The Institution Called TacoLu (And the Legend Who Runs It)
In our latest episode of the Restaurant Owners Uncorked Podcast, I caught up with a legend: Don Nicol of TacoLu in Jacksonville, Florida.
If you’ve been around the restaurant game long enough, you’ve probably heard of TacoLu. If not, trust me—this place is iconic. I've had people stop me in airports just to say, “I love that place!” when they see me in a TacoLu shirt. It’s that kind of place.
This was Don’s second (or maybe third?) time on the podcast, and once again, he brought the heat—unscripted, unfiltered, and full of wisdom.
We covered everything from:
💸 Surviving the Cost Crunch
Labor costs are up 30–40% since 2021. Food, dry goods, and even takeout containers have skyrocketed. Don shared how he's had to raise prices—on tacos that sat at $2.99 for 15 years. Now they're $4.50. Still a deal. Still worth it. And he still loses sleep over charging more. But as he said, "You can’t take your family to Chick-fil-A for under $50 anymore."
🌽 How to Make Street Corn the Right Way
While another spot served canned corn with water for $10, Don roasts and shucks his, grills it, coats it with crema, queso, and love—and charges less. It’s labor-intensive, but that’s how TacoLu does things. Quality first. Always.
🌮 Chips & Salsa? Always Free.
No matter what. Even when the staff wants to charge for it. Even when salsa costs could make you cry. That’s one of the principles Don won’t let go of, because “that’s just what you do when someone walks into a Mexican restaurant.”
🛠️ From Sticky Fingers to Flying Solo
Don came from a corporate background with Sticky Fingers. But starting TacoLu meant learning cash flow from scratch—literally. He tells a great story about opening with $6,000 in the bank and needing $8,800 for payroll. Scary? Yes. Worth it? Clearly.
📲 Schedulefly Changed the Game
Before Schedulefly, his paper schedules ended the week looking like a toddler's art project—scratched out, marked up, unreadable. Now? Shifts are handled in minutes, picked up via phone, and managers are freed up to focus on what really matters. Don’s been with us nearly our whole journey, and hearing how much it’s helped means everything.
⛳ Tacos on 12: The Players Championship Activation
TacoLu runs one of the most beloved food tents at The Players Championship—“Tacos on 12.” What started with a 20x20 tent in 2014 has become a six-figure, week-long beast of an offsite operation. 200+ people in line. $7 tacos. $14 margaritas. And a whole lot of happy golf fans. Oh, and Don still works doubles all week—because he loves it.
👨👩👧👦 Family Ties & Future Plans
His kids, Henry and Lucy, work in the restaurant. Will they take it over one day? Who knows. Don’s not pushing, but he’s open to it. For now, he’s walking 18 holes, heading to Scotland, staying in the game, and loving every minute.
🍽️ Popmenu Props
Don also gave a shout-out to our friends at Popmenu. He’s been using it for years and—like Schedulefly—it just makes life easier. From updating menus to managing reviews, it’s tech that fits like a glove.
This episode is a reminder of why we do what we do at Schedulefly. People like Don are the heart of this industry. They build places that matter—not just to their communities, but to anyone lucky enough to stumble in.
If you’ve ever wondered what it looks like to create an iconic brand by doing things the right way—not the fast way—listen to this one.
And if you're ever in Jacksonville, go to TacoLu. Just don’t ask for a side of ranch to-go... unless you want to hear the story behind it.
-Wil