In the summer of 2019, Jonathan, founder of Taco Monster, took a leap and bought a food truck. Initially serving pulled pork sandwiches and tacos, he had a bigger vision in mind. After the first season ended, Jonathan gathered with colleagues to brainstorm. The goal? To create a unique brand that could grow, build community, and push the boundaries of what they could achieve.
During one of these sessions, Jonathan made a comment that sparked the idea for the brand. “I want a brand where I can have a little creature or monster that’s obsessed with tacos,” he said. His friend and colleague, Brian Olstad, immediately responded, “That’s it!” And just like that, Taco Monster was born—a fun, quirky brand with a big personality and an even bigger love for tacos.
Facing Challenges from Day One
Taco Monster’s journey wasn’t without challenges. Their first official event was on June 2, 2020, in the middle of the COVID-19 pandemic. By this point, they had invested in a full rebrand, menu development, and food truck renovations. The world had changed drastically, but Jonathan and his team were determined to make it work, despite the loss of major community events and constant disruptions.
Their perseverance paid off, and Taco Monster quickly became a hit, even as they navigated restrictions and new business hurdles.
A Community-Driven Expansion
By fall 2020, the team was searching for ways to serve their tacos indoors throughout the winter months. This led them to the Gasoline Alley Indoor Farmer’s Market. While setting up a permanent space seemed out of reach financially, the team turned to their community for help. Through pre-sales and local support, they raised over $30,000, which allowed them to open their first restaurant in January 2021. The overwhelming response from the community solidified the fact that Taco Monster was more than just tacos—it was about building relationships, creating connections, and giving back.
What Makes Taco Monster Different?
Taco Monster fills a unique space between fast food taco joints and traditional sit-down taco restaurants. Jonathan’s goal was to create something that broke the rules, combining bold, adventurous flavors with creative toppings and high-quality ingredients. The menu spans from fan favorites like Cheeseburger Tacos to vegan options like Sweet Potato Tacos, appealing to a wide audience.
Jonathan firmly believes that people value more than just food—they appreciate community, strong branding, and a memorable dining experience. This philosophy has shaped Taco Monster into a brand that’s both fun and innovative, delivering a taco experience that keeps customers coming back.
A Community That Loves Taco Monster
The love for Taco Monster stretches beyond Red Deer. Customers travel from neighboring towns, sometimes up to an hour away, to visit the restaurant at The Market Kitchen. The excitement around new menu items and the ongoing support for Taco Monster’s involvement in local organizations shows just how important the brand has become to its community. From the loyal customers to the children who send in drawings of Chomp, Taco Monster’s mascot, the community’s enthusiasm has been a constant source of inspiration and motivation for the team.
Looking Ahead: The Future of Taco Monster
Community has been the foundation of Taco Monster from day one, and it continues to be the driving force behind the brand. Jonathan’s dream is to grow Taco Monster into a multi-location business, expanding across Alberta and beyond. But no matter how large the brand becomes, the goal will always be to stay rooted in community, ensuring that Taco Monster is a business that people love and would miss if it were gone.
Taco Monster is more than just a taco spot—it’s a place where creativity, fun, and connection thrive, fueled by bold flavors and a passion for serving the community.
© Taco Monster | Privacy Policy | Brand: Redpoint Creative