Mike’s Red Tacos, the San Diego-born birria concept that grew from a single food truck in 2021 into a fast-expanding franchise, has signed an 18-unit franchise agreement with JM Foods, an ownership group led by veteran operators Victor Fiss and John Thomas. The deal targets Los Angeles and Orange County, two of the most competitive and densely populated restaurant markets in the country, where the brand already has an established social media following.
Mike’s Red Tacos was founded by Mike Touma, who built the franchise concept around authentic Mexican birria, a slow-cooked beef stew traditionally served with a rich consomé dipping broth. The brand caught fire on social media platforms — particularly with Millennial and Gen Z consumers drawn to its visual identity and “the dip is worth the drip” brand positioning. Two high-performing locations opened in the past four years, and the brand reports more than 200 units committed nationwide ahead of this latest deal.
18 Restaurants Planned for Greater Los Angeles and Orange County
The agreement was signed with JM Foods, led by Victor Fiss and John Thomas, two restaurant operators who have worked together for more than 30 years and bring experience in both franchising and multi-unit management. Under the development plan, the partnership will open 18 birria restaurants across Los Angeles County and Orange County. No opening timeline for individual locations was disclosed in the announcement.
A Birria Trend That Translated into a Scalable Franchise Model
Birria — once primarily known in regional Mexican cuisine — became a mainstream fast-casual sensation in the early 2020s, driven largely by social media virality. Mike’s Red Tacos positioned itself at the intersection of that trend and a franchise-ready operational model, building a concept simple enough to replicate while preserving the product’s perceived authenticity. The Southern California market is the brand’s natural home territory: the region has one of the country’s largest Mexican-American populations and a deeply established appetite for birria across a broad consumer base.
Brand Momentum and National Development Pipeline
Vince Montanelli, President of Mike’s Red Tacos, noted that the JM Foods partnership was selected in part for the group’s track record in high-performing Southern California operations and their understanding of community-driven hospitality. With 200+ units committed across the country, the brand is actively filling territories and has stated that available markets for experienced operators are narrowing. The brand continues to position itself as one of the faster-growing concepts in the fast-casual sector, built around a focused menu of birria tacos, signature consomé, and a recognizable brand identity.
This content is provided for informational purposes only and does not constitute legal, tax, financial, or professional advice. Laws and regulations vary by state and individual circumstances and may change over time. Readers should consult a qualified attorney, tax professional, or other licensed professional regarding their specific situation. Nothing herein creates an attorney-client relationship.
