Rasta Taco
| Company type | Private |
|---|---|
| Industry | Food service, Catering |
| Founded | 2006 |
| Founder | Mario "Maji" Melendez |
| Headquarters | San Clemente, California , United States |
Area served | Southern California, California, United States |
Key people | Mario "Maji" Melendez (Founder) |
| Products | Fast casual dining, catering services, mobile taco carts, margarita trucks, event venues |
| Parent | JAH Rasta Holding, Inc. |
| Website | rastataco |
Rasta Taco is a fast casual dining and catering enterprise that specializes in blending Mexican and Jamaican culinary traditions. Established in 2006 by entrepreneur Mario "Maji" Melendez, the brand has grown from a lone taco cart into a multifaceted operation featuring Rasta Rita Margarita Trucks, comprehensive catering options, and dedicated event venues.
History
The concept for Rasta Taco was sparked by Melendez’s visit to Negril, Jamaica, after which he drafted a business plan on a cocktail napkin. He rapidly developed a mobile taco catering service aimed at Southern California’s event scene. Remarkably, the business secured its inaugural booking just minutes after launching its website—well before the physical taco cart was even available.
Within a few months, Melendez acquired a taco cart from Tijuana, Mexico, and expanded the fleet to over ten carts, catering up to fifteen events daily with their unique fusion menu. In 2007, the company launched Rasta Rita, a margarita bartending service that evolved by 2009 into the Rasta Rita Margarita Truck—one of the earliest licensed mobile margarita bars in the United States—which later grew into an entire fleet.
In 2014, Rasta Taco debuted its first permanent location in Laguna Beach. This 220-square-foot Reggae-themed eatery quickly attracted attention with popular dishes like Jamaican Jerk Chicken Tacos. Between 2017 and 2020, the brand ventured internationally by opening an outlet at Island Village in Ocho Rios, Jamaica. This strategic global expansion was later curtailed due to pandemic-related closures.
In 2021, Rasta Rita Cantina and Venue opened near Joshua Tree National Park in Twentynine Palms, California. The company transformed a former military facility into an event venue accommodating up to 275 guests. The following year saw further growth in catering capabilities with an expanded food truck fleet supporting nearly 7,000 events throughout California.
Rasta Taco’s headquarters are located in San Clemente, while its parent company, JAH Rasta Holding, Inc., is based in Laguna Beach. The organization continues to strengthen its presence in fast casual dining and catering through strategic leadership and product diversification.
Culinary Offerings
The menu at Rasta Taco fuses Mexican and Jamaican flavors as a tribute to Reggae culture. Signature items include:
- Jamaican Jerk Chicken Tacos
- Caribbean Carne Asada Burrito
- Reggae Wraps
- One Love Vegan Burrito
- Reggae Bowls
- Eek-a-Mouse Quesadillas
- Pato Banton Potato Taco
Additional offerings encompass breakfast burritos, children’s meal options, and alcoholic beverages such as beer, wine, and specialty cocktails including the Rasta Rita margarita and "Bloody Marley."
First Margarita Trucks
Introduced in 2009, the Rasta Rita Margarita Truck holds the distinction of being the first licensed mobile margarita bar in America. The initiative began with a refurbished 1965 GM coffee truck purchased for $1,000 by Melendez who restored it and quickly secured bookings through an innovative website launch.
Today, the fleet operates throughout California and neighboring states, having served over half a million margaritas—including 15,000 at one single event—and generating more than 10 million engagements on social media platforms.
In 2017, the company expanded its mobile bar offerings with Margarita Lady, housed within a restored 1973 Balboa RV.
Rasta Rita Cantina & Venue
Established in 2021 in Twentynine Palms, California, Rasta Rita Cantina and Venue is housed within a historic building that once served as a U.S. Marine Corps supply depot. Melendez retained significant architectural features by transforming the original loading dock into a Juliette balcony, repurposing the commissary into a catering kitchen, and developing an outdoor dance area on the former dining grounds used by Marines.
This location has received city approval to host large-scale public gatherings with attendance exceeding 250 people.
Community Involvement
Rasta Taco actively contributes to local communities by providing donations and forging partnerships with educational institutions, nonprofit organizations, and law enforcement programs. The company regularly takes part in events coordinated by the Orange County Sheriff's Department as well as charity golf outings.