10,000 TACOS®

Isidro Salas
  • 4.7 (49)
  • Personal Journals
  • Updated Semiweekly

Tacos are life and cilantro is a choice. This is a storytelling show about the taco life. Having grown up in a taco truck, I can't help but think of life events and tie them to the experiences and lessons learned from parents who made tacos for a living. Tacos are my life. Tacos are my culture. I am the Proud Son of a Taquero and I invite you to a taco with me (digitally) and hope your day can be made better with some of the stories we tell!

  1. 3d ago ·  Video

    Promotional Decline

    In this episode of 10,000 Tacos, I am sharing a recent experience at a Denver taco truck that has been lingering on my mind for the past week. I met an older, humble taquero who instantly gave off a good, honest vibe and reminded me of my uncles from Mexico. The food was absolutely incredible—I had a barbacoa taco with a subtle, smoky flavor on the back end that you rarely find. Even though he used store-bought tortillas, his chile de árbol salsa used small, roasted tomatillos that gave off a natural citrusy flavor, tasting exactly like my mom's salsa.   As I usually do, I offered to make a free video to promote his business on social media, but to my surprise, he kindly said no. In a world where small businesses are usually clawing for social media attention, his rejection shocked me and left me feeling like I had been punched in the mouth.   I use this episode as a bit of therapy to figure out why this polite refusal hurt me so deeply. It made me deeply reflect on my own parents, who ran a food business in the early '80s. They faced a lot of abuse trying to assimilate into a culture that didn't really want them, while navigating a language barrier, but their amazing food ultimately bailed them out. Thanks to the life they gave me and the support of my wife, I am now in a position where I can afford to promote taqueros entirely for free—it's what I believe is my calling to honor my dad's legacy.   I also share some tough love and eye-opening advice I received from my support system. My brother pointed out that my approach sometimes makes it sound like I am "begging" businesses to let me promote them, which made me wonder if offering my services for free makes people assume the product is inferior. Ultimately, a good friend helped me realize that this taquero wasn't rejecting me; he was likely rejecting the overwhelming stress of sudden growth and having a line "50 people deep" that often comes with viral social media fame.   I am learning that a tortilla has two sides, and the best way I can honor a modest taquero is just to keep showing up, buying their tacos, and telling them their food is great.   Thank you for letting me vent, and for being part of this journey as I relaunch the podcast. If you enjoyed this bit of taco therapy, please be sure to rate the podcast on Apple Podcasts!       TAQUOTE: "The tortilla always has two sides!"   You can still find me on: ·       Instagram (12k followers)   ·       TikTok (29K followers)   ·       Facebook  (25k followers)    _________________________________________________

    12 min

  2. Jun 15 ·  Video

    Who are you and what's up with that Mexican burger?

    Episode Summary What does a stacked Mexican street burger have to do with deep identity reflection? Turns out, a lot. This week, we're hitting up the La Comarca taco truck for a culinary masterpiece, sharing bites with strangers, and diving into a bittersweet question from my late father that completely changed how I view myself and my work. Key Moments & Takeaways The Mexican Burger Breakdown: If you've never had one, you're missing out. This beast from La Comarca came loaded with a seeded bun, avocado, a perfectly smashed patty, a hot dog, and ham. It is pure, fabulous chaos in the best way. The Mission: I firmly believe my dad put me on this earth to promote these local trucks. I don't charge them a dime—it's pure passion for the food and the community. A Heartbreaking, Healing Question: Toward the end of his life, my dad battled dementia. He would often look at me with total bewilderment and ask, "Who are you?" While it hurt deeply in the moment, that question became a unintended gift. He was still being a dad, forcing me to reflect on exactly who I am. Owning the Title: For a long time, I was uncomfortable promoting myself. But thanks to him, I've found my confidence. Today, I am proud to look in the mirror and say, "I am a content creator." I'm taking my craft seriously, and I have my dad to thank for that push. Featured in this Episode Food Truck: La Comarca A Note to the Listeners: Who are you? It's a question we all struggle with. If you're hiding your talents or feel uncomfortable promoting your passion, consider this your sign to step into the spotlight and own your title.   TAQUOTE: "Life, much like a Mexican burger, can get messy and full of unexpected ingredients—but it's the layer of family that ultimately shapes who we are."   You can still find me on: ·       Instagram (12k followers)   ·       TikTok (29K followers)   ·       Facebook  (25k followers)    _________________________________________________

    10 min

  3. Jun 6 ·  Video

    TACO BREAKUP

    Episode Description: What happens when greatness just… stops? In this episode, a chance encounter with a young taquero in San Jose sparks a deeper conversation about endings, expectations, and the subtle entitlement of being a consumer. From the legendary culinary staples of San Jose to the abrupt retirement of NFL icon Barry Sanders, we dive into why it's so hard to say goodbye to the things we love. It's a candid reminder that instead of being bitter when things end, we owe it to the creators (and ourselves) to just say "thank you." 📋 In This Episode, We Discuss: ·       The San Jose Encounter: Running into a local taquero and the heartbreak of learning a favorite truck has closed its windows for good. ·       The Anatomy of the taco I'll miss: Reminiscing on freshly pressed tortillas, meats cooked to order, and the infamous San Jose orange sauce debate. ·       The Entitlement of Fans: Looking back at the ugly backlash surrounding Barry Sanders' retirement and unpacking why we feel "owed" forever-service from our favorite icons. ·       Gratitude Over Grievance: Why we need to do better when we don't get our way, and the art of gracefully letting go.   TAQUOTE "Though tacos have been around for what seems like forever, at one point, they'll stop existing too…… I just hope it's not today."     You can still find me on: ·       Instagram (12k followers)   ·       TikTok (29K followers)   ·       Facebook  (25k followers)    _________________________________________________

    10 min

  4. Jun 2 ·  Video

    Tortillas Don't Puff

    We've all had those moments where our best intentions meet a harsh reality. You finally get the perfect ingredient ratio down, you visualize the fluffy tortillas you're about to enjoy, and then… a mishap with the oven timer and a blazing temperature leaves you with a tray of burnt sopes instead. 440°F for 40 minutes is a recipe for a kitchen disaster, but it's also a masterclass in resilience. This episode is dedicated to the beauty of the attempt. Join us as we talk about the messy, frustrating, and entirely necessary process of trial and error. Because whether you are standing over a hot stove or navigating the complexities of life, the magic doesn't happen instantly. It takes patience, adjustment, and the willingness to burn a few batches along the way. Like the perfect tortilla, one day you'll catch that steam, and you will puff up. In This Episode, We Cover: The Kitchen Reality Check: The exact moment a tortilla experiment turned into burnt sopes, and why 440°F for 40 minutes is just too hot and too long. The Power of Trying: Shifting your perspective from "I failed this recipe" to "I'm still learning, growing, and showing up." Finding the Bubble: A poetic look at resilience—how to keep believing in the good and waiting for your moment to rise, even when you're currently surrounded by the "bad" (or the burnt). Key Takeaways & Quotes: "But the important thing is that I'm trying. I'm still learning. I'm still growing. And like the tortilla, one day I'll puff up… That is the bubble." The Pivot: You might set out to make one thing and accidentally create another. Even when it burns, the fact that you stepped into the kitchen and tried is what matters. Watch Your Temperature: Sometimes we push ourselves too hard and too fast (metaphorically living at 440°F). True growth requires the right environment, not just maximum heat.   Taquote: Faith is believing in good when surrounded by bad……"    You can still find me on: ·       Instagram (12k followers)   ·       TikTok (29K followers)   ·       Facebook  (25k followers)    _________________________________________________

    9 min

  5. May 29 ·  Video

    Digital vs Real Hustle

    Episode Overview The floor keeps shifting, but the grind stays the same. In this episode, we dive into the exhausting tension between running a traditional physical business and maintaining a modern digital presence. Reflecting on a time 30 years ago when marketing tools didn't exist, we ask a tough generational question: Would our parents have used social media to promote their business? From "ghost town" Instagram feeds to the discomfort of "showing off," we break down why the algorithm will never replace the soul of a taquero, why a dead social media page is often a sign of a thriving kitchen, and how the younger generation serves as the ultimate bridge between legacy and tech. Key Takeaways ·       The Unreplaceable Taquero: Why AI and automation can change the landscape, but can never replicate the soul, flavor, and grit of a master at the grill. ·       The Generational Divide: A deep dive into the humility of older business owners. Why "showing off" on camera feels unnatural to the generation that let the food do the talking. ·       The Truth Behind "Dead" Social Feeds: Empathy for the business owners juggling two worlds. Why no address or a month of silence on Instagram isn't a failure—it's a sign of survival. ·       The Invisible Work: Honoring the 4 AM prep, the lime juice, and the grease. A reminder that your community will always smell the smoke from the grill before they see the post on the feed. ·       Being the Bridge: The crucial role of the next generation—the sons, daughters, and grandkids—in carrying the digital weight so the masters can focus on their craft. TAQUOTE "A shifting floor doesn't matter if your foundation is solid. Keep your flavor authentic, because you can always buy a better camera, but you can't buy a better recipe."   🌶️ Join the Movement: Subscribe & Review: If you believe in what we're building here, hit that subscribe button and leave a review. It helps me build the buzz for next year! You can still find me on: ·       Instagram (12k followers)   ·       TikTok (29K followers)   ·       Facebook  (25k followers)    _________________________________________________

    10 min

  6. May 24 ·  Video

    Real Talk, Real Taste (Why I'm Not a Reviewer)

    Real Talk, Real Taste (Why I'm Not a Reviewer)   Episode Summary Let's set the record straight right from the jump: I am not a food reviewer. In this episode, I'm breaking down the two main reasons why I absolutely hate that label. First, unfair negative reviews can genuinely destroy a small business that's just trying to get by. A packed parking lot doesn't change how the tacos taste, and a language barrier with your waitress is no excuse to drop a one-star review. That's bull shit, plain and simple. Second, taste is entirely subjective, and I'm the first to admit I still have a lot to learn about different regional styles and cooking techniques. I'm not here to be a critic; I'm just here for the journey. Key Takeaways The Impact of Critic Culture: Why petty, untrained negative reviews do real-world damage to mom-and-pop shops. Subjectivity vs. Authority: Food is personal. No one should comfortably dictate what is "good" or "bad" for everyone else. Always Learning: Staying humble, keeping an open mind, and admitting when there is still more to learn about culture, region, and flavor.       🌮 TAQUOTE "Don't judge a taco by its parking lot, and never let a bitter critic ruin a perfectly good blend of cilantro and onions." 🌶️ Join the Movement: Subscribe & Review: If you believe in what we're building here, hit that subscribe button and leave a review. It helps me build the buzz for next year! You can still find me on: ·       Instagram (12k followers)   ·       TikTok (29K followers)   ·       Facebook  (25k followers)    _________________________________________________

    9 min

  7. May 20 ·  Video

    The Math of Doing Something (Why I Choose to Believe)

    Día de los Taqueros has come and gone. Was it a massive economic windfall? Did it break the internet? Honestly, I don't have all the data yet—but if you ask me, it was a massive success. In this episode, I'm getting vulnerable about what it actually takes to build something from the ground up. Call me delusional if you want, but I truly believe we made a difference this year. Because here's the reality: if you do nothing, you guarantee a zero percent success rate. But if you just do something, you create momentum. I'm breaking down why I choose to believe in this movement, how my wife keeps that fire lit, and how this exact mindset got me through two brain surgeries last year. I also look back at my dad's journey—crossing the border, getting caught, falling down, but keeping his eyes on the taco truck business that gave me the life I have today. We're already building the buzz for next year. Because tacos are life, and everything else is a choice. 🎙️ What I'm Talking About Tonight: The Post-Día de los Taqueros Reality Check: Why I'm declaring this year a win, regardless of what the spreadsheets say. The "Something vs. Nothing" Philosophy: Why taking imperfect action will always beat sitting on the sidelines. My Support System: How my wife's belief in the big picture keeps me moving forward. Lessons from My Dad: Grit, immigration, and how a taco truck became the foundation of my life. Surviving the Scars: Looking back at my two brain surgeries and the undeniable power of a positive attitude. 📝 Words I Live By: "If you do nothing, then you know for sure it was nothing. Just doing something will result in something." TAQUOTE: "Tacos are life. Cilantro is a choice." 🌶️ Connect with me: Subscribe & Review: If you believe in what we're building here, hit that subscribe button and leave a review. It helps me build the buzz for next year! ·       Instagram (12k followers)   ·       TikTok (29K followers)   ·       Facebook  (25k followers)  ·       YouTube

    10 min

  8. May 18 ·  Video

    He Loved Making Tacos (Redefining Wealth)

    What does it actually mean to be "wealthy"? In this episode, we are throwing out the traditional playbook on success and digging into a different kind of riches: loving what you do. Our journey starts with a realization about my dad. He didn't just make tacos; he genuinely loved making them.   For him, that joy was a form of wealth that money simply couldn't buy. Years later, I found myself sitting back and realizing how much I love watching my wife dive into her own work with that same kind of passion. It's a beautiful, unexpected coincidence—I inherited a blueprint for happiness from my dad without even realizing he was passing it down. Today, my obsession with hitting up taco trucks and chasing down local spots across the country isn't just about food. It's a living legacy. I owe my love for the hustle, the flavor, and the community entirely to my pops and moms. We also tackle a major habit we all need to break: assuming we know how other people feel. Instead of guessing, let's start listening. This episode is a tribute to the people we look up to, the roots that shape us, and the daily reminder to appreciate the masters of their craft right in front of us. Grab a plate, pull up a chair, and let's redefine what it means to live a rich life. Key Takeaways From This Episode: Redefining Wealth: True success isn't a bank account; it's the alignment of your daily work and your happiness. The Accidental Legacy: How we absorb our parents' definitions of joy without even realizing it. Stop Assuming, Start Honoring: Why we need to give people their flowers while they can still smell them, rather than projecting our own assumptions onto their lives.     You can still find me on: ·       Instagram (12k followers)   ·       TikTok (29K followers)   ·       Facebook  (25k followers)    _________________________________________________

    9 min
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4.7
out of 5
49 Ratings

About

Tacos are life and cilantro is a choice. This is a storytelling show about the taco life. Having grown up in a taco truck, I can't help but think of life events and tie them to the experiences and lessons learned from parents who made tacos for a living. Tacos are my life. Tacos are my culture. I am the Proud Son of a Taquero and I invite you to a taco with me (digitally) and hope your day can be made better with some of the stories we tell!

Information

  • Creator
    Isidro Salas
  • Years Active
    2017 - 2026
  • Episodes
    107
  • Rating
    Explicit
  • Copyright
    © 2026 - 10K Tacos
  • Show Website
    10,000 TACOS®