Maui Taco’s Story
The Story of Maui Tacos
The concept originated in 1993 by Mark Ellman, a local celebrity chef in Maui, Hawaii. Mark craved the simple Mexican food he grew up with in Southern California. Using his considerable culinary talents, Chef Ellman created a unique cuisine that fused the bold tastes of Mexico with the exotic flavors of the Hawaiian Islands—all served with the Spirit of Aloha.
We call it "Mexican with Mauitude!"
Maui Tacos has a rich history in Hawaii, with locations in Napili, Kailua, Hilo, Lahaina, Kihei, Kona, and Honolulu. Sadly, Mark Ellman passed away unexpectedly in 2023. Following his passing and the devastating Lahaina fires, all remaining locations were forced to close in 2024.
However, the Aloha spirit survived. A Guam location was launched in 2023 by experienced restaurateur Richard Hart and his best friend and business partner, Robert Sullivan ("Bo"). Rich and Bo fully acquired Maui Tacos International in February 2026.
A New Chapter
In 2026, Richard Hart and Bo Sullivan acquired the rights to Maui Tacos International. As lifelong friends and business partners, they recognized an opportunity to expand the Spirit of Aloha to Japan before ultimately bringing the brand back home to Hawaii.
Richard began his culinary journey in Northern New Jersey in the early 1990s. Starting as a dishwasher at a popular local restaurant, he quickly discovered both his passion for food and his love for the fast-paced energy of the kitchen.
He went on to attend Johnson & Wales University, one of the world's premier culinary institutions, where he earned multiple degrees and completed a chef apprenticeship under Certified Master Chef David Schneider at the Coonamessett Inn, a renowned colonial establishment in Falmouth, Massachusetts.
After relocating to California to further pursue his career, Richard was recruited by Outback Steakhouse, where he specialized in opening international locations around the world. In 2001, he decided to settle in Guam and became the youngest Managing Partner in Outback Steakhouse history. In 2004, he was honored with the prestigious Managing Partner of the Year Award.
In 2016, Darden Restaurants approached him, leading to the opening of Olive Garden Italian Kitchen in 2017 and, after delays caused by COVID-19, LongHorn Steakhouse in 2021. In 2023, LongHorn Steakhouse received Darden Restaurants' prestigious Restaurant of the Year Award and is widely regarded as Guam's most popular restaurant.
Bringing Maui Tacos to Guam
Driven by curiosity and a desire to continue shaping the restaurant industry, Richard turned his attention to Maui Tacos. After several visits to the Kailua, Oahu location with his family—and encouraged by his wife and children—he reached out to the brand's ownership to explore bringing Maui Tacos to Guam.
Despite delays caused by Typhoon Mawar, the highly anticipated first Guam location opened in 2024 at The Village of Donki.
Maui Tacos quickly captured attention with its fresh concept, long lines, enthusiastic customer feedback, and consistently strong sales performance, earning recognition from Don Quijote executives.
In the summer of 2025, Richard and Bo approached the brand's ownership to explore a full acquisition.
Looking Ahead
Following a comprehensive revitalization focused on quality control, menu development, sourcing, customer experience, design, and marketing, Maui Tacos was fully acquired in January 2026.
Under the leadership of Managing Partner Nina Dedios, alongside Richard Hart and Bo Sullivan, the future of Maui Tacos is poised for continued growth as the company expands the Spirit of Aloha to Japan and beyond.
The story of Maui Tacos is one of passion, resilience, friendship, and innovation—a journey that began on the shores of Maui and continues to inspire new generations of guests around the world.