Villa's Tacos Sees Surge in Customers After Super Bowl Appearance

The Highland Park taqueria's founder danced with Bad Bunny during the halftime show, sending fans flocking to the original location.

Published on Feb. 9, 2026

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The day after Villa's Tacos made a surprise appearance during Bad Bunny's Super Bowl halftime show, fans flocked to the taqueria's Highland Park location, lining up as early as 7 a.m. to get a taste of the tacos that were featured on the national stage. The restaurant's founder, Victor Villa, was seen dancing with Bad Bunny during the performance, which has led to an outpouring of support and attention for the local business.

Why it matters

Villa's Tacos' Super Bowl appearance represents a moment of pride and representation for the local community, highlighting the vibrant food culture and immigrant-owned businesses that are integral to neighborhoods like Highland Park. The surge of customers also underscores the power of national exposure for small, community-focused restaurants.

The details

During the Super Bowl halftime show, Villa was seen standing behind a branded puesto and dancing as Bad Bunny performed. After the show, a mob of press surrounded Villa at his restaurant, and he led fans in a chant of 'WHEN I SAY VILLA'S, YOU SAY TACOS.' Villa said he received a call in December from Bad Bunny's team asking him to participate in the halftime show, though he's not sure how the musician learned about Villa's Tacos. The appearance was kept under wraps for three weeks of rehearsals in Los Angeles and the Bay Area.

  • On Monday, February 10, 2026, fans lined up as early as 7 a.m. to visit Villa's Tacos in Highland Park.
  • Villa's Tacos made a surprise appearance during Bad Bunny's Super Bowl halftime show on February 9, 2026.

The players

Villa's Tacos

A local taqueria in Highland Park, Los Angeles, known for its fresh, handmade blue-corn tortillas and grilled meats, pickled onions, and house-made salsas.

Victor Villa

The founder of Villa's Tacos, who launched the taqueria as a sidewalk pop-up in 2018 and has since opened multiple locations in the Highland Park neighborhood.

Bad Bunny

A Grammy Award-winning Puerto Rican rapper who featured Villa's Tacos in his Super Bowl halftime show performance.

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What they’re saying

“During a time where immigrants are frowned upon, we were there to reinforce that we're just about love. We have so much to share: Not only our gastronomy, but if you're cold, I'll give you my sweater. If you're hungry, I will feed you. If you get thirsty, I will quench your thirst. I think sometimes we forget that we're just all people. We're all humans, and we all deserve to be loved.”

— Victor Villa, Founder, Villa's Tacos (Los Angeles Times)

“It's like a total representation of what Victor is all about, which is transmitted through his food, through his community.”

— Marilu Villa, Mother of Victor Villa (Los Angeles Times)

What’s next

The restaurant is expected to see continued high demand in the days and weeks following its Super Bowl appearance, as fans seek to try the tacos that were featured on the national stage.

The takeaway

Villa's Tacos' Super Bowl moment highlights the vibrant food culture and immigrant-owned businesses that are integral to neighborhoods like Highland Park, providing a sense of pride and representation for the local community. The surge of customers underscores the power of national exposure for small, community-focused restaurants.