December 17, 2015 // Franchising.com // Rocklin, California – Jimboy’s Tacos, a locally owned fast-casual American-style Mexican food restaurant chain, opens its first restaurant in Rocklin with a Grand Opening on Thursday, December 17, 2015. Festivities will begin at 5 pm with a ribbon cutting by the Rocklin Chamber of Commerce, followed by a ribbon cutting at 5:30 by the Loomis Chamber of Commerce.
The restaurant, located at 5410 Crossings Drive in Rocklin, is giving away a free ground beef taco for every collectible cup purchased. Jimboy’s Tacos founder’s wife, Margaret Knudson, 93, will be in attendance, as well as Jimboy’s Tacos President and CEO Karen Knudson Freeman. Also in attendance will be representatives from the restaurant staff, Jimboy’s Tacos executives, and local government officials.
Grand Opening festivities for Jimboy’s Tacos will also be an opportunity to give back to the community, with 20 percent of the entire day’s sales donated to the Placer Food Bank. “We are thrilled to be able to contribute to our community this way during the excitement of opening our new restaurant,” said Roy Perez, owner of the Jimboy’s Tacos franchise opening in Rocklin.
The Grand Opening will be an opportunity to feature some new menu items as well. The Rocklin restaurant is one of six Jimboy’s Tacos locations chosen to test new menu items including Street Fries, a Sloppy Jim, and a Spicy Veggie Masala Taco. “These new menu items will give us a chance to extend our brand and attract new customers,” said Knudson-Freeman. “If these new menu items do well, we will add them to the menus chain wide,” she added.
Another new development to the Jimboy’s Tacos brand is the addition of a specially-designed Jimboy’s Tacos Food Truck, which will also be featured at the Rocklin Grand Opening. “The Food Truck is designed to handle large volumes of people,” said Knudson-Freeman. “It’s another way to introduce new customers to our brand, and the new store opening in Rocklin is the perfect opportunity to showcase it. Between the free taco giveaways, the new menu additions, and the food truck introduction to everyone, it’s going to be a big party,” she said.
Jimboy’s Tacos is a local, family run fresh casual restaurant chain started 61 years ago. The restaurant has maintained its philosophy for fresh, quality American-style Mexican food, and recently began remodeling to reflect an adventure theme with maps, compasses, and simple adventure décor.
“Everything is made from scratch and in small batches to ensure freshness,” said Knudson-Freeman. “We don’t even buy pre-shredded cheese; we shred our cheese daily, and we chop all of our vegetables and we make our guacamole fresh every morning. It’s how my mom and dad did it 61 years ago, and we still prepare our food that way today in all our restaurants,” added Knudson-Freeman.
In addition to the distinct flavors in the spices, Jimboy’s Tacos grills its stone ground corn tortilla shells to make them crispy and crunchy, and dusts every grilled taco with its signature parmesan cheese. The menu also includes street tacos, burritos, nachos, quesadillas, salads and churros.
The new Jimboy’s Tacos restaurant in Rocklin has indoor seating for 49 with additional patio seating plans down the line. Breakfast, lunch and dinner will be served daily, with operating hours going from 10 am – 9 pm Sunday through Wednesday, and 10 am – 10 pm Thursday through Saturday.
Jimboy's Tacos had humble beginnings, debuting in a small trailer on Kings Beach in Tahoe, California in May of 1954. Started by Jim "Jimboy" Knudson, it began with Jim's recipe for his signature taco, packed with the perfect balance of flavors and textures, all encased in his famous crispy, Parmesan dusted stone ground corn tortilla.
Traffic began to pick up, fueled in large part by positive word-of-mouth from locals in the area. In the spring of 1958, Joe King, owner of King's Beach and a huge fan of Jimboy's Tacos, built a small building on North Tahoe Boulevard for the sole purpose of giving Jimboy's a more permanent home.
Celebrities performing in the famous CalNeva Lodge in Tahoe, including members of the famous "Rat Pack," Dean Martin, Joey Bishop and Peter Lawford, began hearing about Jimboy's Tacos and making trips to the new storefront. All three stars from "Bonanza," including Lorne Green, Dan Block and Michael Landon, were sometimes seen at Jimboy's Tacos. They would send someone to order tacos for the crew and stars, when they were filming in the area. Countless other stars of the 60's and 70's began discovering Jimboy's Tacos at the same time.
In 1969, Jim began franchising and the Jimboy's Tacos phenomenon grew from a small trailer on the shores of Kings Beach, into almost 40 locations throughout the Sacramento and Tahoe areas.
Jimboy's Tacos has built a large and loyal following of fans because the commitment to using fresh, quality ingredients has never changed. Looking back over the years, Jimboy's Tacos was ahead of its time in going farm-to-table, which is now a trend in many restaurants. From the very beginning, Jimboy's Tacos focused on freshness and quality, using only fresh, premium local ingredients, preparing food from scratch daily, and cooking in small batches to ensure freshness.
While Jimboy's Tacos is perhaps most famous for its signature crispy, Parmesan dusted tacos, the grilled burritos have also earned a loyal following. Stuffed with fresh, good quality, homemade ingredients, our classic burritos are then finished on the grill to seal them shut and give them a nice crisp exterior. Enchiladas, salads, burrito bowls, breakfast entrees, and the Jimboy’s signature "Taco Burger" are also inspired by Jim and his commitment to focus on "fresh, quality ingredients with the best taste at an affordable price."
In addition to the food, Jim Knudson focused on helping people who worked hard to make their own way, because that was his philosophy. He was always helping out employees who were struggling financially, either with a loan or just paying a bill for them. He was extremely fair minded, and both Jim and his wife Margaret would go out of their way to help others, even in a moment's notice. They also believed in giving back to the community that welcomed and supported each new store to their neighborhood. Whether it was through giving donations to local charities, engaging in philanthropic activity, providing jobs for families in the community, it was important to always give back and thank the families and communities that supported Jimboy's Tacos.
Jimboy's Tacos offers a "Dine and Donate" program, offering a charitable donation to local organizations that host a dining event at any of the over 40 participating locations. The contribution is based on 20% of the net sales from guests that bring in a "Dine and Donate" flyer for the organization's specific event. Since the fundraising takes place at the local Jimboy's Taco restaurant, the money that is raised will benefit the communities in which employees and customers live, work, and play.
Although he wasn't actively involved in the operations in his later years, Jim was always very concerned about, and closely monitored, the style and quality of the restaurants bearing his name up until his death in 2011 at the age of 95.
Jim's vision and philosophy is a guiding force for his daughter, Karen Knudson Freeman, who took over as President and CEO of Jimboy's Tacos in 2010. The number of Jimboy's Tacos locations continues to increase, but the menu still reflects Jim's distinct and unique cooking style and commitment to freshness and quality.
There over 40 Jimboy's Tacos in California, Nevada, and Texas.
Jimboy's Tacos restaurants are located in:
SOURCE Jimboy's North America