Pinches Tacos is celebrating ten years at its enduring Las Vegas location, The Gramercy, marking a significant milestone in the city’s notoriously difficult restaurant industry. Owner Javier Anaya has cultivated a success story built not just on authentic street-style Mexican cuisine, but on an organic, community-focused philosophy that treats every guest like family.
While the fast-casual location at Downtown Container Park recently closed, the Las Vegas flagship at The Gramercy continues to thrive as a hub of personal history and authentic hospitality. You’ll also find Pinches Tacos locations in Southern California, serving the same great family recipes and fun flavors.
A Las Vegas Institution Built on Connection
For Anaya, celebrating a decade in business is a profound experience, especially given the industry’s tumultuous nature. “It feels real, real good. Yeah, to be able not only to survive but thrive,” he said. He credits the restaurant’s longevity not only to the quality of its food, but also to its community. “It couldn’t have been done without our clientele. We have, I think, the strongest clientele in Vegas. It takes a village.”
The restaurant’s significance extends beyond commerce; it has become deeply intertwined with the lives of its customers. Anaya described the emotional weight of this milestone: “With all the regulars and the expressions they make and their eyes and the stories they start telling about. Because it means a lot to a lot of people, it’s not just what it means to my family and me. It’s what the stories, the divorces, the marriages, the births, the kids that are in the NFL now. I mean, I’ve seen people grow up and go through so much.” He finds daily strength in these interactions: “People take supplements. I take hugs. You know, I take stories. You know? And that’s what keeps you going. That keeps you growing.”
The organic growth of the restaurant began a decade ago when the area was largely undeveloped. “We were the only thing here in the Southwest ten years ago. There was really not much,” Anaya recalled. He attributes the authentic connection to his immigrant family’s values: “My family, you know, our closest moments, our memorable moments, have always been in the kitchen growing up as an immigrant family. Food has always been a special part of our lives. Sharing it with people has always been special to us.” This tradition was instilled early: “My dad always, you know, would let me bring my friends in to eat. He always taught me to make the table bigger. I suppose it was instilled in us at a young age to share that with others. And it being organic and coming off authentic, people notice that.”
The Pinches Tacos Brand and Culinary Evolution
The Pinches Tacos brand originated from the streets of Los Angeles, with a vision focused on authentic, vibrant Mexican culture. Anaya’s concept for The Gramercy location was distinct from the original fast-casual model, which was their “main goal in the beginning, our vision.” He explained the inspiration behind the ambiance at The Gramercy: “Street. L.A. Street. That was my vision behind it. Colorful, relaxing. I wanted it to be different in every room, in a sense.” The decor relies heavily on customized elements, such as reupholstered Astrovan seats and old-school tube television covers, making the space impossible to duplicate elsewhere. “It can’t be duplicated,” Anaya asserted. “We can’t open up another one. It’s not going to happen.” This unique setting is in stark contrast to their former DTLV location at Container Park, which, although recently closed, remains an iconic memory for many regulars.
While the core menu maintains a commitment to fresh, authentic tacos—Anaya believes the taco is a dish that shouldn’t be overreinvented—the offerings have evolved to meet the needs of regulars. “Throughout the years, especially this one, and our regulars come so often, there’s been a need for different things,” he noted. This organic growth led to popular weekly specials becoming permanent hits, such as a burger he started making for himself, now a Thursday staple in high demand: “I sell out every Thursday.” His culinary history runs deep, with family influence extending back to his uncle’s iconic Los Angeles restaurant, Cha-Cha-Cha. Anaya now incorporates those decades-old flavors: “I make chicken wings with it. I add this jerk sauce that has been in my family for decades.”
Looking ahead, Anaya believes the uniqueness of the Gramercy location of Pinches Tacos means it won’t expand further in the near future. “So that’s why this restaurant, I think, is not expanding anymore. I don’t see ourselves opening up more here in Vegas because the city is not big enough.” He concluded, “It makes it special that it does. It’s that one place that has that special touch. And it rubs off on the employees. It’s instilled in them.”
