Inland Empire-based Roll-Em-Up Taquitos’ rapid expansion includes two locations coming soon to Orange County. (Courtesy of Roll-Em-Up Taquitos)
IRVINE, CA — Roll-Em-Up Taquitos, a fast-growing chain launched in 2019 by a Chino Hills father and son, has secured two upcoming locations in Irvine, company officials announced this week.
The Inland Empire-based operation currently runs restaurants in Brea, Chino Hills and Victorville, with a flurry of new Southern California locations planned, including two in Irvine and three in Riverside County, expected to open by year-end.
With an ever-expanding fan base, the eatery uses family recipes for its simple, straight-forward menu of rolled tacos — beef, chicken, potato, cheese and avocado — with its signature “Lit” sauce and sides of street corn, beans, rice, churro doughnuts and chips with housemade guacamole and salsa.
According to one reviewer: “They are the best, so delicious, and now I know why the drive-through has long lines. It’s like the Latin version of In-N-Out burger.”
“Really cannot use a better word than excellent,” “FREAKING DELICIOUS,” “Back again! Big fan here!” were recent comments left by other diners.
Franchising the brand set it on a fast track and proved a game-changer for the company.
“We’ve seen Roll-Em-Up Taquitos grow tremendously over this past year,” said Chris Wyland, vice president of the business’ franchise development. “We opened two new locations, sparking a chain reaction that has carried over into 2022.”
Some 471 locations are in various stages of development across the country, including in California and Arizona, management added.
“Announcing Roll-Em-Up Taquitos’ franchise opportunity was a big deal for our brand, and we are so excited to continue moving forward with our growth through these recently signed leases,” said Ryan Usrey, who co-founded Roll-Em-Up with his dad, Ron. “Getting these recently executed leases into A+ sites is really just the beginning.”
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The Usreys often talked of opening a taquito spot, using the family-favorite, beef taquitos recipe of their “Mama Karen.” Mama Karen passed before that dream became a reality, but the pair now now share with patrons her specialty taquitos — hand-rolled and pan-fried to order in custom cast iron skillets, according to the chain. In Chino Hills, the first shop’s sales averaged 3,500 taquitos per day.
