Roberto Palazuelos’ Tacos Papi Earns 100K Pesos Daily

Tulum, Quintana Roo — Actor and entrepreneur Roberto Palazuelos has revealed that his taqueria, Tacos Papi, now earns a minimum of 100,000 pesos daily, just one year after opening in Tulum’s hotel zone. The establishment, which specializes in high-end tacos, initially struggled with modest sales of around 10,000 to 15,000 pesos per day before a strategic shift in ambiance and marketing propelled its success.

A Turnaround with Music and Mariachis

Palazuelos credits the restaurant’s dramatic revenue increase to a decision to revamp its concept, focusing on regional Mexican music—particularly mariachi performances—to attract tourists.

“It’s located in the hotel zone, so when I first opened, sales were around 12,000 to 15,000 pesos a day,” Palazuelos explained in an interview with Entre Creadores, a YouTube channel. “I asked myself, ‘What’s missing?’ I wanted a concept where the music was exclusively in Spanish because Europeans and Americans love that authentic atmosphere.”

The pivotal moment came when Palazuelos spotted mariachis passing by and invited them to perform. “I told them, ‘Come inside, play for an hour, and I’ll pay you.’ It was a hit. I hired them daily from that moment,” he said. The move significantly boosted foot traffic and sales.

Premium Tacos at Premium Prices

Tacos Papi offers a menu featuring specialties like red and black pastor tacos, sirloin tacos, and vegetarian options with mushrooms. Prices range from 200 to 250 pesos for an order of three tacos, with the most expensive item—the Diamante Negro (Black Diamond) taco—costing 300 pesos per piece. Beverages, including aguas frescas and sodas, are priced at 60 pesos per bottle.

Menu Highlights:

• Order of 3 red pastor tacos: 200 MXN
• Order of 3 black pastor tacos: 200 MXN
• Order of 3 sirloin tacos: 250 MXN
• Order of 3 mushroom tacos: 200 MXN

Expansion Plans and Location

Palazuelos confirmed plans to expand Tacos Papi to Mexico City or Miami but emphasized a cautious approach. “Just because one business succeeds doesn’t mean another will. I’m looking for the right locations,” he said.

The taqueria is located at Carretera Tulum Boca Pila, Kilometer 7.5, in Tulum’s hotel zone, directly opposite Palazuelos’ own Ahau Tulum hotel. Operating hours are from 3:00 PM to 2:00 AM daily.

A Lucrative Venture

Despite the high prices, Palazuelos insists the taqueria is “super successful.” He proudly calls it home to “Mexico’s most expensive tacos,” proving that demand for premium street food in tourist-heavy areas remains strong.