The longtime Taco Tuesday fan is investing in Mike’s Red Tacos as the Southern California birria brand prepares for major national expansion. LeBron James has been talking about Taco Tuesday for years. Now, he’s putting some investment behind it.
The basketball superstar and entrepreneur has joined Mike’s Red Tacos as an investor, just as the fast-growing birria brand prepares to open its first Los Angeles-area restaurant in Pasadena. And honestly, this partnership feels pretty inevitable.
James’ enthusiasm for Taco Tuesday has been well documented over the years, with his family Taco Tuesday celebrations becoming a familiar part of his social media presence. Now he’s backing a taco brand that started with a single San Diego food truck and has grown into an ambitious restaurant concept with more than 300 franchise locations in development nationwide.
Mike’s Red Tacos was founded by Mike Touma after he became fascinated with birria as the dish exploded in popularity around 2020.
Touma developed his own recipes and launched a food truck in San Diego, where customers began lining up for the brand’s slow-braised birria tacos served with rich consommé for dipping. The following grew quickly.
In 2022, Mike’s opened its first brick-and-mortar restaurant, followed by additional locations. The brand has since assembled an experienced restaurant leadership team that includes CEO Andrew Feghali and Chairman Bill Phelps, both of whom have experience with the rapid expansion of Dave’s Hot Chicken. James and his longtime investment partner, Main Street Advisors, were already familiar with members of the Mike’s Red Tacos leadership team through their involvement with Dave’s Hot Chicken.
For James, though, the attraction goes beyond business.
“I love tacos, and I especially love how they bring people together to create traditions and share great moments around the table with family and friends,” James said in announcing the investment. That idea, as a weekly gathering place is a big part of what has made Taco Tuesday such an enduring tradition. James said Mike’s Red Tacos brings those same values to life and pointed to the company’s leadership and long-term vision as reasons he wanted to become involved.
The next big step for Mike’s Red Tacos will be its first Los Angeles-area restaurant, expected to open this fall at 899 E. Del Mar Blvd. in Pasadena.
But Pasadena is only the beginning. With more than 300 franchise locations in development, the company plans to take its signature birria experience into communities across the country.
For a business that began with people lining up outside a San Diego food truck, that’s quite a journey.
And for LeBron? After years of celebrating Taco Tuesday, he now officially has some tacos in the game. 🌮
