How Puesto Built a Taco Empire by Blending Tradition, Tech, and Family Roots

In this episode of the Tacos & Tech Podcast, host Neal Bloom sits down with Alex Adler, co-founder of Puesto, to talk about how a family with no restaurant background built one of the most beloved modern taco brands in the country. From its La Jolla beginnings to an expanding restaurant group that includes Marisi and Romana Norte, Puesto has grown through a mix of culinary authenticity, operational innovation, and cultural conviction.

Alex shares the origin story of Puesto, early pivots that reshaped their entire concept, how Toast and DoorDash changed the game for their operations, and how they've kept taco trends and consumer tastes at the heart of their menu. Plus, we talk about non-alcoholic innovation, building culture at scale, and yes—his all-time favorite taco.

Key Topics Covered

• The family roots of Puesto and why hospitality was a leap of faith

• How Puesto went from food stand concept to a multi-state operation

• The early pivot from fast-casual to full-service that changed everything

• Why crispy cheese and house-made tortillas are non-negotiables

• How Puesto adapted during COVID—and doubled down on delivery

• Tech tools that transformed operations (Toast, DoorDash integrations)

• Balancing menu staples with taco trend experimentation

• Why they built their own non-alcoholic tequila alternative

• Expansion news: new Puesto location, new concepts, and out-of-state growth

• Filet mignon taco, pistachio-serrano salsa, and why they still ring the bell

Links & Resources

• Puesto Restaurants

• Marisi La Jolla

Connect with Alex Adler

• LinkedIn: Alex Adler

Connect with Neal Bloom

• LinkedIn

• Twitter: @NealBloom