Hyped-up taco restaurant opening new location in Toronto

A Toronto taco joint that was all the rage when it first opened is taking steps towards expansion, gearing up to open a second location a decade after the first.

Whether you find yourself frequenting the King West drag or eagerly avoid it (I typically fall under the latter category, though the right plate of pasta or, let's be honest, street hot dog, has been known to sway me,) there's a strong chance you've eaten at, or at least heard of, Wilbur Mexicana before.

Founded in 2015 by brothers Will and Baird Cumberland, alongside co-founder Steve Chan, the fast-casual taco joint has been a hub for the area's yuppie masses for the past decade, thanks to its something-for-everyone-type menu, relaxed atmosphere, and speedy service.

Sterile, laboratory-style interiors pair well with Mexican street food, it would seem, because ten years after opening, Wilbur is still going strong, even after the Covid-19 pandemic saw a shifting tide in the neighbourhood's clientele that led to the closures of some fellow King West businesses, like Majesty's Pleasure, with whom Wilbur shares a building.

Such a setup seems primed for expansion, franchising or — I'll say it — world domination. Instead, Wilbur Mexicana held it down from their home base, quietly and dutifully churning out tacos, elotes and some of the best burritos in the city, year after year.

Until now, that is, because Wilbur Mexicana is finally opening a new location in the city.

A new Wilbur location, boldly bearing the name "The Wilbur Taco Co." emblazoned fittingly on corrugated metal siding, has landed in Liberty Village at 50 Atlantic Avenue.

It's full steam ahead at the new Wilbur location in Liberty Village. Photo by Kimia Afshar Mehrabi.

As of the time of publication, the Wilbur Mexicana team has yet to respond to requests for comment on when the new location will be opening, as well as whether there are plans for further expansion afoot, and their social media (which hasn't seen a new post since 2014) bears no indication so, for the time being, we'll all just have to patiently wait for opening day.

In the meantime, at least, you can visit Wilbur's original location at 552 King West.