Here’s Why A Missouri Taco Joint Is Evolving And Getting A New Name

Until today, I assumed Mission Taco Joint took its name from Mission Hills, Kansas. No, I was wrong. Mission Taco Joint got its name from the West Coast-style street food concept known for its tacos, burritos, and margaritas. I know they have an excellent reputation in Kansas City for great food. So, if the food is fantastic and everyone knows who they are, why are they changing their name?

Gruma Corporation, the parent company of Mission Foods, sued them for trademark infringement. According to Wikipedia, Mission Foods sells tortillas under that brand name and is one of the largest producers of flatbread, tortilla, and corn flour products. So it's easy to see why they'd be concerned that a taco joint has a similar name and that people might confuse the two.

Making lemonade out of lemons, owners and brothers Jason and Adam Tilford explained in a news release that Mission Taco Joint will be slowly transitioning to the name Session Taco over the next few months. Adam had this to say about the change:

“We were just beach rats growing up. We moved around a lot with our dad’s work in the Coast Guard, but after living in San Diego three times, we fell in love with the sights, sounds, and the food. We spent our days skating, surfing, and hanging out on the boardwalk, and those experiences are what inspired Mission Taco Joint. Now, with Session Taco, we get to lean into that even more. Session represents a lot of things we love - skate sesh, surf sesh, jam sesh - all approachable, laidback, fun, and connective experiences, and that’s how we want our guests to feel too. Jason is also going to be bringing some of those beachside vibes to our menu as well.”

Jason says that with the new name, they're taking the opportunity to add some new menu items like Lobster Tacos and Baja tuna ceviche, as well as items customers have been requesting like a crunchy taco, a burrito bowl, and a Caesar salad. Some other items on the new menu include Blue Crab Taquitos, a Big A** Nacho, Grilled Mahi-Mahi Taco, Vegan Chorizo Taco, Pierside Fish and Chips, Governor's Tacos, and Churro Cheesecake Empanadas. Customers' signature favorites will still be available on the new menu.

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Session Taco's new menu will be available in Kansas City stores this week and in St. Louis stores next week. The Company has eight locations in both cities and employs over 500 people. In addition to the new name and refreshed menu, the brothers have upgraded some of their systems and held training for their staff to ensure that employees are delivering the quality experience their guests deserve. You can find their locations here.