From Tortillas to Taco Shop Fame!
At the request of several of their customers, Dolores, Roberto's wife began making and selling burritos just like the ones she made for her children. Almost overnight the burritos, at 10¢ each in those days, were in high demand.
To keep up with the growing demand for their burritos, Roberto and Dolores opened their first Roberto's Taco Shop in 1964. A few years later, at their National City Taco Shop, Roberto's Original Carne Asada Burrito was born.
"The Birth of the Iconic Carne Asada Burrito
No one had heard of a Carne Asada Burrito before. It was new, different, and delicious. Roberto's Carne Asada Burrito was an instant hit and is the staple that grew Roberto's into what they are today. Roberto's Original Carne Asada Burrito is still a favorite at every location.
From day one at that first Taco Shop, Roberto committed to delivering, “fresh, authentic, simple food made from quality ingredients.
Roberto's: A San Diego Icon for Every Meal
Today, Roberto's also known as the original “Mexican Taco Shop” by many has become a strong community icon in the north coastal area of San Diego. Residents, beachgoers, the area workforce, and many tourists start feasting on breakfast burritos and the feasting continues through lunch & dinner. The most popular items are, of course, Roberto's Original Carne Asada Burrito and the rolled tacos with guacamole.
Roberto's Growth: Family Orders & Loyal Customers
Roberto's business has shown continued growth. Today more family-sized takeout orders and catering orders contribute to that growth. More than ever before, loyal customers are sharing Roberto's good food with friends and parents are thinking of Roberto's for the meal they'll take home for dinner. That is the ultimate compliment.
Roberto's: Staying Strong Amidst Competition
There has been a lot of new competition in recent years, but Roberto's continues to be a favorite “taco shop” in Northern San Diego. That is something that Rolando, Roberto's 5th son, and his wife Cecilia do not take for granted. Charged with their part of carrying on the tradition, Rolando & Cecilia opened their 1st Roberto's in Solana Beach in December 1981 and owned three of the one-hundred-plus family-run Roberto's locations throughout the southwest.
Roberto´s Roots
Since 1964, Roberto’s has been a cornerstone of San Diego’s food scene. From breakfast burritos to Carne Asada Burritos, locals and visitors alike have made Roberto’s their go-to spot. With a commitment to fresh, high-quality ingredients and family-friendly service, we’ve built lasting relationships with our customers. As we grow, we remain dedicated to providing the same great food that’s been loved for decades.