Founded by Elizabeth Ruiz in 2020, Todo Pa’ La Cruda, which translates to “everything for the hangover”, first launched in Grant Hill on Imperial Avenue before expanding into Barrio Logan in 2024, taking over the longtime Salud Tacos space. The concept is rooted in Ruiz’s Acapulco heritage and the recipes of her mother, Doña Antonia, a former chef in Mexico who continues to train the kitchen team in the family’s time-honored Guerrero-style dishes. The new Hillcrest space was most recently home to Taquería Tijuanazo, formerly known as Taconazo, which shuttered late last year ahead of its relocation to Little Italy.
The pivot from Pacific Beach to Hillcrest marks a notable strategic shift. Rather than entering a tourist-heavy coastal corridor, Todo Pa’ La Cruda is moving into one of San Diego’s more competitive and evolving urban dining districts. The University Avenue storefront has seen recent turnover, with Tijuanazo closing after a brief tenure despite strong brand recognition from Tijuana and Los Angeles. Hillcrest’s rising rents, shifting nightlife patterns, and inconsistent late-night foot traffic have proven challenging for high-volume taquería concepts in recent years.
Todo Pa’ La Cruda brings a different format to the address. Known for its hearty, scratch-made dishes, the menu centers on traditional Mexican comfort fare including pozole verde, menudo, caldo de mariscos, mole chilaquiles, pescado frito, chile relleno, shrimp aguachile, birria, and a full lineup of tacos and burritos. True to its name, the restaurant has built a loyal following for its restorative soups and bold, home-style flavors served all day.
Unlike the high-energy, border-style taco model that previously occupied the space, Todo Pa’ La Cruda leans into sit-down plates and deeply rooted family recipes. Whether that approach resonates more sustainably in Hillcrest remains to be seen, but the brand has demonstrated steady growth since opening its first location more than five years ago.
The new Hillcrest outpost will represent the company’s third active location in San Diego County, joining Grant Hill and Barrio Logan. Ownership confirmed plans for the previously announced Pacific Beach expansion are on hold indefinitely.
Todo Pa’ La Cruda will soft open on February 20 at 406B University Avenue in San Diego’s Hillcrest neighborhood. For more information, visit todopalacruda.com.
Originally published on February 16, 2026.
