Waitress Monica Falcon makes a milkshake with a vintage 1950s milkshake mixer. Roberta’s Village Inn on D Street features several vintage diner items. / photo by Ethan Anderson
story and photography by Ethan Anderson
Entering Roberta’s Village Inn is like stepping into 1950s America. Customers in booths chat next to walls adorned with vintage Coca-Cola signs. Regulars sip coffee at a counter with an antique cash register—and cash, incidentally, not credit cards, is the only thing accepted there. Snatches of conversation fill the air as wait staff deliver orders in La Verne’s Old Town diner, which has served customers in the same location since 1969.
A cheeseburger sits in front of a 1950s Coca-Cola vending machine in the overflow dining room at Roberta’s Village Inn in downtown La Verne. Other menu items include biscuits and gravy, breakfast burritos, chicken-fried steak, French toast and various burgers. / photo by Ethan Anderson
Roberta’s is one of the oldest businesses in downtown La Verne, something that former owner and current manager Roberta Virgin attributes to the personal relationships the cooks, waitresses and current owner foster with their clientele. “We have a lot of loyal customers,” she says.
The building itself sits along D Street between Bonita Avenue and Third. Before becoming the site of La Verne’s favorite diner, it was home to a deli and even a Chinese restaurant. When the Village Inn took up residence in 1969, the restaurant was owned by Botho Auyang. Roberta worked for him as a waitress until being promoted to manager. She bought the diner in 2000, and added her name to the restaurant. Building owner Roy Canizzo frequented the diner for breakfast, and got to know Roberta well. She let him know that the site was for sale, and he jumped at the opportunity to buy it.
Over the years, between ever-changing regulations and tax management, Roberta decided to sell the restaurant itself to Francisco Ramirez. Known to friends as Poncho, Ramirez had worked as a cook for most of his professional career, and earned Roberta’s trust during the years he worked in the kitchen. She sold the restaurant to him in 2010, but enjoys having a hand in the operations as manager. And, as always, she likes interacting with customers, who remain big fans of the classic menu offerings.
“We like the omelets here,” says frequent customer Jason Ballard. “The biscuits and gravy are also really good. The gravy’s smooth, and the biscuits almost melt in your mouth.”
Roberta’s Village Inn owner Francisco Ramirez and cook Alvaro Ramirez prepare a
chorizo burrito in the kitchen. Roberta’s Village Inn is known for its “home-style” cooking. / photo by Ethan Anderson
But it’s not just the menu’s promise of comfort food that keeps customers returning. It’s the sense of welcome they feel each time they enter. That home-away-from-home feeling has helped keep Roberta’s afloat even during hard times. Along with other restaurants, Robert’s was forced to do a major re-vamp during the height of the recent pandemic. But even though they had to close their dine-in option, loyal customers helped keep them in business.
“We could only do take-out orders,” Roberta says, “but we have a lot of loyal customers who came here to just help us out.” Thanks to those customers, the restaurant faced little revenue loss, while other businesses were forced to close for good.
The diner’s commitment to being family-oriented and a place of comfort also was made evident after 9/11. “We were so busy because people wanted to be somewhere they felt safe and comfortable,” Roberta says.
“People wanted to come to Roberta’s because there are no TV’s here,” Poncho adds. “Especially seniors, who were often home alone watching TV all day.”
Roberta’s has become something of a community hub, and not just in hard times. Former La Verne mayor Jon Blickenstaff meets with friends early Thursday mornings. “It’s pretty much the same people every week. I think every member of the group would agree that it’s a very special time. If you’re in town, you just don’t miss it.”
Everyone involved in the day-to-day operations at Roberta’s takes pride in what they do, and it shows. Their dedication to serving the community is what makes Roberta’s so successful.
“It’s kind of the epitome of vintage Old Town La Verne,” Blickenstaff says. “We’ve been coming here a long time, and I’m sure we’ll be here every week for a long time to come.”
Family and friends eat breakfast at Roberta’s Village Inn on a calm late Tuesday morning. Roberta’s Village Inn closes at 2 p.m. Sunday through Monday, 9 p.m. Thursday and Friday, and 8:30 p.m. on Saturday nights. / photo by Ethan Anderson
Coca-Cola has partnered with restaurants to make advertisements that feature both brands. Roberta’s Village Inn has served the La Verne community since 1969, and is designed to feel like a 1950s American diner. / photo by Ethan Anderson
Coca-Cola memorabilia from the 1950s representing popular diner menu items adorn the walls of Roberta’s Village Inn. The restaurant’s bright red decor contrasts the mute colored wallpaper throughout the diner. / photo by Ethan Anderson
Ethan Anderson is a senior communications major with a concentration in public relations. He is a staff writer and photographer for La Verne Magazine, and has served as the LV Life editor, staff writer and a staff photographer for the Campus Times. As a lifelong student-athlete, he has picked up valuable skills that he seeks to apply in his career in public relations, and ultimately make an impact.
On my first day of retirement I walked down to Roberta’s for breakfast. When Roberta saw me she asked why I wasn’t at work? I told her I had just retired, so she comped my meal. What a sweet lady she is. I always liked her. I moved out of state several years ago, but when I come down to visit I always stop by to say “HI” to Roberta!