Felipe’s Taqueria Internal Growth 2025: Why the Brand Invests in Infrastructure Over Expansion

While other fast-casual chains rapidly expand across the U.S., Felipe’s Taqueria has taken a slower, more deliberate path. With only six locations after nearly two decades in business, the brand is betting big on internal growth, team development, and brand identity over unit count.

A Unique Approach in a Competitive Market

Chains like CAVA, Crumbl, and 7-Brew have added hundreds of units in less than 10 years. But Felipe’s co-owner Pike Howard explained that their focus has always been on building a sustainable model that prioritizes quality, infrastructure, and hospitality.

Speaking on the Take-Away with Sam Oches podcast, Howard said,

“We want to build the right systems before we grow. Expanding too fast without a strong foundation can damage the brand.”

Letting Guests Guide Their Experience

Felipe’s hybrid service model, which includes a full bar, offers flexibility that today’s consumers value. The restaurant allows guests to “choose their own adventure,” whether it’s casual dining or a sit-down experience with handcrafted drinks.

Why Growth Isn’t Always the Goal

Howard emphasized that growth can be a distraction if not done with intention.

“You have to set clear growth goals and stick to them,” he said. “Otherwise, you risk losing focus on what makes your brand special.”

This philosophy has helped Felipe’s maintain consistency, culture, and customer trust.

Operational Discipline and Honesty

Restaurants are a math problem, according to Howard. Operators need to understand the numbers — from labor to margins — to stay successful.

He also stressed the importance of transparency with customers when something goes wrong. Being honest builds trust and long-term loyalty.

Leveraging Data and Innovation

Felipe’s views data as a relationship-building tool, not just a metric. The brand uses customer insights to fine-tune experiences and build stronger community ties.

One low-effort, high-impact innovation? Enhancing the beverage program. Felipe’s leverages its bar to stand out from competitors and create memorable guest moments.