To Osiris Hoil and Mark Wallace, District Taco is more of a mission than a restaurant chain. The two neighbors, who began their business in 2009 with a food cart, are out to bring Yucatán cuisine and flavors to the masses.
The ethnic food market in the U.S. is expected nearly to double by 2032, with growth in Mexican food among the flavor profiles leading the way, in part due to expanding demographics and the desire among younger Americans for authentic food experiences.
Part of District Taco’s success is rooted in its attention to the customer experience.
“We take comments very seriously. If we do something wrong, we want to know about it, and more importantly, we want to make it right,” Hoil, the CEO, told The Food Institute.
Hoil and Wallace, the chairman, have assembled a team that deals strictly with customer feedback, monitoring reviews and taking each issue individually, Hoil said.
So, how does District Taco generate positive reviews?
“First and foremost, we listen to what our guests are telling us,” Hoil said. “We come from humble roots, but at the same time we are very proud of District Taco, and we want it to be the best it can be. We are always open to feedback, and we know we can always improve.
“We collect a lot of data from our customers, and we turn it into actionable insights that we use to improve guest experience.”
The chain currently has 17 locations, mostly in the District of Columbia, Maryland and Virginia. In five years, District Taco hopes to take its concept nationwide. Hoil said District Taco began franchising its operation in 2022, focusing on the East Coast.
District Taco was born during a kitchen table discussion over plates of chips and guacamole.
“We had this idea to take my recipes and create something. We felt like we were on to something, but we had no idea if it would catch on,” Hoil said.
“So, we started small, with a single taco cart. It wasn’t an overnight success, but the flavors were always there. People would come and slowly the word spread. We stuck with it and before we knew it, we had lines.”
Hoil said Yucatán flavors are bold, different from those in other Mexican cuisine. Preparation involves chargrilling over open flames, adding citrus, garlic and habanero. Salsas are made fresh daily on site.
“We try to emphasize all of these things while making our food accessible to all palates — not everyone is into spicy food, for example. But if you do like heat, we certainly have it,” Hoil said.
The restaurants are known for their tacos but offer many other options, inviting customers to mix and match proteins, toppings and salsas.
“We take time to really understand our guests and what matters to them. We know convenience is important, and we know flavor is what keeps people coming back. So, we make every effort to deliver amazing food, made to order quickly. With that in mind, both guest experience and the quality of our product weigh heavily on every operational decision we make,” Hoil said.
The Food Institute Podcast
Tom Hamill, a food and beverage senior analyst for RSM US LLP, joined The Food Institute Podcast to recap the 2024 Summer Fancy Food Show. Hamill shares his thoughts on burgeoning trends from the show and how emerging specialty food brands can best navigate economic factors in the years to come.
