About Primos Mexican Food & Cantina
Since opening our first location in San Diego in 1999, Primos Mexican Food & Cantina has grown from a local taco stop into a beloved fast casual Mexican restaurant brand with 20+ locations across Southern California. In a region celebrated for having the best Mexican food in the nation, we set out to earn our place at the table by doing things differently, bringing authentic flavors, fresh ingredients, and a commitment to exceptional service to every guest experience.
Primos Co-Founder
felix calero
Since opening our first location in San Diego in 1999, Primos Mexican Food & Cantina has grown from a local taco stop into a beloved fast casual Mexican restaurant brand with 20+ locations across Southern California. In a region celebrated for having the best Mexican food in the nation, we set out to earn our place at the table by doing things differently, bringing authentic flavors, fresh ingredients, and a commitment to exceptional service to every guest experience.
What inspired you to start Primos?
While working at a Mexican restaurant, I fell in love with the food, the culture, and the connection with customers, but I also felt like something was missing. Everything was very traditional, and I wanted to take those classic dishes and elevate them with new flavors and fresh ideas. That inspiration sparked the dream of creating my own restaurant, where I could bring those concepts to life and share a modern take on authentic Mexican food.
What values guide the way you run the business every day?
Culture is at the heart of everything we do at Primos. Family is a cornerstone of the Latin community, and that spirit guides the way we run our business every day. We treat our team and our guests like family, with respect, care, and gratitude. Everyone who walks through our doors should feel valued and welcomed, because Primos isn’t just a restaurant; it’s a community built on connection and togetherness.
We also hold ourselves to the highest standards when it comes to quality. We never sacrifice the integrity of our dishes for lower-cost substitutions. The quality of our food begins with the quality of our ingredients, and that’s something we’ll never compromise.
What was the proudest moment in your journey as an owner?
One of my proudest moments isn’t tied to a single day or event, it’s something I get to experience every day. I take great pride in working alongside our team members and watching them grow within the company. Seeing people who started with us develop their skills, build confidence, and even go on to become owners themselves is incredibly rewarding. It reminds me that Primos isn’t just about serving great food, it’s about creating opportunity and helping others achieve their dreams.
What dish on the menu is closest to your heart, and why?
The 619 will always be the dish closest to my heart. Inspired by the beloved California Burrito, I wanted to create something that truly represented San Diego, something our city could call its own. I combined carne asada, pollo asado, fries, guacamole, and cheese to capture all the flavors that make our local food scene so special.
The result was The 619, a bold, flavorful creation that quickly became one of our most popular items and a staple on our Monster Menu. It’s a tribute to San Diego and the community that continues to support us.
What role does the community play in the restaurant’s story?
The community plays a huge role in the growth and success of our brand. We take pride in being active and giving back through programs like Toys 4 Joy, local high school sponsorships, youth sports, fundraisers, and donations.
Community support is essential to our story, it’s what keeps us going. As much as our guests show up for us, we want to make sure we’re always showing up for them. Primos has grown because of the communities we serve, and we’ll never take that for granted.
What message would you like to share with your guests and supporters?
We couldn’t do this without our guests and supporters. As much as I’d like to take credit, the truth is that they are the ones who made Primos what it is today. I’m deeply grateful for our loyal customers and our dedicated team members who bring our vision to life every day.
It’s important to us that everyone who walks through our doors feels welcomed like family. That sense of community and connection is what Primos was built on — and what continues to drive us forward.
Where do you see Primos in the next 5–10 years?
We’ve built the foundation of this company, and now it’s time for the next generation to take it even further. I want to see them use their unique talents and ideas to carry Primos into the future — expanding our reach, growing our team, and continuing to share our values with new communities.
My hope is that we can broaden our franchising efforts and open Primos locations in other states, all while staying true to the quality, culture, and family spirit that have defined us from the start.
Serving Our Community for 25+ Years
At Primos, we’re not just a restaurant—we’re a proud part of the community. Through charity fundraisers, school partnerships, and local sponsorships, we’re dedicated to making a lasting impact beyond the kitchen.
Primos Co-Founder
RAMON ALVAREZ
How did you get your start in the restaurant business?
I started in the restaurant industry as a dishwasher at a pizzeria and later joined a local Mexican restaurant, where I learned every part of the business. Watching the owner’s success inspired me to believe I could do the same one day. That’s when the dream of owning my own restaurant began.
Around the same time, Felix was working at the same restaurant, learning the ins and outs of the business too. We shared the same vision — to create something of our own. In 1999, that dream became a reality when we opened our first Primos location in Escondido, California.
What does “Primos” mean to you personally?
To me, Primos is more than just a restaurant — it’s a place where everyone feels like family. It’s where you can enjoy great food, share good times, and feel at home. The word Primos means “cousins” in Spanish, and that’s exactly the feeling we want to create — a space filled with warmth, connection, and community.
How do you want guests to feel when they walk through the doors?
We want every guest who walks through our doors to feel like they’re stepping into their primo’s house — welcomed, comfortable, and surrounded by good energy. From the friendly smiles to the aroma of fresh food, every detail is meant to make you feel like part of the Primos family.
What dish on the menu is closest to
your heart, and why?
The Original Monster Burrito will always have a special place in my heart. Like most people, I’ve had my share of carne asada burritos, but this one was different from the start. It’s not your typical burrito you can eat with your hands — this one’s meant to be enjoyed with a fork and knife.
After trying it several times and loving every bite, we knew it was something special. We decided to feature it on our menu and give it a name that matched its size and flavor — The Monster Burrito. It’s made with beef, beans, rice, lettuce, and sour cream, then topped with our homemade Primos sauce and melted shredded cheese. It’s not just a dish — it’s part of our story and a piece of what makes Primos unique.
What were some of the biggest challenges when opening the restaurant?
One of our biggest challenges was stepping into a new community and earning the trust of our guests. We knew that if we could get people through the doors and show them our passion for great food and hospitality, we could build lasting relationships.
Another major challenge was the sheer dedication it took — working 14-hour days, six or seven days a week, not knowing how long we’d need to keep that pace. It was exhausting but also deeply rewarding, because we were building something we truly believed in.
How do you see Primos growing as part of the community in the years to come?
Looking ahead, I want to pass down Primos’ vision and values to my children so they can carry our mission into the next generation. My hope is that they’ll continue building on what we’ve started — expanding our reach, strengthening our connection with the community, and keeping that family spirit alive.
Primos has always been about more than food; it’s about people, relationships, and the joy of bringing everyone together.
Join the Primos Family
Looking for a fast-paced, fun, and fulfilling job? We're hiring cooks, cashiers, lead cashiers, and assistant managers across all locations.
Why work at Primos?
- Free Employee Meals for Full Shifts
- Tips for Frontline Cashiers
- Company Rewards Program
- Flexible Scheduling
- Growth & Promotion Opportunities
- Training Programs to Build Your Career
- A Family Culture with Room to Grow
