How Roberto’s Taco Shop Became a Southwestern Chain, Phenomenon
ANAHEIM, Calif. — Roberto's, Alberto's, Filiberto's, Juanberto's... If you've lived in or around the southwestern states, chances are you've seen a variation of a "Berto's" fast food Mexican restaurant, most with a identifiable orange yellow and yellow color scheme and an italicized logo. Over the years, the restaurant's variations (we'll explain how and why there are so many) are commonly defined by their carne asada burritos, beef tacos, and rolled taco combo plate, among other flavorful Mexican dishes.It's hard to miss and what you see is what you typically get anywhere there might be one. The concept originates from Roberto's…
