A beloved US taco chain, frequented by celebrities including David Beckham, Will Smith and Barack Obama, is set to open its first UK branch in London on June 22. Coyo Taco, a cult taqueria born in Miami's Latin arts neighbourhood with roots in Coyoacán, Mexico City, will make its British debut at Orchard Place in Westminster.
What to Expect at Coyo Taco
From June 22, chefs will press corn tortillas and smash guacamole to order, following the restaurant's motto 'todo es fresco' – meaning 'everything is fresh'. The menu features beef birria, pollo al carbon and pork pilbil tacos, alongside salads, burritos and quesadillas. Churros are also available, and for those seeking something stronger, a handmade door imported from Mexico leads to Bar Coyo, a late-night tequila listening bar.
The contrast between the bright, graffiti-adorned walls of Coyo Taco and the moody interior of Bar Coyo is striking. The bar offers unique tequilas and mezcals, with Patrón as the in-house spirit. The mild spicy margarita is recommended for those who prefer a less intense kick.
Standout Dishes
The pork tacos were a standout, with tender, rich and smoky flavour and a hint of spice, balanced by sweet sharp pickled onions. The freshly-smashed guacamole is laced with coriander, and the beef birria comes with a rich, meaty consume for double-dipping. The frozen margarita, served in near-pint cups, is generous enough to last the entire meal.
Industry Challenges and Opportunities
The opening comes at a challenging time for the hospitality industry, with hundreds of pubs closing and venues lobbying the government to reduce VAT from 20% to 10%. Shereen Ritchie, Group CEO of Kuvi Hospitality, who previously managed LEON, acknowledged the pressures. 'It's really challenging. The government is going to kill us if something doesn't change,' she said. However, she noted that Coyo's small scale makes it easier to navigate, with lower overheads than larger corporations. She believes there is a 'white space' in the UK for Latin cuisines, a rapidly growing trend.
Vikram Kumar, chairman of Kuvi Group and investor, criticised the government for making hiring difficult, hurting both young people and employers. He also highlighted the challenges of rates and rents compared to the USA. Despite this, he is confident Coyo will succeed due to a gap in the market for quality Mexican cuisine. 'We want to bring good US brands here, which I think is exciting for the UK. We can get it to be profitable, we can grow a lifestyle brand here, hire a lot of good people, invest in the country a bit, that's what we're trying to do.'
Expansion Plans
Coyo Taco operates three models: restaurant bars, quick-service restaurants and grab-and-go kiosks for train stations and airports. The chain plans to open two more venues in London this year, with Manchester potentially next.
The first 100 customers on launch day, June 22, will receive free tacos and entry into Coyo's loteria giveaway.
