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Taco joint changes name to provide mass appeal

Rusty Taco, a Texas-based chain offering street-style tacos, has announced it is changing its name to R Taco to drive broader appeal as it expands beyond its Dallas roots.

September 15, 2015

Rusty Taco, a Texas-based chain that features street-style tacos, has announced it is changing its name to R Taco to ensure the concept name has broader appeal as it expands beyond its Dallas roots, Steve Dunn, co-founder and R Taco CEO, said in a company press release.

"Shortening the name to ‘R Taco’ still provides a link to co-founder Rusty Fenton’s legacy while the phonetic play on 'R' sounding like 'our' is friendly and welcoming, like the spirit of the brand," he said.

There are nine Rusty Taco restaurants in Dallas, Denver and Minneapolis/St. Paul, plus one food truck, with plans ito open additional locations, according to the release.

Buffalo Wild Wings is a majority owner of Rusty Taco Inc., and views the relationship as part of its strategy to partner with emerging restaurant concepts that have the potential for significant growth, according to the release. Buffalo Wild Wings also has a minority investment in Los Angeles-based PizzaRev.