El Ta’Koy is a vibrant Hawaiian-inspired street food and tiki bar concept created by Chef Luis Pous. Blending island flavours with influences from Asia and Latin America, the brand brings the spirit of aloha to urban settings around the world.

From a hidden cocktail bar in London to a rooftop destination in New York and a fast-casual counter in Riyadh, El Ta’Koy offers a distinctive culinary experience shaped by warmth, storytelling and cultural fusion.

TGP International partnered with Chef Pous to refine the concept, scale the brand and deliver a consistent guest experience across multiple markets.

The menu shows off a luxurious palette that allows the incredible variety of fusion dishes to be showcased whilst being designed to transport your senses straight into the Hawaiian culture.  

The restaurant has the spirit of Aloha, it is warm and inviting, polished yet light hearted and is the perfect intimate hotspot for pot-work cocktails or a leisurely dinner in a vibrant atmosphere with tunes to make you hula. 

THE BRIEF 

Chef Luis Pous approached TGP International with an emerging concept born from a small post-pandemic pop-up in Miami. His ambition was to transform El Ta’Koy into an international brand while preserving its authenticity and soul.

An opportunity arose to develop a scalable model that could thrive in varied formats, from a full-service restaurant and tiki bar to a compact food hall kiosk, without compromising on quality or character.

TGP was tasked with delivering end-to-end support, from concept development and brand storytelling to interior design, F&B master planning and operational guidance.

The goal was to translate El Ta’Koy’s distinct culinary identity and aloha spirit into physical spaces and guest experiences suited to different markets while building a strong foundation for future growth.

concept development 

From the outset, TGP worked closely with Chef Pous to define a clear brand narrative and position El Ta’Koy as a tropical escape in the city. Central to this was celebrating Hawaii’s multicultural culinary heritage while infusing it with global influences.

The concept’s playful personality was captured through a distinctive pineapple logo, vibrant colour palettes inspired by island sunsets and detailed brand guidelines that ensured consistency across menus, uniforms and visual assets.

“Our goal was to keep the essence of El Ta’Koy consistent while allowing it to breathe differently in each market. That balance between authenticity and adaptability is what makes the brand so scalable.”

— Gabriel Murray, Creative Director, TGP International

Flexibility was built into the operational model, allowing El Ta’Koy to exist as both a full-service restaurant and a streamlined food hall counter. Each format retained the brand’s DNA — the same bold flavours, relaxed island atmosphere and spirited hospitality — while adapting service style, menu composition and presentation to suit the venue and audience.

Signature dishes such as spicy ahi tuna taquitos and huli huli chicken anchor the offering everywhere, while local nuances shape the experience. In the Middle East, pork is replaced with spice-marinated lamb in the style of lechón, while in New York, seasonal farm-fresh salads complement the tropical street food.

Even service elements flex, with grab-and-go packaging in Riyadh contrasting with hand-crafted ceramic plating in London.

design & guest experience 

TGP’s interior design team translated El Ta’Koy’s story into immersive physical spaces that transport guests from city streets to an island oasis.

In London, a heritage basement in Covent Garden was transformed into a lush subterranean tiki retreat, complete with bamboo textures, rattan lighting and golden-hued ambience reminiscent of a Hawaiian sunset.

The speakeasy-style setting has become a sought-after destination for brunches and cocktails, offering guests an intimate escape from the city outside.

In New York, TGP adapted the concept to an open-air rooftop setting at The Dominick Hotel. Here, tropical foliage, woven lanterns and mid-century resort-inspired furniture complement views of the Soho skyline, creating a laid-back yet sophisticated space that was featured in the Michelin Guide’s selection of top rooftop dining spots.

“Whether in a basement bar, a rooftop terrace or a food hall stall, every El Ta’Koy location carries the same promise — a polished yet playful tropical escape built around food, flavour and hospitality.”

— Gabriel Murray, Creative Director, TGP International

The Riyadh outlet, set within the bustling Al Mamlaka Social Dining hall, required a different approach. TGP designed a high-impact kiosk that stands out among more than 20 vendors with bold tropical patterns, a backlit neon pineapple logo and animated digital menus.

Despite the compact footprint, the space captures El Ta’Koy’s character, while an open kitchen engages guests with the sights and aromas of freshly prepared dishes.

results & future growth 

Since partnering with TGP, El Ta’Koy has evolved from a single pop-up into a globally recognised boutique brand. Its Covent Garden venue has become a standout destination in London’s competitive dining scene, known for its immersive atmosphere and unique culinary storytelling.

“With TGP’s guidance, El Ta’Koy has grown without losing its soul. Together we’ve proven that a chef-driven concept rooted in authenticity can thrive on the global stage.”

— Chef Luis Pous

In New York, its rooftop presence elevated the brand’s profile and proved that a Hawaiian street food concept could hold its own among high-end dining experiences.

In Riyadh, El Ta’Koy played a key role in transforming Al Mamlaka Social Dining into a major destination, contributing to a 35% increase in footfall and quickly becoming one of the most popular vendors in the 21-kitchen hub.

The brand is now poised for the next phase of expansion, including a flagship resort location at Saudi Arabia’s Red Sea Project and additional GCC food hall sites.

A franchise programme developed with TGP is enabling El Ta’Koy to pursue opportunities in Europe and Asia while maintaining brand integrity and guest experience.

Contributors 

 This project came to life through a collaborative effort spanning multiple teams across the company, with key contributions from Gabriel Murray.