The move not only expands the brand’s reach, but also highlights its focus on fast, flavorful meals that fit into the busy routines of thousands of employees.
The restaurant has built a loyal following in Frisco with its signature tacos, sides and inventive flavors since it first opened in 2016. Now, with nearly 7,500 people working on the Fortune 500 campus, the new space provides an opportunity to serve meals that are both familiar and efficient.
What’s on the menu?
The food hall location spotlights some of Crush Taco’s best-loved menu items, while also introducing new plated meals designed for quick service.
The team first tested these ideas at its Frisco restaurants through weekly specials. They gave customers full plates of tacos, rice and beans at set prices. The success of those experiments now shapes the food hall menu, which includes plated burritos, breakfast items and other quick-serve meals.
“With this being a food hall, there’s an emphasis on quick service, so we’re going to offer quick items, as well as our signature sides and tacos,” co-owner Mo Assi said.
The goal is to strike the right balance between speed and quality. The team ensures guests have simple, satisfying choices that fit into a lunch break without sacrificing flavor, by engineering the menu with data and customer feedback.
Behind the expansion is not just operational planning, but also strong leadership. Business partner Alex Batio has played a pivotal role in shaping the restaurant’s direction. Mo emphasized his impact, calling his mentorship and industry experience invaluable to the brand’s trajectory.
“He’s done an incredible job with steering the ship straight, giving us all clear expectations on how and when we’re going to grow,” Assi said.
The partnership has set the stage for continued growth, with another store slated to open next fall while maintaining the culture that has made Crush Taco stand out: service.
At the register, every guest is greeted by name, creating an instant connection that transforms a meal into an experience.
Over the years, team members have learned regulars’ preferences so well that some orders are prepared before customers even reach the counter.
“Our team members are making people’s food as they park because that’s the connection that they’ve made,” Assi said. “They know that Brian comes in and gets two buffalo chicken tacos with extra blue cheese on the side and ranch.”
This focus on recognition and hospitality ensures that expectations aren’t just met, but exceeded. Food may draw customers in, but it’s the service that keeps them coming back.
Even as the brand expands, it hasn’t forgotten its roots. Community engagement remains a cornerstone, from fundraising and school spirit nights to approachable catering options. Families who began dining at Crush Taco when their kids were in elementary school now return with teenagers—a testament to the restaurant’s role in local life.
“You can’t have a successful brand and turn your back on the community,” Assi said. “When it comes down to it, the community has our back. That’s why we’ve been able to get to this point in our career and our brand.”
As Crush Taco approaches its 10-year anniversary, the new food hall location represents more than expansion. It’s a chance to bring the restaurant’s trademark combination of flavor, community and personal service to an entirely new audience.
Click here to explore the menu and see why Crush Taco continues to be a favorite for both new guests and longtime regulars.
