HOLLYWOOD’S DANNY TREJO, BRINGS LOS ANGELES RESTAURANT INSTITUTION TO WEST LONDON’S PORTOBELLO ROAD:
Hollywood’s most prolific ‘Bad Ass’ actor, Danny Trejo (Machete, Spy Kids, From Dusk Till Dawn, Heat), is bringing his iconic Mexican brand, Trejo’s Tacos, to the UK with the launch of its first site in West London’s Notting Hill from end of Q4 2023. With its cult following, Trejo’s Tacos has cemented itself as one of the biggest success stories within the Los Angeles restaurant scene, and now the hotly anticipated arrival of Trejo’s Tacos in the UK marks the first instalment of a Europe-wide rollout strategy over the next five years.
Located on the iconic Portobello Road, Trejo’s Tacos is a two-storey destination restaurant over 3,000 sq’ ft large, able to house 70 covers for inside dining and a further 30 covers for alfresco dining on the outdoor terrace. As a flagship restaurant and concept showcase, it will immerse clientele in an elevated Mexican dining experience; from an opulent cocktail bar serving the finest tequila and mezcal infused drinks, to an illicit underground speakeasy with a second bar featuring DJs for the after-dinner crowds. Catering for the morning and local market crowd will include Trejo’s world-famous breakfast burritos and tacos.
Famed for its brand of ‘mindful Mexican cuisine’ using fresh, clean, and sustainably sourced ingredients, the menu will feature all the beloved signature dishes. From the slow-roasted pork carnitas taco, served with fresh pineapple and fermented hot sauce, to Anthony Bourdain’s proclaimed favourite – the streak asada taco with pepita pesto – to a host of unmissable staples including shrimp tostados, Baja-style beer-battered fish, blackened salmon, and beef-brisket. There is also a diverse and plentiful range of gluten free, celiac friendly, vegan, paleo and pescetarian dishes including its asada-style mushrooms, young jackfruit, and roasted cauliflower taco which the Los Angeles Times proclaimed as “Recipe of the Year.”
Continuing the Mexican celebration, Trejo’s will serve a premium range of local craft beers and focus on agave-based tequila and mezcal spirits with a wide selection of fresh-fruit infused margaritas including its signature frozen OG Margarita and its Lavender Paloma, which combines tequila with smoky mezcal and fresh lavender, marrying traditional Mexican fare with a dash of Los Angeles. As a renowned advocate for non-alcoholic beverages, Danny Trejo’s recently launched in-house brand of ‘Trejo’s Spirits’ includes its zero-proof tequila alternative crafted from a blend of essences, extracts, and distillates from around the world, ensuring a ‘kickass drink that tastes like a full-on celebration’.
Trejos Tacos is the result of two passions colliding; a family heritage of Mexican cooking passed down through generations, and a 40-year career as one of Hollywood’s most beloved acting icons, with over 500 credits in television and film to his name. Following a serendipitous conversation on the set of ‘Bad Ass’ with veteran film producer Ash Shah, the two cooked up a shared vision for Trejo’s Tacos, opening the first taqueria in Los Angeles in 2016 followed quickly with openings in Hollywood, the Original Farmers Market, Santa Monica and downtown LA. The taco empire now boasts seven restaurants including Trejo’s Coffee and Donuts.
Through its partnership with Live Nation, Trejo’s Tacos has firmly secured its cult status as the go-to food concept in the US festival and events circuit. Plans are also afoot to expand this partnership to UK festival audiences including Glastonbury and Wilderness.
Actor, restaurateur, and bestselling author, Danny Trejo, said: “When we launched Trejo’s Tacos in LA, our aim was to serve a better version of Mexican food that won’t clog your arteries. In Mexican cooking, recipes are handed down through generations, and that’s what inspired this whole concept: generations of my family’s recipes. We’ve taken out the stuff that isn’t healthy, without losing the great taste and flavour.”
“When it comes to restaurants, everyone asks me: what’s my secret? Restaurants usually die within their first year. We’ve opened seven in four years. People come for the food, good service, and a feeling of community. People come back for the good food…and because they feel at home when they step back inside a Trejo’s Tacos. That’s all.”
“I’m so ready to bring Trejo’s Tacos to London. I love the creativity that the city inspires, and I can’t think of a better place to launch internationally than with our friends in London. I’m excited that we found the perfect time and team to bring Trejo’s to its second home.”
The London based venture is spearheaded by leading restaurateur Jerome Armit, the driving force behind The Crazy Bear Fitzrovia, Truffle Hunting’s pub group including Newman Street Ttavern and The Princess Victoria, Crazy Homies and Soho’s El Camion – and film producer and financier Sean O’Kelly (Deep Fear, Iron Sky, Margin Call), who will jointly helm the operation as Co-CEOs. The advisory team also includes Yianni Papoutsis, founder of MEATliquor credited as ‘The Godfather of the street food revolution.’ The shared vision is to elevate the fast food and casual dining market by bringing healthy, sustainably sourced, tasty, and contemporary eating to a lifestyle conscious crowd.
Co-CEO of Trejo’s Tacos UK, Jerome Armit, added: “When Sean and I set out on this journey, we knew we were onto something special. Mention it to anyone who’s been to LA and they’ll tell you it’s the first place they visit. We knew there was a huge gap in the market here in the UK for authentic and healthy Mexican Food. We could not be more excited to be working with Danny and Ash to bring this world-leading brand to the UK. The diversity and cultural hub of West London’s iconic Portobello Road is the perfect home for our first site. We can’t wait to open our doors later this year.”