Interested in starting your own entrepreneurial journey in food and beverage but unsure what to expect? Then read up on our interview with Sam Fonseca, COO of Roll Em Up Taquitos, located in Irvine, CA, USA.

What's your business, and who are your customers?

Roll Em Up Taquitos is the first taquito-centric restaurant with ten existing locations in California, Texas, and Nevada. We currently have over 100 locations in development across the US. We offer a variety of taquito options and toppings that appeal to customers of all ages and walks of life. We welcome everyone with one caveat: Good Vibes Only!

Tell us about yourself

With over 30 years in the restaurant industry, my motivation has not changed. In this industry, there are endless mentorship opportunities because we work with a lot of young people who have little to no prior work experience. I have been blessed with the ability to lead, so whether I am setting an example through my personal work ethic or I am working with an individual on their goals, the lives we impact are huge for me. And equally important, it's a privilege to serve our customers with an exceptional product and with gratitude.

What's your biggest accomplishment as a business owner?

Our biggest accomplishment to date is opening ten restaurants in just three years. These restaurants have provided opportunities for over 350 employees, or as we view it, over 350 families. As we scale, our biggest accomplishment will be growth for our franchisees and corporate team members.

What's one of the hardest things that comes with being a business owner?

As a business owner, you will experience difficulties, challenges, and hardships. But that's also the beauty of the process. It could all be very difficult and hard if you don't have passion for the process. The difficulty in the entire process has decreased due to us having great people. People and passion are your superpowers.

What are the top tips you'd give to anyone looking to start, run and grow a business today?

  1. Start a business that you are passionate about.
  2. Have a good understanding of the industry and the challenges you will have to overcome.
  3. Surround yourself with great people.

Where can people find you and your business?


If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.

Turn your craft into recurring revenue with Subkit. Start your subscription offering in minutes and supercharge it with growth levers. Get early access here.