Putting Roots Down in Denver International Airport and Beyond

If you’ve eaten at Denver International Airport (DIA) while waiting for a flight, chances are you’ve eaten at one of Mission Yogurt’s restaurants. Mission currently operates 16 concepts, including Root Down, Que Bueno! Mexican Grille and Timberline Steaks & Grille, just to name a few.

Mission Yogurt is owned and operated by Rod Tafoya and his mother Reyes. Reyes worked at Stapleton Airport in the 1980’s, and Rod was fascinated by airports from a young age. Their mutual love of airports led them to decide to go into business together, and each are 50% shareholders. Although Rod operates the day to day business, at the age of 91 Reyes is still involved with reviewing receivables and payroll.

“Airports are the most exciting place to work. They are the safest and cleanest, and every day is different,” said Rod.

He put in a bid for a space at Stapleton in 1985, but was not selected due to a lack of experience. Instead, Rod broke into the restaurant business by purchasing a Penguin’s Frozen Yogurt franchise in Arvada, Colorado. The name Mission Yogurt is a nod to their beginnings with that first yogurt shop, although it operates many other types of restaurants now. “Mission” comes from the motivation to achieve a goal, like early missionaries, or Mission Impossible.

When DIA opened in 1995, Rod was ready to try again. This time his bids were successful and he opened both Sara Lee Sandwich Shoppe and Colombo Yogurt.

“Never give up on your goals,” says Rod. “Even when you face challenges, always persist. If you don’t try, someone else will, so why not you? Being a concessionaire, or standard restaurant owner, is hard work. Be prepared to work harder than you ever thought you would, and to give up a lot of personal time. But the results are worth it. My mom always said that if you pay your bills, pay your employees, and pay your taxes, everything else will follow. It’s been great having her guidance over all the years we’ve worked together.”

When asked when he felt like he’d finally “made it,” Rod shared it was when he was able to pay off his student loans a year after opening his first store. He wants to pass that feeling of achievement on to others, and does so by keeping his employee’s best interests in mind.

All Mission employees are offered a 401(k) package and paid time off, as well as free health care. Rod also provides a travel allowance to his team members. He recognizes that traveling to the airport for work takes longer, parking is more difficult, and it takes extra time to get through security each day just to go to work. His employee’s time is valuable, and he wants to make sure they are appreciated.

In addition, Rod recently founded a nonprofit called Mission Cares. Mission employees are welcome to contribute to the fund, which is matched dollar-for-dollar by the company. The by-application funds are then available to employees in need for unforeseen hardships, medical emergencies, natural disaster recovery, and other circumstances that could impact their ability to work.

“Everyone falls on hard times at some point, and I want to make sure my employees are taken care of. By welcoming employees to donate to Mission Cares, it also builds a sense of community and family within the company. We look out for each other,” said Rod.

“Rod’s commitment is unparalleled,” said Kathleen Schafer, Mission Yogurt’s Executive Vice President. “He lives and breathes this company. Not only is he always looking for new business opportunities to grow the company, but he is always thinking about the best interest of our customers and team members at the same time. Simply put, he is an inspirational leader.”

Mission Yogurt operates concepts in Denver International Airport, San Diego International Airport, John Wayne Airport, and one restaurant in Metro Denver. He currently has 550 employees, and it looking to hire 200 more by 2023.