In late 2020, Roberto Morales began posting cooking videos on TikTok and Instagram inspired by his family’s barbecues. The fast-paced recipe demos begin with Morales lifting a cut of meat into the air and slamming it like a clapboard on camera. As his popularity grew, Morales grew his channel by inviting guests to join him in cooking dishes like steaks, smashed chiles chiltepins, and fire-roasted salsas. Dwayne “The Rock” Johnson, Olivia Rodrigoand Rosalia He recently Will Smith and Martin Lawrence with steak tacos Facilitate Bad Boys: Ride or Die.
Morales, who was born and raised in Hermosillo, Sonora, is known for his catchphrases “qúe chille” (which resembles the sound of raw meat touching a hot grill) and “va pa’ dentro” (which means “go inside”) and currently owns a fried chicken chain. Ketchkina seasoning line called Robs by Robegrillknife brand Swish KnifeHe also serves as a brand ambassador for Southern California supermarket chain Northgate Gonzales.
Eater spoke with Morales over Zoom to discuss his favorite Mexican restaurants in Los Angeles, Sonoran grilling culture, and his upcoming appearances. Northgate Gonzales Asada Festival It will take place on Saturday, July 13. The festival will also feature chefs Javier PlasenicaClaudette Cepeda, Yesenia Rios, and local carne asada taqueros, many of whom are featured in our guide to the 38 must-try tacos in Los Angeles.
On growing up in Hermosillo, Sonora, and the influence of Sonoran cuisine on Los Angeles
Roberto Morales: The Hermosillo cooking style is centered around grilling, charcoal fires, steaks, tacos and tortillas de harina (flour tortillas). This cooking style and ingredients have always been close to me. I learned a lot from my father, uncles and grandfather. Food and cooking have always connected me to my family.
On eating carne asada and Mexican food in Los Angeles
A year and a half ago, I went on a taco tour with Northgate Gonzales and we went to four or five places and it was an amazing experience. The tacos in LA are really good. I think it’s because Mexicans use the recipes of their fathers, grandfathers, great-grandfathers, and I think that’s really amazing. They preserve and share their family recipes.
The tacos in Sonoratown were really good and I was impressed with the tortillas. The flour tortillas are just as important as the meat. We also went to a decent place in Grand Central Market. We went to Birrieria Villalobos and it was really good and we really enjoyed it. I went with two members of my team and my dad and we all agreed it was the best place. The Carnitas Los Chingones were amazing and the Asadero Chicalli is definitely recommended. We went to Tacos El Toro and had the lengua, cabeza and rabio. Overall it was a really good experience eating Mexican food in Los Angeles.
What makes Hermosillo’s Carne Asada so special?
It’s about the quality of cooking the meat and the traditional culture. The expertise of the taquero of Hermosillo makes a big difference. It’s hard to explain because it’s part of a culture that goes back many years. And it’s simplicity: just salt the meat before cooking. I’ve seen a lot of videos of cooks who use marinades for carne asada. It’s not bad, but I recommend trying it without a marinade. It will taste much better if you use high-quality meat instead.
You can’t have a great carne asada without salsa and menjurge. [slang for a mixture of toppings]When making carne asada, you will need at least three menjurges, guacamole and salsa tatemada. [roasted tomatoes and chiles]To make the tatemada, smash grilled tomatoes, onions, serranos, and a little garlic (optional) in a molcajete with salt, pepper, and coriander. The third salsa can be a little varied; I love chiltepin.
Why Hermosillo taquerias like Tacos Armando aren’t entering the lucrative Los Angeles market
Armando has been working on developing his taqueria for years. His father started it with a food cart. He eventually expanded to Mexico City, so he thought it was a good idea to come to Los Angeles. There’s a lot of competition here, but with Armando’s story, he’ll be very successful in Los Angeles.
About Mexican food culture in Los Angeles, “the second largest Mexican city in the world,” according to Norteño.
I love how Mexicans in LA respect their family culture and how it’s grown. I think it’s almost as good as Mexican food, although it might not be on the same level as some places. People ask me how it’s as good as the local birria, and I think it’s because of the family recipe.
About LA’s beloved In-N-Out Burger
My family loves it every time we come here. As kids living in Hermosillo, we would drive to Phoenix to eat In-N-Out. From the moment we pulled into the driveway, we waited because it was our reward for the long drive. We love In-N-Out, and as Mexicans, it holds a special place in our hearts.
More reasons to visit LA
Los Angeles has a diverse culture with people from all over the world, which influences shopping, sneakers, streetwear, etc. I love the street culture in Los Angeles. And of course, Disneyland is a must-see. It was something we dreamed about as kids living in Hermosillo.
What to do at the upcoming Carne Asada Festival
As a judge, I get to taste the different dishes that the grillers offer, and since I’m a tragon, I don’t really like judging. [glutton]It’s hard to choose which one I like best because I love everything. I love BBQ, eating and meeting new people so I’ll just do that.
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This interview has been edited for length and clarity.
