This is your chance to get in on the ground floor of one of Hawaii's most beloved food concepts. Maui Tacos isn't a mainland brand testing the islands — it was born here. Created in 1993 by celebrity chef Mark Ellman right on Maui, this is a concept with genuine roots in Hawaii's food culture and real name recognition with locals and visitors alike.
Chef Ellman first made his mark at Avalon Restaurant on Maui, one of the founding establishments of the Hawaii Regional Cuisine movement. Drawing from his mastery of Pacific Rim flavors and his love of Mexican food, he opened the first Maui Tacos in Napili — taking vibrant Mexican classics and infusing them with tropical ingredients and the laid-back aloha spirit that Hawaii does better than anywhere on earth. Guests called it "a vacation you can eat," and the concept quickly built a loyal following on both sides of the visitor/local divide. The brand has continued operating internationally out of Guam. Now it's time to bring it home.
This relaunch opens the door for entrepreneurial operators to secure exclusive territory rights across the Hawaiian Islands, starting at just $75,000. Phase one focuses on Maui and the Big Island, with the ability to grow into additional island territories as your operation scales. Whether you're an experienced multi-unit operator or a driven first-time franchisee, this is a rare opportunity to build something real in one of the most competitive and rewarding food markets in the country.
The menu is the heart of it. Signature Maui Tacos feature perfectly grilled fresh fish or shrimp with sweet-tangy pineapple salsa, crisp cabbage, and lime — light, fresh, and exactly what someone in Hawaii wants to eat. Wiki Wiki Shrimp Tacos deliver fast, bold street-food energy built for the pace of high-traffic environments. The Hawaiian BBQ Pork Burrito wraps tender slow-cooked pork with rice, beans, and island slaw. The Loco Moco Burrito takes Hawaii's most iconic comfort dish — beef patty, brown gravy, rice, fried egg — and turns it into an addictive handheld meal. The Spicy Cheeseburger Burrito is the kind of playful mashup that gets people talking and coming back. Round it out with chicken enchiladas, tamales, Carne Asada fries, street tacos, mango salads, California-style quesadillas, coconut flan, Tres Leches and you have a menu with genuine depth — something for the health-conscious traveler and the hungry local alike.
Hawaii's market rewards operators who find the right locations and build the right presence. High-traffic retail centers, tourist corridors, food halls, beach towns, and busy community hubs are all strong fits for the Maui Tacos format. As a territory holder, you have the flexibility to identify and develop the locations that make the most sense for your market — whether that's a fast-casual storefront in a resort area, a kiosk in a busy shopping center, or a presence in a local neighborhood that's been waiting for exactly this kind of concept. The right location in Hawaii, executed well, can build the kind of loyal repeat business from locals and visitors alike that turns a single unit into the foundation of something bigger.
For $75,000 you secure your starting territory and begin building what can become a scalable, multi-unit operation. You get a brand with over 30 years of recognition, a menu that fits Hawaii's market perfectly, full operator support and training, and exclusive rights to your territory as the concept grows across the islands.
Hawaii draws over 10 million visitors a year. Locals are always looking for fresh, flavorful, convenient options they can trust. A well-run Maui Tacos location is positioned to earn loyal repeat business from both groups — and that combination is the foundation of a durable, scalable business.
Territories are limited. Phase one is Maui and the Big Island. If you've been waiting for a ground-floor opportunity with a proven name, real Hawaii heritage, and a clear path to multi-unit growth, this is it.
All Interested Parties to sign FDD (Franchise Disclosure agreement)
Financial Information
$75,000
Asking Price
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Cash Flow
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Gross Revenue
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Down Payment
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Adjusted EBITDA
Business Location
City:
https://mauitacos.com/
State:Hawaii
Reason for Sale
This is a rare relaunch opportunity. After the impact of the Lahaina wildfires and the temporary pause in Hawaii operations, the brand is now ready to return to its birthplace with renewed energy and fresh ownership. The company is actively seeking motivated operators to bring Maui Tacos back to the Hawaiian Islands and grow it to its full potential.
Detailed information
Year Established:
Home Based:No
Franchise:Yes
Relocatable:No
Lender Prequalified:No
SBA Prequalified:No
Full-Time Employees: 2
Part-Time Employees:N/A
Contractors:N/A
Owner Worked Hours/w:N/A
Inventory Included: No
Inventory Value:
N/A
Monthly Rent:
N/A
Real Estate Available: No
Real Estate Included: No
Real Estate Value:
N/A
FF&E Included?: No
Training/Support
As a franchise, Maui Tacos provides strong launch support to ensure a smooth business transition. The company is fully invested in your success and is committed to making this relaunch and new growth period as strong as possible. Their team will be with you every step of the way to help you hit the ground running and build a thriving operation.
Facilities
Maui Tacos is designed to thrive in a compact, efficient footprint. A well-configured space of up to 1,250 square feet is all it takes to run a full operation — keeping build-out costs manageable while maximizing the energy and efficiency that fast-casual guests expect.
The ideal location is visible, busy, and easy to access. Think high-foot-traffic retail centers, busy shopping plazas, resort and tourist corridors, food halls, and main street storefronts where people are already moving, browsing, and hungry. The concept is built for the kind of spots where visibility does the marketing for you — where passersby stop because they see it, smell it, and want in.
A smaller, smarter footprint in the right location will always outperform a larger space in the wrong one. With Maui Tacos, the goal is to be exactly where your customers already are.
Furniture, Fixtures & Equipment (FF&E;) $125,000.00 (average)
Total Investment for first location ranges from: $318,657.50-$415,250.00
Market Outlook/Competition
In the Hawaiian Islands, the quick-service market is dominated by standard burger and pizza chains, leaving a noticeable gap for fresh, flavorful Mexican food with a tropical twist. Maui Tacos stands out as a true novelty concept, successfully blending Mexican favorites with bright Hawaiian ingredients like pineapple salsa, mango, and fresh island fish. This unique positioning gives it very little direct competition, making it a refreshing and memorable choice for both locals and the millions of visitors looking for something different from the usual fast food options.
Real Estate Description
Finding Your Location
One of the biggest advantages of joining the Maui Tacos family is that you don't have to navigate the real estate process alone. Maui Tacos brings established relationships with commercial real estate professionals and a network of contacts across Hawaii's retail and hospitality corridors to help you identify, evaluate, and secure the right space for your location.
From initial site selection through lease negotiation, you'll have experienced guidance in your corner — the k
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