Danny Trejo Has Found Success With Tacos And Non-Alcoholic Tequila

Most people know Danny Trejo from his iconic roles in movies and television. His often tough-guy characters in the Spy Kids series, Bad Ass trilogy, Desperado, and Breaking Bad have achieved cult status with fans. But Trejo is more than an actor; he is the driving force behind a budding restaurant and beverage consortium.

It all started in 2016 with the opening of his first Trejo’s Tacos in Los Angeles. Since then, he has expanded in many different directions. He has his record label, Trejo’s Music, breakfast joint, Trejo’s Coffee and Donuts, and his own non-alcoholic beverage company, Trejo’s Spirits. The one uniting thread between them all is his smiling face on their labels and signs and an intense desire to bring happiness to others.

We caught up with Trejo in Los Angeles to discuss the success of his businesses, the launch of Trejo’s Spirits, and what led him down the path he has embarked upon. Trejo’s answers have been lightly edited for clarity.

What motivated you to jump into the non-alcoholic space when so many other celebrities are going into the full-strength market?

I’ve been sober for 55 years, and a lot of times, when I walk into a club or a restaurant, people will want to buy me drinks even though I tell them no. So, I understand what it’s like for non-drinkers. I want to make something people would enjoy and wouldn’t have to feel like they’re outside the fun. At my restaurants, I can drink a mocktail margarita, and no one knows the difference. I want to offer that feeling to others looking for an alternative.

How did you decide to open your first restaurant at the age of 72?

Everything good that has happened to me has happened as a direct result of helping someone else. I decided to do this low-budget movie Bad Ass with an up-and-coming director Craig Moss twelve years ago because I liked him and the script. It took off, and we made a trilogy out of it. While I was on the set, Craig saw that I would eat good and healthy food instead of the usual stuff backstage.

He came up to me and asked me what was going on. Why was I so focused on what I put into my body? I told him that at my age, I was 68 then, that I had to take care of my body so that it would take care of me long term. He saw how passionate I was about my health and jokingly suggested I open a restaurant. I said I could call it Trejo’s Tacos.

Well, I couldn’t get that idea out of my head. I told my friend Ash Shah about it, and soon after, he came to me with a business plan. After looking it over, I decided, why not? Let’s give it a try. Six months later, we opened our first Trejo’s Tacos on La Brea, which blew up with business. People liked that we offered gluten-free and vegetarian options alongside the regular dishes. It’s good, clean food.

So, we kept expanding. Look, I am an actor; I never know where my next gig will be, so I am always looking for new ways to make money so if the directors stop calling, I won’t have to worry.

So, how many locations do you have open now?

We currently have four Trejo’s Tacos locations in the Los Angeles area, with another about to open downtown. Plus, we are putting one in Detroit that’s partnering with Live Nation. It will have a House of Blues feel with live music. Plus, we will open one in London next year with several more planned.

I love my restaurants and send my friends to them, and I always stop by them. The food is excellent, and it’s a way for me to meet my fans and thank them in person. The biggest requirement I have in all my business ventures, be it movies, music, or hospitality, is that they make people smile. I have seen how bad things can get in life; spending years inside prison will open your eyes (Trejo spent a large portion of his youth and early adulthood inside the California Penal System). I want to bring joy to the world.

Since the tacos were doing so well, we decided to open Trejo’s Cantina right in the heart of Hollywood, which has been packed since its opening. Our latest offering is Trejo’s Coffee and Donuts on Santa Monica Boulevard. I mean, who doesn’t like a good snack to start their day?

You are known for your charity work outside the movie industry. What led you to that?

When I was in prison, I made a deal with God that if I got out, I would dedicate my life to helping others, especially inmates, and I would say God’s name every day. That’s why I do so much charity work, visit prisons, and always take time to visit with fans. My life has been blessed, and I want to share that with others.

How has the launch of Trejo’s Spirits gone, and what do you have planned next?

It’s funny. When we decided to create a non-alc tequila alternative, I had to rely on others. I haven’t had a sip of alcohol for a long time. When I went into the penal system in the 1960s, I certainly wasn’t drinking anything good. It was a collaborative effort to create something that tasted good and mixed into mocktails well. Plus, it’s all natural and good for you!

We tested it inside the restaurants, just like we did my beer, Trejo’s Cerveza (full strength), to see how it would do and if it was worth distributing. The customers loved it, so we decided to package it and sell it more widely in early June.

The non-alcoholic beverage landscape is only expanding these days as more people than ever look for healthier options. Due to the success of the Tequila Alternative, we decided to expand our NA offerings from Trejo’s Spirits. By the end of this year, 2023, we will debut a Pink Gin and an RTD margarita. Who knows after that? Hopefully, it will be something fun that people will love.