Los Tacos No. 1 serves 1,200 NYC customers a day. Its CEO is betting private equity can help it scale.
The CEO of the popular NYC taco chain Los Tacos No. 1 is addressing customer concerns regarding the company's recent private equity investment. He aims to reassure fans that the chain will maintain its quality and pricing despite the new financial backing.
Why it matters
This highlights the tension between maintaining brand authenticity and scaling operations through institutional investment in the food and beverage industry.
Christian Pineda, CEO and cofounder of Los Tacos No. 1, serves a taco at the chain's Chelsea Market location. Dolly Faibyshev for BI Los Tacos No. 1 came under fire on social media after receiving a private equity investment. Some fans feared the beloved New York City Tijuana-style taco chain would lose its iconic flavor. The chain's CEO told Business Insider they will scale cautiously, preserving quality and low prices. Christian Pineda, CEO and cofounder of Los Tacos No. 1 , couldn't fall asleep. He was caught in a scroll of enraged social media posts. The storm of customer indignation followed news last month that the beloved New York City taco chain had received an investment from the private equity firm TSG Consumer. The internet seemed convinced their favorite carne asada and adobada tacos would lose their quality, and Pineda had not expected the reaction.
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