Operations

Alonso Castaneda creates Taco Culture

Photo; Taco Culture

January 6, 2026

After a quarter century of building some of the fastest-growing restaurant brands in the country, industry veteran Alonso Castaneda is stepping into the kitchen for himself.

Castaneda, the former chief concept officer for Savory Fund, has announced the launch of Taco Culture, a taquería concept slated to open its flagship location in Salt Lake City in spring 2026.

The venture marks a transition for Castaneda, who has spent decades scaling national brands from the inside. Now, he is turning his attention to a concept rooted in the urban street food traditions of Mexico's largest cities, blended with the viral, meme-heavy affection Americans have for taco culture.

"Tacos already carry incredible cultural equity in the U.S.," Castaneda said in a press release. There's joy, humor, nostalgia, and community around tacos that goes far beyond the plate."

Simple roots, high Technique

While the branding leans into modern connection and personality, the kitchen will stay focused on the fundamentals of Mexican street food. The menu is built around:

• House-made tortillas: Fresh, street-size tortillas made on-site daily.
• Traditional al pastor: Tacos prepared "trompo-style" on a vertical rotisserie.
• Interactive salsa bar: A bold, customer-facing centerpiece designed to encourage guests to customize their meals.

Castaneda's approach is a "disciplined" one, a philosophy honed during his time at Savory Fund and other national concepts. He noted that while the experience is designed to be fun and personal, the business foundation is built for growth.

A new chapter

The Salt Lake City flagship will serve as the blueprint for future expansion. For Castaneda, the project is as much about honoring his heritage as it is about smart business.

"Taco Culture is about honoring the traditions I grew up with and paying respect to the taquerías that continue to operate in Mexico today," Castaneda said in the release. "After years of helping build brands from the inside, this was the right moment to build something fully my own."