LAS VEGAS, Nev. (FOX5) – Roberto’s Taco Shop has been serving the community for 61 years, but what many people don’t know is the incredible immigrant success story behind it.
For decades, Roberto’s taco shop has been a go-to spot for fresh, authentic Mexican food. Behind the success is a story of hard work, determination, and the “American Dream.”
The journey began in the small town called El Saldo in Jalisco. That’s where Roberto Obledo worked multiple jobs to support his family before starting a small tortilla shop in San Diego.
“People would tell my dad, ‘Why are you going to put a tortilleria in San Ysidro when everybody goes to Tijuana?’” said owner and CEO, Reynaldo Obledo. “And he would always tell them, ‘Don’t mind what I’m doing. I know what I’m doing’.”
From that first tortilla shop, Roberto’s expanded into a full-scale restaurant and when the business moved to Nevada. It became a household name.
“Here in Nevada, we have 60 stores, but as a whole we have about 83 stores,” Obledo said.
Beyond building a thriving restaurant empire, Roberto never forgot where he came from and was always the first to help the next one in line.
“He would bring people from Mexico to come and work for him and before they knew it, they would go out on their own and open up their own restaurants,” Obledo said.
Now Reynaldo is working to keep his father’s legacy alive.
“We come here to work. We’re going to bring up our family with our own hard work.”
From selling tortillas in Mexico to a becoming a staple in the Las Vegas Valley community, the Obledo family legacy is built on hard work, family and dedication. It’s proof that the American Dream is still alive for those willing to chase it.
The City of Las Vegas made March 2 an official day for Roberto’s. To celebrate, Reynaldo says they’re giving away free tacos at all Roberto’s Taco Shop locations to those who wear their logo on Sunday from 10 a.m. to 4 p.m.
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