Serrano Tacos (Closed)
Santa Ana, CA Photo courtesy Georg Balandran
Check out the grinning fellow advertising Serrano Tacos in Santa Ana. Wearing an oversized sombrero, the character gave passing motorists a greeting with plenty of personality. Apparently he knew something about the menu that hungry drivers needed to discover for themselves.
The double-sided marquee helped this little taco stand make a big roadside impression. Bold lettering announced the business, while the smiling mascot supplied the entertainment. Even someone who had already eaten had a reason to look over.
An unverified tale describes an amber glint appearing in the mascot’s eyes on foggy nights, followed by a solitary guitar chord near the empty counter. Think this is true? Perhaps the fellow had arranged some after-hours entertainment.
UPDATE: Serrano Tacos has closed under its former name. Its distinctive marquee recalls the days when a neighborhood taco stand could put plenty of imagination into its roadside greeting. 10-26
Tacos Photo courtesy Georg Balandran
The message at Tacos to Go didn’t leave much room for confusion. Hungry? Pick up some tacos and keep rolling. The familiar-looking sign might bring another Southern California taco chain to mind, although a resemblance alone doesn’t establish a family connection.
Small independent stands often had to catch a motorist’s attention in just a few seconds. Bold lettering and an easily understood menu could do plenty of work without a towering building underneath. Apparently the tacos were meant to travel even if the sign stayed put.
There’s a little roadside charm in that straightforward approach. No lengthy introduction, just something to eat before the next stretch of pavement.
UPDATE: The sign’s exact location and later history remain unidentified. Its simple takeout message preserves a look at the independent taco stands that helped feed Southern California motorists. 10-26
Del Taco
Corona, CA Photo courtesy Louis Di Fazio
After dark, the colorful Del Taco sign in Corona gave hungry motorists something worth noticing. Its sun-and-taco design put yellow, green, and red neon to work above the restaurant. Apparently the sun wasn’t ready to call it a night.
The marquee recalls an era when fast-food stops competed for attention with more than their menus. While Taco Bell had its familiar Mission-style look, Del Taco supplied its own roadside personality. A glowing taco made a pretty clear suggestion about where to stop for dinner.
Del Taco
Corona, CA Photo courtesy Louis Di Fazio
There’s something appealing about a restaurant putting that much effort into announcing a quick meal. The menu might have called for tacos and burritos, but the marquee supplied a small roadside show. No admission charge, although leaving without getting hungry could be a challenge.
An unverified tale describes an electrical hum lingering near the former sign location on quiet summer nights. Another tells of car radios briefly picking up a voice ordering a Del Beef Burrito before returning to normal programming. Really? Perhaps somebody’s dinner order has been circling the airwaves longer than expected.
UPDATE: This Corona marquee preserves a look at Del Taco’s earlier neon identity, when the sign itself was part of the attraction. The bright sun-and-taco design certainly gave passing motorists something to remember along with their dinner stop. 10-26
Johnie's French Dip
Culver City, CA Photo courtesy Tony Craig
The flashing neon at Johnie’s French Dip, better known as Johnnie’s Pastrami, gives motorists along Sepulveda Boulevard in Culver City a good reason to look over. Finding a sandwich probably isn’t much of a challenge with this marquee on duty.
Opened in 1952 by brothers Eddie and Eli Passy, the restaurant retains its old-fashioned appeal with booths, counters, and tabletop jukeboxes. Pick a song, grab some pickles, and settle in with a pastrami dip. Apparently lunch comes with its own soundtrack.
An unverified tale describes a jukebox playing rockabilly after the dining room power has been switched off. True story? Perhaps somebody still has a quarter’s worth of music coming.
UPDATE: Johnnie’s Pastrami remains open in Culver City. Inducted into the Vienna Beef Hall of Fame in 2016, this longtime sandwich stop continues its tradition of food, neon, and a little music. 10-26
The Hat
Simi Valley, CA Photo courtesy Georg Balandran
The Hat signs are great for good working neon, and this one is
not different. One of the original if not THE original Hat's is at the corner
of Garfield and Valley Boulevards in Alhambra. Although dining is of the
open air sort without any conditioning, eating a world-famous pastrami
with extra pickles and watching cars whiz around the corner ... there's
nothing like it.
This location opened in 1996, bringing the chain’s pastrami tradition into Ventura County. The original Alhambra stand had been serving since 1951, so the Simi Valley restaurant arrived with quite a sandwich history behind it.
An unverified tale describes a lone figure at an outdoor table after closing, disappearing when a light crosses the seat. Fact or fiction? Perhaps the midnight snack was strictly takeout.
UPDATE: The Hat continues serving in Simi Valley. Opened in 1996 as the chain’s seventh restaurant, this location reaches its 30-year mark in 2026. 10-26
The Hat
Alhambra, CA Photo by RoadsidePeek.com
At Garfield Avenue and Valley Boulevard in Alhambra, the neon chef’s hat gives The Hat a roadside introduction worth noticing. The “World Famous Pastrami” lettering makes the menu recommendation pretty clear. Apparently the chef didn’t need to come outside and explain the specials. 04-06
Opened in 1951, this is the original stand that started the chain. Its walk-up counter and outdoor dining let customers enjoy a sandwich and extra pickles while watching cars pass the corner. Brothers Joseph and Corky Conzonire ate here as high school students before purchasing the restaurant in 1981. The marquee received its own recognition in 1989, when Alhambra proclaimed it a historic landmark. Hats off to that decision.
An unverified tale describes a customized 1949 Mercury cruising silently past before disappearing beneath the neon. Really? Perhaps the driver was making one last pastrami run.
UPDATE: The original Alhambra restaurant remains open, reaching 75 years in 2026. The chain expanded to Las Vegas this year, but this familiar corner is where it all began. 10-26
Arby's Roast Beef (Gone)
Whittier, CA Photo by RoadsidePeek.com
Check out the oversized cowboy hat advertising Arby's Roast Beef in Whittier. With a marquee like that, motorists didn’t need to squint to find lunch. Apparently the restaurant’s roadside wardrobe called for something a little larger than a ten-gallon hat. 04-08
The building carried the Western theme below, with the steep roofline associated with Arby’s early covered-wagon restaurants. Together, the building and marquee gave this stretch of boulevard some character. Even motorists who weren’t hungry had something to admire.
An unverified tale describes the old cowboy hat’s shadow appearing on a nearby wall during foggy nights. Think this is true? Perhaps the sign wasn’t quite ready to ride off into the sunset. Another supplied story tells of an old ordering-system click accompanied by the smell of roast beef after hours. That’s one way to keep customers wondering what’s still cooking.
UPDATE: The Arby's closed down in late 2012 and the sign was unceremoniously removed. 01-13
UPDATE: This Whittier Arby’s is gone as a roast beef restaurant. Its oversized cowboy-hat marquee recalls the chain’s earlier Western roadside look. 10-26
Serrano Tacos (Closed)
Tacos
Del Taco
Del Taco
Johnie's French Dip
The Hat
The Hat
