It’s been a crazy ride for MTJ. After navigating a global pandemic, trying to build our teams back during a major labor shortage and dealing with inflation and rising food costs, $6.8B Gruma Corporation tried dealing a final blow by suing us for trademark infringement for the use of the word “mission.”
Yeah, we know, it sounds ridiculous.
But it’s all good. We roll with the punches. We’re taking this opportunity to refresh our brand as Session Taco. Over the next few months you’ll start seeing our locations switching from Mission Taco Joint to Session Taco, and the first change you’ll notice is our new food menu, offering some lighter, coastal fare in addition to our signature tacos and burritos. We hope you enjoy the new menu items and we welcome your feedback.
So what is Session Taco?
Growing up in Southern California, brothers Jason and Adam Tilford spent endless summers skateboarding along the beach boardwalks and surfing the local breaks. There, they fell in love with the sights, sounds, and flavors of the boardwalk. From the vibrant murals to the bustling food stands, it was a way of life. Session Taco is a culmination of the experiences and flavors of their childhood.
ses·sion[sesh-uhn]
noun - a period devoted to a particular activity
slang: sesh
ex. skate sesh, jam sesh, taco sesh, marg sesh
