Leading with flavor, heart, vision: The Tacodeli way

Every Founder has a story — a spark that becomes the heartbeat of a brand. Some stories begin with a dream, others with a dish, and every now and then one begins with a taco that turns into a brand that is built to breakthrough.

In this episode of the Founderology Podcast, I talk with Roberto Espinosa — the visionary Founder of Tacodeli. What started as one small taco shop in Austin has grown into one of the most authentic and respected fast casual restaurant brands in the country.

From the very moment I walked into my first Tacodeli, I felt it — the energy, the flavor, and the authenticity.

I still crave Tacodeli's breakfast burrito, made with fresh scrambled eggs and Roberto's grandmother's mashed potato recipe. It is food rooted in authencity, love, and purpose — the same foundation every Founder needs when building something that lasts.

And then there is the story of the Doña Salsa — a recipe created by one of his earliest team members in an employee contest that became a cornerstone of Tacodeli's identity. It is not just a salsa. It is a story of honoring people, sharing success, and keeping community at the center of growth. Every Founder can learn from that level of authenticity and connection.

As Roberto and I talk, you will hear lessons about leading through purpose, growing through people, and staying true to your values as your business scales. His story is proof that greatness happens when vision and integrity grow together.

What Founders will gain from this episode

• It is a blueprint for authenticity. Roberto shares how staying rooted in his original vision became his greatest advantage as Tacodeli scaled.
• It redefines growth. We explore how sustainable success is not about speed but about building systems, culture, and partnerships that last.
• It celebrates Founder conviction. Roberto's unwavering belief in his purpose reveals how clarity fuels every breakthrough.
• It showcases the power of people. From his partnership with his team to honoring the creator of the Doña Salsa, this story demonstrates how empowering others drives growth.

It reminds every Founder why purpose matters. Whether you are building your first store or scaling your tenth, this episode reignites the belief that your purpose can be your greatest accelerator.

The next time you are in Austin, put a visit to Tacodeli at the top of your list. If are joining us for the Founderology Growth Summit, in Austin, February 2-4, 2026 then you are all set. Register today and take advantage of our early-bird special savings so you can order even more at Tacodeli.

Join me for this episode of Founderology, where we talk about tacos, truth, and the timeless power of staying authentic while building something extraordinary to breakthrough.