People often ask the same question when they visit our counter. How does a guy from the landlocked mountains of Utah end up making the best fish tacos in the middle of the Pacific Ocean?
It is a fair question to ask. Salt Lake City is about 700 miles from the nearest coastline. You will not find many authentic Baja-style taco stands on the snowy streets of Utah.
Our story, however, proves that passion travels well. Founded in 2010 by Joseph “Joey” Fullmer, North Shore Tacos has grown from a wild idea into a staple of the Oahu food scene. Sunset Magazine even rated our fish tacos as the #1 in Hawaii.
We serve thousands of tacos every week to hungry surfers, locals, and visitors from around the globe. The team wakes up every morning excited to fire up the grill.
Here is how we turned a mountain dream into an island reality.
Roots in the Rockies
Joey grew up in a large Utah family where the kitchen was the heartbeat of the home. Weekends and holidays meant the oven was always on. His mother was a talented home cook, and his father was a master at the grill.
We believe those early years established a deep respect for food preparation. By the time Joey was in high school, he was cooking full meals for the entire family.
Utah’s food culture is distinct. It relies on hearty, practical ingredients influenced by pioneer history. You see a lot of Dutch oven dinners, roasted meats, and homemade breads designed to feed a crowd.
This environment taught our founder the unshakeable fundamentals of cooking:
- Heat Management: Controlling temperature is crucial, especially when cooking over fire.
- Flavor Building: Layering spices and ingredients creates depth.
- Resourcefulness: Feeding a large group on a budget requires creativity.
These basics remain the foundation of our kitchen today. While tropical cuisine is different from mountain comfort food, the principles of quality and care are universal.
We also attribute our drive to a childhood spent outdoors. Skiing the Wasatch Range and camping in the canyons planted a love for nature that eventually pulled Joey toward the ocean.
The California Shift
After high school, a move to Southern California changed the trajectory of the business forever. This region introduced two elements that define our brand today: surf culture and Baja-style cuisine.
The ocean became an immediate obsession. Surfing at spots like San Onofre and Trestles offered a sense of freedom that resonated deeply. Joey began surfing daily and visualizing a life built around the water.
We also discovered the culinary magic of the Baja peninsula during this time. Trips south of the border to Ensenada and Rosarito revealed a different kind of food. Roadside stands served fish tacos that were deceptively simple yet flavor-packed.
The Anatomy of a Baja Taco
The tacos we fell in love with relied on four specific elements:
- The Catch: Fresh, white-fleshed fish caught that morning.
- The Batter: A light, crispy coating that crunches without absorbing too much oil.
- The Crunch: Fresh cabbage provides a necessary texture contrast.
- The Acid: A squeeze of lime and a white crema sauce tie it all together.
We began experimenting with these flavors immediately. Joey read everything available on Baja cooking and spoke with local fishermen. A specific dream started to form. We wondered if it was possible to combine a love for surfing with this incredible culinary style.
The Move to the Rock
The decision to move to Hawaii happened fast. During a first visit to Oahu’s North Shore, the connection was instant. The famous “Seven Mile Miracle” of surf breaks and the tight-knit community felt like the home we had been looking for.
We packed up and moved within a week of that initial trip.
Arriving on the North Shore meant starting from scratch. Joey worked in local restaurants to learn the unique rhythm of island dining. Hawaii presents specific challenges for food businesses.
Island Logistics vs. Mainland
Operating here requires a different mindset than on the mainland.
| Challenge | Mainland Context | Hawaii Context |
|---|---|---|
| Supply Chain | Trucks arrive daily with predictable inventory. | 90% of goods are imported. Shipping delays are common. |
| Sourcing | Produce is available year-round from vast farms. | We rely on local farmers for freshness, but weather impacts availability. |
| Cost | Overhead is generally manageable. | Energy and ingredient costs are 30% to 60% higher. |
We also spent this time bonding with the local fishing community. The North Shore harbors skilled fishermen who launch at dawn to catch Mahimahi, Ono (Wahoo), and Ahi. Pairing our Baja-style recipes with this superior, fresh-caught Hawaiian seafood created the product we serve today.
Transforming the Hau’ula Building
Our first location came about in an unexpected way. We found an abandoned fast-food building on Kamehameha Highway in Hau’ula.
It was in rough shape. The equipment was rusted, and the structure needed a complete overhaul. Hau’ula was also a quiet town, not the bustling tourist hub of Haleiwa.
We saw potential where others saw a teardown. The location sits directly on the main artery connecting the North Shore to the windward side. The rent was manageable for a startup. The underdog nature of the project felt right to us.
Joey poured every ounce of energy into the renovation. He rebuilt the interior by hand, designed the kitchen flow, and constructed the dining area. His wife managed the business details, from the menu design to the decor.
Opening day in 2010 was a mix of terror and excitement. We sold about 50 tacos that first day. Sleep did not come easily that night. We worried if the locals would accept a Utah transplant making tacos.
The community returned the next day. And the day after that.
Weathering the Storms
The first few years tested our resolve. Running a restaurant is difficult work, and doing it in a remote location added pressure.
Ingredient costs in Hawaii are among the highest in the nation. Finding reliable staff in a small town can be competitive. The weather also plays a major role. A single tropical storm or a road closure on Kamehameha Highway can cut off customers for days.
We relied on the quality of the food to pull us through. Word of mouth spread through the “coconut wireless.” First, the Hau’ula locals became regulars. Then, tourists and food bloggers began to take notice.
The Turning Point
Recognition from major publications changed our business. When Sunset Magazine named our fish tacos the best in Hawaii, the dynamic shifted overnight.
The phone began ringing constantly. Lines wrapped around the building. People drove an hour from Waikiki, fighting the notorious Laniakea turtle traffic, just to try our food. It was a humbling confirmation that we were on the right track.
Expansion to Shark’s Cove
Success at the flagship location allowed us to open our second spot: the Shark’s Cove food truck.
This area is the epicenter of North Shore activity during the summer months. It sits across from the Pupukea Marine Life Conservation District, a premier snorkeling destination. Swimmers and divers work up a massive appetite in the water.
The food truck offers a different experience than the sit-down restaurant.
| Feature | Hau’ula Restaurant | Shark’s Cove Truck |
|---|---|---|
| Vibe | Sit-down, relaxed, family dining. | Grab-and-go, outdoor seating, high energy. |
| Best For | Dinner dates, large families, rainy days. | Post-beach refueling, quick lunches, sunsets. |
| Menu | Full menu with all sides and drinks. | Streamlined favorites for speed. |
This location connects us to the vibrant food truck culture that is iconic to the North Shore. We maintain the same strict standards for ingredients at the truck as we do at the restaurant.
Operating two locations required us to build a robust team. We are grateful for the staff members who treat this business like their own.
Driven by Community
Fifteen years later, the work still energizes us. Joey is often up before the sun. The excitement of seeing a pristine 40-pound Ono come through the back door never gets old.
We are most proud, however, of the community we have fostered. North Shore Tacos has become a gathering place.
- Locals: Families celebrate birthdays and graduations here.
- Surfers: Pros and groms refuel here after sessions at Pipeline or Sunset Beach.
- Visitors: Tourists get their first genuine taste of island-style Mexican food.
Our business supports the local economy. We buy from local fishermen and source cabbage and tomatoes from North Shore farms when available. We also cater weddings and community events, making us a part of people’s most important memories.
Looking Ahead
We are not finished innovating. The team is constantly testing new menu items and looking for ways to improve our sustainability.
The core mission remains unchanged. We serve fresh local fish, prepared Baja-style, with Aloha spirit. The details may evolve, but the quality will not.
Come say hello if you are on the island. You will likely find Joey at the Hau’ula restaurant, working the line or chatting with customers. Be sure to check our full menu before you arrive so you are ready to order.
It has been quite a trip from the mountains of Utah to the shores of Hawaii. We are grateful for every taco served along the way.
Mahalo for being part of our story.
