Chris Sedgwick and Michele Sedgwick, long-time Alpharetta residents and highly regarded Atlanta restaurateurs, were searching for a fresh and innovative way to share their love of food, design, and hospitality. Inspired by their passion for bold flavors and vibrant atmospheres, they envisioned a concept that would blend the authenticity of a traditional Mexican taqueria with a modern, dynamic twist. The result was PURE taqueria®—a hip, lively, and sophisticated dining experience that has delighted guests since its 2005 debut in Alpharetta, Georgia.

The first PURE taqueria® opened its doors at the site of a 1920s-era Pure Fuel Oil station, paying homage to the location’s history while paving the way for something entirely new. The small stone building from the original station still stands and is now used for storage, but the main restaurant was built entirely from scratch. Chris and Michele were hands-on every step of the way—designing, decorating, and even contributing to the construction themselves. Their vision came to life in a space that perfectly captured the PURE spirit: vibrant, welcoming, and undeniably fun.

Since its humble beginnings, PURE taqueria® has become a local institution and a go-to destination for creatively authentic Mexican cuisine and handcrafted margaritas. The restaurant’s bold flavors and unmistakable vibe struck a chord with guests, and what started as one location in Alpharetta has blossomed into a thriving franchise company. Today, PURE taqueria® boasts seven locations across the Atlanta area, each staying true to the original mission of serving up great food, unforgettable drinks, and a lively atmosphere that keeps guests coming back.

PURE taqueria® isn’t just a restaurant—it’s a celebration of community, culture, and creativity. And with each new location, PURE continues to bring people together over the simple joys of good food, great company, and unforgettable experiences.