Woke protesters boycott beloved Latino-owned California taco chain over CEO’s support for Trump
A popular taco chain that began in San Diego is facing calls for a boycott after controversy erupted online over its CEO’s political views and support for President Donald Trump.
Roberto’s Taco Shop, which operates about 80 locations across California, Nevada, and Texas, became the focus of criticism after a TikTok user posted a video accusing CEO Reynaldo Robledo of supporting the MAGA movement. The user, who claims to highlight “Latino MAGA businesses,” pointed to social media activity associated with Robledo, including posts on Facebook.
The video quickly gained attention online, drawing close to 80,000 views and generating hundreds of comments. According to SFGate, a Facebook page believed to be linked to Robledo was later removed. In the video, the user questions how the CEO could support the administration, noting that the chain’s menu is built around Mexican cuisine and referencing the role immigrants have played in building such businesses.
Robledo’s support for Trump has been public in the past. In 2020, he attended a “Latinos for Trump” roundtable where he praised the president and his policies. During the event, Robledo told Trump that he appreciated the work being done and mentioned it was their third meeting.
Roberto’s Taco Shop has deep roots in Southern California. The original restaurant was opened in San Diego in 1964 by Robledo’s parents after they had operated a tortilla factory. Over time, the business grew into one of the region’s most recognizable taco chains and is often credited with popularizing the California burrito. Although the brand remains closely associated with California, it has expanded significantly, with numerous franchise locations throughout Nevada, including Las Vegas and Reno, as well as sites in Texas.
The backlash has spread beyond TikTok. A Facebook group called A Strong Nevada encouraged people to avoid the chain, writing that Robledo supports both the MAGA movement and ICE and stating that the group would no longer give the business its support.
As criticism mounted, the company’s Nevada franchise division released a statement on Instagram stressing that each franchise location operates independently. The message noted that Roberto’s Taco Shop is a Latino-owned franchise serving diverse communities throughout Nevada. It also emphasized that while the CEO may hold personal political beliefs, the individual franchise owners manage their businesses separately.
The statement also highlighted the people who work at the restaurants, saying that the daily operations are carried out by about 600 employees whose efforts reflect the values and cultural backgrounds of their families, many of whom are Latino immigrants working to support their communities.
Reactions online have been mixed. Some users expressed disappointment and said they would stop eating at the chain, while others defended the business or joked about losing a favorite late-night food spot. Several commenters pointed out that franchise owners and their families may not share the CEO’s political views and argued that a boycott could hurt local operators rather than corporate leadership.
Others took the opposite view, saying the controversy would not change their opinion of the restaurant. One Facebook user wrote that the situation only reinforced why they liked the chain.
The company did not respond to a request for comment from The California Post before the story was published.
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