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L.A. TACO to Officially Rebrand as L.A. BURRITO

11:03 AM PDT on April 1, 2022

After 17 years of covering L.A.'s Taco Life, news, and culture, our James Beard Award-winning publication is officially restructuring as L.A. BURRITO. Starting today, we will no longer cover taquerías and instead will redirect our limited, member-supported resources to covering burrito shops and L.A's burrito culture.

Our burrito coverage will also include the controversial Americanized version of chilled burritos known as "wraps" and any other foodstuff wrapped tightly into a convenient grab-and-go cylindrical shape like lavash wraps, "naan burritos" (frankies), and any other fusion food thereof. Expect the occasional story on fantuan (Taiwanese sticky rice rolls) and spring rolls. If it's wrapped in tortilla-like method, L.A. BURRITO will be the first on the scene.

This change of editorial creative direction comes three years after fully processing the breaking news concluding that "burritos are actually tacos too" published in The New Yorker. Coupled with the reality that tacos just don't travel well in today's takeout pandemic environment that many of us are still navigating through. Following our official name change and restructuring, this will be the last year you see our TACO MADNESS annual taco tournament. Next year, we will unveil BURRITO MADNESS as well as a bigger BURRITOMANÍA food event.

L.A. BURRITO is also recognizing the 17 years of selfless service provided by our mascot, TacoMan, in rallying our members to get excited to read, share, and support L.A. TACO. Regrettably, we have also made the decision to lay him off so he can finally retire and spend some much-needed time with his extended taco family. We thank him for his commitment to L.A.'s TACO LIFE and for referring his long-lost brother to fill his shoes.

Welcome, BurritoMan! BurritoMan was also born and raised in Los Angeles—with stints in the Inland Empire—and has vowed to continue rallying our readership. He is also NFT-minted and received his street-level training after being the main head of JAR for several years, so he is willing and able to netbang on food on behalf of L.A. BURRITO in the Metaverse if need be.

We are thrilled to apply the same inclusive, street-level critical thinking that you've grown to expect from our little independently-owned publication to L.A.'s vast burritoscape. Burrito profiles. Burrito politics. Burrito lists. The universe of burrito intersections will now be our muse. As always, thank you to our loyal members for believing in our vision of Los Angeles.

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