Owner of Villa’s Tacos recalls his humble beginnings before he became widely known

Rain or shine, Villa’s Tacos in Highland Park has a line of people either waiting to get the tacos they have enjoyed for years or to see what the hype is all about, mainly after the taqueria became widely known at the Super Bowl LX halftime show.

During the show, Villa’s Tacos owner and chef Victor Villa appeared with his taco cart, receiving a piragua or raspado from Bad Bunny. While these seconds were epic, it is the result of almost a decade of work and his creation’s unique flavors, along with Villa's energy and the use of social media – specifically during the Covid-19 pandemic – that brings people from near and far.

On a regular day, the taqueria can sell about 2,000 tacos made with blue handmade tortillas and cheese. The most popular tacos are the mesquite-grilled ranchera asada, followed by the chicken and house-made chorizo. 

Villa said it is the quality ingredients and in-house salsas that make them stand out. Some of the recipes come specifically from his grandmother.

“We strive to execute each factor of our taco, from the tortilla that we make in-house with organic blue corn, to the meat that we build over mesquite to the guacamole that we use with fresh-squeezed lime juice, fresh avocados, extra virgin olive oil, Himalayan salt, just all the ingredients that we have in-house,” Villa said. 

Clients also appreciate the customer service skills, from the owner to the cooks and other employees who often throw a warm “welcome” chant.

Villas said he felt very lucky and blessed when he was selected to participate at the half time show with Bad Bunny. However, as a business owner, initially it was tough to be far from home, rehearsing in Santa Clara from four to nine hours a day for two weeks and without his phone.

“At first it was difficult, but then it was good to be in the moment,” he said. “I feel I was chosen to represent my family, my team and my community.”

And the customers prove it, just like a family that arrived from Corona to Highland Park this past Monday, despite the rain. One of them, Rebecca Valenzuela, came to visit from New York and said she couldn’t miss the taqueria, mainly after seeing it at the Super Bowl.

“We are big foodies and we want to support local businesses,” she said. “You can taste the smokiness in the tacos and we can see the lady making the tortillas.”

Derek Cruz said it was dangerous to drive from Corona to Highland Park due to the rain, but it was worth it. 

From a taco stand to three restaurants

Villa’s dedication, hard work and passion for the food made Villas Tacos win several awards, including a grant from Estrella Jalisco beer, two awards from Taco Madness and three MICHELIN Bib Gourmand awards for three consecutive years (2023, 2024, 2025), along with several recognitions from the city and state. 

Villa has a business degree from Cal State Northridge. While he was always working on jobs related to the restaurant industry, in 2018, he decided to open his own taco stand in the driveway of his grandmother’s house. 

After seeing the outcome was positive, he quit his job and gave 100% of his attention to the business. He set up his stand on Avenue 51 close to York Avenue in Highland Park and hired family and friends to work for him. When the pandemic hit in 2020, Villa didn’t give up and instead of closing his rising taco stand, he set up in the backyard of an uncle and started receiving orders via phone and online. 

His hard work paid off and in 2022, he won the “Vive tu Estrella” $100,000 grant by the beer Estrella Jalisco to help the next generation of entrepreneurs. This allowed Villa – who was already saving for a location–to open his first brick-and-mortar restaurant at 5455 N. Figueroa St in Highland Park in February 2023.

He admits the restaurant was a game changer as he had to learn how to transition from a taco stand on the street to a business contract, insurance, payroll, taxes and other expenses.

“It’s more than just the food that you buy and the employees you pay. It’s all the other stuff that comes along with it, so [the grant] gave us the boost that we needed and helped us,” he said. 

His tenacity and hard work led him to open the second taqueria in Grand Central Market in downtown LA in 2024 and a third taqueria in 6103 N. Figueroa Street in Highland Park in 2025. In total Villa hires about 70 employees. 

Remember where you come from

While Villa’s Tacos popularity keeps growing, Villa stays true to his values and feelings for his family and the community that has helped him succeed. 

He also feels proud to be a Mexican American representing his Mexican culture through tacos and his unique flavor through his Angelino heritage. He is grateful for the effort his parents made to migrate from Mexico to the United States and allow him to be born in a country of opportunities, which he is not taking for granted. 

“Because if my dad could come to this country with not much and still be a successful person, then there was no excuse for me, that I was born in this country, that I couldn’t do whatever I put my mind to,” he said.

And just like Bad Bunny said during his performance at the halftime show, “if I'm here today at Super Bowl 60, it's because I never, ever stopped believing in myself. You should also believe in yourself,” Villa has always believed in himself and knows that if he can believe it, he can achieve it.