At Roberto’s Taco Shop, giving is more than a photo opportunity; it’s a verb, an action, and a responsibility to the community. Since its beginnings in 1964, when Roberto and Dolores Robledo opened a humble tortilleria, the brand has grown into a household name across Nevada, California, and Texas. Yet through all that growth, its heart has remained rooted in serving people, not just tacos.
Unique among franchises, Roberto’s Taco Shop is built on a model that empowers employees to become franchise owners. Of the more than 600 employees across Nevada, nearly 49 have taken that leap, transforming their lives and building generational wealth while continuing to serve the neighborhoods they call home. This model reflects Roberto’s core belief: creating opportunities for everyday people to achieve their American Dream.
“Our journey has always been about more than just tacos,” said CEO Reynaldo Robledo. “It’s about family, community, and creating opportunities. Giving back isn’t a slogan for us; it’s an action, whether it’s supporting a child’s dream through Make-A-Wish or creating a pathway for employees to become owners.”
Roberto’s Taco Shop has long partnered with organizations like Make-A-Wish to support children with critical illnesses, raising funds that directly change lives. But equally important are the smaller, everyday acts of giving—from sponsoring local events to backing causes that uplift families across Nevada and beyond.
The stories of Roberto’s franchise owners are also part of this legacy. Many began as employees making tacos, and today they run their own shops, carrying forward the Robledo family’s vision of opportunity. These owners represent the real Latino community of Las Vegas and beyond, showing how a business can create impact far beyond its storefronts.
“My parents’ greatest legacy wasn’t just the food,” Reynaldo said. “It was the chance they gave regular people to build a future. That’s what giving means to us—action that changes lives.”
Roberto’s Taco Shop remains proof that when giving is active, authentic, and rooted in community, it becomes more than charity; it becomes a legacy.
