From Start It! Business Basics to running a thriving taco shop inside Salt City Market, Danielle Jackson has built a business rooted in community, perseverance and great food. We caught up with Danielle to talk about entrepreneurship, long days in the kitchen and what keeps her going.
You went from Start It! to running a thriving taco shop. What did that journey actually look like?
Well, I was still actively working at the airport as a TSA Officer, so that transition alone, working a 9-to-5 job while starting my own business, was mentally hard. Eventually, I just had to take a chance on myself and trust that the business would thrive. There was a lot of information and learning that had to happen on my end because I had never been a business owner, nor had I ever worked in a kitchen. We had a great team to start with, and we held onto that team for about a year. Salt City Market held a series of tryouts where businesses competed for the open vendor spot. There were a lot of sleepless nights, a lot of early mornings and a lot of meetings, but we made it through.
In one sentence, what makes your taco shop different?
Our taco shop is different because we make you feel like family when you come in. We get to know our customers, where they work, their families. We genuinely care about them, and they can tell.
What’s been your biggest win since opening?
Biggest win would be two years of being in business. Let me tell you, it’s not for the weak.
What’s been the hardest part that people don’t see?
How much your body hurts.
What’s your go-to order on your own menu? 🌮
It would probably have to be our quesadillas … 14” tortilla shell and I like beef as the protein, extra cilantro, add rice.
What’s something customers might not realize about running a food business?
Food costs, plus things like napkins, cutlery and to-go boxes add up quickly.
How did Start It! or INSPYRE play a role in getting you here?
They have really helped with literally everything, from mentoring to legal advice and connecting me with the people and guidance I needed to start and maintain a thriving business.
What’s one piece of advice or support from the Start It! program or an advisor that stuck with you?
To keep going. Things may get rough but there is a light at the end of the tunnel.
What’s next for you? (growth, new menu items, second location, etc.)
Well the goal is a community center for our growing urban youth. Just want to be able to create a safe, fun, educational place for our youth. There’s a huge need for it.
What keeps you going on the long days?
My customers 💙🧡 the impact I can see that food brings to this community is powerful. “Feed them and they will listen” is what I keep in my mind. Good food and great conversation is all you need to keep the world thriving.
Also, check out the feature on Ellerae’s Tacos from when they first opened, on the CenterState CEO website, here.
