Latin Burger and Taco's Jim Heins has been busy this week. Fresh from a killer Art Basel weekend, Heins has announced two significant changes to his Latin Burger business.
Latin Burger will allow Miami icon Tobacco Road to serve the food truck's signature Latin Macho Burger starting today. Taste and presentation will be exactly the same, with caramelized onions and Oaxaca cheese topping on a patty comprised of a blend of chuck, sirloin, and chorizo, The burger will be available in single ($5) and double ($8) options.
Patrick Gleber, co-owner of Tobacco Road, sees it as a way to ensure
people can get the burger at almost any time, "We're pretty confident
the dining public will appreciate knowing a place where they can go from
noon to 1:30 a.m. and get this amazing burger."
Latin Burger has also acquired food truck CheeseMe Mobile from its
group of partners, including Andrew Kaplan, who was recently named general manager of Philippe by Philippe Chow. The truck is undergoing a makeover, and Heins expects the co-branded truck to be back on the road by
Wednesday, December 7. The CheeseMe menu of custom and upscale
grilled cheese sandwiches will remain the same, however Latin Burger's
Latin Macho Burgers will also be available.
When asked about these two business moves, Heins said: "The partnership with Tobacco Road is a great way
to test the waters and gauge interest in my burgers and the Latin Burger
Brand", said Heins. We're honored that Miami's oldest bar and
restaurant is such a fan that they've agreed to add Latin Burger to the
"The decision to acquire CheeseMe came up suddenly. I had this
opportunity to add a proven brand to Latin Burger and I took it. It's a
good fit. CheeseMe and Latin Burger compliment each other."
For the two Latin Burger food trucks, it's business as usual. "The
trucks are still going strong", Heins told Short Order. "This is just a
better way to service our customers and reach new people. I'm also
looking into adding some more brands in the months ahead. I'm growing my
Heins has also been approached by a national producer of reality television shows to co-host a burger-centric show. The show is still in the planning stages, but Heins says he can wait, "One thing at a time. One thing at a time", he quipped.
Latin Burger is taking the night off (but you can get a Latin Macho at Tobacco Road). Visit other trucks at BTTR tonight from 5:30 to 10 p.m. Free parking, music, and kid-friendly. Trucks include Arepa Box,
The Cheese Steak Gourmet,
The Chill Stop,
Divan Bakery & Coffee,
Dog Eat Dog,
The Flying Saucer,
Guiseppe's Italian Sausage,
Jefe's Original Fish Taco & Burgers,
The MexZican Gourmet,
Nacho Mama's Mexican Grill,
The Red Koi,
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