Just four blocks from the Highland Park station on Metro’s A Line, Villa’s Tacos is more than a neighborhood taquería — it’s a Los Angeles success story that recently reached one of the world’s biggest stages.
Victor Villa is still taking it all in. Just a couple of days after appearing during the halftime show at Super Bowl LX, the founder of Villa’s Tacos still has a shine in his eyes. There’s excitement, gratitude and a deep sense of pride that’s impossible to miss.
“I was proud to represent Latinos, Mexicans, Mexican Americans and all the taqueros of Los Angeles,” he says.
For him those seconds weren’t about food, visibility or fame. It was about honoring his immigrant parents, who work hard to give their family a better life, and recognizing the many families whose love and sacrifice shaped who they are today. “I thank God for this opportunity.”
Many viewers caught a brief but powerful moment when a piragua (shave ice) is handed to Victor, who stood behind a taco stand. However, that moment is more than a viral clip or a brand. Behind is a story rooted in family, memory and a lifelong love for cooking.
That love began when Victor was just seven years old, watching his grandmother Guadalupe Villa — whom he lovingly calls ‘La Chula’ — cook at home. He remembers the smells filling the kitchen and the care she put in every dish. From camarones a la diabla to salsas and mojo de ajo, those early moments shaped him.
“I never had formal training,” he says. “I learned by watching her.”
What his grandmother really taught him went beyond recipes. “She cooked with cariño” Victor explained.” When he told her he wanted to open a business, her advice stayed with him: Échale todas las ganas. It won’t be easy but cook with love. “That’s the secret ingredient,” he says.
That advice carried him through the early days, when Villa’s Tacos was just a small operation in the backyard of his other grandmother, Guadalupe Rivera, in Highland Park.
“I didn’t have much,” he recalled. “Just a grill, a table, a canopy and a first round of food.” With a simple mesquite grill and determination, he started serving food. “Then, I went from a puesto in the backyard to a restaurant,” he said.
In 2023, Victor opened his first brick-and-mortar Villa’s Tacos in Highland Park. The menu features favorites like chicken, steak and even soyrizo tacos, fresh salsas, aguas frescas and the handmade blue-corn tortillas. The space is small, but it’s filled with heart — and lately, with lines stretching all the way to the corner.
(And yes, this location is just minutes away from a Metro station. Keep reading to learn how easy it is to get there.)
Villa’s Tacos has quietly earned major recognition. The Highland Park location was featured on Netflix’s Taco Chronicles and has also received a mention from the Michelin Guide – (more reasons to visit this iconic spot!)
Soon after, Victor expanded to a second location inside the historic Grand Central Market in Downtown LA. Last year, he opened another spot that focuses on seafood tacos, with shrimp, mahi-mahi, octopus and more — plus vegetarian options, too.
And as breaking news, Victor shared that he’s planning to open a new restaurant in Atwater Village. While Highland Park became home away from home, Atwater Village is where he grew up with his grandmother ‘La Chula’. “Opening there will feel like coming back home,” Victor says.
Today, he works alongside a team of about 70 people. During this interview he moved constantly — checking in with customers, talking with the kitchen staff and making sure everything ran smoothly. Surrounded by his wife, kids and team, it’s clear he pours his heart into every detail.
Victor also spoke about the value of public transportation near small businesses. Growing up, he used Metro buses and trains to get around Los Angeles with his friends. “It’s convenient,” he said. “It helps people avoid traffic, expensive Ubers and the stress to look for parking.” He says that having Metro rail stations near his locations makes Villa’s Tacos, and other businesses, more accessible for everyone.
His invitation is simple: “Allow us to welcome you at Villa’s Tacos. Allow us to serve you.” If you are looking for good food that feels like casita you will find it just a Metro ride away.
Locations:
- Highland Park #1
5455 N Figueroa St. Los Angeles, CA 90042
12:00 PM – 10:00 PM
Monday – Sunday
Go Metro: Take the A Line to Highland Park Station and walk 6 minutes OR take Bus Line 81/182 to Figueroa/Ave 54 and walk 2 minutes.
- Highland Park #3
6103 N Figueroa St. Los Angeles, CA 90042
12:00 PM – 9:00 PM
Thursday – Sunday
Go Metro: Take the A Line to Highland Park Station and walk 6 minutes OR take Bus Line 81/182 to Figueroa/Ave 60 and walk one minute.
- Grand Central Market
317 South Broadway, Los Angeles, CA 90013
11:00 AM – 9:00 PM
Tuesday – Sunday
Go Metro: Take the A Line to Historic Broadway Station and walk 3 minutes OR the B/D Line to Pershing Square Station and walk 4 minutes.
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