Philomath taco shop moves and changes name to La Rockita

By Nancy Raskauskas

Gazette-Times reporter

PHILOMATH - One of Philomath's most well-known restaurants, Taqueria La Roca, has moved into the location filled by Paul's Place at 1413 Main Street, and been renamed La Rockita.

"It's very sad to see it go," said owner Hugo Nunez's daughter, Merced Nunez, on Sunday. "It was the mother of all the La Rocas."

The original La Roca, which means "the rock," was a walk-up taco stand at 1449 Main Street established in 1997 by Hugo and his family.

The new name is a derivative of the old and means "the little rock."

However, when choosing the new name, the Nunezs chose a phonetically-equivalent "Spanglish" spelling instead of the proper Spanish, which would be "La Roquita."

"We just wanted something a little different," said Merced. "We Americanized it."

Hugo Nunez, who is originally from the town of Putla in Oaxaca, Mexico, and his wife, Elvira, have six children: Hector, Elsa, Rocio, Hugo Jr., Merced and Omar, who have all helped out in the Philomath restaurant.

Over the years, additional La Rocas were opened by relatives in Lincoln City, Corvallis (on Ninth Street), Newport, Toledo and Tangent. And earlier this year, a second Corvallis restaurant was added downtown. However, according to Nunez, the Tangent location was recently sold and is no longer run by family.

The recent name change was shared with the two Corvallis locations owned by Hugo Nunez, which are run by his brother and nephew.

The new name came about after a business disagreement between Hugo Nunez and his brother-in-law, who owns the three restaurants on the Oregon Coast, which will retain the name La Roca.

All told, more than 20 members of the Nunez family work at the Philomath and Corvallis locations.

Among them are several competitive boxers whom the family has rallied around.

Hugo Nunez manages the fighters and works their corner during matches and Jesse Ramos of Lebanon has been the trainer for Merced, as well as her brothers Hugo Jr. and Omar and their cousin Juan Carlos.

He was also the trainer of Rafael Ortiz, a professional fighter from Lebanon and close family friend of the Nunezes, who died suddenly and mysteriously in March after suffering from flu-like symptoms.

After his death, all the local La Rocas closed for the day so that employees could attend his funeral. Ortiz's brother still trains with Ramos.

Merced, who works the counter at La Rockita in Philomath, has also made quite a name for herself as a boxer. She currently holds the Washington State Featherweight title and is ranked fourth internationally in the Junior Lightweight division, according to the Global Boxing Union, and ninth in the featherweight division, according to the Women's International Boxing Association.

The boxers in the family manage to fit in their intense training despite their busy days at the restaurants.

"I wake up and I go do my morning run," said Merced. "Then, I get ready and get dressed and go to La Roca." She and her brothers usually leave about 6:30 p.m. from Philomath and to drive to Victory Gym in Albany, were they train for a few hours each night. "And that's my life," said Merced.

At the new location in Philomath, they've expanded the menu and extended the hours to be open on Sundays - something that resulted in a bit of schedule shuffling among the family to cover all the shifts.

"Everyone needs a day off - especially when you're working with family," laughed Merced on Sunday.

So far the rest of the transition has gone smoothly, however - even with with the couplet construction during the past year, moving to the new building and the name change.

"(The couplet) … didn't affect us at all," said Merced, who attributed their success to loyal customers that were willing to drive circles around the block to get to the restaurant.

The new building features freshly painted walls and floors painted in warm orange and red tones. Sitting in the dining area customers can catch glimpses of the action in the kitchen or watch a soccer match on a television mounted on the wall. There is also more counter space and more seating for customers.

Two of the most popular items on the menu remain the vegetarian items and "Super Grande" burritos, according to Hugo and Merced Nunez. They've also added authentic chili relleno to the menu as well as nachos.

Kim and Jona Champion of Philomath visited the new location on Sunday to eat lunch with their children, Katie, 5, and Lucas, who is 2 years old.

"It's nice to have a place to eat inside now," said Kim.

"We always get the Super Grande because it's enough for two," said Jonas.

La Rockita

Locations: 1413 Main St., Philomath; 1416 N.W. Ninth St., Corvallis; 370 S.W. Western Blvd., Corvallis.

Hours: 10 a.m. to 8 p.m. Monday-Friday; 10 a.m. to 6 p.m. on Saturday; and 10 a.m. to 3 p.m. on Sundays, except for the Western Boulevard location which is closed on Sundays.

Claims to fame: Authentic burritos, tacos, enchiladas, fajitas, chimichangas, flautas, chile relleno, tortas, mole and fresh made salsa.

Call in orders: 929-7477 (Philomath), 753-7143 (Ninth Street) and 738-0710 (Western Boulevard.)