If at first you don’t succeed, try opening a taco shop.

That was the mindset when Morning Collective’s owners last month closed their 2-year-old South Broadway brunch spot and redesigned the restaurant to reopen this week as Huevos Tacos, serving margaritas and tacos from breakfast on through late nights.

To be clear, Morning Collective was doing just fine, according to co-owner Zach Stock. But he wanted more than brunch service out of the neighborhood restaurant.

“I’m not a 90-minute-waiting-for-brunch person,” Stock said of the change. “Morning Collective took itself too seriously. It didn’t quite hit the niche of what the neighborhood needed.”

If he’s right, then what the Rosedale neighborhood needs is a casual, counter-service, day-to-night restaurant, serving breakfast tacos, “No B.S.” lunch and dinner tacos and “Juevos Benedictos,” which is not a thing in Spanish, but boy are they having fun with it.

Stock enlisted chef Cherish Devereaux, head of operations, to create a menu of around two dozen fillings, including bacon, egg and cheese; chorizo; chicken tinga; short rib; and braised brisket. They’re wrapped in a thicker, fried and more buttery-than-most tortilla.

“We’re not trying to be a Mexican restaurant,” Stock said. “Obviously, street tacos are everywhere.”

There are other twists, too — churros in holed-doughnut form, nachos made with tater tots, and eggs Benedict served between buns and sometimes topped in crispy onion ring-strips. Drinks like the Violet Femme or Agave Pear margaritas come with ice cubes flavored in vanilla and wildflower.

So Huevos is bucking all sorts of tradition.

The restaurant takes its name from the Spanish word for eggs (like the breakfast food), but it also has another meaning (see the anatomically correct bull in the logo). And one taco, on the highest end of the $2.50-$6.95 price range, comes packed with fried pickles and Rocky Mountain oyster strips.

“Oh, my gosh, this is too good,” Stock said he thought at the time about bulls and tacos and testicles. “We have to run with it.”

2160 S. Broadway, 303-953-9443; huevos-tacos.com; 7 a.m.-9 p.m. (or later) Sunday through Thursday and 7 a.m. to 11 p.m. (or later) Friday and Saturday

Updated May 10 at 5:22 p.m.The following corrected information has been added to this article: Because of a reporter’s error, Zach Stock’s last name was misspelled on its last reference. It has been corrected.