The original "Mexican Taco Shop" was introduced to Southern California in San Diego by Roberto and Dolores Robledo and their family in 1964. Roberto and Dolores began their dream by opening a tortilla factory in the San Diego community of San Ysidro. At the request of tortilla customers, Dolores began making and selling burritos just like she made for her children. Roberto's became famous for their "poor men" junior-sized burrito that sold for 10 cents. Being a pioneer in Mexican fast food, Roberto's has always taken pride in staying true to their original concept: "fresh, authentic, quality ingredients, simple food at modest prices and satisfying portions".
Roberto also insisted on providing his children and dedicated employees with management and ownership opportunities. Roberto's Taco Shop soon grew to become a family run "Fast Food Institution" and has spun off numerous imitators. Knock offs come and go but Roberto's has stood the test of time by never sacrificing quality. There are locations now in California, Nevada, Arizona and Florida.
The restaurants are individually owned and operated by various Robledo family members and employees. Roberto's vision was to see his concept benefit family and employees to achieve their own dreams.
Roberto's fifth son, Rolando and his wife of 31 years Cecilia are doing their part to keep Roberto's and Dolores's dream alive. Their group of restaurants, Roberto's Mexican Food, is an affiliation of the well-known establishment, known to Mexican food lovers of San Diego as simply Roberto's. Roberto's serves very Mexican food that caters to all ages and price ranges. The menu includes from traditional tacos to combination plates. The most requested items are, rolled tacos with guacamole and Roberto's original carne asada burrito.
Roberto's Mexican Food has become a strong community icon in the north coastal area of San Diego. The stores were established throughout the 1980's and 1990's. They have a well-known reputation and a good number of loyal customers that, in spite of all the new competition, still choose Roberto's as their favorite "taco shop". Customers are comprised of local residents, beachgoers, area workforce and many tourists visiting San Diego's beautiful North County cities and beaches. Their newest location opened in May 2007 in the MissionValley area of San Diego.
The family was very saddened when Roberto Robledo passed away in his sleep on June 12, 1999. His spirit and passion for quality Mexican food continues with his children and grandchildren.