LeBron James has invested in Mike’s Red Tacos, the Southern California birria brand that started as a single food truck in San Diego in 2021. The future NBA Hall of Famer’s undisclosed stake comes as the company prepares to open its first Los Angeles-area restaurant in Pasadena next month.
The move follows James’ existing footprint in the restaurant industry, where he has served as an advocate for Taco Bell’s Taco Tuesday trademark campaign and operates the full-service concept Buckets in Akron, Ohio. His connection to Mike’s Red Tacos makes particular sense, though: James was an early investor in Blaze Pizza and Dave’s Hot Chicken, both co-founded and led by Bill Phelps. Phelps was an early investor in Mike’s and is its current chair.
“With this leadership team, I see a group that is building something authentic with a long-term vision, and I wanted to be part of helping bring that experience to more communities.”
The Investment Behind the Food Truck
Mike’s Red Tacos was founded by Mike Touma, who started the business as a food truck operation in San Diego. The brand has since grown beyond its humble beginnings, and the new investment from James arrives as the company is expanding across the country.
The company says it currently has more than 300 franchise locations in development nationwide. Joining Touma and Phelps in leading this next chapter of growth is CEO Andrew Feghali.
James and his longtime investment partner, Main Street Advisors, were familiar with Mike’s Red Tacos management team through their shared history with Dave’s Hot Chicken. According to the company, that familiarity led to the decision to support Mike’s long-term growth strategy.
Feghali described the investment as giving Mike’s the resources to scale what is already working, while Touma called James’ investment a powerful validation of the brand and its vision.
The Birria Brand’s Journey So Far
Mike’s Red Tacos serves birria tacos, a traditional Mexican dish. The brand’s success has been built on a focused menu, chef-driven food, and a loyalty that most brands never earn, according to Feghali.
The company was recently named a Nation’s Restaurant News Hot Concept Award winner for 2026.
James’ Track Record With Restaurants
James has spent years positioning himself as a savvy investor in the restaurant space. His advocacy for Taco Bell’s Taco Tuesday campaign in 2023 put him in the spotlight as a brand ambassador, but his actual investments run deeper.
His early stake in Blaze Pizza was notable, as was his role with Dave’s Hot Chicken, where he partnered with Phelps. Those relationships introduced him to the Mike’s Red Tacos management team, which ultimately brought him into the fold.
Buckets, his Akron, Ohio-based full-service concept, shows a willingness to operate outside the quick-service model.
What the Company Says About Its Vision
Feghali framed the partnership as a strategic fit rather than a celebrity endorsement. He said the company is not interested in chasing trends but rather building something enduring.
He pointed to the authenticity of the brand and its long-term vision as key factors in attracting James’ investment. The company’s approach to growth is about scaling what already works, not reinventing the wheel.
Touma’s response to the investment was equally direct. He called it a powerful validation of the brand and its vision, a statement that underscores how seriously the company takes James’ involvement.
The Leadership Team Behind the Brand
The leadership structure at Mike’s Red Tacos includes Touma, Phelps, and Feghali. Each brings a distinct skill set to the table, and the addition of James adds another layer of experience.
Phelps’ role as chairman speaks to the confidence he had in the brand from the beginning.
Touma remains the founder, bringing the entrepreneurial spirit that started the company.
James’ involvement adds a national profile to the brand, giving it a megaphone it might not otherwise have. The company’s description of the partnership as a long-term growth strategy suggests the relationship is about more than a single restaurant opening.
The Pasadena Opening and Beyond
The first Los Angeles-area restaurant in Pasadena is scheduled to open next month. That location will mark the brand’s expansion into a new market, and it sets the stage for further growth.
The company’s plans include developing additional franchise locations across the country. With more than 300 locations in development, the pipeline is already substantial.
The focus remains on quality over quantity.
The Road to Becoming a Category Leader
Mike’s Red Tacos has always operated with a clear focus on its core product. The brand’s menu is deliberately limited, which allows the company to maintain control over consistency and quality.
The loyalty that Feghali cites as a key factor in the brand’s success is not something every restaurant earns. It is a sign that the company has built a customer base that cares about the food and trusts the brand.
What Comes Next
The immediate next step is the Pasadena opening. After that, the company will continue developing its franchise locations across the country.
The long-term goal is clear: Mike’s Red Tacos wants to become a category-defining brand. With James’ backing, the company has a megaphone it deserves.
The path forward is straightforward: scale what is already working, build something enduring, and bring that experience to more communities.
Mike’s Red Tacos is betting that the combination of its food, its leadership, and its new partner will carry it to the next level.
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