08/11/2026
What kind of restaurant has a Vision Statement that doesn’t mention food?
Ours.
Our Vision Statement at Chirina’s: “Be an organization that takes a stand for the betterment of people.”
No mention of fish tacos.
No mention of restaurants.
No mention of becoming the biggest.
That’s intentional.
It was never about the fish tacos. Now, if you’ve tried them, you might argue they’re some of the best fish tacos you’ve ever had. We absolutely obsess over perfecting the art of the taco, but that’s a product of something bigger: our identity in excellence.
Fish tacos are what we sell. They’re also a resource that allows us to employ people, develop leaders, support fundraisers, give back, and serve the communities that have supported us. The heart of Chirina’s has always been about taking a stand for people when the world won’t.
Our Founder is the son of immigrants and for a lot of families along the southern border, there’s a story we understand without having to explain much. Sometimes you’re six years old translating for your parents.
You’re told, “You need to be somebody in life,”but nobody really tells you how.
Our parents worked hard, sacrificed, and gave us opportunities they didn’t have themselves. But who teaches the next generation how to build on that sacrifice? Who teaches you why purchasing a home can be one of the most important investments you’ll make? Who teaches you how to use a credit card wisely instead of destroying your credit the first time somebody is willing to give you some?
What if the company you worked for did? That’s part of the dream for Chirina’s. We want to build a brand that can educate and elevate families! A company that doesn’t just provide jobs, but helps people build careers, start businesses, and create opportunities for their children that didn’t exist before.
That’s why our Vision Statement doesn’t say anything about fish tacos. Fish tacos are the vehicle.
People are the purpose.
We’re in this business to make an IMPACT.
That is the heart of Chirina’s.
Picture: Rosa Maria “Chirina” Gonzalez (March 2000)
