On Tuesday, November 17, Uncle Julio's Mexican from Scratch will mark its 40th anniversary with a single-day event that takes its menu prices back to 1986 — a move designed to reward loyal guests and drive traffic during a milestone moment for the Dallas-founded chain.
The Anniversary Offer
From 11 a.m. to 9 p.m. at all locations, guests can order signature fajitas at their original 1986 price points, starting at $8.14. The promotion applies to a variety of the chain's mesquite-grilled fajita options, the dish that has anchored the menu since the restaurant opened. The first 40 guests at each location who order from the limited-edition 40th Anniversary Menu will also receive a commemorative Uncle Julio's T-shirt — a supply-limited incentive that could drive early-door traffic for operators watching cover counts.
A New Margarita Debuts
Alongside the throwback pricing, the brand is launching the Ruby Margarita, a new signature cocktail crafted for the occasion. The drink features hibiscus and cinnamon flavors, premium 1800 Tequila, Grand Marnier, a hint of agave, and a Fee Foam finish. The Ruby joins Uncle Julio's existing margarita lineup — which dates back to the 1986 introduction of its lime-and-sangria Swirl Margarita — and may become a permanent addition depending on guest reception, a pattern beverage industry analysts have noted across casual dining as brands use limited-time cocktails to test menu additions.
"The first Uncle Julio's was opened in Dallas with a simple commitment to fresh ingredients and handcrafted recipes, and we have never swayed from that mission," said Rafael Romero, the brand's Culinary Artisan of 35 years. "Today we have 31 stores across 11 states and look forward to serving our legacy customers and welcoming new guests for the next 40 years."
Context for Operators
The throwback-pricing tactic is a well-worn but effective traffic driver in casual dining restaurant marketing, particularly for chains with deep regional loyalty. By anchoring the discount to a specific date and tying giveaways to a first-40-guests threshold, Uncle Julio's creates urgency without committing to extended margin compression. The brand's 31-unit footprint across 11 states means the promotion runs simultaneously at scale, amplifying social media reach and local press coverage in multiple markets.
Founded in Dallas in 1986, Uncle Julio's built its identity around made-from-scratch Mexican cuisine — tableside guacamole, homemade tortillas, and mesquite-grilled proteins — at a time when the fast-casual segment did not yet exist. Its Chocolate Piñata dessert, a hand-crafted chocolate globe filled with mini churros, fresh pineapple, and strawberries, has become a signature experience that underscores the brand's emphasis on tableside theater, a differentiator that continues to support its full-service positioning. The anniversary event leans into that heritage, framing four decades of consistency as a competitive asset rather than simply a calendar milestone.
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.
