Mohammed Assi shared their story and experiences with us recently and you can find our conversation below.
Hi Mohammed, thank you for taking the time to reflect back on your journey with us. I think our readers are in for a real treat. There is so much we can all learn from each other and so thank you again for opening up with us. Let’s get into it: What is a normal day like for you right now?
I start my day with my wife and kids. Layne and Max head to school and I typically visit Crush Taco Stonebrook, I secretly like working from the newly remodeled patio. haha. Around the end of lunch I visit our Dallas Parkway location. The OG. In between all of that, we are creating, working the counter, meeting. By about 5 or so, I swing back and pick up Layne and Max or my wife Christine has already picked them up and at that point I head to the house and its dad time. For the next few hours we play, eat, hang. Im typically smoking and grilling meats in our outdoor kitchen, maybe if were lucky a little football on the screen. After the kids are in bed, most nights, I bust open my laptop and work until I head to bead around midnight. I am fortunate enough, I get to do it all again.
Can you briefly introduce yourself and share what makes you or your brand unique?
Mo Assi, Founder
Mo Assi is the founder and culinary visionary behind Crush Taco, a fast-casual favorite in Frisco, Texas. Known for blending fine-dining techniques with bold, approachable flavors, Mo has spent nearly a decade building a loyal following. His commitment to quality—house-marinating proteins, hand-prepping vegetables, and crafting sauces in-house—sets Crush Taco apart. Signature creations like the Cornflake Crusted Shrimp Taco, Fried Chicken Elote Taco, and the Buttermilk Fried “Spicy Rooster” showcase his inventive take on modern Baja-Mex cuisine.
For Mo, hospitality is just as important as the food itself. Guests may come for the tacos, but they return for the warm, personalized service that makes Crush Taco feel like a true community hub. With two thriving locations and expansion on the horizon, Mo continues to push Crush Taco forward with creativity, energy, and passion.
Appreciate your sharing that. Let’s talk about your life, growing up and some of topics and learnings around that. Who were you before the world told you who you had to be?
Ive always moved to the beat of my own drum.
Was there ever a time you almost gave up?
Every owner/operator has gone through this. Its how you bounce back. Almost doesn’t count.
I think our readers would appreciate hearing more about your values and what you think matters in life and career, etc. So our next question is along those lines. What do you believe is true but cannot prove?
The social media marketing is important. I mean I know its real and its there but unless you have every guest tell you “I am here because of our social media marketing” no one says that.
Okay, so let’s keep going with one more question that means a lot to us: Could you give everything your best, even if no one ever praised you for it?
As a leader, this is common. You have to give your best everyday and most times that is thankless but you know not for nothing, typically what your doing is behind the scenes and just needs to be done
Contact Info:
- Website: https://crushtaco.com
Image Credits
Me
