Roll-Em-Up Taquitos Execs Launch New Franchise Development Company

The company teams up with The Cookie Plug in its first collaboration.

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Roll-Em-Up Taquitos partners have created Bomb AF Brands, a new global franchise development company. Courtesy of Roll-Em-Up Taquitos.

Roll-Em-Up Taquitos executives are looking to bring together complementary brands under the umbrella of a new global franchise development company, Bomb AF Brands.

The brand’s founder and CEO Ryan Usrey and Chief Development Officer Chris Wyland are looking to pick up emerging companies with vibes like those of Roll-Em-Up Taquitos. In its first collaboration, the pair teamed up with the founder of The Cookie Plug, Erik Martinez, to launch franchising efforts in southern California.

Like Roll-Em-Up Taquitos, The Cookie Plug opened in 2019. It since has expanded to 23 locations. The brand offers 16 daily cookie flavors, including carb-friendly options, and monthly limited-time flavors.

“If you loved the Super Bowl halftime show this year, just walk into any Cookie Plug location, and that’s the vibe you’ll get,” says Usrey in a press release. “There’s urban street art-themed graffiti on the walls and fresh hip hop bumpin’ out of the speakers. The Cookie Plug delivers an experience like no other in the industry.”

Wyland says new franchisees, along with current Roll-Em-Up Taquitos franchisees, have expressed interest in operating both brands within the same footprint.

Franchising since 2021, Roll-Em-Up Taquitos has three open California locations with 461 stores in various stages of development.


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