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How this entrepreneur wants to build a taquito empire

Roll Em Up Taquitos’ second location is in Brea. (Photo by Jeff Gritchen, Orange County Register/SCNG)
Fast-food chains have a long history of turning snacks into obsessions. In-N-Out Burger became synonymous with Double-Doubles, and Raising Cane’s did it with chicken fingers.

But as yet, no big chain has become the go-to place for taquitos.

Roll Em Taquitos in Brea serves churro donuts for dessert. (Photo by Jeff Gritchen, Orange County Register/SCNG)

Ryan Usrey wants to be the entrepreneur who builds an empire with rolled tortillas.

He is the founder of Roll Em Up Taquitos, a startup with locations in Chino Hills and Brea and dreams of going national. Usrey is new to the restaurant business, but before starting Roll Em Up he was doing sports clothing startups for more than a decade.

“My background is branding, taking a concept and designing it and branding it in a way to where it’s recognizable and people want to be a part of it,” he said in a phone interview.

The dream began with his late mother, Riverside resident Karen Usrey. In a phone interview, Ryan Usrey said his mother liked to make taquitos for friends and family on special occasions such as birthdays and Super Bowl parties.

“She’d make 200 or 300 at a time. Everybody would joke, ‘You should start a little taquito spot,’ like In-N-Out grew up from, you know?”

Roll Em Up Taquitos

Brea: 275 Birch St.

Chino Hills: 5751 Pine Ave.

Hours: 11 a.m.-10 p.m. Sunday through Thursday; 11 a.m.-midnight Friday and Saturday.

Information: rollemup.com

Roll Em Up Taquitos’ second location is in Brea. (Photo by Jeff Gritchen, Orange County Register/SCNG)

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WE ARE THE FIRST STREET CASUAL RESTAURANT BRAND AND ONLY TAQUITO-FOCUSED FRANCHISE OPPORTUNITY IN THE WORLD. HAND ROLLED DAILY, NEVER FROZEN AND PAN FRIED TO ORDER. WELCOME TO THE NEXT BIG THING IN FAST CASUAL RESTAURANTS!

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