Asadero’s Rise as a Hollywood Taco Destined for Success

Emiliano “Ruben” Martinez once faced challenges with his taco stand, Asadero, as few customers were willing to pay $5 or $6 for a taco. With patience and persistence, Martinez has now transformed Asadero into a popular Hollywood destination. Today, taco enthusiasts wait up to three hours to savor Asadero’s grilled Wagyu, USDA Prime, and Angus tacos, among others.

Martinez previously worked as the opening chef at the Los Feliz taqueria Mírate, perfecting artisan tacos priced at $9 to $10. Despite initial hurdles on the street, Martinez believed in his premium offerings. Asadero has now earned a reputation alongside acclaimed L.A. taquerias like Sonoratown and Tacos Los Cholos, catering to diverse tastes and budgets. There’s room for variety as Mexican cuisine differs across 32 regions, each with unique taco styles.

At Asadero, Martinez specializes in the gaonera, a four-ounce rib-eye steak, skillfully cooked over mesquite charcoal. Thicker skirt steaks, grilled to perfection, are used for the arrachera tacos. To minimize waste, crispy beef trimmings are offered as taco toppings for just $1. The beef, seasoned simply with salt Sonora-style, emphasizes natural flavors. Al pastor, in contrast, requires a multi-day marinade using house-made tepache. Customers can choose between locally produced flour or blue corn tortillas.

Drawing inspiration from his family’s farms in Vizcaíno and La Paz, Martinez combines traditional flavors with knowledge gained from high-volume Las Vegas kitchens. In Las Vegas, he worked in prestigious establishments like T-Bones Chophouse, Caesar’s Palace, and the Belaggio. There, he learned the art of steak preparation and kitchen management.

Moving to Los Angeles in 2016, Martinez joined renowned spots like the Cheesecake Factory and W Hotel, honing his skills with Alta California chef Joshua Gil at Mírate. Inspired by L.A.’s vibrant street food scene, he set up a small taco stall in Sylmar, testing his concept before relocating to Hollywood in 2025.

Though initially slow to attract customers, Asadero’s reputation grew through word of mouth and loyal supporters, like Hollywood resident Luke Skywalker, who admire the stand’s freshness and quality. Mentions on podcasts like the LA Food Podcast and platforms like the Infatuation boosted popularity, with Asadero now handling increased demand efficiently.

Social media comments sometimes criticize premium prices, but Martinez emphasizes quality and rising ingredient costs. Flank steak’s price surged, prompting necessary pricing adjustments. He also switched to more durable blue-corn tortillas from Boyle Heights tortilleria Kernel of Truth Organics due to feedback.

Bolstered by support, Martinez plans to expand with a food truck by year-end and dreams of a permanent restaurant. For now, Asadero’s small grills on a Hollywood sidewalk continue to draw taco lovers, ensuring a new chapter of culinary success.

Asadero is located at 723 Vine St., Los Angeles, and operates from Thursday to Sunday, 6-11:30 p.m.