This Taqueria Had Lines Around the Block on Day One. Here's the Strategy That Allows Their Success to Thrive. The married owners of Nixta Taqueria in Austin, Texas, reflect on the heart, soul and tech that brought their dream business to life.

"A restaurant is like an engine — every part needs to function together for it to work."

Chef Edgar Rico is the co-owner of Nixta Taqueria in Austin, Texas. He and his wife, co-owner Sara Mardanbigi, launched the restaurant in 2019 and thanks to a smart and scrappy social media strategy, had lines around the block on opening day. In 2022, Chef Edgar Rico was awarded "Emerging Chef Award" by the James Beard Foundation.

To help manage the day-to-day of their hugely popular, but small, operation, they turned to Square. "There are so many hats you need to wear as a small business owner," says Mardanbigi. "And the thing I genuinely love about Square is that it is a one-stop shop — you can do your payroll, handle tipping, schedule shifts, inventory," she notes, "And it is very nimble, so as things change, it also changes."

Reliable tech has helped the team nail down their systems, which boosts everything from the quality of their food to the loyalty of their customers to the happiness of their employees. "It's been huge for our business," says Chef Rico.

Watch the video to learn more about how a solid tech foundation helped this taqueria grow and become a go-to destination in Austin.

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