TSG Consumer has made a strategic investment in Los Tacos No. 1, the New York taqueria known for its Tijuana-style tacos served fresh off the grill. Financial terms were not disclosed, and the firm did not say whether it had taken a majority or minority position. Los Tacos No. 1 began in 2013 as a single stand in Manhattan’s Chelsea Market, opened by friends from Tijuana, Mexico, and Brawley, California, and has since grown to 10 locations across New York, alongside its sister seafood concept, Los Mariscos.

Built on family recipes, fresh ingredients, and house-made tortillas, it has kept the same focused menu and standing-room format that defined the original stand, the consistency that built its following. “When we moved to New York City, we couldn’t find good tacos that tasted like the ones we grew up with, so we set out to change that,” the founders said, adding that TSG shared their belief that more cities deserve authentic tacos, and that the firm’s decades of work alongside founders was why they trusted it for the next chapter. TSG specialises solely in consumer brands and has backed a string of restaurant names including Dutch Bros Coffee, Yard House, and Pura Vida Miami. Its stated approach is to take founder-led businesses with loyal followings and help them scale without diluting what made them work, and it noted that it can make either majority or minority investments.

Los Tacos, with a devoted customer base and a footprint still concentrated in a single city, offers exactly that kind of runway. Colin Welch, Managing Director and Head of New York at TSG, pointed to the brand’s core strengths. “Los Tacos No. 1 has built an incredibly loyal following by mastering the fundamentals — exceptional food and an experience people genuinely connect with,” he said. TSG said it would add resources and expertise to support thoughtful growth led by the existing management team, while preserving the food and the distinctive taco-shop experience that have defined the brand from the start.