More than a restaurant: The story behind Tacos & Tattoos

Business owners often lead lives filled with challenges, and the story of Tacos & Tattoos (TNT) is no exception. However, its founder, Jonathan Cruz, radiates positivity. He has a memorable smile and gets excited with each question about the restaurant that has become his home: Tacos & Tattoos. 

Located in Kendall, Miami, the restaurant is celebrating its 10-year anniversary and Cruz is the face behind it. Even though he is proud of the path, he describes the challenges of navigating the ups and downs of running a restaurant and the moments that shaped his journey.  “I’m from Puerto Rico,” Cruz says, “though I was born in Orlando. Both of my parents are Puerto Rican, and they raised me with a deep love for family, boxing, and good food.” 

From an early age, the Cruz household was a place of gathering, where the warmth of shared meals created a sense of belonging that would shape Cruz’s future. “We were very welcoming to our house, and I felt like all of those moments led to opening up TNT [Tacos & Tattoos] later, because of the good food we cooked at home, and really the sense of bringing people together.”

However, family was the real reason behind his decision to open a new restaurant. 

“In 2014, we decided to open a restaurant,” he recalls. “My dad had suggested investing in something that would keep our family close instead of moving out of state. It felt natural—we’d always been hosting, cooking, and sharing food at home. Tacos & Tattoos was born out of those moments.” For Cruz, Tacos & Tattoos became more than just a business. It was a continuation of his upbringing, a way to share the love and culture that had always been central to his life.

Cruz’s parents and older brother moved from Puerto Rico to Florida before he was born in search of a better life. He speaks with deep admiration when reflecting on his parents’ journey to the United States. “My parents coming here was definitely probably the most courageous thing they’ve ever done as a couple,” he says. 

Starting from scratch with little more than determination, they faced enormous challenges, including Hurricane Andrew. “I can’t imagine going through that and then getting back on your feet,” he says.

The early years were nothing short of chaotic for the Cruz family. As newcomers who didn’t speak English, his parents faced the added difficulty of integrating into unfamiliar communities. “The only benefit was that they had papers to work with, but it doesn’t take away the suffering they went through,” he explains. 

Yet, in the face of such adversity, they built a  life rooted in hard work and unity. 

Cruz’s respect for their perseverance is evident: “They were working two jobs, going to school, and supporting each other as a couple while also looking out for family.” Their journey, he notes, is a testament to the strength of their character and the sacrifices they made to create a better future, and these are core values that have driven him in his life. 

But why tacos? 

For a family with such strong Puerto Rican roots, the choice might seem unexpected. “Tacos have always been in our lives. My godfather had taco shops in Puerto Rico and Florida, so I grew up loving their flavors,” he says. “But we wanted to do more than just Mexican tacos. Our menu fuses Caribbean, Latin, and American flavors—you’ll find Jamaican jerk, patacones, and other twists.”

The decision to create fusion tacos was about more than food.“It’s about creating a melting pot, just like Miami. We wanted to represent the diversity of our city and our experiences,” Cruz says. 

The name of the restaurant, Tacos & Tattoos, also has a story of its own. Originally, Cruz planned to open a food truck outside a tattoo shop, combining two of his passions. While permitting issues derailed that plan, the name stuck. “Tattoos have always been a big part of my life,” he says. “They’re about identity and art, and the restaurant became a natural extension of that.” With a laugh, he adds, “It’s like an extension of my high school bedroom—just with better food and more creativity.”

Running a restaurant, of course, comes with its challenges. Over the past decade, the whole Cruz family has faced more than a few. “In the beginning, I didn’t know the ins and outs of running a restaurant,” he admits. “Natural disasters taught me to always document everything for insurance claims. Then COVID hit, and we had to adapt overnight—pivoting to takeout, figuring out how to keep food fresh and safe. It was a huge learning curve.” Despite the obstacles, he views each challenge as an opportunity for growth. “Every year brings something new to learn,” he reflects. “And we’ve grown stronger because of it.”

Undoubtedly, his Puerto Rican roots run deep, and it’s something he carries with pride. However, being Puerto Rican American has its complexities, he says.“It’s bittersweet,” he says. “Some of my family in Puerto Rico see me as ‘halfway Puerto Rican’ because I didn’t grow up on the island. But here in Miami, I’m deeply connected to my roots. The restaurant lets me showcase that culture while embracing the diversity around us.” The space itself reflects this cultural blend. “It’s more than food,” he says. “It’s a platform to celebrate who we are and where we come from.”

As for the future, Cruz says“We’re staying in Kendall for sure—this is home. But we’re also exploring partnerships to expand. Nothing concrete yet, but I’m excited about the possibilities.” However, his creativity doesn’t stop at the restaurant.

 “Beyond the restaurant, I’ve been diving into production—events, photography, video. It’s all connected. TNT opened the door to creativity, and I want to keep building on that.” He describes recent projects with a spark in his eye, including a 30-foot stage facade for a local event, blending his artistic flair with practical design.

When asked for his final thoughts, he doesn’t hesitate. “TNT isn’t just a restaurant,” he says. “It’s where people come together, share their stories, and feel like they belong.” After years of hard work and countless challenges, his gratitude is undeniable. “Every bit of this journey, the sacrifices my parents made, the support from my siblings, and the love from the community, has made TNT what it is today. I’m excited for what’s next, and I know we’ll keep growing together.”

RELATED: Love Puerto Rican food? Try one of these must-have cookbooks.