From the Sunset Strip to The Strip, Pinches Tacos Marks Las Vegas Milestone

For 18 years, the iconic pink building on Sunset Boulevard in West Hollywood has been a beacon for taco enthusiasts: Pinches Tacos.

This October, Javi Anaya, owner of Pinches Tacos, celebrates another milestone—10 years of serving legendary tacos in Las Vegas.

Anaya said the journey began in 2007. “Pinches Tacos got started by our family wanting to bring the tacos and recipes we grew up with from our kitchen to the community,” he remembers.

“It all started with the first location on the Sunset Strip that was calling our name. During that time, more restaurants were opening around that location, and now we’re here 18 years later, and 10 years in Las Vegas!”

The name, “Pinches Tacos,” came about in a moment of playful spontaneity. Anaya recalls, “My older brother and I were on the phone, throwing out names that would sound right, and out of the blue, I was offered ‘Pinches Tacos’—that’s when it clicked! If you know us and our family, we’re very lighthearted in our humor, and it identified who we are.”

The name hints at irreverence, family fun, and a refusal to take itself too seriously—an ethos that carries through to the food, the atmosphere, and the overall experience.

Walking into Pinches Tacos, guests are immediately transported to a space unlike any other.

Anaya said, “We want people to feel like they’re somewhere else, that they didn’t walk into another restaurant. They come in and feel the different aspects of what we present when it comes to vibes and just culture, and the food—acknowledging everyone who walks through our doors.”

From the music to the décor to the vibrant pink exterior, every detail is curated to feel welcoming, lively, and unique.

Pinches Tacos isn’t just about aesthetics; it’s about authenticity on every plate. Anaya said that recipes like the marinated asada, al pastor, and house salsa have been passed down through generations of the family, reflecting a deep-rooted connection to Mexican culinary heritage.

“We’re passionate, family-oriented, and authentic,” he remembers when asked to describe the essence of Pinches in three words. “Those words really sum up everything we do.”

The path to success hasn’t been without its hurdles. Anaya said the biggest challenges involved controlling things beyond their reach.

“The economy, inflation, recession, pandemics—those are things you can’t control, but you have to adapt and keep going," he said. Even when opening the first Las Vegas location in Southwest Las Vegas—a neighborhood that was largely undeveloped at the time—he remembers the skepticism.

“People doubted us on the location since it was hidden at the time. We grew organically, by taking our time and making sure we were getting to know the community.”

This commitment to organic growth has paid off. What started as a single location in West Hollywood has expanded into multiple spots across LA, including in Westwood, Culver City, Santa Monica and now, DTLA. In Las Vegas you can find Pinches at Downtown Container Park and at The Gramercy in southwest Las Vegas.

All of the locations maintain the same family values, quality, and attention to detail that made the original location a hit. Anaya said the family’s role in shaping the business was essential.

“We’re like every family, with all the family drama and squabbles, and we had to put a lot of things aside. There was a lot of individual growth, and that’s what Pinches Tacos is built on.”

The upcoming 10-year Las Vegas anniversary isn’t just a number—it’s a testament to resilience, passion, and dedication.

As Anaya puts it, “Ten years is like 70 years in the restaurant industry. Going through every stage of life, pandemics, recessions—you really must dig deep to be able to wake up and keep going, especially when being knocked down multiple times.”

In honor of National Hispanic Heritage Month, Anaya welcomes the public to celebrate both milestones and reflect on the family, culture, and perseverance behind the brand.

“It’s a story served in tacos, salsas, and the warmth of a team dedicated to making everyone feel at home,” he said.

As Pinches Tacos continues to grow and evolve, one thing remains clear: this is more than a restaurant.

Anaya said it’s a family legacy, a love letter to Mexican culinary heritage, and a beacon of authenticity on Sunset Boulevard and beyond.

Whether you’re a longtime fan or discovering it for the first time, stepping into Pinches Tacos is stepping into a world where heart, humor, and heritage meet—one taco at a time. Follow them on Instagram here.