When the Adler and Lombrozo brothers opened the first Puesto in La Jolla in 2012, they were either going to be proven geniuses or absolute fools. Guacamole for $8? Two tacos for $6.45? Never mind that filet mignon tacos were on the menu. They were tacos. In San Diego, land of the $0.99 fish taco.
Fourteen years, eight locations, and three stadiums later, it looks like their bet paid off—$0.99 fish tacos are a nostalgist’s dream, and Puesto’s handmade blue corn tortillas live on.
With inflation absolutely smoking us all right now, time seemed ripe to launch a scaled-back idea that co-founder Alex Adler said they’d kept in the back of their minds since launching the first Puesto. The group’s first fast-casual concept, Puesto Taco Bar, will open on January 20 in the San Diego Market at SD Tech by Alexandria Megacampus in Sorrento Mesa.
Adler says the counter-service model is a more casual way for people to get the same Puesto experience—similar to their existing installations at stadiums. It also fills a need for nearby office workers who want to grab a bite for lunch or happy hour, or padel players looking for a protein boost after a match at the neighboring Padel N9NE courts. (I promise it’s not the same as pickleball, and some players will get mad if you bring it up.)
Expect the same signature tacos, burritos, and bowls, plus some soft serve machines that are going to be unique to the space. Puesto Taco Bar spans 3,000-square-feet with seating for 100, including counter seating at an inside open-concept bar. The full beverage menu with beer, spirits, and of course, plenty of margaritas, are all selected and designed by the group’s vice president of bar and spirits Beau du Bois. Adler says they’ll have Puesto Cervecería’s flagship Mexican lager Clara available, plus a non-alcoholic brew from Bero.
“The liquor license actually is for that [entire] area, so people can walk around with a margarita and enjoy the padel and be a part of what’s going on,” says Eric Adler.
“It’s a concept you have to come by and see,” says Alex. (And maybe give padel a whack or two.)
Puesto Taco Bar opens at 9885 Scranton Road, Suite 110 on January 20. Opening hours are Monday through Friday, 11 a.m. to 6 p.m.
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But Wait, There’s More Coming From The Puesto Folks
In more Puesto-group news, the Adlers have even more up their sleeves with an even bigger and bolder project slated to launch in La Jolla this summer. Ikaria, an Eastern Mediterranean concept being built from the ground up by architecture and design firm Rockwell Group, will arguably be the most ambitious undertaking for the group behind Puesto, Marisi, and James Beard Award-nominated (but now closed) cocktail bar Roma Norte.
“It’s designed to be one of the most spectacular restaurants San Diego has ever seen,” promises Alex. Located at 10960 Alexandria Way, the two-story, 250-seat restaurant will also feature an educational component for classes and workshops, as well as a top-notch beverage program by du Bois. (Between Puesto Taco Bar and Ikaria, 2026 has already been a busy year for du Bois.) Eric says Ikaria’s goal is to continue putting San Diego on the global culinary map.
“We’re excited because this is another opening, another concept, another restaurant that’s going to bring another shining or rising star in the culinary world to San Diego,” he says. “We’ve been on that search for about eight months, to give you an idea, and we’re closing in on it. I think San Diego is going to be very excited about this.”
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Beth’s Bites
- I personally don’t think there’s anything more romantic than the gift of cheese, so this cheese + beer pairing experience sounds like the ideal Valentine’s Day gift to me. For $50, Venissimo’s expert cheesemonger will guide guests through a curated lineup of cheeses paired with beers from Little Bird Brewing with time to snack, slosh, and ask plenty of questions about your favorite fermented food and drink. Better still, the event is on February 7, so you’re still free to reserve the 14 for something slightly less odorous.
- Some of those less ferment-forward options for Valentine’s Day include four-course menus at swanky restaurants like Le Coq (La Jolla), Herb & Sea (Encinitas), Herb & Wood (Little Italy), and Animae (Downtown), which are each offering a different prix fixe selection for the lovey-dovey holiday that conveniently falls on a Saturday this year.
- Sushi Gaga is still temporarily closed for a revamp of the concept, but the team is heading to Kettner Exchange on Sunday, February 1 for an evening of flapper-era fun and sake-fueled food pairings. Sake Meets West kicks off at noon and will feature over 40 premium sakes alongside bites from executive chef Brian Redzikowski, including a caviar station and a few more surprises. Come dressed in your vintage best.
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