Case Study: Primo’s Outlaw Tacos Business Plan – Reviving Bisbee’s Culinary Frontier
Primo’s Outlaw Tacos is a bold new dining concept set in downtown Bisbee, Arizona—a historic mining town known for its tourism but lacking robust Mexican-inspired cuisine. Founded by culinary veteran Michael Clements, the restaurant’s mission is to “Taco-fy the world” by serving authentic and fusion-style tacos, burritos, and nachos in a fun, Wild West-themed environment that reflects Bisbee’s outlaw spirit.
Clements brings over two decades of culinary experience from cities such as Washington, D.C., New Orleans, and Monterey, as well as firsthand knowledge of traditional Mexican fare from his time in Yelapa, Mexico. His vision merges conventional Mexican flavors like Carne Asada and Al Pastor with adventurous fusion specials such as Korean BBQ and Bahn Mi tacos. The restaurant will also emphasize inclusivity through vegetarian and vegan options, creating a menu that welcomes everyone.
Located at 78 Main Street, it features a cozy dining space decked-out with portraits of legendary outlaws, offering both dine-in and take-out service. The digital strategy included a website, social media marketing, and integration with delivery platforms to attract both locals and tourists, driven by Bisbee’s estimated 300,000 annual visitors and an underserved local taco market.
Through creative marketing, community engagement, and culinary innovation, Primo’s Outlaw Tacos aims to become Bisbee’s go-to destination for delicious, inclusive, and globally inspired street food—a modern outlaw’s take on the classic taco joint.
I wrote the business plan collaboratively by Michael Clements, using a combination of market research, industry trend analysis, and local demographic data. It was designed not only to serve as a roadmap for launch and early operations but also as an investor-ready document with transparent financial projections, detailed cost analyses, and a clear strategic vision. The plan integrates both creative branding and sound business fundamentals to appeal to investors, partners, and the Bisbee community.
