For Mexican chef Joe Valero, visiting his favourite taco stand was a ritual growing up. But it wasn’t until he travelled abroad and moved to Australia six years ago that he realised just how unique taco stands were. “To me, the most unique thing was seeing the whole operation,” he says. “There’s usually a maximum of two or three people – one taking orders, one or two cooking. I felt that was missing here.”
Part of the unique experience of a taco stand, he says, is the anticipation of waiting for your order. “You’re hungry, standing in the queue, watching plates come out, there’s steam rising from the griddle, tortillas moving, meat being chopped. It builds excitement – and makes you wish the next order is yours, so you watch the food more intensely as each minute passes by.”
That sense of energy and intimacy is what Valero has tried to re-create at Tacos Tacos Tacos. The intentionally small space mirrors a traditional taco stand, allowing him to see and interact with every customer that walks through the door and tailor each experience.
“To me, good service depends on the customer,” he explains. “For example, we can sense when someone wants to just grab a quick bite. But then you can see others who are here to experience something different – you can see the excitement on their faces and you have a chat with them, they ask questions, and I can explain to them what they’re eating.”
For single diners, Tacos Tacos Tacos offers a particularly welcoming experience. Unlike larger restaurants where eating alone can feel awkward, Valero goes out of his way to ensure everyone feels comfortable. “The key to hospitality is connection and the satisfaction of seeing someone just have a really good time, especially single diners,” he says. “I can drop off their food, have a quick chat, ask about their day, or even talk about what’s happening on the street … I feel when you go to a bigger venue, it’s harder to get that sense of human connection.”
While Valero is focused on the personal touch, he relies on Square to streamline his compact operation. With a small menu of seven to 10 items and a fast-paced service model, efficiency is key. “Customers order and pay beforehand, which makes the process much smoother and more efficient.”
Square’s customer-facing screen also helps reduce errors. “People can see directly on the screen what they’re ordering and what they’re getting charged for,” Valero says. “Sometimes people will change their minds and say, ‘I didn’t want that – can I get this instead?’ or ‘I want to get that too’. It’s way more efficient for us and helps reduce mistakes.”
Beyond efficiency, Square’s historic sales data allows Valero to guide customers to make informed choices. “People often ask, ‘How many should I order?’ Now, we can actually give information that people usually order three to five [tacos], rather than just give people a wild number.”
In an era where digital interactions dominate, he sees eating tacos as one of the few remaining moments where people can be present. “Getting a taco is such a unique experience in the sense that you have to stop what you’re doing and lean into a sloppy taco. It allows you to disconnect for a bit.”
This article is produced by Broadsheet in partnership with Square.
