Tacombi Takes on CPG

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Working with chefs and incorporating food trends has become a common marketing tactic for CPG brands, but that’s very different from building your brand as an outgrowth of your restaurant business – and bringing that company’s cooking mindset to its products. For Dario Wolos, however, there was no other option.

Wolos’ Mexican food empire began with a taco stand run out of a refurbished 1963 bus in Playa del Carmen. In 2010, he “upgraded” his digs to a taqueria located in a New York City garage, a modest start for what ultimately became Tacombi, a venture-backed chain of restaurants across six states in the eastern U.S.. But brick and mortar only can expand so far and so fast, and in 2021 Wolos and his team spun out Vista Hermosa, a retail line of tortillas, chips, and frozen burritos, to reach customers across the nation.