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Friday, December 2, 2022
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California Taquito Chain ‘Rolls Up’ to Dallas


Roll-Em-Up Taquitos | IMAGE BY Roll-Em-Up Taquitos Texas Facebook

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Roll-Em-Up Taquitos, a new restaurant concept originating in California, has expanded to Texas. The chain markets itself as the first street casual restaurant brand and the only taquito-centric franchise opportunity in the world.

Roll-Em-Up Taquitos recently opened its first Texas location in Garland, at 5949 Broadway Blvd., with another coming to Hurst, at 1842 Precinct Line Rd.

The chain has future locations planned at 15818 Hwy 288 in Pearland, and Amarillo as well.

Taquitos come in five different varieties, including shredded beef, shredded chicken, potato, cheese, and avocado. Taquitos can be topped with options of cheese, spicy house sauce, guac sauce, queso sauce, and their in-house “lit” sauce.

Diners can choose between corn or flour tortillas, and taquitos are served with sour cream, cheese, and guac sauce. Available sides include corn on the cob, queso, and guacamole. They also offer bacon beans and rice, made in-house.

Roll-Em-Up also serves its popular street corn, whole ears of corn on a stick that comes loaded with butter, mayo, and cotija cheese. The street corn can be dusted with hot Cheetos and tajin or coated in queso and can be served in a cup.

For a dessert option, fried churro donuts are served with a caramel sauce drizzle. Beverages include batch craft soda and assorted flavors of horchata.

Roll-Em-Up locations offer indoor and outdoor dining and takeout options with party packs of 25 or 50 taquitos from $50 to $100.

The chain was founded by father and son Ron and Ryan Usrey, who were inspired by “Mama Karen’s taquitos.” They debuted the concept in 2019 in Chino Hills, California.

Restaurant operators David Weaver and Blake Terry, who have worked with many quick-service restaurant brands including Wingstop, The Catch, Burger House, Subway, Smashburger, and Rusty Taco, are bringing the concept to Texas.

They are reportedly set to open up more than 300 Roll-Em-Up Taquitos locations. The chain has been franchising for just six months and already has more than 400 locations under development agreements.

Weaver and Terry will build and operate a percentage of stores, and also plan to recruit and train future franchise partners in the region.

“Having great food is no longer enough in today’s fast-casual space and this is what made us thrilled about Roll-Em-Up,” Weaver said. “The food, ambiance, and operations of Roll-Em-Up are outstanding, not to mention the reggae music playing in the background. It’s a vibrant, fun, and delicious place to be and we had to be a part.”

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