Scott Moore to Open Calico Cactus in Murray Hill

News Summary

Scott Moore, founder of Maple Street Biscuit Co., is launching Calico Cactus, a breakfast taco restaurant in Murray Hill. The new eatery will feature soft tacos, queso, and coffee, aiming to create a vibrant dining experience. Moore has signed a lease for the former Maple Street space and plans to hire around 28 employees. Expected to open in October, Calico Cactus will include a pickup window for mobile orders and a menu featuring creative taco names and customizable options. This location is the second for the brand, following the success of its St. Augustine counterpart.

Murray Hill, Florida – Scott Moore, the founder of Maple Street Biscuit Co., is set to open a new breakfast taco restaurant named Calico Cactus at 1171 Edgewood Ave. S., the former location of Maple Street Biscuit Co. Moore signed the lease for the Murray Hill space on May 22, 2023, and the new eatery is expected to launch in October 2023.

Calico Cactus will serve a menu specially focused on soft tacos, queso, and coffee, and is anticipated to bring a fresh dining option to the Murray Hill neighborhood where Moore previously resided for 12 years. This Murray Hill location will be the second for the Calico Cactus concept, which first opened its doors on January 14, 2023, in St. Augustine. The initial location has already seen successful catering services, accounting for 30% of total sales, bolstered by positive online reviews.

The new restaurant will occupy approximately 4,000 square feet, designed to accommodate about 95 patrons indoors. Additionally, a pickup window for mobile orders will be included to enhance customer convenience. A second kitchen will be established to further support catering operations across Jacksonville, drawing from the experience and success of the St. Augustine site.

Moore intends to hire close to 28 full- and part-time employees, with a focus on hiring teenagers for weekend shifts. Amanda Urbizu, a former Maple Street employee, will lead the new team at Calico Cactus. The mission statement for the establishment, which reads “Be better. Serve harder. Show Grace,” reflects a shift from the previous Maple Street philosophy, which emphasized community involvement.

The menu at Calico Cactus is expected to feature noted items such as the four-cheese queso and creatively named tacos like “Scrambled Eggs On Your Face” and “Texas Hold’Em.” The operating hours will be from 7 a.m. to 3 p.m. daily, following a fast-casual format where patrons order at the counter. Fresh flour and corn tortillas will be made daily, with tacos served alongside chips, dips, salads, and other side options. Customers will also be able to customize their meals at a salsa station offering various heat levels.

Moore’s transition to the Calico Cactus brand comes after completing a noncompete period as a result of selling Maple Street Biscuit Co. to Cracker Barrel Old Country Store for $36 million in 2019. Lessons learned from the past rapid expansion of Maple Street will play a significant role in influencing Calico Cactus’s operations, helping to avoid previous mistakes.

Future plans for Calico Cactus include exploring expansion opportunities, with potential locations including Alpharetta, Georgia, and the possibility of multiple franchise offers. Given the strong community connections and Moore’s personal ties to the Murray Hill neighborhood, Calico Cactus aims to become a focal point for breakfast lovers looking for a unique taco experience.

As the opening day approaches, excitement is building within the community for the new addition to the local dining scene, which promises to deliver delicious food in a vibrant and welcoming atmosphere.

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Additional Resources

• Jax Daily Record: Calico Cactus Owner Signs Lease
• Wikipedia: Murray Hill, Florida
• Jacksonville: Calico Cactus Opening in St. Augustine
• Google Search: Breakfast Taco Restaurants
• Jax Daily Record: Scott Moore’s New Venture
• Encyclopedia Britannica: Taco