The controversy appears to have originated from a TikTok video posted by a user claiming to highlight “Latino MAGA businesses,” which pointed to alleged social media activity and past public comments tied to Robledo. The video quickly gained traction, amassing tens of thousands of views and hundreds of comments, with some users calling for customers to “vote with their wallet.”
The situation escalated further after coverage by outlets including SFGATE, bringing broader visibility to the claims. A 2020 transcript from a Latinos for Trump roundtable has also circulated online, in which Robledo is quoted telling Trump, “We love the work you’re doing,” adding fuel to the criticism.
In response to the growing backlash, a Nevada-based franchise group issued a public statement emphasizing that Roberto’s Taco Shop is “a Latino-owned and operated franchise” and that its dozens of locations are independently run. The statement underscored that day-to-day operations are carried out by local franchisees and employees, many of whom come from immigrant backgrounds, and suggested that individual political beliefs do not reflect the broader workforce.
In response to the growing backlash, a Nevada-based franchise group issued a public statement emphasizing that Roberto’s Taco Shop is “a Latino-owned and operated franchise” and that its dozens of locations are independently run. The statement underscored that day-to-day operations are carried out by local franchisees and employees, many of whom come from immigrant backgrounds, and suggested that individual political beliefs do not reflect the broader workforce.
@harrie835 🌮Robertos Taco Shop 📍 CA, AZ, NV, WA, OR & TX DISCLAIMER: This content reflects personal opinion and commentary based on publicly available information at the time of posting. It is not intended as a factual accusation, nor to encourage harassment, boycotts, threats, or violence. This series is for political discussion and consumer awareness only. Viewers are encouraged to research independently and form their own conclusions. If information is inaccurate, respectful corrections are welcome via DM. #robertostacoshop #ca #az #nv #tx ♬ original sound - harrie835
Founded in 1964 in National City by Roberto and Dolores Robledo, Roberto’s Taco Shop began as an extension of a family-run tortilla business before evolving into one of San Diego’s most recognizable fast-casual brands. The chain is widely associated with popularizing the California burrito, a now-ubiquitous staple combining carne asada, cheese, guacamole, sour cream and French fries. Over the decades, the brand expanded throughout Southern California and into Nevada and Texas, helping inspire a wave of similar “-bertos” taco shops that now dot the Southern California region.
Today, Roberto’s operates more than 80 locations across multiple states, with a particularly strong presence in San Diego and Las Vegas. The company remains closely tied to its family origins, with Robledo having worked in the business since childhood before eventually taking on a leadership role.
The current controversy highlights the increasingly common intersection of politics and consumer behavior, where a company’s leadership can become a focal point for public scrutiny. In San Diego, this is not the first time a restaurant brand has faced attention over perceived political affiliations. In 2025, Phil Pace, founder of Phil's BBQ, drew criticism after attending a presidential inauguration event tied to Trump, sparking similar online debate among local diners.
As of now, Roberto’s Taco Shop has not issued a comprehensive corporate response beyond the franchise-level statement, and it remains unclear whether the controversy will materially impact operations. With its deep roots in San Diego’s culinary identity and a workforce spread across independently operated locations, the situation underscores the complex dynamics that arise when longstanding community brands become entangled in national political discourse.
Today, Roberto’s operates more than 80 locations across multiple states, with a particularly strong presence in San Diego and Las Vegas. The company remains closely tied to its family origins, with Robledo having worked in the business since childhood before eventually taking on a leadership role.
The current controversy highlights the increasingly common intersection of politics and consumer behavior, where a company’s leadership can become a focal point for public scrutiny. In San Diego, this is not the first time a restaurant brand has faced attention over perceived political affiliations. In 2025, Phil Pace, founder of Phil's BBQ, drew criticism after attending a presidential inauguration event tied to Trump, sparking similar online debate among local diners.
As of now, Roberto’s Taco Shop has not issued a comprehensive corporate response beyond the franchise-level statement, and it remains unclear whether the controversy will materially impact operations. With its deep roots in San Diego’s culinary identity and a workforce spread across independently operated locations, the situation underscores the complex dynamics that arise when longstanding community brands become entangled in national political discourse.
For more information about Roberto's Taco Shop, visit robertostacoshopsd.com.
Originally published on April 11, 2026.
Originally published on April 11, 2026.
