Disclaimer: The quotes in the following article have been translated from Spanish to English. 

After being prohibited from holding public fundraisers by the county health department earlier this year, Roger’s Tacos is continuing service in Isla Vista through a newly rented food truck. 

Roger’s Tacos is continuing service in Isla Vista through a newly rented food truck.
Nexus File Photo

In January, local Mexican food vendor Roger’s Tacos was prohibited by the Santa Barbara County (SBC) Public Health Department from selling food in their I.V. pop-up restaurant, since they prepared it at another location. The owner, Rogelio Ines Jiménez, then looked at different business models that would allow him to stay in the area and decided to rent a food truck.

Jiménez said he enjoyed the pop-up style of his business because students were able to customize their meals by making their own plate. Although the food truck would be different from what he’s used to, Jiménez said he has ideas to keep the business as interactive as before.  

“What I liked most about how I was selling food before was being able to interact with the students who were buying,” Jiménez said. “I’m teaching someone how to cook the food so I can take orders in the front.” 

Recently, Jiménez hired a chef and is currently training him to cook the recipes. By hiring new employees, Jiménez hopes to train them to interact with customers while preserving the same flavor. 

During the COVID-19 pandemic, students helped market Roger’s Tacos on social media and continued to purchase food. Since Roger’s Tacos collaborates with campus organizations for fundraisers, Jiménez explained that students helped him stay in business in the first place. 

Jiménez hopes to gain sufficient funding during the food truck’s six-month contract so that Roger’s Tacos can continue bringing food to I.V. 

A version of this article appeared on p. 6 of the April 30, 2026 print edition of the Daily Nexus