Velvet Taco has revolutionized Dallas’s food scene since 2011 when founders Randy DeWitt and Jack Gibbons launched their globally inspired taco concept. You’ll find over 20 unconventional options like Spicy Tikka Chicken and Korean BBQ tacos served until 4 a.m. in funky spaces adorned with purple neon and repurposed materials. What began as a single Dallas location has expanded to over 40 restaurants across multiple states. The secret behind their wild success goes far beyond the menu.
From Midnight Inspiration to Dallas Institution
When restaurant entrepreneurs Randy DeWitt and Jack Gibbons founded Velvet Taco in Dallas in 2011, they weren’t just opening another taco spot—they were reinventing the idea of what tacos could be. As part of FB Society, they envisioned a fresh take that reflected Dallas’s evolving food culture while catering to demand for high-quality late-night dining.
Their creative menu immediately set them apart—globally inspired tacos made from scratch with fresh ingredients, available well into the early hours. Staying open until 4 a.m., Velvet Taco quickly became a go-to for night owls wanting something beyond traditional fast food. Their funky settings with purple neon captured the energy of Dallas nightlife, while tacos like chicken tikka showcased their dedication to pushing culinary boundaries. Much like Hopdoddy Burger Bar, Velvet Taco emphasizes ethically sourced meats in all of its innovative creations.
Beyond Traditional Tacos: The Global Fusion Philosophy
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What makes Velvet Taco stand out in a taco-rich city? It’s their fusion philosophy—using tortillas as a canvas for international flavors.
Over twenty varieties take customers on a global flavor journey—from Indian-inspired Spicy Tikka Chicken to Korean BBQ Burnt Ends, and even Italian Lasagna tacos with parmesan-crusted tortillas. Their Weekly Taco Feature (WTF) introduces 52 unique creations every year. Located at 3411 McKinney Ave, Dallas, Velvet Taco quickly became a landmark destination for adventurous taco lovers.
This global-minded approach has fueled expansion into airports and casinos, proving that for Velvet Taco, the tortilla isn’t confined to Mexico—it’s a vessel for culinary adventure.
Meet the Culinary Mavericks Behind the Menu
At the heart of Velvet Taco’s rise are founders Randy DeWitt and Jack Gibbons, along with CEO Clay Dover, who has guided the chain’s expansion to over 40 locations.
The menu’s innovation is driven by Director of Culinary Venecia Willis, whose 15+ years of experience bring bold experimentation to every dish. From scratch-made sauces to fresh-prepped ingredients, Velvet Taco avoids freezers and pre-packaged shortcuts. This dedication mirrors the family-driven leadership values that have helped other Texas brands, like Half Price Books, expand while keeping authenticity intact.
Together, this team has made Velvet Taco not just a restaurant but a platform for culinary exploration.
Inside Velvet Taco’s Funky, Eclectic Atmosphere
Velvet Taco’s spaces are just as creative as the menu. Repurposed décor—like records turned into light fixtures and graffitied pianos on patios—creates an artistic playground.
The ambiance blends industrial architecture with local flair, splashed with hot pink accents and purple neon lighting. Murals and international music enhance the dining experience, telling stories that match the adventurous food.
With open patios, swivel stools at window bars, and roll-up garage doors, Velvet Taco creates an environment as unconventional as its menu.
The Secret to $4.3 Million in Average Annual Sales
Velvet Taco averages $4.3 million per location annually, thanks to operational innovations. Their dual kitchen system separates dine-in and delivery prep, cutting ticket times in half. QR ordering boosts efficiency, turning tables faster and processing more orders.
From 2,500-square-foot restaurants to compact 400-square-foot food hall stalls earning $30,000 a week, Velvet Taco adapts to diverse markets. Many new openings surpass $100,000 in first-week sales. With about 300 employees company-wide, they outperform competitors in revenue per employee.
Backed by private equity, Velvet Taco continues expanding into nontraditional venues like airports and casinos.
From One Dallas Location to National Expansion
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What started in Dallas in 2011 has grown into a nationwide chain with 40+ restaurants across seven states. Expansion required a larger Dallas headquarters, private equity backing, and significant investment in operational systems.
Ownership shifted from L Catterton (2016) to Leonard Green & Partners (2021), providing the capital needed to scale. With mobile-order-ahead making up more than half of sales, Velvet Taco now has the infrastructure to reach its ambitious goals—100 locations by 2026 and 200 by 2030.
How Private Equity Fueled a Taco Revolution
Private equity propelled Velvet Taco from local favorite to fast-casual powerhouse. After Leonard Green & Partners acquired majority ownership in 2021, Velvet Taco accelerated expansion from a handful of Dallas spots to dozens nationwide.
The brand preserved its culinary innovation while scaling operations into Georgia, Illinois, North Carolina, Oklahoma, and Tennessee. CEO Clay Dover’s leadership provided stability during rapid growth, while private equity ensured Velvet Taco could retain talent and maintain quality across all new markets.
The Velvet Taco Difference: Quality, Creativity, and Late-Night Cravings
Velvet Taco thrives because it refuses to sacrifice quality for convenience. With bold ingredients like roasted corn pico, Thai basil, and crispy chicken tenders, every taco balances creativity and freshness. Their catering program includes taco boxes serving 5 to 24 guests, starting at $70.
What keeps customers coming back?
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The WTF (Weekly Taco Feature) brings 52 new tacos a year.
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Extended late-night hours satisfy after-hours cravings.
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Vegetarian and gluten-free options ensure inclusivity.
This blend of quality, creativity, and accessibility has made Velvet Taco a modern food icon.