Crush Taco has been quietly transforming the fast-casual taco scene in North Texas, blending bold flavors with smart business moves and a clear vision for growth. What started a decade ago as a single location in Frisco has grown into a brand with two thriving Frisco locations and a recent non-traditional outpost inside a private Fortune 500 company’s food hall in Southlake. The expansion is fueled by a desire to bring high-quality, plated Tex-Mex dishes to new audiences without sacrificing speed or flavor.
“We’re really focused on plated foods with a Tex-Mex influence — rice, beans, street tacos — and introducing new combos that bring value to our guests,” says Mo Assi, chef-founder of Crush Taco. “The food is the easy part. It’s everything around it that’s the beast of this business.” Current menu highlights include the indulgent Queso Chicken Burrito, made with marinated chicken thighs, Spanish rice, chipotle chicken, housemade pico de gallo, Monterey Jack cheese, and green chili queso, as well as a lineup of street tacos featuring house-marinated carne asada, chipotle chicken, blackened shrimp, and soon, classic al pastor with pineapple.
Mo Assi’s culinary journey spans decades in Dallas’s fine‑dining and steakhouse world, with stints at celebrated establishments like Perry’s Steakhouse & Grille, The Capital Grille, Dallas Chop House, and Lawry’s The Prime Rib. In these high‑pressure kitchens, he mastered precision, technique, and the art of delivering consistent, elevated dishes, from perfectly seared steaks to expertly prepared seafood. After years in white‑tablecloth environments, Mo set out to translate that expertise into a fast‑casual concept, founding Crush Taco to bring the discipline and creativity of fine dining to approachable, flavor-forward Tex-Mex dishes that have redefined the taco scene in North Texas.
Growth and refinement at Crush Taco are guided by co-founder Alex Batio, whose experience running operations for Blaze Pizza and Smashburger brings a seasoned perspective to the brand. “Alex has really driven the brand in the direction we want to go with growth,” Mo says. “A lot of the menu evolution, adding value-added meals, has been his influence. For me, on the culinary side, I’m game for whatever. Cooking is the easy part — it’s the business that keeps you on your toes.”
The brand is exploring a mix of corporate and potential franchise locations, always with an eye toward protecting quality and brand integrity. “We’re embracing opportunities in non-traditional spaces like airports, stadiums, and corporate food halls,” Mo explains. “That’s opened my eyes to possibilities I hadn’t considered before. It’s all about moving quality food quickly and keeping the momentum going.”
Beyond tacos and burritos, Crush Taco is expanding its beverage program with house made tequila margaritas in six flavors, including mango, strawberry, and prickly pear, as well as a lineup of aguas frescas like jamaica, horchata, and frozen mango mambo. “We’re just having fun with it,” Mo says. “It’s about giving our guests a full experience, from the food to the drinks.”
Crush Taco’s commitment to people is equally strong. Many team members have been with the brand since day one, fostering consistency and a sense of family in every location. “Promoting from within is a pillar of our success,” Mo shares. “It’s not only personal growth but the growth of the team that’s been there since the beginning.”
As Crush Taco approaches its 10-year anniversary, plans for further expansion and menu refinement are underway. “We want a solid foundation in the city we grew up in, continue to evolve, and offer a great product for our guests,” Mo says. With a mix of culinary creativity, strategic growth, and dedication to team and guest experience, Crush Taco is carving out a distinct and exciting path in the Dallas-Fort Worth food scene and beyond.
