The Rise of Asadero
In Hollywood, Asadero has become a sought-after taco stand. Initially, Emiliano “Ruben” Martinez faced challenges convincing people to buy his premium steak tacos. With patience and dedication, Asadero now attracts thousands, willing to wait hours for expertly grilled Wagyu, USDA Prime, and Angus tacos. This steak-centric stand is making a mark among renowned L.A. taquerias.
Asadero’s menu shines with its distinct offerings. The gaonera features rib-eye steak, sliced thin and cooked over mesquite charcoal. Skirt steaks are grilled until perfectly charred and diced for arrachera tacos. Crispy beef trimmings are a special addition, available at a low price to reduce waste. All beef items receive gentle salt seasoning, allowing the rich meat flavors to stand out. Other options, like al pastor, involve a multi-day marinade with house tepache. Flour and blue corn tortillas complement the selection.
Martinez’s cooking style draws from his family’s farm traditions in Vizcaíno and La Paz, while his setup reflects his experience in Las Vegas’s bustling kitchens. His method involves various grills for specific steaks, teams for trompo oversight, tortilla warming, and rib-eye taco preparation. House-made salsa varieties enhance every dish, offering smoky, sesame-packed, and vibrant options.
Background and Growth
Raised in Mexicali, Martinez was surrounded by his family’s culinary influences but did not foresee becoming a chef. His move to Las Vegas for psychology studies led him to kitchen work in casinos to cover expenses. The vibrant kitchen life captivated him in 2011. His competitive nature flourished, leading to roles in prestigious venues, enhancing his steak preparation skills.
Moving to Los Angeles in 2016, Martinez worked with renowned chefs and venues. His journey led him to set up a taco stall in Sylmar, confirming the demand for premium street tacos. The Hollywood location, opened in February 2025, proved successful. Initially, customer flow was sparse, but dedicated patrons supported him. The rise in interest necessitated expanded menus and revamped operations.
Community Support and Challenges
Hollywood locals like Luke Skywalker appreciate Martinez’s fresh, meticulously prepared food, contributing to his client base. Asadero’s recognition on platforms like LA Food Podcast and Infatuation significantly boosted demand, prompting operational adjustments and hiring additional staff.
Despite success, Martinez faces scrutiny, particularly regarding pricing and tortilla quality. Social media highlighted issues with homemade corn tortillas, which led to a switch to blue-corn versions. He explains his pricing reflects increasing ingredient costs, asserting the need for cultural recognition akin to French and Italian cuisines.
Future Plans
Martinez is focusing on expanding Asadero’s reach. Plans are underway for launching a food truck and, eventually, a physical restaurant. His street-side setup continues to draw crowds, steadily building upon his dream.
Visit Asadero at 723 Vine St., Los Angeles. Open Thursday to Sunday, from 6 to 11:30 p.m.