TokyoTaco uses food truck to ramp up Australian presence

Getting customers to try the products was the biggest hurdle.

Japanese-Mexican fast-food brand TokyoTaco is using its food truck to boost its visibility across Australia, familiarising consumers with its fusion of flavours.

Getting customers to try the products was the biggest hurdle, said Jordan Hajek, co-founder and director at TokyoTaco. “It’s about educating our consumers. We train our teams to understand and explain the menu,” he told QSR Media via Zoom.

TokyoTaco, founded in Australia in 2022 by hospitality professionals, is a fast-casual chain that fuses Japanese and Mexican flavours, offering inventive tacos, nachos, and sides made with fresh ingredients in a vibrant and playful setting.

Earlier this year, the company launched in Queensland with a giveaway of 500 signature seaweed tacos and invited local media to cover the event. Hajek said such initiatives help attract initial interest and encourage repeat visits.

It has another restaurant in New South Wales.

To further expand reach, TokyoTaco acquired a food truck last year, taking it to events along Australia’s East Coast. The brand has also partnered with the community, sponsoring the New Town Jets rugby team in Sydney and running group meal promotions.

Hajek said the mobile operation also serves as a testbed for potential brick-and-mortar locations. “We’re using that mobile aspect of our business to really deliver a ‘marketing on wheels’ concept,” he said.

The approach has delivered positive results, with double-digit sales growth, Hajek said, without disclosing the exact figures.

Over the next 12 to 18 months, TokyoTaco plans to refine all aspects of the dining experience, from staff interactions and product presentation to ambience and design, aiming to elevate customer experience.

Hajek envisions a multisensory dining ecosystem where music, service, design, and customer interactions work together to create a memorable and energetic experience. He thinks this attention to detail will position TokyoTaco as a preferred choice amidst a competitive dining market.

Hajek will share insights at the upcoming QSR Media Conference & Awards 2025, discussing strategies for building brand awareness and enhancing customer engagement in fast-growing food concepts.