Regina’s Story: Building Legacy, One Taco at a Time

Regina still remembers the moment she realized her life would always revolve around food. Long before she became a restaurateur, entrepreneur, and industry disruptor, she was simply a young girl growing up in Mexico, surrounded by stories of family, tradition, and resilience. Her great-grandparents opened their restaurant in 1944 eight decades ago and it remains open today. That legacy, passed down through generations, planted a seed that would quietly shape her future.

Twenty-one years ago, Regina immigrated to the United States, carrying that legacy with her. Like many immigrants, she started with determination, grit, and a willingness to work harder than anyone else in the room. At just 17 years old, she began working in restaurants, not knowing that every shift would become part of her education.

She truly started from the ground up. Hostess. Server. Busser. Bartender. There was no position too small, no task beneath her.

Over time, her curiosity set her apart. Regina didn’t just show up to work she asked questions. She observed. She volunteered for extra responsibilities. She paid attention to how systems worked, how teams were built, how menus were designed, and how customers responded.

That curiosity led her to help launch an entire banquets and catering department for the company she worked for. It led to opening multiple restaurant locations. And for years, she helped build someone else’s dream, believing that patience and loyalty would eventually pay off. But then came a moment that changed everything.

After years of dedication, Regina asked for a raise. The answer was no. That single word landed heavier than expected not because of the money, but because of what it represented. In that moment, something clicked. She realized that if she was capable of building someone else’s success, she was capable of building her own.

Around that same time, Regina traveled to Mexico City on a business trip. One of her coworker’s wives was vegan, and Regina who had planned the itinerary worried she wouldn’t be able to eat. Mexican cuisine, after all, is often associated with meat, cheese, and tradition heavy recipes.

What they discovered instead changed Regina’s life.

The food was extraordinary. Bold. Creative. Deeply rooted in Mexican culture and completely plant-based. Dish after dish challenged everything she thought she knew about vegan food. It wasn’t restrictive or boring. It was exciting, soulful, and authentic. That experience awakened something inside her.

Regina returned home with a new vision: to show the world that plant-based food could be full of flavor, culture, and joy. She didn’t want to erase tradition she wanted to reimagine it. She wanted to honor her heritage while creating something forward thinking. More than anything, she wanted to make a small but meaningful mark on the world.

In 2018, Regina opened her first Tacotarian.

What began as a single restaurant quickly became something much bigger. Tacotarian wasn’t just a vegan restaurant it was a cultural experience. The menu paid homage to traditional Mexican flavors, reinterpreted through plant-based ingredients. The atmosphere was colorful, welcoming, and unapologetically joyful. And the story behind it resonated deeply.

Today, Tacotarian has five locations in Las Vegas, one in San Diego, and a growing franchise program. But Regina is the first to say that success didn’t come overnight and it didn’t come without doubt.

Only about three percent of the population identifies as vegan. Early on, Regina wondered if that statistic would limit her growth. Would people outside the vegan community embrace the concept? Would the market understand what she was trying to build?

The answer came from the guests themselves.

People weren’t just showing up for vegan food. They were showing up for connection. For culture. For the energy and authenticity behind the brand. Families came in curious and left surprised. Skeptics became regulars. Conversations sparked over tacos, laughter filled dining rooms, and something special began to take shape.

That was the turning point.

Regina realized that Tacotarian’s mission wasn’t about numbers it was about people. It was about making plant-based food accessible, inclusive, and exciting. It was about creating a space where culture was celebrated, not diluted. And it was about proving that doing good and doing well could coexist.

As a leader, Regina believes deeply in building culture first. To her, leadership means creating an environment where people feel seen, valued, and inspired to bring their best selves to work every day. Many of her team members have grown with the company, stepping into leadership roles of their own. She takes pride not only in what Tacotarian serves, but in how it treats the people who help bring it to life.

Her advice to aspiring entrepreneurs is refreshingly simple: just start.

Don’t wait for perfect. Don’t wait until everything feels ready. Build a small version, test it, adjust, and keep going. Progress, she believes, comes from movement not perfection.

Equally important is building a support system. Regina is a strong advocate for surrounding yourself with people who lift you up: friends, family, mentors, and especially other women in business. Entrepreneurship can be isolating, and she believes no one should have to do it alone.

She encourages practical action attend one networking event, one small business meetup, one conversation this month. Opportunities, she says, often come from a single connection.

Today, Regina’s work continues to evolve. Beyond restaurants, she is expanding Tacotarian into new formats, including consumer products that bring the brand’s bold flavors into people’s homes. Her vision remains rooted in the same values that started it all: culture, creativity, and the belief that food can be a powerful force for change.

From a 17-year-old restaurant worker to a Mexican immigrant entrepreneur redefining plant-based dining, Regina’s journey is a testament to resilience, curiosity, and honoring where you come from while boldly stepping into what’s next.

Her great-grandparents’ legacy lives on not just in one restaurant opened in 1944, but in every taco served, every team member empowered, and every guest who discovers that plant-based food can be just as rich, joyful, and meaningful as the traditions that inspired it.

And for Regina, this is only the beginning.