Background
Session Taco, formerly known as Mission Taco Joint, is a Mexican-inspired restaurant chain co-founded by brothers Adam and Jason Tilford in 2013. The brand underwent a rebranding to Session Taco in September 2024 following a trademark infringement lawsuit with Gruma Corporation, the parent company of Mission Foods. The name "Session" reflects the brothers' Southern California roots, evoking activities like skateboarding and surfing sessions, aiming to create an approachable and laid-back dining experience.
Key Strategic Focus
Session Taco specializes in MexiCali cuisine, blending traditional Mexican flavors with Californian influences. The menu features innovative items such as Baja tuna ceviche, lobster tacos, blue crab taquitos, and churro cheesecake empanadas. The company targets urban markets, with locations in St. Louis and Kansas City, and emphasizes a casual dining atmosphere complemented by retro video arcades in select venues.
Financials and Funding
Specific financial details and funding history for Session Taco are not publicly disclosed. As a privately held company, it has expanded to multiple locations, indicating a stable financial position and successful operational model.
Pipeline Development
In May 2025, the Tilford brothers announced plans to open a new upscale Spanish-Mexican concept named Lapez in Leawood's Park Place. This development signifies the company's commitment to diversifying its offerings and exploring new market segments.
Technological Platform and Innovation
Session Taco has invested in a $500,000 Casa Herrera tortilla machine capable of producing 10,000 tortillas per hour. This investment supports both in-house needs and wholesale distribution, enhancing operational efficiency and product consistency.
Leadership Team
- Adam Tilford: Co-founder with a background in physical therapy and residential real estate.
- Jason Tilford: Co-founder with extensive experience in the restaurant industry.
Together, they have successfully expanded the brand and introduced innovative concepts to the market.
Leadership Changes
There have been no significant recent changes in the leadership team.
Competitor Profile
Market Insights and Dynamics: The packaged tacos market is projected to grow from USD 7.77 billion in 2024 to USD 12.05 billion by 2032, at a CAGR of 5.63%. This growth is driven by increasing demand for convenience foods and the rising popularity of Mexican cuisine.
Competitor Analysis: Key competitors in the market include Performance Food Group, General Mills, US Foods, Sysco, and Nestlé. These companies focus on various aspects such as flavor innovation, packaging formats, and distribution channels to capture market share.
Strategic Collaborations and Partnerships
Session Taco has not publicly disclosed any significant collaborations or partnerships.
Operational Insights
Session Taco differentiates itself through menu innovation, incorporating unique items like the LA Street Dog and Guac Trio. The inclusion of retro video arcades in select locations enhances the dining experience, appealing to a diverse customer base.
Strategic Opportunities and Future Directions
The upcoming launch of Lapez represents an opportunity to tap into the upscale dining market. Additionally, the growing popularity of Mexican cuisine and the demand for convenience foods present avenues for further expansion and product diversification.
Contact Information
- Website: sessiontaco.com
- Catering Inquiries: Catering@SessionTaco.com
For more information, visit their official website.
