New construction at northwest Fresno shopping center. Two restaurants are open
Two new restaurants are open in northwest Fresno.
One is a taquito spot blasting reggae music. The other is a teriyaki bowl restaurant that bills itself as a healthy alternative to Panda Express.
The restaurants opened in a new building in the Marketplace at El Paseo near Highway 99 and Herndon Avenue. The new construction is at the southern end of the shopping center near the movie theater.
The building is also home to other businesses, including Paris Baguette, and will eventually have a florist, a chiropractor and a salon.
The openings come just as another regular in the same center, Five Guys, closed its doors for good.
Roll-Em-Up Taquitos
Roll-Em-Up Taquitos is a restaurant with a jumbled style all its own — think taquitos, churros and reggae music.
The restaurant specializes in taquitos: rolled-up flour or corn tortillas filled with chicken, beef or potato, and seared on a cast-iron pan. They are sold in 2-, 3-, 4- or 5-packs, and smothered in three sauces — the signature sour cream-based sauce, “guac sauce” and mild or “lit” (spicy) sauce.
A 3-pack served with a side of rice and beans and a drink goes for $12.99.
The menu also features a taco burger and street corn. There are fries and nachos loaded with cheese, asada meat and more.
“Churro donuts, I’ve been selling those nonstop,” said general manager Christopher Cravens. “They try it and they come back and get more. “
The franchise is owned by former Fresno State football player Rodney Davis, a running back from Dos Palos. The Southern California-based franchise has more than a dozen locations in several states, mostly in California.
The Fresno location has a drive-thru.
Roll-Em-Up has mix of cultures — a twist on Mexican food with reggae music and musician Bob Marley painted on the wall.
“The whole thing is just kinda laid back,” Cravens said. “It’s a place to come and have a good time.”
The restaurant is open 10:30 a.m. to 10 p.m. Sundays through Thursdays, and closes at 11 p.m. on Fridays and Saturdays.
Teriyaki Madness
Teriyaki Madness is a franchise that specializes in Japanese rice bowls. Its grand opening is Friday, but the restaurant opened to the public Thursday.
Its bowls come with chicken, steak, salmon, tofu and vegetables atop rice or yakisoba noodles.
“It’s a healthier option than Panda. It’s the same concept for Japanese food,” said Emer Saleh, one of three partners in the franchise.
The bowls — including the classic chicken teriyaki bowl and the spicy tofu teriyaki bowl — come hot. But they’re also designed to be fully microwavable, so you can pick them up in the morning and microwave them for lunch, he said.
About 80% of its ingredients are gluten free. Most bowls cost $11.49.
The partners also own the Visalia location. Teriyaki Madness, based in Las Vegas, has 195 locations. This location is open from 10 a.m. to 10 p.m. daily.
Teriyaki Madness’ grand opening is Friday, Dec. 19 at 10 a.m. The first five customers in line get free food for a year and the next 20 get free bowls for a month. From Friday through Sunday, chicken teriyaki bowls cost $6.
This story was originally published December 19, 2025 at 5:30 AM.
