Rusty Taco Celebrates 15 Years with Bold Menu Innovation

December 18, 2025 // Franchising.com // DALLAS – Rusty Taco is closing out its 15th anniversary year with notable strides in menu innovation, leadership team, and expansion.

This year, Rusty Taco unveiled its refreshed and expanded menu, with upgraded offerings to elevate guest experience. All-day breakfast items, including Sunrise Slammer and Morning Meat-Up burritos, are now permanent additions, providing consistent daypart appeal. The rollout also introduced the Bold Box, a customizable takeout bundle of six, eight, or twelve tacos with chips, dips, churros, and margaritas, offering flexibility, variety, and convenience in one complete package.

“In 2025, menu innovation was a key focus for the brand that allowed our guests more ways to enjoy Rusty Taco while providing our franchisees with offerings that drive traffic, increase ticket size, and simplify operations,” said Daniel Smith, President of Rusty Taco. “We listened to what our fans wanted, and these updates show how we can innovate while keeping our classic favorites front and center, creating growth opportunities across the system.”

Most recently, Sherry Elbow joined the brand as its new Director of Marketing in October, guiding Rusty Taco’s marketing and brand strategy. With more than two decades of experience across leading restaurant and hospitality brands, including Dickey’s Barbecue Pit, Potbelly Sandwich Works, Buffalo Wild Wings, TGI Fridays, and as Chief Marketing Officer at Elysian Capital. Elbow brings a proven track record in driving brand awareness, customer engagement, and strategic growth. She is focused on leveraging Rusty Taco’s authentic voice to connect with guests, support franchisees in local markets, and amplify the brand’s presence.

“Rusty Taco has always stood out for its welcoming spirit and elevating the guest experience,” said Sherry Elbow, Director of Marketing at Rusty Taco. “My goal has been to build on that strength by developing programs that deepen guest connection and broaden our reach in meaningful ways. We’re elevating how the brand shows up in every market, giving our operators more visibility and our fans more reasons to choose Rusty Taco.”

In October, the brand debuted its first National Taco Month, a month-long celebration that extended beyond National Taco Day. Participating locations featured weekday taco specials, burrito deals, and the fan-favorite Smashburger Taco, giving guests more reasons to visit and driving strong traffic and engagement throughout the month.

“This has been a year of reflection, celebration, and forward momentum,” said Smith. “We’re proud of the progress we’ve made and the connections we’ve strengthened with our fans. As we enter 2026, our focus remains on delivering fresh fan-favorite flavors, memorable experiences, and strategic growth across the country.”

SOURCE Rusty Taco

###