Great Ideas

America Finally Gets the All-Nacho Restaurant It Deserves

Photo: Nachoria

A new Bay Area restaurant is dedicating itself to America’s lowliest drunk food. Nachoria, as it was all but required to be called, will elevate the standard Tostitos-and-shredded-Kraft microwaved fare, however, by taking a Chipotle-fied approach: Customers pick a meat (like pollo and carne asada, carnitas, shrimp, and even veggies or ceviche), and instead of heavy refried beans and guac, Nachoria tops it with a housemade cheese sauce, fire-roasted red peppers, caramelized onions, green onions, and queso fresco.

The founder is Nick Swinmurn — the guy who created Zappos and now spends his days finding cool things to do with all that money. To date, those things have included buying a minor-league soccer team and opening a fitness club, and now there’s Nachoria, which bills itself as a “Purveyor of the Triangular Arts.” Swinmurn is apparently something of a nacho enthusiast: He actually owns a trademark for the word Notchos, and according to SFGate, he’s been chewing over this nacho-inspired restaurant idea since 1998. Right now there’s just the one location, which opened last week in Burlingame, California, but Swinmurn hasn’t ruled out expanding once they “get it right here first.” Can anything about an all-nacho restaurant possibly be wrong?


America Gets an All-Nacho Restaurant