US actor Danny Trejo to launch taco restaurants in the UK

Hollywood actor Danny Trejo is set to open his brand of taco restaurants in the UK following the launch of crowdfunding drive to raise £1m.

The Seedrs campaign, which is offering 21% equity in the business, will help fund a flagship outlet of Trejo’s Tacos in central London this year, followed by the opening of “ghost kitchens” every three months to provide a delivery-only service.

Further sites in London and across the UK are expected to follow, with one new restaurant planned annually.

Nearly £520,000 from 33 investors has been raised so far via Seedrs.

Trejo, whose films have included Desperado, *Grindhouse *and From Dusk till Dawn, opened his first taco restaurant in Los Angeles in 2016. Three further have followed: a second one in Los Angeles and one each in Hollywood and Santa Monica.

The Trejo’s Tacos brand is being launched in the UK by co-chief executives Shaun O’Kelly and Jerome Armit, with leading restaurant operators Des McDonald, formerly chief executive of Caprice Holdings, and Yianni Papoutsis, founder of Meat Liquor, forming part of the management team.

Average spend of £38 at the London restaurant is expected to be similar to that in the US sites, with the split between £25 on food and £13 on drink. Projected gross profit is 25% on food and 28% on beverage, with labour costs at 30%. Sales via the ghost kitchens are forecast at 108 per day, with average spend of £29 per order.

Further revenue will be raised via merchandising, including t-shirts, caps, cookbooks and hot sauces. Alongside tacos, Trejo’s Tacos also sells burritos, quesadillas and rice bowls.

The brand is set to partner with Live Nation festivals to operate food trucks at events such as Wilderness during the summer, as well as Glastonbury.

Trejo acts as brand ambassador for the company and will attend the opening of all restaurants.

To find out more view the Seedrs campaign page.

Image: DFree / Shutterstock