Our Story
From a converted fast food building in Hau'ula to Sunset Magazine's #1 Fish Tacos in Hawaii — this is the North Shore Tacos story.
How It All Started
In 2010, Joseph "Joey" Fullmer left Utah and moved to Hawaii with a simple dream: to serve the freshest, most authentic Baja-style Mexican food on the island. He found an old fast food building on Kamehameha Highway in Hau'ula and saw potential where others saw a teardown.
Joey converted that building into what would become North Shore Tacos — a casual, surf-inspired restaurant where everything is made from scratch using locally sourced ingredients. The fish comes from Oahu fishermen every morning. The salsas, beans, and meats are prepared fresh daily. And the now-famous Surf Sauce was perfected through countless late nights of experimentation.
What started as a small operation quickly grew into a North Shore staple. Locals came for the food and stayed for the vibes. Tourists discovered it on the North Shore circuit and told everyone back home. And when Sunset Magazine named us the #1 Fish Tacos in Hawaii, we knew we were doing something right.
Fresh. Local. From Scratch.
Our mission is simple: blend authentic Baja-style Mexican street food with the vibrant surf culture and fresh ingredients of Hawaii's North Shore. We believe that great food starts with great ingredients — sourced locally, prepared fresh, and served with genuine aloha.
Fresh Daily
Fish caught by local fishermen and delivered to our kitchen every morning.
Locally Sourced
We partner with Oahu farmers and fishermen to bring you the best of the island.
Made With Aloha
Every dish is made from scratch with love, care, and genuine North Shore spirit.
Meet the Founders
Joey Fullmer
Founder & Head Cook
Joseph "Joey" Fullmer founded North Shore Tacos in 2010 after relocating from Utah to Hawaii. With over 16 years of experience crafting Baja-style Mexican food with Hawaiian influences, Joey's passion for fresh, locally sourced ingredients and from-scratch cooking has earned North Shore Tacos the Sunset Magazine designation of #1 Fish Tacos in Hawaii.
Elen Atlas
Co-Founder & Manager
Elen Atlas co-founded North Shore Tacos alongside Joey Fullmer, managing operations across both the Hau'ula restaurant and Shark's Cove food truck. Her dedication to community-focused hospitality and attention to the dining experience has helped build North Shore Tacos into a beloved North Shore institution.
Find Us on the North Shore
Hau'ula Restaurant
54-296 Kamehameha Hwy, Hau'ula, HI 96717
Every day 11:00 AM - 9:00 PM
(808) 293-4440Shark's Cove Food Truck
59-712 Kamehameha Hwy, Haleiwa, HI 96712
Every day 10:00 AM - 8:30 PM
(808) 200-4800
Come Visit Us
Experience the aloha spirit and the freshest fish tacos on the North Shore. We can't wait to serve you.