[UPDATE] Torchy's Tacos to Finally Debut First Atlanta Restaurant

Atlanta's first location of Torchy's Tacos is finally opening!  According to a recent post to the official Torchy's Tacos Facebook page, the new location, Georgia's first, is slated to open Friday August 23.  The opening was pushed from a previously planned July opening.   

ToNeTo Atlanta was the first to report on the fast-casual 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 for a location in West Midtown. 

The menu includes a variety of breakfast tacos, "Damn Good " Tacos, sides like quesos, guacamole, and desserts like scratch-made churros and "Lil' Nookies," fried chocolate chip cookie dough dusted with powdered sugar & topped with cherries.  The restaurant also features a bar with margaritas and signature cocktails.

Georgia marks the chain's 15th market with the brand also slated to debut soon in Maryland.  The new West Midtown restaurant is expected to be the chain's 126th overall.  Michael Rypka began the business in 2006 and has grown it through outside investments, including a $400 million stake sold in 2020, but has never franchised.  

Despite the growth, the overwhelming majority of the restaurants - 83 - are located in Texas.  

To celebrate the "grand opening," the first 100 guests in line on opening day will receive a limited-edition key chain which will entitle them to a year of free Torchy's famous Green Chile Queso each time they bring it into the Atlanta location.  The offer is good for dine-in or takeout orders, but can only be redeemed once a day.  

The West Midtown Torchy's Tacos is located in a roughly 4,350 square foot space in Star Metals (1055 Howell Mill Road) where it joins 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 plan to open their new 33,000-square-foot headquarters in 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 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.  Growing local chain Rreal Tacos is also located nearby as is national chain Bartaco, which this year celebrates ten years in business.    

Superica from Chef Ford Fry which opened at 930 Howell Mill Road last March, abruptly closed in July without explanation.  

One possible cause, which we have discussed previously, could be that there are just too many restaurants along Howell Mill and not enough diners to keep them all in business. 

According to several senior level executives at multiple casual and quick-serve restaurant chains that have in recent years entered metro Atlanta, the city is increasingly viewed as an incredibly challenging market in which to operate.  One, at a casual restaurant chain, went as far as to say that if they could do it over, they would have opened elsewhere instead of Atlanta.       

Here's to hoping there are enough Texas-transplants nearby or compelled enough to deal with Howell Mill traffic to keep Torchy's in business.  

There are currently no other Torchy's locations confirmed for metro Atlanta, but sources close to the brand tell ToNeTo Atlanta that additional units are being considered.  

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.