Woke Protesters Boycott Beloved Latino-Owned California Taco Chain Over CEO's Support for Trump

Roberto's Taco Shop faces backlash after CEO's political views come to light

Apr. 12, 2026 at 12:03am

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A dynamic, abstract painting featuring overlapping, geometric shapes in shades of red, yellow, and green, representing the clashing political and cultural forces surrounding a Latino-owned business.The vibrant, fractured visuals of this illustration capture the heated debate surrounding a Latino-owned taco chain and its CEO's political views.Reno Today

Woke activists are calling for a boycott of the beloved San Diego-born taco chain Roberto's Taco Shop over its CEO Reynaldo Robledo's support of former President Donald Trump. The controversy erupted after a TikTok user accused Robledo of being a 'Latino MAGA' supporter, citing his social media activity and attendance at a 'Latinos for Trump' event. While Roberto's has emphasized that individual franchise owners operate independently, the backlash has spread across social media, with some customers vowing to stop patronizing the chain.

Why it matters

This story highlights the growing political divide and the willingness of some consumers to boycott businesses over the political views of company leadership, even when those views may not directly reflect the values or practices of individual franchise locations. It also raises questions about the extent to which a CEO's personal political beliefs should impact a company's public perception and customer base.

The details

According to reports, the controversy began when a TikTok user posted a video accusing Roberto's Taco Shop CEO Reynaldo Robledo of supporting former President Donald Trump. The video pointed to social media posts and Robledo's attendance at a 'Latinos for Trump' event in 2020, where he praised the former president's work. This sparked calls for a boycott of the taco chain, which has over 80 locations across California, Nevada, and Texas. In response, Roberto's Taco Shop's Nevada franchise issued a statement emphasizing that individual franchise owners operate independently and that the company serves diverse communities.

  • In 2020, Robledo attended a 'Latinos for Trump' roundtable and praised the president.
  • The TikTok video accusing Robledo of being a 'Latino MAGA' supporter was posted in April 2026.

The players

Reynaldo Robledo

The CEO of Roberto's Taco Shop, a beloved Latino-owned taco chain based in San Diego. Robledo has faced backlash for his support of former President Donald Trump.

Roberto's Taco Shop

A popular taco chain with over 80 locations across California, Nevada, and Texas. The company was founded in San Diego in 1964 by Robledo's parents and has become a regional staple.

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What they’re saying

“We love the work you're doing. We love what you've done for us.”

— Reynaldo Robledo, CEO, Roberto's Taco Shop

“Roberto's Taco Shop is proud to be a Latino-owned and operated franchise that serves diverse communities across Nevada. While our CEO may hold personal political beliefs, it is important to note that each of our 49 franchisees operate their stores independently.”

— Roberto's Taco Shop Nevada

What’s next

The controversy over Roberto's Taco Shop's CEO's political views is ongoing, and it remains to be seen how the company and its franchisees will respond to the growing calls for a boycott. Some customers have vowed to continue supporting the chain, while others have pledged to take their business elsewhere.

The takeaway

This story highlights the complex intersection of politics, business, and consumer activism in the modern era. While the CEO's personal views may not directly reflect the values and practices of individual franchise locations, the public backlash demonstrates the power of social media to shape consumer perceptions and the willingness of some customers to make purchasing decisions based on a company's leadership.