Across the United States, you will find regional restaurant chains that are wildly popular but, for one reason or another, haven’t expanded nationwide.
For example, Gold Star Chili and Skyline Chili, which serve a delicious and unique “Cincinnati-style” version of the meat sauce, are only found in Ohio, Indiana and Kentucky, with a small number of locations in Florida.
In the Denver area, thousands of people line up out the door each morning to get their hands on the legendary Santiago’s breakfast burritos, but you won’t find them anywhere else.
Southern California has given birth to countless restaurant chains that began as regional favorites and ultimately expanded nationwide or globally, including McDonald’s, In-N-Out Burger and Panda Express, to name a few.
However, even among the most unique regional chains in the nation, one SoCal phenomenon stands out: the “Berto’s” taco shop.
No, “Berto’s” isn’t the name of a single chain or franchise, or even a specific type of Mexican food. Instead, it’s a collection of dozens of San Diego taco shop brands that all serve basically the same menu – all with names ending in “Berto’s.”
Roberto’s, Alberto’s, Juanberto’s, Filiberto’s, Rolberto’s, Adalberto’s and many other variations can be found throughout America’s Finest City.
It all originated with Roberto’s Taco Shop, founded by Roberto and Dolores Robledo in the late 1960s. The couple moved to the United States from San Luis Potosí, Mexico, in the 1950s under the Bracero Program, which allowed Mexican men to work in the U.S. through short-term labor contracts.
After working various jobs, including as a waiter and in construction, Roberto and Dolores decided to start their own business — and Roberto’s was born.
“My dad was from the frame of thought that this is the land of opportunity. And if you’re willing to work hard, there’s enough business to go around,” Jose Robledo, the youngest of the 13 Robledo children, told NBC News. “He was always there to lend a helping hand to everybody that wanted to get into the business.”
Over the decades, Roberto built a strong local customer base in San Diego and encouraged family and friends to open their own taco shops. This gave birth to copycats, largely with the family’s support. Trademark battles were few and far between.
A typical “Berto’s” menu features a variety of classic Mexican dishes such as carne asada and chicken tacos, machaca burritos, tamales and deep-fried rolled tacos, all served with fresh toppings like guacamole, shredded cheese and several options for salsa. It’s fast and affordable, and the restaurants are usually open 24/7.
“Whenever you see a ‘Berto’s,’ you know what you’re getting, and it’s always good,” says lifelong San Diegan Jon Gerome. “You can’t drive for more than a few miles here without seeing one. They’re an institution.”
The commitment to quality and authenticity has not only made “Berto’s” taco shops beloved in San Diego, they have also spread elsewhere in the Southwest. Locations now include Phoenix, Las Vegas, Tucson and as far away as Salt Lake City, Utah.
Broader appeal, however, seems elusive at this point, and it is unlikely we will see traditional “Berto’s” along the Great Lakes, East Coast or southeastern U.S. anytime soon.
