Bobby Salazar franchise owner fights against backlash. Name change an option
AI-generated summary reviewed by our newsroom.
- Franchise owner Suzie Riofrio may rebrand to protect business from backlash.
- Bobby Salazar faces federal charges linked to arson and insurance fraud.
- Local customer support offsets social media fallout tied to founder's arrest.
Suzie Riofrio wasn’t planning on changing the name of her popular Mexican food restaurant in northeast Fresno. But when the founder of the chain restaurant she franchises was charged with arson and suspected of hiring a motorcycle gang member to torch one of his restaurants, she started considering the possibility.
To be clear, Riofrio is the franchise owner of the Bobby Salazar’s Mexican Restaurant in the Washington Square shopping center at Champlain and Perrin. And she has owned it for the past 24 years.
She has no connection to the chain’s namesake, Bobby Salazar, who, if convicted on all charges, could spend up to 30 years in a federal prison.
“I am not giving up my livelihood and have no intention of closing,” she said. “But a name change is a possibility. I have to do everything I can to protect my business and my employees.”
Franchise owner not connected to Bobby Salazar
Federal prosecutors have accused the 63-year-old Salazar of hiring Thomas Qualls, the president of the Screamin-Demons Motorcycle Club from Sanger, to burn down the Bobby Salazar’s Mexican Restaurant on Blackstone Avenue north of Princeton Avenue. The insurance policy on the burned structure paid out almost $1 million, court records show.
Arrested on Aug. 26. Salazar is currently out on a $1 million bond and returns to federal court for a preliminary hearing on Oct. 9.
Soon after his arrest, Riofrio said she noticed a slight drop in business. Then came the social media comments about Salazar.
“There was so many negative comments out there,” she said. “But what some people didn’t understand is that we are completely separate business.”
Worried that the fallout could hurt her business and the future for her 25 employees, she went on the offensive, posting reminders on her Facebook page that they are not connected to Salazar.
“I have been a sole Franchise owner at this location for 24 years with my own run business and employees. We are not aware of any activities associated with Mr. Salazar,” she wrote.
She posted the same message on the front door of the restaurant.
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Bobby Salazar salsa business continues
It doesn’t help, Riofrio said, that the topic continues to grab headlines. But she’s also been comforted by the many positive comments she has received in person and online from her loyal customers.
The other franchise owner is in Old Town Clovis. The restaurant remains open, but the owner did not return phone calls left by The Fresno Bee.
Salazar could not be reached for comment Friday, and his two existing restaurants — the one in the Tower District and the other on West Shaw — continue to operate, as does Lucy’s Lounge, a bar next to Salazar’s Tower District taqueria.
Also still in business is his popular line of salsa made in Fowler. The salsa is sold in more than 1,000 retail outlets in 10 states, including Texas, Nevada, Oregon, Hawaii and California.
“The salsa is not affected by what is going on,” said sales manager Leo Avila.
This story was originally published September 8, 2025 at 9:13 AM.
