Accused arsonist and Fresno restaurateur Bobby Salazar is using the word “fire” to market his Mexican dishes on social media.

In a TikTok post titled “Its All FIRE,” Salazar is shown answering the phone in a restaurant kitchen and saying, “Bobby’s, can I help you? What fire? Oh, you mean our tamales? Yeah, they are fire. They taste fire. Our tacos are fire. Our party trays, they’re just fire. All our party trays. Yeah, you want it delivered? OK, Fresno Unified. You got it.”

Someone commenting as Medusa replied to the video, “the judge watching.” Godssilliestgoose said, “Yikes. Not sure how Judge McAuliffe would feel about these jokes.” And, sunandsarah3 said, “If you have legit victims of your crimes related to a fire.. this might not be a good idea lol.”

However, other commenters endorsed the video.

“Marketing working overtime,” said Jaden Belcher. “Own it Bobby! I like it!” said crazyjoe.

@therealbobbysalazar Its All FIRE. 🔥 🌮🌶️🌯🫔 🤣🤣🤣🤣 #bobbys #mexicanfood #ordernow #fresno ♬ original sound – Bobby Salazar

Last month, Salazar pleaded not guilty to federal charges of mail fraud and arson related to a 2024 fire that destroyed one of his eateries.

Related Story: Restaurateur Bobby Salazar Enters Not Guilty Plea in Arson Case

Federal prosecutors accuse Salazar of hiring the leader of a Sanger motorcycle gang and an accomplice $10,000 to burn Bobby Salazar’s Restaurant on Blackstone Avenue in central Fresno.

Salazar collected about $980,000 in an insurance settlement proceeds, court records state.

Federal agents arrested Salazar Aug. 26. He remains out of custody on a $1 million bond.