Skip to Footer
Taco Bueno Is Doubling Down on its 'Tacos'

QSR Chain Announces Partnership with Dallas Cowboys Rookie Taco Charlton

June 27, 2017

QSR Chain Announces Partnership with Dallas Cowboys Rookie Taco Charlton

DALLAS (June 27, 2017) – The world stood still the evening of April 27 as first-round draft pick Taco Charlton was announced to join America's Team, the Dallas Cowboys. ESPN writer Todd Archer wrote, "Taco Charlton playing for the Dallas Cowboys seems to be a natural fit because of the affinity for Tex-Mex food in the area. So what's the favorite taco for the Cowboys' newest first-round pick? Crispy? Soft? Chicken? Beef?"

Taco Charlton's tune is still ringing true and now it's all Bueno. Texas-based Taco Bueno President and CEO Mike Roper has announced that Taco Bueno and Taco Charlton are joining forces to collaborate this upcoming football season. "At the heart of any good partnership is authenticity and genuine respect. Taco is serious about football, and we are serious about Tex-Mex, and that is a winning combination. We couldn’t be more excited to bring some fun to all our fans this upcoming football season."

Charlton echoes Roper's sentiments. "In my short time here, I have discovered that Texas is THE PLACE for tacos. Believe me, I've been trying them my whole life. Taco Bueno tops everyone, and I am really excited to be partnering with them this fall. Taco Bueno is as passionate about their food and service as I am about my performance on the field."

The partnership should come as no surprise to football fans of North Texas. The morning after the draft, Roper released this statement:

"Last night, Jerry Jones drafted Michigan defensive end Taco Charlton to America's Team. This morning, The Dallas Morning News ran the sports page headline 'Taco Bueno,' and we couldn't agree more. North Texas has been home base to the legendary Tex-Mex chain for its entire 50-year history, and we are opening our arms and doors to Taco Charlton as he becomes part of the fabric of our hometown. While we craft some of the biggest food in Texas, we don't claim to have any 277-pound tacos. Jerry Jones really outdid us on that one. On behalf of the entire Taco Bueno team and Buenoheads worldwide, welcome to Dallas, Taco Charlton."

Taco Bueno has put a renewed focus on expansion plans that include franchising, executive leadership, marketing strategy and operational initiatives that will continue to elevate the brand beyond its base of loyal followers. For the past 50 years, Taco Bueno has stayed true to its roots providing freshly prepared authentic Mexican food. Taco Bueno is available in-store, drive-through, delivery, and shop and ship.

Specific terms of the deal were not disclosed publicly. To receive the latest information on Taco Bueno and Taco Charlton's partnership, go to

# # #

About Taco Bueno Restaurants L.P.

Taco Bueno is committed to creating an authentic Tex-Mex experience. Taco Bueno is passionate about providing better tasting Tex-Mex, prepared daily with fresh, hand-selected ingredients. Founded in 1967 in Abilene, Texas, Taco Bueno operates 184 restaurants in Colorado, Texas, Oklahoma, Arkansas, Kansas, Missouri and Louisiana. The company is privately owned by TPG Growth. Learn more about Taco Bueno by visiting or

Dana Cobb
TrizCom Public Relations

Katie Mudd
TrizCom Public Relations