From a tent to food trucks to its first brick-and-mortar restaurant: How The Mexi-Boys is building New Jersey’s next Mexican food brand.
Some businesses begin with a detailed business plan. Others begin with a simple idea, a lot of hard work, and a willingness to take a chance.
For Eduardo Rojas, founder of The Mexi-Boys, the journey started with family traditions around the dinner table and eventually grew into four thriving food trucks serving customers across New Jersey. Now, with the company’s first brick-and-mortar restaurant preparing to open in East Brunswick, Rojas is taking the next step toward a much bigger vision: building a recognizable New Jersey restaurant brand.
A New Jersey Kid with Mexican Roots
Although his family’s heritage is Mexican, Rojas was born and raised in Highland Park, New Jersey. Like many Mexican families, food was always central to life.
“Growing up, we always had big family gatherings,” Rojas said. “Food was always the centerpiece.”
Those early experiences still shape how he runs his business today.
“We’re big believers that food brings people together,” he said. “If the food is delicious, everybody has a good time.”
That philosophy extends beyond the recipes themselves. Hospitality, presentation, and customer service matter as much as what’s on the plate.
Learning the Food Truck Business
Before launching The Mexi-Boys, Rojas spent four years working part-time on another food truck, where he learned the business and met his future partner, Alex.
In 2018, the pair struck out on their own with a simple event tent, serving their creative take on Mexican favorites at farmers’ markets and community events.
When the pandemic hit in 2020, they seized an opportunity to purchase their first food truck that November. The business took off, and they added nearly one truck a year, growing to a fleet of four serving events across New Jersey, New York, and Pennsylvania.
Reinventing Mexican Street Food
From the beginning, Rojas wanted The Mexi-Boys to stand out.
Rather than serving only traditional favorites, the team developed signature creations that were both memorable and easy to enjoy on the go.
One of the most popular is the Fried Burrito—a handheld creation Rojas describes as “an empanada and a burrito that had a baby.” Golden brown and crispy on the outside, with flavorful fillings inside, it’s become one of the company’s signature items.
Alongside its traditional Mexican offerings, Mexi Boys now serves a dedicated plant-based menu and gluten-free options, ensuring more guests can enjoy the experience regardless of dietary preferences.
The company is also working toward adding halal offerings as it continues to expand.
“Our goal is to make sure more people can enjoy what we do,” Rojas said.
The Next Chapter: A Restaurant in East Brunswick
After years of operating exclusively from food trucks, The Mexi-Boys is preparing to open its first restaurant.
The approximately 20-seat fast-casual restaurant will offer a familiar dining experience with quick ordering, dine-in seating, takeout, and delivery.
While the trucks remain a major part of the business, the restaurant unlocks something Rojas has wanted for years: expanded catering.
Currently, all catering is prepared in rented commercial kitchen space, which complicates logistics. With a permanent kitchen, The Mexi-Boys can offer large catering trays and convenient drop-off catering for offices, family gatherings, and special events.
“We’ve built a strong following with the trucks,” Rojas said. “Now we can add another revenue stream with platter-style catering.”
To celebrate its grand opening, The Mexi-Boys is giving customers a chance to win some serious cash! Guests who visit the new East Brunswick restaurant November 7–9 can enter to win a $500 grand prize or $300 second prize. Winners will be announced November 14. Stop by 1031 Route 18 in East Brunswick and ask the team how to enter. No purchase necessary.
Building a New Jersey Brand
Opening one restaurant isn’t the finish line. It’s just the beginning.
Rojas envisions a future where each new restaurant is paired with a food truck serving the surrounding community. The trucks introduce new customers to the brand, generate catering business, and help identify where future locations make the most sense.
Communities like Marlboro, Holmdel, Brick, and eventually the Jersey Shore are all areas the company hopes to explore as it grows.
Bringing People Together—One Meal at a Time
Whether it’s serving hundreds of guests at a corporate event, feeding families at a neighborhood festival, or welcoming diners into its first restaurant, Rojas hasn’t lost sight of the philosophy that inspired Mexi Boys from the beginning.
For him, food has always been about connection.
It’s about creating meals that bring people together—just like they did around his own family’s table growing up.
As Mexi Boys prepares to open its first restaurant while continuing to expand its fleet of food trucks, that simple idea remains at the heart of everything they do.
The Mexi-Boys
1031 Route 18
East Brunswick, New Jersey
https://themexiboys.com/
