After a brief appearance in Bad Bunny’s Super Bowl LX halftime show Sunday, Victor Villa, owner and founder of Villa’s Tacos, had one word when asked what the experience has meant for his business: gratitude.
It is this same compassionate attitude towards his customers and food that has made the taqueria a staple in the Los Angeles taco scene.
Originating in Highland Park, Villa’s first opened as a sidewalk pop-up in 2018. Villa managed to open his first storefront shop in 2023 and has since added two more locations.
Rave reviews and prestigious awards, including a Michelin Bib Gourmand — which recognizes establishments that serve high-quality food at great value – explain the long lines that Villa’s customers are willing to wait in regularly.
“Usually we have lines on the weekends and weekdays, but we’re fast at clearing them,” Villa said. “But the line hasn’t stopped since I got back on Monday.”
Those who come and visit are always attended to by Villa, who makes sure to provide fist-bumps to everyone in line and welcome them. He operates at a high standard, motivated by all that his business represents every day.
“I think we represented — not only the taco community in Los Angeles, the U.S., in Mexico or the world — but we represented the food and hospitality industry at the highest level,” said Villa, speaking on his Super Bowl cameo.
“I’m so grateful that I was able to represent, not only my people, culture or community, but to represent all restaurants and the hospitality group,” he said.
After finding out that he would be appearing in the halftime show in December, legal restrictions forced Villa to keep the secret from the rest of his staff. However, as the day got closer, he urged them to be “watching closely” during the performance.
With over 128 million people tuning in on Sunday to watch Bad Bunny perform, the national exposure has drawn plenty of new customers to Villa’s.
Rayne Beckman, a Houston native paying a visit for the first time on Thursday, immediately understood the appeal.
“I can tell that the owner really cares about the people that he’s serving,” he said. “It’s been so welcoming and open. This is my first time here, but I feel like I’ve been coming here for months, or years even.”
Customers like Beckman hope that the national attention to Villa’s will help them continue to thrive on an even larger scale than before.
“[The halftime appearance] allows [Villa] to expand more and bring this culture of love and food to other parts of Los Angeles.
Chris Gantan first tried Villa’s last year. He says he has since returned “four or five times.”
“When you walk in, it kind of feels like family — like you’re walking into a family establishment,” he said. “And then obviously, the food is really amazing.”
He said the restaurant’s appearance in the halftime show was “the best part of the Super Bowl.”
When asked what he feels Villa’s means to the Highland Park community, Gantan said, “it means everything.”
This appreciation was mirrored by Villa, who says serving the community has been an “honor [and] a pleasure.”
“It’s been such a blessing. I’m just overwhelmed with joy and gratitude,” he said.
Villa’s Tacos’ original location in Highland Park is open every day from noon to 10 p.m.