The Promotion
Rocco's Tacos & Tequila Bar is offering 50% off its signature tableside guacamole on National Guacamole Day, Wednesday, September 16, at 11 locations across Florida, New York, and Massachusetts — including Boca Raton, Delray Beach, Fort Lauderdale, West Palm Beach, Palm Beach Gardens, Naples, Orlando, Tampa, Sarasota, Burlington, and Huntington. The deal is dine-in only, and select Florida and New York locations will also discount tequila bottles by half on the same day.
The tableside guacamole has been a centerpiece of the Rocco's experience since founder Rocco Mangel opened the first location in West Palm Beach in 2007. Fresh avocados are prepared to order at the table and served with house chips seasoned with the restaurant's proprietary Rocco's Spice blend. Guests can customize with accompaniments such as carrots, cucumbers, peppers, pomegranate seeds, or chipotle-glazed pork belly.
Why It Works for Operators
Limited-time, in-store-only promotions tied to food holidays have become a reliable traffic driver for casual dining brands, creating urgency while keeping the discount off third-party delivery platforms — where margins are typically thinner. By bundling the guacamole offer with a simultaneous tequila bottle discount at select locations, Rocco's is engineering higher per-table check averages even as it discounts a signature appetizer. It's a strategy worth watching for multi-unit Mexican and TexMex operators looking to convert food-holiday buzz into genuine seat fills. For more on promotional strategy trends in casual dining, the category continues to lean into experiential, tableside elements as a differentiator from fast-casual competition.
Brand Context
Founded in 2007 and operated by Big Time Restaurant Group, Rocco's Tacos has grown to 12 locations across Florida, New York, and Massachusetts over nearly two decades. The tableside guacamole preparation — interactive, customizable, and inherently social — represents the kind of front-of-house theater that helps full-service Mexican concepts compete in an increasingly experience-driven market. "National Guacamole Day is the perfect excuse to celebrate one of our favorite dishes and give our guests even more reason to gather around the table and enjoy it together," said Rocco Mangel, founder of Rocco's Tacos & Tequila Bar.
For operators tracking beverage-forward restaurant concepts and tequila category growth, the simultaneous tequila discount underscores how deeply the spirit is woven into Rocco's brand identity — and how agave-focused restaurants are using promotional moments to spotlight their bar programs alongside the kitchen.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
