La Parrilla Taqueria, a renowned taqueria in Atascadero, California, was awarded the inaugural Hispanic Business of the Year by the Atascadero Chamber of Commerce this past weekend at their 101st annual gala, held at Rava. This honor reflects the city’s vibrant Latino business community and La Parrilla Taqueria’s standout qualities, as evidenced by its glowing reviews on Yelp for excellent service, affordability, and culinary delight.
“The event gave me goosebumps,” said Maria Garcia, Program Manager for the Hispanic Business Association. “I’m excited about the partnership to provide expanded resources, grants, and support to Latino businesses in the community.”
The award emerges in the wake of the 2023 merger between the Atascadero Chamber of Commerce and the Hispanic Business Association, a pivotal moment aimed at enhancing support for minority entrepreneurs. The Association was initially formed by Sue Hubbard and co-led by Carla Blandon, Beatriz Espinoza, and Maria Garcia—to name a few—to address the unique challenges faced by Hispanic businesses, highlighting the importance of community and collaboration among minority business owners.
La Parrilla Taqueria and their Labor of Love
La Parrilla Taqueria’s recognition as the Hispanic Business of the Year not only celebrates its success but also validates a labor of love for cousins Edgar Valencia, Pepe Fonseco, and Lisandro Arriaga. Since opening their first restaurant six years ago in Atascadero, they’ve expanded to Arroyo Grande and Paso Robles.
“When you start a business in a community that is not your own, it brings a lot of pride because of the work done over the years,” says Valencia.
Their work has paid off, with their tacos winning the 2024 best of award from the Paso Robles Press. For many entrepreneurs, being recognized for long hours and hard work isn’t just validation, but motivation to keep going.
“Entrepreneurship is much more than being Hispanic, Chinese, or anything else,” Valencia continues. “For me, entrepreneurship means sacrificing many things, leaving your family aside. It involves many setbacks during the course of what one considers their dream.”
Above all, Valencia has been successful because of the team he’s assembled. As is the case with any business—food, technology, services, and otherwise—how everyone works together matters significantly.
“Winning the award means a lot of pride,” Valencia concludes. “It’s a pride in people who truly awesome at working on making things a reality and stand behind the vision. They make it possible to achieve.”
La Parrilla Taqueria has three locations in Arroyo Grande, Atascadero, and Paso Robles open every day from 9 a.m. to 9 p.m.. Stop in for their award-winning tacos, delicious seafood, and authentic Mexican flavors.
