For decades, Rod Tafoya has been involved in business operations at Colorado’s major airports, whether it was at the former Stapleton Airport in the 1980’s, or the present day Denver International Airport (DEN).
Since he was a child, Tafoya loved airports and thought they were the most exciting places to work at. He thinks of them as safe, clean, and enjoys how every day can be a different experience. “When I was younger, my mom worked for Frontier Airlines, and I was always at the airport. I was fascinated with the business and the aviation world,” said Tafoya.
When he got older, Tafoya teamed up with his mother Reyes to purchase a Penguin Frozen Yogurt franchise in Arvada. While he was rejected for a bid to open a space at the Stapleton Airport in 1985 because of a lack of experience, he didn’t hang his head low for long. Instead, when Denver International Airport (DEN) opened in 1995, Tafoya placed successful bids to open both Sara Lee Sandwich Shoppe and Colombo Yogurt.
Today, Tafoya operates Mission Yogurt, which holds concession concepts at Denver International Airport, San Diego International Airport, John Wayne Airport, and a restaurant in the metro Denver area. Mission Yogurt operates 16 concepts, like Root Down, Que Bueno! Mexican Grille, and Timberline Steaks & Grille. Que Bueno! was Denver International Airport’s first authentic Mexican restaurant, and Mission Yogurt also operates the busiest Einstein Bros Bagels franchise location in the country.
The Mission Yogurt name pays homage to Tafoya’s early days with the Penguin’s Frozen Yogurt franchise, even though the entity operates restaurants now. The word mission is a nod to Tafoya’s motivation to achieve a goal like early missionaries.
“The small yogurt shop to get that experience was necessary to move to the airport. Now, we’re driven by staying ahead of the game,” said Tafoya. “What drives us is the importance of the local people,” he added.
Today, Mission Yogurt employs hundreds of people and serves around 14,000 people a day. Mission Yogurt is dedicated to building and developing its employees and offers them a 401(k) package, paid time off, a travel allowance, and free health care.
Outside of operating concessions at airports, Mission Yogurt also stays active in the community and supports philanthropic causes. Among the organizations Mission Yogurt has supported include the Latin American Education Foundation, Denver Rescue Mission, the Arvada Center, Seniors Resource Center, the Salvation Army, and several other entities that are making a difference in our community.
Tafoya is a Colorado native and received a Bachelor of Engineering from John Hopkins University and a Master’s of Business Administration from UCLA. His mother worked at Stapleton International Airport while his father was an engineer for the City of Denver.
Mission Yogurt is headquartered in Westminster and has been honored various times throughout the years including as the best ACDBE operator through Airport Experience News. The organization’s Root Down restaurant was also recognized as having the best airport food in the country by USA Today.
Mission Yogurt’s concessions are scattered across Denver International Airport, (DEN) including Concourse A, B, C, and at the great hall. For more information about Mission Yogurt and its concessions, visit Missionyogurt.com
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