Burrito Express
Burrito Express is a Mexican restaurant in Pasadena, California, known for burritos, tacos, distinctive menu names, and long-standing local ownership.
Last updated August 31, 2026
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Overview
Burrito Express is a Mexican restaurant in Pasadena, California, founded in 1978 by Victor and Lila Cuadra, a married couple born in Mexico and raised in Los Angeles. The business grew from the Cuadras' experience in neighborhood Mexican food businesses and from their desire to challenge the negative image that some customers associated with small Mexican restaurants. They designed the restaurant's counter and dining area with an American fast-food format, while serving Mexican dishes prepared for quick, casual dining. Victor Cuadra had worked as an officer with the California Highway Patrol and had also helped his mother operate a Mexican delicatessen in Highland Park. He initially ran Burrito Express alongside his public-service career, but left the highway patrol in 1980 to devote himself fully to the restaurant. By the early 1990s, the restaurant was regarded as one of the relatively few Latino-owned businesses in Pasadena and had developed a loyal local following. Its reputation extended beyond conventional menu items: burritos named after judge Lance Ito and political figure Ross Perot attracted national attention during the 1990s. The Perot burrito was characterized as containing a little of everything, reflecting the playful and highly individualized character of the menu. The restaurant also experimented with serving customers outside Southern California. After catering for the California Congressional Society in Washington, D.C., and receiving requests from former customers living elsewhere, Burrito Express began shipping frozen six-packs of burritos by mail in 1986. Mail-order sales eventually represented a meaningful portion of revenue, but health-inspection requirements that frozen burritos for shipment be produced in an approved off-site facility ultimately brought the operation to an end. In 1999, Victor and Lila Cuadra sold the restaurant after moving to Italy. The buyer was Ranulfo Rosas, a longtime employee who had worked at Burrito Express from its opening. Rosas operated the restaurant for nearly a decade before selling it in 2008 to his nephew Will Orozco and Will's wife, Deya. Rosas remained involved for approximately five additional years to help preserve continuity for regular customers. The Orozcos made relatively few fundamental changes, retaining the restaurant's established identity while adding tortas, carne asada fries, and seasonal shaved ice. Burrito Express faced severe pressure during the COVID-19 pandemic and its aftermath. California lockdown restrictions caused revenue to fall substantially in 2020. In 2021, supply shortages and inflation intensified the strain, while staffing fell by about half. Will and Deya Orozco responded by working extremely long shifts to keep the restaurant operating. Reports that the business might close spread through social media, prompting customers to form supportive queues. Increased patronage, together with assistance from a Pasadena Community Foundation grant, helped the restaurant remain open. The restaurant has repeatedly received recognition in Pasadena Weekly's reader-voted Best of Pasadena competition, including awards for best burrito. It has also been reviewed favorably for its tacos, burritos, fresh vegetables, and red and green sauces. Food critic Jonathan Gold was among its regular customers. Burrito Express remains a locally rooted, independently operated Mexican restaurant whose identity is built on continuity, recognizable food, neighborhood relationships, and a distinctive history extending from traditional counter service to an earlier mail-order experiment.
History
Burrito Express was established in Pasadena in 1978 by Victor and Lila Cuadra. Both were born in Mexico and raised in Los Angeles. Before founding the restaurant, Victor helped his mother operate a Mexican delicatessen in Highland Park and later worked as an officer for the California Highway Patrol. The couple opened Burrito Express partly in response to the dismissive way some Mexican restaurants were described at the time. They wanted a cleaner, more approachable setting, and modeled the order counter and dining room on American fast-food restaurants while retaining a Mexican menu. Victor initially balanced the restaurant with his law-enforcement career. In 1980 he left the California Highway Patrol to concentrate on Burrito Express. The restaurant became a notable Latino-owned business in Pasadena and developed a strong following among local residents. Its offerings were not limited to conventional descriptions of Mexican food. During the 1990s, burritos named after judge Lance Ito and businessman and politician Ross Perot received national attention. The restaurant's playful naming helped make it distinctive, while its tacos, burritos, vegetables, and house sauces sustained its everyday local appeal. In 1986, the business expanded beyond its physical location by offering frozen burritos through the mail. The idea followed a catering order for the California Congressional Society in Washington, D.C., and requests from former customers who had moved to other states. Customers could order frozen burrito packages for delivery around the country. By 1995, the mail-order activity reportedly accounted for approximately one-tenth of the restaurant's revenue. Victor promoted the concept with the informal title 'king of the flying burrito.' The operation ended after health inspectors required shipped burritos to be prepared at an off-site facility rather than in the restaurant. The Cuadras later moved to Italy and sold Burrito Express in 1999 to Ranulfo Rosas, a longtime employee who had been with the restaurant since it opened. Rosas preserved the established operation and continued working there after selling it in 2008 to his nephew Will Orozco and Will's wife, Deya. The transition from Rosas to the Orozcos was gradual: Rosas remained involved for roughly five years so regular customers would experience continuity. The Orozcos introduced some new menu items, including tortas, carne asada fries, and summer-only shaved ice, but made few fundamental changes to the restaurant's character. The restaurant's longevity was tested by the COVID-19 pandemic. California restrictions caused a substantial fall in revenue during 2020. In 2021, shortages and inflation created further difficulties, and the workforce was reduced by about half. Will and Deya Orozco worked twelve-hour shifts six days a week as they attempted to keep the business running. News that Burrito Express might not survive circulated through social media, leading customers to visit and queue in support. The resulting increase in business, together with a grant from the Pasadena Community Foundation, helped preserve the restaurant. Burrito Express has received repeated reader recognition in Pasadena Weekly's Best of Pasadena awards, including honors for its burritos. Its history has also been documented by local and regional journalism, and food critic Jonathan Gold was identified as a regular customer. The business remains an independent Pasadena restaurant whose significance lies in its long continuity, family and employee succession, neighborhood reputation, and unusual combination of traditional Mexican food, American-style counter service, and inventive local marketing.
- 2022
Community support helps preserve the business
[2]Customer support, increased sales, and a Pasadena Community Foundation grant help Burrito Express remain open.
- 2020
Pandemic restrictions reduce revenue
[1]California lockdown restrictions lead to a substantial decline in the restaurant's business.
- 2008
Will and Deya Orozco become owners
[1]Rosas sells the restaurant to his nephew Will Orozco and Deya Orozco.
- 1999
Ranulfo Rosas acquires the restaurant
[1]The founding owners sell Burrito Express to longtime employee Ranulfo Rosas.
- 1995
Mail-order sales become a significant revenue stream
[1]Mail-order activity is reported to represent approximately 10 percent of the business's revenue.
- 1986
Mail-order frozen burrito service launches
[1]The restaurant begins shipping frozen burrito packages to customers across the United States.
- 1980
Victor Cuadra leaves the California Highway Patrol
[1]Victor leaves his law-enforcement position to focus full-time on Burrito Express.
- 1978
Burrito Express is founded in Pasadena
[1]Victor and Lila Cuadra open the Mexican restaurant in Pasadena, California.
Products and positioning
Independent, neighborhood Mexican restaurant offering fast casual counter service, familiar Mexican-American dishes, generous portions, and a playful menu rooted in Pasadena history.
Mexican restaurant staple · 1978
Burritos
Burritos are the restaurant's signature offering and the basis for its name and reputation. The menu has included both conventional burritos and specially named creations. During the 1990s, burritos named after Lance Ito and Ross Perot became nationally discussed examples of the restaurant's humorous and highly distinctive menu culture.
Mexican restaurant staple · 1978
Tacos
Tacos are among Burrito Express's long-standing core dishes. Local reviews have highlighted tacos containing tender pork, fresh vegetables, and the restaurant's characteristic red and green sauces.
Mexican sandwich · 2008
Tortas
Tortas were added after Will and Deya Orozco took ownership in 2008. Their introduction expanded the menu while preserving the restaurant's casual, counter-service format.
Mexican-American casual dish · 2008
Carne asada fries
Carne asada fries were among the newer offerings introduced under the Orozco ownership. They broadened the menu with a popular Mexican-American combination suited to the restaurant's informal style.
Seasonal dessert · 2008
Shaved ice
Shaved ice was added under the Orozcos and is offered during the summer. It represents a seasonal extension of the restaurant's menu rather than a replacement for its burrito and taco focus.
Former packaged food offering · 1986
Mail-order frozen burritos
From 1986, Burrito Express shipped frozen burrito six-packs to customers around the United States. The service developed from catering and out-of-state customer demand, but ended after health inspectors required off-site preparation for shipped products.
Marketing campaigns
- 2021Community social-media support
Pasadena, California
Word spread online that the restaurant might not survive the pandemic-era downturn, prompting customers to visit and queue in support.
Outcome. The resulting patronage, combined with foundation assistance, contributed to the restaurant's continued operation.
- 1990Named burrito promotion
United States
Burritos named after Lance Ito and Ross Perot used topical humor and recognizable public figures to distinguish the restaurant's menu and attract media attention.
Outcome. The creations drew national attention and became part of Burrito Express's enduring identity.
- 1986Flying burrito mail-order service
United States
The restaurant marketed frozen burrito packages for shipment outside California, eventually serving customers across the country.
Outcome. The service generated meaningful sales but was discontinued after health-inspection requirements made in-restaurant preparation unsuitable for shipment.
Brand decisions
2021
Operate through pandemic-era distressStrategyBackground
Lockdowns, supply shortages, inflation, and a sharply reduced workforce placed the restaurant under severe pressure.
Action taken
The Orozcos worked extended shifts, relied on customer support, and obtained assistance from the Pasadena Community Foundation.
Aftermath
Increased business and grant support helped Burrito Express remain open.
2008
Transfer ownership to Will and Deya OrozcoM&ABackground
After operating the restaurant for approximately nine years, Ranulfo Rosas sold it to his nephew and his nephew's wife.
Action taken
Will Orozco and Deya Orozco assumed ownership while retaining much of the restaurant's established operating model.
Aftermath
The Orozcos added tortas, carne asada fries, and seasonal shaved ice, while Rosas stayed for several years to support customer continuity.
1999
Transfer ownership to Ranulfo RosasM&ABackground
The founding owners moved to Italy and decided to sell the restaurant.
Action taken
Victor and Lila Cuadra sold Burrito Express to longtime employee Ranulfo Rosas.
Aftermath
Rosas maintained the business until 2008 and later supported the transition to the next ownership group.
1986
Expand into nationwide mail-order salesStrategyBackground
Catering work and requests from former customers living outside California created demand for Burrito Express products beyond the Pasadena restaurant.
Action taken
The business began shipping frozen six-packs of burritos across the United States.
Aftermath
Mail-order sales became a notable revenue source, but the service ended after health inspectors required shipped burritos to be prepared off-site.
Recent events
- 2022
Community support and foundation grant help keep Burrito Express open[2]
Other
Social-media appeals prompted customers to line up in support of the restaurant, while a Pasadena Community Foundation grant and increased business helped it continue operating.
- 2021
Pandemic restrictions and inflation threaten restaurant survival[1]
Other
COVID-19 restrictions, supply-chain problems, inflation, and reduced staffing placed severe financial and operational pressure on Burrito Express.
- 2013
Burrito Express marks 35 years in Pasadena[1]
Other
Pasadena Weekly reported on the restaurant's 35-year history serving the local community.
- 2008
Burrito Express transfers ownership to the Orozcos[1]
M&A · Leadership change
Ranulfo Rosas sold the restaurant to his nephew Will Orozco and Will's wife, Deya, beginning the current ownership period.
- 1999
Cuadra family sells Burrito Express to longtime employee[1]
M&A · Leadership change
Victor and Lila Cuadra sold the restaurant to Ranulfo Rosas, an employee who had worked there since its founding.
- 1990
Burritos named after Lance Ito and Ross Perot attract national attention[1]
Other
Playfully named burritos connected to prominent public figures brought national media attention to the Pasadena restaurant during the 1990s.
- 1986
Burrito Express begins mail-order frozen burrito service[1]
Other
Following catering work for the California Congressional Society and requests from customers outside California, the restaurant began shipping frozen burrito six-packs across the United States.
Sources2 sources
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