Burrito Express
| Company type | Private |
|---|---|
| Industry | Restaurant |
| Founded | 1978 |
| Founder | Victor Cuadra, Lila Cuadra |
| Headquarters | Pasadena, California , United States |
| Products | Mexican cuisine (burritos, tortas, carne asada fries, shaved ice) |
Burrito Express is a Mexican dining establishment located in Pasadena, California, founded in 1978 by Victor and Lila Cuadra, a couple originally from Mexico who grew up in Los Angeles. By 1980, Victor left his position as a California Highway Patrol officer to concentrate solely on the restaurant. In 1999, the Cuadras transferred ownership of Burrito Express to their long-term employee Ranulfo Rosas, who later sold it in 2008 to his nephew Will Orozco and his wife Deya. During the 1990s, their burritos—named after prominent personalities such as Lance Ito and Ross Perot—attracted national recognition.
History
Victor Cuadra, formerly serving as a California Highway Patrol officer, and his wife Lila, both born in Mexico and raised in Los Angeles, founded Burrito Express. Prior to starting the restaurant, Victor assisted with his mother’s Mexican deli in Highland Park. The creation of Burrito Express aimed to counter prevalent criticisms of Mexican eateries at that time. The establishment’s interior was designed with an American fast-food aesthetic to attract a wide customer base.
By 1980, Victor committed himself full-time to running the restaurant. In 1991, Burrito Express was among Pasadena’s limited number of Latino-owned businesses, generating close to in annual sales. The business expanded into mail-order services in 1986 due to demand from former patrons across the country and catering engagements with the California Congressional Society. By 1995, mail orders contributed approximately 10% of total income; however, regulatory complications eventually led to the discontinuation of this service.
In 1999, the Cuadras sold Burrito Express to employee Ranulfo Rosas, who subsequently passed ownership to his nephew Will Orozco and Will’s wife Deya in 2008. Will had gained considerable experience working under both previous owners. Under their leadership, the menu saw modest additions including tortas, carne asada fries, and seasonal shaved ice offerings.
The onset of the COVID-19 pandemic in 2020 caused a significant decline in revenue. Further challenges arose in 2021 due to supply chain interruptions and inflationary pressures, resulting in staff reductions and extended working hours for the owners. Support through social media played a crucial role in maintaining customer loyalty during these hardships. Additionally, a grant from the Pasadena Community Foundation helped sustain Burrito Express throughout this difficult period.
Reception
Burrito Express has frequently been honored as having the "best burrito" by readers of the Pasadena Weekly through its annual "Best of Pasadena" awards. A 2009 critique commended its consistent quality and unique flavor profiles, particularly noting the memorable taste of their signature spicy green sauce alongside the milder red sauce.
In the 1990s, burritos named after figures like Lance Ito and Ross Perot garnered widespread attention nationwide; the Perot burrito was described as "a little bit of everything," exemplifying the brand’s inventive marketing strategy.
Prominent food critic Jonathan Gold was known to be a regular patron, highlighting Burrito Express’ significance and esteem within the local food scene.
External links
- Burrito Express on Facebook