San Diego Taco Chain Faces Boycott Over CEO's MAGA Ties

Roberto's Taco Shop grapples with backlash after CEO's pro-Trump comments surface online.

Apr. 10, 2026 at 9:42pm

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A high-end, photorealistic studio still-life photograph featuring a stack of freshly pressed tortillas, a lime wedge, and a bottle of hot sauce arranged elegantly on a clean, white seamless background, conceptually representing the tensions between a taco chain's community roots and its corporate leadership.As a taco chain's CEO faces backlash over his political ties, the brand's core ingredients symbolize the complex intersection of community, tradition, and corporate leadership.National City Today

Roberto's Taco Shop, a popular San Diego-based taco chain, is facing a boycott after a TikTok video alleged that the company's CEO, Reynaldo Robledo, holds pro-Trump and MAGA political views. The controversy has prompted calls for a boycott, with some customers saying Robledo's public support for Trump is out of step with the Latino community that the restaurants serve.

Why it matters

The Roberto's Taco Shop controversy highlights the growing tensions between businesses and their customers over political affiliations, especially in diverse communities where a CEO's political leanings may be seen as out of touch. The boycott could impact the livelihoods of the hundreds of employees who work at the chain's locations across California, Nevada, and Texas.

The details

A TikTok video alleging that Roberto's Taco Shop CEO Reynaldo Robledo supports former President Trump and MAGA politics has gone viral, prompting calls for a boycott of the chain. Robledo's name appears in a 2020 transcript of a roundtable with Trump, where he expressed support for the former president's work. The Nevada franchise of Roberto's Taco Shop has responded on Instagram, stressing that the chain is Latino-owned and operated, and that each of its 49 franchisees run their stores independently.

  • In 2020, Robledo appeared in a roundtable transcript with then-President Trump, where he expressed support for the former president's work.
  • This week, a TikTok video alleging Robledo's pro-Trump and MAGA views went viral, drawing over 76,000 views and hundreds of comments.
  • The Nevada franchise of Roberto's Taco Shop responded to the controversy on Instagram this week.

The players

Reynaldo Robledo

The CEO of Roberto's Taco Shop, a San Diego-based taco chain, who has been linked to pro-Trump and MAGA political views.

Roberto's Taco Shop

A family-run taco chain that started in National City, California in 1964 and now has over 80 locations across California, Nevada, and Texas.

Nevada Franchise of Roberto's Taco Shop

The Nevada franchise of Roberto's Taco Shop, which operates 49 locations and employs around 600 team members in the state.

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What they’re saying

“we love the work you're doing”

— Reynaldo Robledo, CEO, Roberto's Taco Shop

“Roberto's Taco Shop is proud to be a Latino-owned and operated franchise and that each of its 49 franchisees operate their stores independently.”

— Nevada Franchise of Roberto's Taco Shop

What’s next

It remains to be seen whether more Roberto's Taco Shop franchisees will publicly distance themselves from CEO Reynaldo Robledo, and whether the controversy will impact sales at the chain's locations in Nevada and San Diego. The company may also issue a more detailed corporate statement addressing the situation.

The takeaway

The Roberto's Taco Shop controversy highlights the growing tensions between businesses and their customers over political affiliations, especially in diverse communities where a CEO's political leanings may be seen as out of touch. The boycott could impact the livelihoods of hundreds of employees, underscoring the complex dynamics at play when a company's leadership becomes embroiled in a political debate.