The short story: Tacolicious was born for the love of tacos.
The slightly longer one: Tacolicious was born for the love of so much of Mexican food.
Joe is five and his parents pulled the kids out of school to take them to Mexico for the winter. They drove their Volkswagen bus down to Baja, towing a 16-foot catamaran, camped on the beach and bought tortillas from the ladies that sold them from the back of a truck.- Back in landlocked Modesto, where Joe grew up, he frequented the mass of taco trucks that still line Eighth Street.
- In San Francisco in the early 90s, Joe did the requisite 20-something 2 am trips to El Farolito.
- 2007. When Joe met Sara, they moved in together in a Bernal Heights flat, blocks from their favorite spots, Cancun and La Taqueria. At the time, there were discussions about SF’s surprising few casual Mexican restaurants using farmers market-fresh ingredients and supporting the Bay Area’s sustainable values. But it was just talk.
- It was a trip to Mexico City in 2009 that turned the kernel of an idea into something real. There, Sara and Joe visited a taqueria called Califa and had a revelation: A casual, modern, sit-down, table-service restaurant using fresh ingredients and beautiful salsas. Lunch at Contramar provided a further a-ha moment. (Two words: Tuna. Tostada.)
- That summer, Joe decided to start his taco idea small: as a stand at the Thursday Ferry Plaza Farmers Market, focusing on a few kinds of tacos.
- Then the new decade hit and in January 2010, Tacolicious grew up and moved into a permanent space in the Marina District. Tacos, meet your margarita. Welcome Tacolicious, the restaurant.
For the really, really long story:
Contact Joe at joe@tacolicioussf.com.
Joe Hargrave, owner
Since 1996, Joe has headed operations for restaurants such as Restaurant Lulu, Rose Pistola, Azie and Frisson. In 2007, he happily tossed all his suits to open his first restaurant, Laïola, a casual Spanish concept, which he closed in 2009 to make way for Tacolicious. When Joe’s not overseeing pretty much everything at Tacolicious, he’s eating tacos somewhere else or obsessing over the Dodgers. Contact joe@tacolicioussf.com
Sara Deseran, co-owner
Sara Deseran is a longtime food writer and magazine editor in San Francisco, as well as the author of a few cookbooks. When she’s not at work, she’s writing the Tacolicious blog or wrangling Sara and Joe’s kids, Silas, Moss and Mia. Contact Sara at sara@tacolicioussf.com.
Antelmo Faria, chef
The son of Portuguese immigrants, Telmo, as we know him, spent the early part of his childhood on the island of Faial in the Azores, Portgual, where his father operated two restaurants. He then moved to San Jose, CA, where he grew up in a Latino neighborhood eating well. Telmo has been the executive chef at La Salette in Sonoma, as well as Tropisueño in San Francisco. Contact Telmo at telmo@tacolicioussf.com.
Kelly Walsh, director of marketing
After graduating from the CCA, Kelly worked for Peas of Mind as their marketing manager, helping grow the natural foods company, ultimately placing them in Whole Foods, Amazon and more. You’ll see Kelly at the market every Thursday. Otherwise, she’s our catering go-to, helping coordinate private parties and much more. Contact Kelly at kelly@tacolicioussf.com.
Our creative team
Paul Madonna is the amazing artist responsible for Tacolicious’s paintings that worship at the alter of Tapatío. Ryan Wilke designed our website and photographers Erin Kunkel and Maren Caruso are responsible for our delicious photos.
