New name, same style: Taqueria De Anda rebrands

Orange restaurant Taqueria De Anda, which has served Chapman students for over a decade, has rebranded under the new name “Taqueria Hoy!” NICO VALENTINE, Staff Photographer

Over the years, Taqueria De Anda has been fulfilling Chapman students’ hunger strikes with authentic street tacos and burritos. Now, they’re undergoing a shift in branding to the name “Taqueria Hoy!” while hoping to maintain the original De Anda spirit.

The restaurant, located on North Tustin Street in Orange, California, and is managed by founder Rafael De Anda and his two sons Raphael V. De Anda and Christian De Anda. Raphael graduated from Chapman in 2014 with a degree in business administration and is Taqueria Hoy’s official co-founder.

“We said, ‘There’s too many inconsistencies here,’ so we wanted to make sure we delivered a strong, consistent image to the customer,” Raphael said. “We wanted to put an emphasis on the quality, the simple menu and the authentic flavors that stuck over the years since the beginning.”

Returning customers will notice a new agave logo, the redecorated interior with images from Jalisco, Mexico, the “authentico” seal of approval from founder Rafael De Anda and of course, the new “Hoy!” in the name, which translates to “today.”

“Everything is made today because that’s a very common question in restaurants. Everything is always made fresh,” Raphael said. “That harkens back to the traditional styles you’ll find in little taco-making stands in Mexico.”

Jina Lee, a senior business administration major at Chapman, said she visited Taqueria Hoy! constantly before the pandemic.

“I would usually always go there for dinner, if not for a post-dinner meal,” Lee said. “After I hang out with my friends or go to a party, it’s always open late, so I know I can go there for tacos after.” 

Lee cited reasonable prices, a wide range of options and quick delivery as the reasons she prefers Taqueria Hoy! over other restaurants. 

“I always get two carne asada tacos with rice and beans,” Lee said. “My roommate is gluten-free and dairy-free and she can still find something that she can eat there.”

Raphael recalled fellow students singing their praises of then-Taqueria De Anda to him while in school, even recalling a classmate skating to the restaurant – with a broken arm – just for a burrito. 

“Staying open past 2 a.m. is definitely a must for them,” Lee said. “Being near a college campus, students are always going to be studying or hanging out late.” 

That particular idea to remain open late came from De Anda’s father, who thought there should be a restaurant in Orange County open for people out late at night, especially when a night with friends spills into the morning.

“In college, you’re up at all times of the night and we want to be that option for you no matter what,” Raphael said. “We want to be your home away from home.”

The restaurant was founded in 1980 after Rafael De Anda came to the United States from Jalisco, Mexico. He began as an orange picker and a factory worker, but over time and with a little help from his family, he was able to establish the first Taqueria De Anda in Fullerton, California, where his sons grew up. 

“Back when I was little, they would put lemon crates down and we could stand on that and start to go on the register,” Raphael said. “It really was a rags to riches kind of story, which was very exciting and a great example for me.”

Ultimately, Raphael said he hoped Chapman students would be proud that Taqueria Hoy! is owned by a Chapman alumnus. New customers, he said, should try the “Al Pastor” tacos on the menu. 

“More than anything, we’ve been very happy to be a part of the Chapman community,” he said. “I would love for Chapman students to know how much we value them and how grateful we are for having that connection. We want to continue to be that place where you don’t have to think about it, because we’re always there.”