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Our Story

Our "Special" Sauce

WE WENT ON MANY MEMORABLE SALSA-AND-TORTILLA ADVENTURES IN MEXICO.

NEXT, WE BROUGHT THE MOST RENOWNED MEXICAN CHEFS INTO OUR KITCHEN.

AND THEN WE KNEW WE HAD THE RECIPE FOR SUCCESS WITH THE TACO TRUCK.

It turns out we weren't the only ones craving Mexican street food, and using high quality ingredients, unique recipes, and sustainable practices we've forged ahead, creating delicious tacos, tortas, and sides to share with the world. In 2009 we launched our very first truck in New Jersey and have opened stores, kiosks, carts, and trucks in NY, MA, and NJ. By keeping four central principles - authenticity, hospitality, sustainability, and community - at the heart of all we do, we've only just begun to share the taco love!

Eat more tacos,
Jay and Chris

Our “Special Sauce”

Authenticity

We are obsessed with Mexican flavor. This starts with the very best ingredients. Next, comes time tested, authentic recipes from Abuela’s kitchen. The last and most important ingredient is love. We make every taco from scratch, everyday. No exceptions.

Sustainability

We maximize our positive impact on the planet and are proud to be an industry leader in the Fast Casual sustainability movement. It’s not enough to source local produce and antibiotic and hormone free meat, but we obviously do that too. We have composted food and packaging waste since Day 1 and that has accounted for over 750k lbs. We incorporate recycled and repurposed materials into our restaurants, such as used skateboards for wall tile and reclaimed local barn wood.

Hospitality

Whether you are a taco expert or novice, we take the time to make you feel welcomed, first with a smile and then with the care that we take to make sure you are getting the ultimate TTT experience. No walking down the cafeteria line picking your fillings. Order with one of our friendly and knowledgeable Taco Attendants and take a seat. We bring your food out to you, piping hot, right to your table (or to your door!).

Community

We love our neighbors and value the opportunity to support the communities we serve. We partner with meaningful organizations that share our values: Sustainable Morristown, Committee for a Green Hoboken and the Trenton Area Soup Kitchen to name a few. We left our mark in Hoboken in 2010 by planting over 100 trees – and we are only getting started.

La familia

Jason, CEO

As a proud New Jersey native, Jason didn't grow up eating tacos. He grew up eating Taylor Ham, egg and cheese. But he fell in love with tacos when fly­ fishing in Mexico, which has some of the world’s best saltwater fly­ fishing—and the world’s best tacos, bar none. After a day on the water, a taco and a beer is ambrosia. Back in New Jersey, with the help of some seasoned restaurant veterans and Jason’s relentless pursuit of taco perfection, The Taco Truck was born. If you can't find Jason at a TTT location, there is a good chance he’s playing hooky, wearing waders and gone fishing.

Chris, CDO

In 2009, Chris’s mind was forever blown when he tasted authentic Mexican street food. He has been inspired ever since in a quest to recreate the taqueria deliciousness, back in the Northeast. With decades of experience in hospitality operations, Chris is famous for his commitment to do good for the planet, and his freakish, left ­field thinking that amazingly pays off. Like the perfect salsa verde.

Shachar, CMO

Above all, Shachar is the mother to the unstoppable twins Morgan and Riley. A travel addict, keen photographer, and professional connector, Shachar has more than fifteen years of experience building brands. She oversaw the initial branding, design and marketing strategy for The Taco Truck. Shachar remains a key advisor to TTT—as well as to all that know her on anything to do with tacos or twins.

Gustavo, Creative Director

Born in Argentina, Gustavo moved to New York in the year 2000. Always looking for new design challenges (and shiny new Apple hardware) Gustavo brought a visual identity to TTT when it was but a dream.

Nolan, VP Operations

In Nolan’s college years, he developed a knack—and a passion—for restaurant operations, and he never looked back. A working musician, Nolan has never let go of his love for food and music, though they now play second fiddle to his family, who love tacos almost as much as he does.

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