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Wednesday, February 20, 2008

Does Los Angeles Need Another Taco Chain from Out of Town?




It's a moot question, since L.A. is getting it anyway. The Seattle-based taco chain (really, Seattle? Isn't the coffee biz enough? Do you really need a piece of what's clearly L.A.'s domain?) Taco Del Mar has quietly come to town.

First location in the L.A. region just opened in Glendale, at 4204 San Fernando Rd. (next to the legendary Dinah's Fried Chicken).

Taco Del Mar's menu is pretty straight forward, with the usual mix of tacos and burritos. It looks like the menu is finally getting a bit more ambitious, starting with the "mojito burrito."

But in a market already saturated with chains such as Rubio's, Baja Fresh, La Salsa and tons others (not to mention mom and pop taco stands and more traditional spots like Del Taco). Could a chain that hails from up north penetrate that competition?

Here's the chain's history, from its website:
Taco Del Mar opened on June 8, 1992 on Pier 57 in Seattle's historic waterfront district. The founders, brothers James and John Schmidt, created a name and logo that reflected the signature menu items—the Fish Tacos and Mission-Style Burritos.

James "discovered" fish tacos while studying at the University of California at San Diego in the late '80s. His inspiration for Taco Del Mar was the funky shoreline shacks that dotted the Southern California and Baja beaches...

Today, this company that started with $22,000 in startup capital (from friends and family) is franchising in over 75 DMA's and has stores throughout the United States and Canada.

Taco Del Mar now has more than 270 stores around the country.

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