It’s National Taco Day and what better way to celebrate than to try tacos from one of Texas Monthly’s top 50 food trucks: Taqueria MTZ.
What’s in a name? The meaning behind Taqueria MTZ
The name Taqueria MTZ carries deep significance for the Martinez family. The “MTZ” is an abbreviation for their family name, Martinez, representing not just their heritage but also the heart and soul they pour into their business. It’s a symbol of their pride, commitment, and determination to share their culture with the Amarillo community.
“When you see ‘MTZ,’ you’re not just seeing a brand; you’re seeing our family,” explains Indolfo Martinez, the owner and chef. “It’s a reminder that every taco we serve is a reflection of the hard work, tradition, and passion that our family has poured into this business.”
This familial pride is evident not only in their food but also in their service. From their colorful truck design, inspired by traditional Mexican motifs, to their personal interactions with customers, every detail reflects their commitment to quality and authenticity.
A family legacy of culinary excellence
Taqueria MTZ is the brainchild of Indolfo Martinez, who serves as the owner and chef. With decades of experience in the food industry, Indolfo’s journey is one of grit, resilience, and passion. Originally from Huertamo, Michoacán, Mexico, Indolfo immigrated to the United States at the age of 17. He began his career as a dishwasher and worked tirelessly, climbing the ranks to eventually become a corporate chef for a major restaurant chain.
“My father’s story is the backbone of what we do,” says Raul Martinez, Indolfo’s son and co-owner. “His journey inspires everything — from the recipes we use to the way we approach challenges.”
Indolfo’s time in the corporate restaurant world not only gave him insights into running a successful operation, but it also solidified his dream of creating something of his own. With his family’s support, that dream became Taqueria MTZ.
Overcoming challenges with innovation and resilience
The road to recognition was anything but smooth. In its early days, Taqueria MTZ struggled to attract customers, often seeing only a handful of patrons each night.
To draw more customers, Raul, who also serves as the marketing manager, tapped into his background in graphic design and video editing to create engaging social media content. A pivotal moment came when the team posted a TikTok video showcasing their birria tacos. The response was overwhelming.
“After that video, we started selling out every night,” Raul recalls. “Social media became a game changer, allowing us to connect with the community and spread the word about what we offer.”
This strategic use of digital marketing not only increased visibility but also built a loyal customer base.
Authenticity at the heart of every taco
Every aspect of Taqueria MTZ’s operation is meticulously crafted to ensure the freshest and most flavorful tacos possible. From preparing fresh corn tortillas in-house every two days to sourcing high-quality ingredients daily, no detail is overlooked.
“Our tacos are made with love and attention to detail,” says Indolfo. “We believe in serving our community the best, which is why everything from our salsas to our meats is prepared fresh daily. Authentic Mexican street tacos deserve nothing less.”
This dedication to quality is reflected in their birria tacos, a customer favorite that played a significant role in their rise to fame. The tacos are slow-cooked and served in homemade tortillas, creating a flavor experience that keeps customers coming back for more.
A vision for a restaurant that stands apart
While Taqueria MTZ has gained recognition for its food truck, the Martinez family envisions a future that includes a brick-and-mortar restaurant. Indolfo’s vision is to create a space that defies expectations — a restaurant that brings the vibrant flavors and authentic traditions of Mexico to life in an immersive, unforgettable way.
“When we open a restaurant, it won’t be just another spot to grab tacos,” Indolfo shares. “We want it to feel like a journey through Mexico. Each dish will tell a story, highlighting the diverse flavors and culinary traditions from different regions.”
Indolfo plans to incorporate unique offerings that reflect his roots, such as mole from Oaxaca, carnitas from Michoacán, and other regional specialties rarely seen in Amarillo. He also wants to include an open kitchen concept, allowing customers to watch their meals being prepared with fresh, scratch-made ingredients.
“The goal is to create an experience, not just a meal,” he explains. “We want people to walk away feeling like they’ve experienced a little piece of Mexico — its culture, its flavors, its warmth.”
At the same time, Indolfo is determined to keep the personal connection that has made Taqueria MTZ so beloved. He plans to host events like their one-dollar taco days and offer community cooking classes to share his knowledge and passion with others.
Building community through tradition
Each year, the food truck hosts two events that have become beloved traditions: a one-dollar taco day on their anniversary in June and a “Thank You 2024” event on December 30th. These events have often resulted in long lines and a festive atmosphere that brings people together.
“These events are our way of saying thank you to the community for their unwavering support,” Raul explains. “The one-dollar taco day celebrates our anniversary, while the ‘Thank You 2024’ event is a gesture of gratitude as we close out the year. It’s about giving back and fostering a strong sense of community.”
A recipe for success
Taqueria MTZ’s inclusion in Texas Monthly’s top 50 food trucks is a testament to the Martinez family’s hard work, passion, and dedication. Their journey from a struggling food truck to a recognized culinary staple showcases the power of authenticity, resilience, and community engagement.
“As a family, we are incredibly grateful for the support we’ve received,” Raul reflects. “This recognition is not just ours; it belongs to everyone who has supported us along the way. We’re excited for what the future holds and look forward to continuing to serve our community with the best tacos in Amarillo.”
To find out more about Taqueria MTZ including locations, go to https://www.facebook.com/taqueriamtz806 .
This article originally appeared on Amarillo Globe-News: Celebrate National Taco Day with Amarillo food truck Taqueria MTZ
Reporting by Michael Cuviello, Amarillo Globe-News / Amarillo Globe-News
USA TODAY Network via Reuters Connect
