership style with a focus on team culture
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Financial capability to meet investment and working capital requirements
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Commitment to brand standards and operational excellence
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Interest in single-unit or multi-unit development opportunities
Location Preferences
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High-traffic urban and suburban areas
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Lifestyle centers, retail hubs, and mixed-use developments
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Markets with strong demand for fast-casual dining and Mexican cuisine
Rusty Taco is well-suited for both first-time franchise owners with the right support mindset and experienced operators looking to expand their restaurant portfolio.
Financial Detail
| Financial Component | Estimated Amount (USD) |
|---|---|
| Total Investment Required | $500,000 – $1,000,000 |
| Minimum Investment | ~$500,000 |
| Initial Franchise Fee | ~$40,000 |
| Build-Out & Infrastructure Cost | $250,000 – $500,000 |
| Equipment, Fixtures & Signage | $150,000 – $250,000 |
| Initial Marketing / Grand Opening | $15,000 – $30,000 |
| Technology & POS Systems | $10,000 – $25,000 |
| Opening Inventory & Supplies | $10,000 – $20,000 |
| Working Capital (3–6 months) | $50,000 – $100,000 |
| Royalty Fee | ~5–6% of Gross Sales |
| National Marketing Fee | ~2% of Gross Sales |
| Estimated Break-Even Period | 18 – 30 months |
| Expected ROI | Competitive for fast-casual segment |
| Primary Revenue Streams | Dine-in, Takeout, Online Ordering, Delivery, Catering |
