Roberto's Taco Shop

Roberto's Taco Shop is a family-owned chain of Mexican fast-food restaurants that began in San Ysidro, San Diego, in 1964 and is often described as the first modern San Diego taco shop and the forerunner of the region's many '-berto's' shops.

History

Roberto Robledo came to the United States through the Bracero program in the 1940s. He and his wife Dolores, who was from San Juan del Salado in San Luis Potosí, bought two adjoining houses in San Ysidro in 1964, turning one into a tortilla factory and selling burritos. The family took over several existing shops, including La Lomita and El Gallito, before naming a converted hamburger stand Roberto's #5 around 1970. The couple had 13 children, who now run the business through a family trust.

Roberto encouraged relatives and employees to open their own shops. After a dispute in the 1970s, cousins renamed their location Alberto's, starting a pattern of similarly named shops across the Southwest, many owned by families from the same region of Mexico. The chain itself expanded to Nevada, where most of its locations now operate under franchise.

Menu

The menu grew from six combination plates and four burritos to 22 plates and 12 burritos. Roberto's is known for oversized burritos, rolled tacos, carne asada fries and the California burrito, and most stores stay open around the clock.

Reviews

See also

• Tacos de carne asada
• Lolita's Mexican Food

References

1. "How a Family-Run Mexican Restaurant Became a Popular Chain — and a Southwest Phenomenon". NBC News. Retrieved 2026-10-10.
2. "Roberto's Taco Shop". Wikipedia. Retrieved 2026-10-10.
3. "The 40 Best San Diego Tacos to Try Right Now". San Diego Magazine. Retrieved 2026-10-10.