The heart of our brand

At the core of our brand is our purpose, values, and vision.

 

  1. Purpose is why we exist.

  2. Values is how we behave.

  3. And vision is what we’re working towards.

Our Purpose —

Our Purpose —

Create connections. 

Tacos & Tequila exists to create connections. Our purpose is to move the world forward through the power of showing up — consistently showing up for one another in ways concrete and immeasurable.

“Showing up” is the term we use to describe creating meaningful connections at Tacos & Tequila. Showing up can look like covering a shift for someone in a pinch, or having a moment with a customer, leaving them feeling better than when they came in.

Our Values —

Our Values —

  • Service means we show up to meet the needs of others with kindness and sincerity.

    Serving others begins with serving ourselves. The fuller my cup is, the more I have to give.

    Through serving our guests, we create a community of purpose. It’s in the things we do, big and small, that make our guests and teammates feel cared for and like they belong. We understand that in serving others we experience greater connection and fulfillment.

    “Life’s most persistent and urgent question is, ‘What are you doing for others?’” -Martin Luther King Jr.

    “Let each of you look not only to his own interests, but also to the interests of others.” -Philippians 2:4

  • Innovation is introducing new ideas; being original and creative in thinking.

    At T&T, we are thought-leaders in our approach to hospitality and the way we prioritize creating. We value ongoing improvements and unleashing new ideas that allow us to better serve our guests and each other.

    Through innovation, we are able to adapt to market demands while remaining anchored in our purpose and vision. We see challenges as an invitation to embrace change.

    “Innovation is the ability to see change as an opportunity–not a threat.” -Steve Jobs

  • Excellence is a way of being. At T&T, we make a commitment to building habits that are in alignment with our Brand Heart–trusting that excellence is the gradual result of these habits.

    We measure our effectiveness in the amount of connection we foster. Excellence isn’t a matter of how many times we avoid failure–it’s the way we respond to failure. We own our mistakes and take the necessary steps to course correct them.

    We make a commitment, not to perfection, but to doing our best–relishing in the opportunity to do better. We call on effort and vulnerability–knowing if we can turn these behaviors into skills, the right outcomes will follow.

    “Excellence isn’t a one-week or one-year ideal. It’s a constant.” -Michael Jordan

Our Vision —

Our Vision —

A world in which fulfillment is measured by people served.

Today’s society uses material items to define success, but we know there is so much more to life. At Tacos & Tequila, we experience fulfillment through living out our purpose. We hope that our work can inspire others to seek service, and find joy, too.

Our Brand Vehicle