Duane R. Roberts, who helped make frozen burritos an American staple, passes away at 88

Duane R. Roberts, the man who transformed the humble burrito into one of America’s favorite fast foods, passed away peacefully in his sleep on November 2 at the age of 88.Today, burritos are a staple of Mexican-American cuisine, sold in food trucks, diners, and convenience stores across the United States.

Yet while the origins of the burrito itself are difficult to trace, its massive popularity and nationwide reach can be closely linked to Roberts, whose simple yet groundbreaking idea of freezing burritos changed the course of American fast food forever.

Idea that turned into a million dollar business

A son of Riverside meat wholesaler “Butcher Boy,” Roberts began his career modestly, selling burger patties and barbecue beef to dozens of California restaurants in the 1950s.

He had a sharp eye for opportunity, and during the mid-20th century, when fast food chains were rapidly expanding, he realized that America’s appetite for quick, easy, and portable meals was only growing stronger.It was a time when the taco had already found its place in the US, brought north by Mexican immigrants who used corn tortillas as a staple. The burrito followed soon after, spreading northward during the 1940s to 1960s, largely through braceros, Mexican migrant workers who carried burritos for lunch because they were simple to prepare and convenient to pack.

While some workers were indifferent to the dish, Americans quickly took to its hearty, all-in-one appeal.Mexican food found a natural home in Southern California, but for the burrito to become a national phenomenon, it needed to make the leap from local taquerias to every corner of the country, and technology became the bridge that made it possible.

The Role of Roberts

In 1956, Roberts invented the frozen burrito, building on his earlier success supplying frozen burger patties to McDonald’s.

He recognized a powerful pattern: a growing immigrant workforce that needed wholesome, ready-to-eat meals, and an America increasingly obsessed with convenience.When asked what inspired him make burritos his business, Roberts replied that he credits his Hispanic butcher for that idea. He explained, "My family had a small meat company, and my father sold patties to the original McDonald’s in San Bernardino. They became so successful other people copied them. As (burger joints) got more competitive, people wanted to add more items to their menu. So, we asked, “What else could we make?”"We (our company) had a Hispanic butcher, and he said, “Why don’t you make a burrito?” I loved Mexican food, but I had no idea what a burrito was."But the problem with fast food is that it can get stale. Thus Roberts pitched the idea to restaurants and they were impressed, giving thus birth to frozen burritos everyone loves.Over the next eight years, Roberts perfected the frozen burrito, became president of Butcher Boy, and expanded the company from one small plant with 60 workers and a million dollars in annual sales to six plants employing 1,400 workers. By the time the family sold the business to Central Soya, Inc. in 1980, Butcher Boy had grown into a multi-million-dollar enterprise.