Roll-Em-Up Taquitos inks mega deal for Texas and Oklahoma

More than 400 stores now in development pipeline

Roll-Em-Up Taquitos continues its expansion with a 315-unit development deal for Texas and Oklahoma. Franchise partners David Weaver and Blake Terry signed a master development deal as 2021 was closing. This puts the total units in the development pipeline at 420.

Roll-Em-Up Texas and Oklahoma will receive much attention from the new partners, who have significant restaurant franchising experience.


Taquitos-only concept establishes its cadence

The late Mama Karen of the Usrey family used to make popular beef taquitos in the household. That recipe translated to a fast-growing concept, with stores playing upbeat Reggae music and customers enjoying the taquitos-only concept. The brand debuted in Chino Hills, Calif. In 2019, averaging 3,500 taquito sales per day. It later expanded within the Southern California area to Brea and Victorville.

“This partnership with David and Blake marks another major milestone in achieving Roll Em Up’s growth potential and reflects the quality of the franchisees that are investing in our future,” said Chris Wyland, chief development officer. “It solidifies Roll-Em-Up as a leader in the fast casual restaurant space. We are not the next big thing, we have arrived!”

The menu at Roll-Em-Up Taquitos offers five different taquitos: braised shredded beef, shredded chicken, potato, cheese, and avocado. Each taquito is rolled up daily, says the fast-casual chain, using only fresh, never frozen ingredients, and pan-fried fresh to order. Customers can select their taquitos topped with cheese and sour cream, and a choice of house-prepared mild or spicy house sauce, guac sauce, queso sauce, and its famous “lit” sauce.


In addition, the chain house-made bacon beans, rice, bomb AF chips, churro donuts drizzled with caramel sauce. The concept’s famous Street Corn loaded with butter, mayo, and cotija cheese, with an optional dusting of Hot Cheetos and Tajin, or coated in queso, are also offered.

Weaver, Terry to support training future franchisees

Weaver and Terry will tap their experiences in QSR concepts to make Roll-Em-Up Taquitos hit the ground running. They have a total of 46 years between them, working with several brands, including Wingstop, The Catch, Burger House, Subway, Smashburger, and Rusty Taco.

“Having great food is no longer enough in today’s fast casual space and this is what made us thrilled about Roll-Em-Up,” said David. “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.”


Beyond the Roll-Em-Up Texas and Oklahoma territories, these master franchise developers will also act as strategic partners. In the future, they will help new franchisees that sign up with training and operations services.

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