El Pastor Del Rica Taquería opening soon in Chula Vista. Is it needed?
You know I love tacos, and we are so blessed to have so many great spots here in Chula Vista. We have yet another taco shop coming to an already saturated area. It has been over four years since the announcement of El Pastor Del Rica Taquería. Boxing champion Canelo Álvarez brings his family’s taco shop to Chula Vista. Now, with an opening date on the horizon, the question is: does Chula Vista need another taco shop?
El Pastor Del Rica Taquería: A Celebrity-Endorsed Venture
The upcoming location of El Pastor Del Rica Taquería on Broadway in Chula Vista is a sprawling 4,200-square-foot space, repurposed from its former life as an auto parts store. While Canelo Álvarez’s celebrity status fuels the buzz around this opening, the concept itself is not exactly groundbreaking. Authentic Mexican taquerias, some with decades of history, already dot the South Bay landscape.
The original El Pastor Del Rica Taquería, founded in Guadalajara in 2014 by Álvarez and his brother Ricardo, promises a traditional street-style taqueria experience. The new Chula Vista location aims to replicate this, complete with tacos al pastor cooked on a vertical spit and a menu featuring quesadillas, beer, and wine.
The Oversaturated Market of Chula Vista
Chula Vista is no stranger to taco shops. The city has built a reputation as a hub for authentic Mexican cuisine, from local institutions to trendy newcomers. Adding another taqueria to an already crowded field raises concerns about oversaturation. You could literally walk to Tacos El Gordo from this location. There is also another taco shop a stone’s throw away. Are we really desperate for another taco shop?
When I first heard about El Pastor Del Rica Taquería, I thought it was going to land in Eastlake. At the time, there were no other taco shops in the area. Even now, the only one is Taqueria By El Prieto in the Otay Ranch Town Center. I think Eastlake would have been a much better location.
While Álvarez’s name might draw initial crowds, it remains to be seen whether El Pastor Del Rica Taquería can distinguish itself beyond the star power. Will this venture bring something unique or just another player in an already competitive market?
Celebrity Ventures: Hype or Substance?
Canelo Álvarez’s involvement in El Pastor Del Rica Taquería adds undeniable intrigue, but celebrity-backed ventures often face scrutiny. The restaurant world is littered with examples of high-profile openings that failed to deliver on their promises.
Moreover, Álvarez’s 2018 doping controversy—famously blamed on contaminated meat—has already sparked jokes about the irony of his foray into the taco business. This incident could impact how his venture is received, particularly by a local audience that values authenticity over theatrics.
I’m pretty sure this business is well-funded, so it will surely succeed based on the celebrity clout. Even after the hype around it fades in the months after the grand opening, I’m sure they will be busy. I just hope the smaller taco shops and even the taco trucks around here can make it. There is a small taco shop right across the street, 664 TJ Birrieria, and I’m sure they’re concerned about the addition of this new taco shop. Yes, it is a different type of taco and style, but it is still a competitor in the area. It will be interesting to see if Tacos El Gordo loses some business. That will be the real test.
What’s Next for Chula Vista’s Dining Scene?
El Pastor Del Rica Taquería is set to open in early December at 645 Broadway. Whether it will be a standout addition or fade into the background of Chula Vista’s thriving food scene remains to be seen. While the buzz is undeniable, the real test will be whether the restaurant delivers something truly exceptional.
Chula Vista’s food scene thrives on its diversity and depth. As another taco shop prepares to open its doors, it’s worth asking whether the community is hungry for yet another one—or if we should focus on supporting the culinary institutions that already make this city unique.
For more information, visit elpastordelrica.com.
What do you think?
