Boycott of Roberto’s Taco Shop Sparks Controversy

A popular taco shop chain, Roberto’s Taco Shop, has found itself in the midst of a boycott led by social media activists. The chain, which is well-loved and run by generations of Hispanic families, is now facing backlash due to its CEO, Reynaldo Robredo, being an open supporter of President Donald Trump.

Founded in the late 1960s by a Mexican immigrant family in San Diego, California, Roberto’s Taco Shop has expanded to around 80 locations across California, Nevada, and Texas. Many regard it as a true American success story—one that reflects the rags-to-riches journey.

This week, a post on TikTok drew attention to Robredo’s supportive comments about the president, causing a viral uproar. Some activists argue that it’s ironic for a taco shop rooted in Mexican culture to have a CEO who backs political views that might negatively affect immigrant communities. A TikTok user questioned, “Did this CEO forget that all of his restaurants are based on Mexican food?”

The conversation has quickly spread to various social media outlets, with accusations that the CEO’s beliefs contradict the very essence of the business. A post from a group titled “A Strong Nevada” accused him of being a “big MAGA fan” and noted, “Looks like he can’t take our job anymore!”

In response to the growing tension, Roberto’s Nevada branch issued a statement emphasizing its pride in being a Latino-owned franchise. They urged customers to remember that each of the 49 franchisees operates independently, despite the CEO’s personal beliefs.

Interestingly, some critics pointed out that a boycott could harm independent franchise owners who aren’t connected to Robredo’s political stance. On the other side, Trump supporters have begun encouraging others to show their support for the taco chain as a counteraction to the boycott.

Southern California activist Amy Reichert remarked, “It’s the same with America’s story of rags-to-riches. They’re legends of San Diego.”