[UPDATE] Torchy's Bringing Its Tacos to Crowded Intown Neighborhood This Summer

Atlanta's first location of Torchy's Tacos is under construction and targeting a July opening, according to a real estate executive at the growing chain.  ToNeTo Atlanta was first to report on the Texas-based chain's intentions of entering the Atlanta market.   

That report was published March 4, 2020, about two weeks before the COVID-19 pandemic brought nearly everything to a screeching halt and affected the restaurant industry more than most.      

After pausing expansion and later prioritizing other markets, Torchy's in 2023 signed their first Atlanta area lease with a location in West Midtown.  The new Torchy's Tacos will be located in a roughly 4,350 square foot space in Star Metals (1055 Howell Mill Road) where it will join existing tenants such as Flight Club and Hayakawa, the popular Japanese restaurant that relocated from Buford Highway and was last year awarded one star by the Michelin Guide.  Atlanta-based PrizePicks, a budding rival to DraftKings and FanDuel, announced in April that they will bring their new 33,000 square foot headquarters to the project and with it bring more than 1,000 jobs over the next seven years.  

Star Metals, comprising two phases on both sides of Howell Mill Road, earlier this year welcomed Atlanta's third location of coffee and pastry shop The Salty, but also witnessed the sudden closure of Asian eatery Wagamama after little more than a year in business.  The project is also home to Sweetgreen and an outpost of Savi Provisions, among other tenants.  One common complaint among visitors and would-be visitors alike is the absence of validated parking, something that will undoubtedly become increasingly problematic given the rising cost of dining out.  

In West Midtown, Torchy's joins a crowded roster of restaurants and more specifically, taco joints, with local favorite Taqueria de Sol already a landmark and fellow Texas import Velvet Taco established at nearby The Interlock, not to mention the new Superica from Ford Fry which recently celebrated one year in business.   

Bartaco, which has four Atlanta area locations, this year celebrates ten years since its opening on Marietta Street in West Midtown.  The restaurant at 969 Marietta Street, is a mere three tenths of a mile from the upcoming Torchy's, and according to multiple well-placed restaurant industry sources, was once a top-performing unit but has plummeted in sales to now be one of the chain's worst-performing units.  Several real estate and restaurant sources with whom ToNeTo Atlanta spoke blame bartaco's poor performance and the weak sales of other eateries nearby such as Hattie B's and Snooze on the excessive number of "seats" (an industry term for space in restaurants) that have been added to West Midtown in recent years.    "There are too darn many restaurants over there," one restaurant industry insider told us.     

ToNeTo Atlanta is aware of at least two other would-be Torchy's that were proposed in metro Atlanta of which at least one has failed to materialize. There are currently no other Torchy's locations confirmed for metro Atlanta, but sources close to the brand tell ToNeTo Atlanta additional units are likely in the years to come.  

Have you been to Torchy's Tacos?  Do you think Torchy's will find success in West Midtown?  How important is free parking in your dining decision?  

Please share your thoughts below.