The restaurant industry is notoriously unforgiving.
Even seasoned chefs with airtight business plans struggle to break into the industry, let alone succeed. That’s why Tacofino’s story stands out —it’s not just about food. It’s about guts, grit, community and…
Craiglist?
Long before Tacofino became a household name for B.C. foodies and burrito lovers, it was just a wild idea sparked by a Craigslist ad and a dream of surf-soaked days and a purple food truck.
Co-founders and co-owners Kaeli Robinsong and Jason Sussman were living in Victoria when they stumbled upon the ad for a used food truck. “Jason said to me, ‘I always dreamed of running a food truck in Tofino,’” Robinsong recalls. “It was the first time I had heard about this dream… I had only been to Tofino once, but I remember saying ‘Well, here is a chance to make your dreams come true!’”
Cut to opening day, 2009.
While they didn’t end up buying that particular truck, Kaeli and Jason found themselves slinging tacos from a different rig behind a Tofino surf shop, right on the edge of the rugged Pacific coastline. With little experience in the restaurant industry, no official menu and a whole lot of heart, Tacofino opened its service window to hungry locals and tourists alike, making it up as they went along.
“We created the fish taco the day we opened!” Robinsong says. “Our first fish taco was eaten by our first customer.” That now-iconic taco—a crispy tempura-battered Pacific cod wrapped in cabbage, salsa fresca and chipotle mayo—was inspired by a beachside snack on a surf trip to Mexico. “It hasn’t changed much since opening day,” Robinsong adds. “Except for the batter, which is now optimized for maximum crunch.”
Fast forward 16 years, and that taco has transformed into a full-on West Coast flavour empire.
Tacofino now boasts 11 locations, stretching from Victoria to Vancouver and up the Sea-to-Sky corridor to their newest location in Squamish. Yet despite its growth, Robinsong insists the journey’s been anything but scripted. “We had no ambitions to expand when we first began… And arguably we still don't! It has all unfolded pretty organically… driven largely by our passionate and dedicated team.”
Of course, it hasn’t always been smooth sailing—or surfing. A major curveball came early on when their Tofino permit expired and they were temporarily denied a renewal. Instead of packing it in, they pivoted. That twist of fate led them to Vancouver, where they helped pioneer the city’s burgeoning food truck scene. Two years and thousands of tacos later, they opened their first brick-and-mortar location in East Vancouver.
From there, the momentum never stopped.
So what’s been the secret sauce behind the cult following? A big part of it is the food—bold, craveable Mexican-inspired eats with a distinct West Coast twist. Alongside that signature fish taco, there are spicy tuna tacos (inspired by the beaches of Kauai), hefty burritos and authentic margaritas that will turn any meal into a fiesta. It’s also Tacofino’s use of international flavours and ingredients, which mirror the diversity of B.C.—its cities, its small towns and the vibrant communities Tacofino now calls home.
That sense of community might just be Tacofino’s greatest strength. They didn’t start with a grand business plan, but their adventurous spirit, resilience and genuine desire to connect with each new neighbourhood have set them apart from even the most seasoned restaurateurs.
This spring, they’re keeping that community-first mentality rolling. On May 21, Tacofino is teaming up with Squamish’s coolest collaborators for the SORCA Après Party, where SORCA members can snag free tacos (yes, free) and enjoy good vibes courtesy of DHaRCO, Squamish Water Kefir and Northridge Mechanical. And on June 1, they’ll be proudly serving up eats at the very first Squamish Pride Parade.
In a time when more Canadians are realizing the value of eating local and supporting homegrown businesses, Tacofino is a shining example of what that can look like in action. They’re B.C.-owned, B.C.-run and proudly rooted in the same values they started with 16 years ago.
So what’s next for Tacofino? “To keep surfing and making good food,” says Robinsong.
Sounds like a recipe for success.
Whether you're cruising the Sea to Sky or living local, Tacofino is ready to fuel your next adventure. To learn more or order your food now, visit tacofino.com
