Robertos Taco Shop
Roberto's Taco Shop is a family-run Mexican fast-food chain founded in 1964, operating 80+ locations across California, Nevada, and Texas, serving individual consumers affordable traditional Mexican food through dine-in, drive-thru, and online channels.
- Company typePrivate
- Founded1964
- HeadquartersLakeside, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Robertos Taco Shop does
Roberto's Taco Shop is a privately held Mexican fast food restaurant chain founded in 1964 by Roberto and Dolores Robledo, originally operating as a tortilla factory in San Ysidro, California before opening San Diego's first traditional-style walk-up and drive-thru taco shop. The company operates over 80 locations across three U.S. states (California, Nevada, and Texas), with the densest concentration in Southern Nevada (Henderson, Las Vegas, North Las Vegas, plus Reno/Sparks/Carson City/Pahrump) and the San Diego metropolitan area. It serves individual consumers, families, working professionals, and students seeking quick, affordable, traditional Mexican food through dine-in, walk-up, drive-thru, online ordering, and delivery channels. The business remains family-run, with Reynaldo Robledo serving as CEO.
The product portfolio consists of made-to-order Mexican food across categories including combination plates ($9.20-$20.05), individual tacos ($1.59-$5.40), burritos, breakfast burritos, chimichangas, tostadas, enchiladas, tortas, quesadillas, sides, and beverages. Distribution operates through a hybrid corporate/franchise model, with 49 independent franchisees running the Nevada system and approximately 600 team members in Nevada alone. Customer-facing technology is limited to the third-party e-tab online ordering platform, with delivery services active at 42 Nevada locations. Marketing relies on organic social media (Facebook, Instagram, TikTok), in-store weekly specials (such as the $1.59 Wednesday Chicken Taco promotion in Las Vegas and Reno), and a 60th anniversary brand campaign launched in 2024.
The company has no disclosed funding rounds, no M&A activity, no patents or trademarks on record, no mobile app, and no AI/ML capabilities. Its geographic footprint remains exclusively regional within the United States, with no international expansion. Pricing is unit-based and pay-as-you-go, with separate ordering systems by state. The company celebrated its 60th anniversary in 2024 and continues to operate as a going concern with no public listing and no external institutional capital disclosed.
Robertos Taco Shop firmographics
Firmographics- Name
- Robertos Taco Shop
- Legal name
- Roberto's Taco Shop
- Website
- https://robertostacoshop.com
- Company type
- Private
- Founded year
- 1964
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Roberto's Taco Shop is a family-run Mexican fast-food chain founded in 1964, operating 80+ locations across California, Nevada, and Texas, serving individual consumers affordable traditional Mexican food through dine-in, drive-thru, and online channels.
- Ownership category
- akta.pro rank
Robertos Taco Shop industry classification
Industry- Product category
- Mexican Quick Service Restaurant
- NAICS
- Limited-Service Restaurants (722513), Tortilla Manufacturing (311830)
- SIC
- Retail-Eating Places (5812), Retail-Eating & Drinking Places (5810)
- akta.pro primary industry
- Mexican/Latin QSR (Tacos, Burritos, Bowls) (THAFAAAE)
Keywords
Where Robertos Taco Shop is headquartered
LocationHeadquarters
- HQ city
- Lakeside
- HQ country
- United States
- HQ region
- North America
Offices20 records
Markets served
Robertos Taco Shop business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure
Revenue model
- Restaurant food and beverage sales: Roberto's Taco Shop generates revenue through the sale of Mexican food and beverages at its over 80 physical restaurant locations across California, Nevada, and Texas. The chain operates on a combination of corporate-owned and independently operated franchise locations.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual menu items and combination plates |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels5 records
Robertos Taco Shop product offering
Product offeringCore offering
Roberto's Taco Shop operates a chain of over 80 Mexican fast-food restaurants across California, Nevada, and Texas, serving made-to-order traditional Mexican items such as tacos, burritos, enchiladas, combination plates, tortas, quesadillas, chimichangas, breakfast burritos, and sides. The company operates through company-owned and independently franchised locations offering dine-in, walk-up, drive-thru, online ordering, and delivery service.
Product overview
Roberto's Taco Shop is a San Diego-born Mexican fast-food restaurant chain with over 80 locations across California, Nevada, and Texas, founded in 1964. The company operates as a family-run business offering traditional Mexican food through dine-in, drive-thru, online ordering, and delivery services. The product portfolio consists of made-to-order Mexican food items including Combos (combination plates), Tacos, Burritos, Breakfast Burritos, Chimichangas, Tostadas, Enchiladas, Tortas, Quesadillas, Tortilla Chips and Sides, and Drinks. The company also provides online ordering and delivery services through its website and participating locations.
Differentiator
Problem solved
Functional benefit
Products and services
- Combos
Companies that use Robertos Taco Shop
Customer profileSegments2 records
Ideal customer profiles2 records
Robertos Taco Shop technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Robertos Taco Shop partnerships and signals
Strategic signalScale indicators5 records
Recent moves5 records
Expansion highlights4 records
Robertos Taco Shop competitors and assessment
Company assessmentBroad incumbents
- Taco Bell: Taco Bell is the dominant national Mexican-inspired QSR chain owned by Yum! Brands. While far larger and more standardized, it competes for the same value-Mexican occasion and has overlapping menu categories (tacos, burritos, combos) with Roberto's.
- Chipotle Mexican Grill: Chipotle is the leading fast-casual Mexican chain with strong presence in California and Nevada. It competes with Roberto's for lunchtime Mexican-food occasions but at a higher price point and with a more modern digital/loyalty stack.
Direct peers
- Del Taco: Del Taco is a US Mexican QSR chain operating hundreds of company-owned and franchised locations with similar drive-thru and value-tier pricing. Roberto's and Del Taco compete directly for the same value-conscious Mexican-food customer in California and Nevada.
- Qdoba Mexican Eats: Qdoba is a fast-casual Mexican chain with company-owned and franchised locations across the US. It overlaps with Roberto's on burritos, tacos, and combo meals and competes for similar lunch/dinner occasions.
- Rubio's Coastal Grill: Rubio's is a California-born fast-casual Mexican chain specializing in fish tacos and Baja-style cooking. It is a strong regional comparable given its Southern California heritage and similar menu architecture to Roberto's.
- Chronic Tacos: Chronic Tacos is a California-originated fast-casual Mexican franchise with a customizable menu. It is closely comparable to Roberto's in format, menu architecture, and franchise-driven growth model on the West Coast.
- Baja Fresh: Baja Fresh is a fast-casual Mexican grill chain with fire-grilled menu items and a California origin. It is comparable to Roberto's in format, menu mix, and target customer, and competes directly in western US markets.
- Alberto's Mexican Food: Alberto's is a Southern California fast-food Mexican chain with hundreds of locations. It is one of the closest direct competitors to Roberto's given its overlapping Southern California and Nevada presence and similar value-tier taco-shop positioning.
- Wahoo's Fish Taco: Wahoo's is a Southern California-based Mexican chain offering tacos, burritos, and fish-taco specialties. It is comparable to Roberto's as a regional California-focused Mexican concept with a similar walk-up/casual-dining format.
- Moe's Southwest Grill: Moe's is a fast-casual Mexican chain owned by Restaurant Brands International. It targets similar customers with burritos, tacos, and customizable Mexican fare and competes in many of the same regional markets.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Robertos Taco Shop social profiles
Digital presenceRobertos Taco Shop financial estimates
Financial estimateRevenue estimate
Valuation estimate
Robertos Taco Shop leadership team
Management profileNumber of profiles
Profiles1 record
Robertos Taco Shop funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Robertos Taco Shop M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Robertos Taco Shop
What does Robertos Taco Shop do?
Roberto's Taco Shop operates a chain of over 80 Mexican fast-food restaurants across California, Nevada, and Texas, serving made-to-order traditional Mexican items such as tacos, burritos, enchiladas, combination plates, tortas, quesadillas, chimichangas, breakfast burritos, and sides. The company operates through company-owned and independently franchised locations offering dine-in, walk-up, drive-thru, online ordering, and delivery service.
Is Robertos Taco Shop a public or private company?
Robertos Taco Shop is a private company. It is classified as family owned and is currently operating.
When was Robertos Taco Shop founded?
Robertos Taco Shop was founded in 1964. It employs 11 to 50 people.
Where is Robertos Taco Shop based?
Robertos Taco Shop is headquartered in Lakeside, United States, in the North America region.
How does Robertos Taco Shop make money?
One revenue line is on record: restaurant food and beverage sales.
Who are Robertos Taco Shop's main competitors?
Broad incumbents on record are Taco Bell and Chipotle Mexican Grill. Direct peers are Del Taco, Qdoba Mexican Eats, Rubio's Coastal Grill, Chronic Tacos, Baja Fresh, Alberto's Mexican Food, Wahoo's Fish Taco and Moe's Southwest Grill.
Does Robertos Taco Shop have an API?
No public API is recorded for Robertos Taco Shop.
What industry is Robertos Taco Shop in?
Robertos Taco Shop's product category is Mexican Quick Service Restaurant. Its primary akta.pro industry code is THAFAAAE, Mexican/Latin QSR (Tacos, Burritos, Bowls). Its NAICS code is 722513 and its SIC code is 5812.