The Evolution of Lupita’s Taco Temple
2009 — The Beginning of Lupita’s
Lupita’s Taco Temple was born on scenic Highway 131 in Oak Creek, named after our 6-month-old daughter, Lupita. What started as a tiny roadside taco shack quickly became known for serving some of the best tacos and burritos in the Yampa Valley.
The original shack was small, colorful, welcoming, and full of personality, a true roadside gem with big flavor and heart.
2012 — The Hot Sauce Journey Begins
As customers kept asking for the sweet chili sauce to pair with our famous fish tacos, we created our very first signature hot sauce: Sweet Chili.
That one sauce sparked an entire creative flavor journey. Over the years, new handcrafted sauces followed, including: Sweet Chili, Tangy Tomatillo, Carrot Habanero and many more bold Colorado-inspired creations. What began as a taco pairing slowly evolved into its own growing brand.
2019 — Rock’n the Taco Begins
To celebrate 10 years of community support, Lupita’s launched the Rock’n the Taco Free Summer Concert Series.
What started as a thank-you gesture became a beloved community tradition: free live music every Sunday, gathering locals and visitors together over tacos, margaritas, dancing, and connection.
The vision was simple: Great food. Great music. Great people.
And over time, it became part of the soul of Lupita’s.
2022 — Into Retail Stores
Lupita’s Hot Sauce officially began landing on shelves throughout Routt County.
The sauces evolved from local favorites into regional retail products, bringing Colorado-inspired flavors to homes, markets, and gift shops around the valley.
This marked a major transition from restaurant condiment to emerging packaged food brand.
2026 — The Evolution into Pita’s Hot Sauce
In 2026, the hot sauce brand entered a bold new chapter with the relaunch and evolution into Pita’s Hot Sauce. The rebrand represents:
growth originality expanded retail vision creative storytelling and a more scalable national identity. While the name evolved, the roots stayed the same:
Colorado-born flavor, community spirit, adventurous creativity, and the roadside energy that started it all back in 2009.
2011 — National Recognition
Lupita’s received a beautiful feature in Sunset Magazine, highlighting our fish tacos as some of the best in the West, not on the coast, but right in the mountains of Colorado.
This recognition helped put Lupita’s on the culinary map and introduced travelers and food lovers to our little taco stand tucked into Routt County.
2018 — Bottling the Flavor
After years of customers asking to take the flavors home, Lupita’s officially began bottling sauces for retail purchase.
Visitors could now leave the taco stand with a taste of the Yampa Valley in their hands turning a local favorite into a shareable Colorado product experience.
2021 — Building the Commercial Kitchen
As the business continued growing, Lupita’s made the leap into building a commercial kitchen to support expanding operations and future wholesale production.
The challenge was never just growth, it was preserving the spirit of the original roadside taco stand while creating infrastructure for the future.
The goal remained:
-
Keep it approachable
-
Keep it creative
-
Keep it community-centered
-
Keep the magic of the little taco shack alive
2025 — A New Chapter for the Taco Stand
In 2025, Paula Jo Jaconetta took over sole ownership of the business and ushered in a new era for the brand. With fresh vision and deep roots in the community, the name evolved slightly from Lupita’s Cantina to Lupita’s Taco Temple honoring the spirit of the original roadside stand while embracing its growing creative culture, music scene, and Colorado identity.
Looking Ahead
From a tiny taco shack on Highway 131 to live music gatherings, handcrafted sauces, retail shelves, and a growing wholesale vision — Lupita’s has always been about more than tacos.
It’s been about:
-
community
-
creativity
-
flavor
-
gathering
-
and building something authentic in the mountains of Colorado.
And honestly… not bad for a little taco shack named after a six-month-old baby.
Giving Back to Our Community
At Lupita’s Taco Temple, giving back isn’t just a checkbox, it’s part of our DNA. We’re committed to fueling the community that fuels us, sharing our love one taco, one smile, and one partnership at a time.
We take pride in supporting the people, organizations, and local creators who make our little corner of Colorado so vibrant. Collaborating with our neighbors isn’t just the right thing to do, it's a joyful, energizing part of who we are.
When we lift each other up, the whole valley rises. And we’re honored to play our small (but mighty) role in that shared success.
 |  |  |  |
|---|