Brian Gentry, owner of Emma Jean’s Holland Burger Cafe in Victorville, remembered

Brian Gene Gentry was always eager to serve up a hearty meal with a side of nostalgia to travelers and locals at his family’s Emma Jean’s Holland Burger Cafe, the longest standing and operating restaurant in Victorville.

“People come to the Holland Burger for good food and company,” said Brian, in a previous interview with the Daily Press. “It’s like one big family. Customers walk in and we don’t know them, but we make them feel like they belong.”

Brian’s smile and warmth will no longer be felt at the cafe, after Dignity Memorial announced that the 58-year-old co-owner of Holland Burger died on July 3.

Brian leaves behind his loving wife, Shawna, and his children, Emma, Sarah and Josh. He was also a friend to many, always ready with a kind word and a helping hand, his loved ones said.

Those familiar with Gentry said he was a cherished member of the Victorville community who was known for his warm hospitality and dedication to serving delicious food at the cozy diner.

Victorville Mayor Elizabeth Becerra called Brian a “homegrown guy” who took over his parents’ dream, and with pride, continued to serve delicious food while treating his customers like family.

“The diner was more than a stop for truckers, it was a place where you felt at home — like you were being served by family,” Becerra said. “Brian was a true pillar of our city and he will be missed.”

Victorville's Holland Burger

The diner has been serving meals since 1947 after the restaurant was built from cinder blocks by Bob and Kate Holland.

In 1979 , Brian’s parents, Richard and Emma Jean Gentry, took over Holland Burger.

“My father used to stop here when he was a cement driver,” Brian said. “When mom started running the place, he’d come in and turn on the grills on his way to work.”

Brian eventually took over the diner and ran it with his wife, Shawna.

The cafe continued to serve up breakfast, burgers, hot and cold sandwiches, platters, a Trucker's Special, homemade Briancakes, soups, salads, desserts and more.

Diners said one of the most popular menu items is the "Brian Burger," named after the store's owner. The burger includes a large burger patty grilled with Swiss cheese and an Ortega chili pepper and stuffed between two large slices of a parmesan-crusted bread.

In 1996, a businessman made Brian an offer to buy the restaurant, he said.

“We were having a tough time back then, so it was tempting,” he said. "But It’s always a struggle to keep a small business running. You have to be dedicated to doing it. Sometimes that means not taking a vacation.”

Emma Jean passed away in 1996 and Richard in 2008.

Emma Jean’s Holland Burger Cafe goes Hollywood

Brian continued the diner's legacy with passion and pride. He was also there when Hollywood paid a visit to the roadside diner.

Holland Burger was spotlighted in the 2004 Quentin Tarantino film Kill Bill Vol. 2 when Beatrix Kiddo, played by actress Uma Thurman, is buried alive. Kiddo later claws out of a grave and enters the diner. Dusty and disheveled, she sits at the counter and says to the server, "May I have a glass of water please.”

In 2007, Brian taught TV chef Guy Fieri how to make a batch of his mother’s homemade, signature biscuits and gravy while shooting an episode of the show “Diners, Drive-ins, and Dives."

In 2011, the group "E Clampus Vitus," a fraternal organization dedicated to preserving Western heritage, installed a cement monument at the front Emma Jean’s. The bronze plaque on the monument acknowledges the cafe's long-standing service to the Victor Valley and Old Route 66.

The city of Victorville has also noted the place as a Historical Point of Interest. San Bernardino County officials also placed a Route 66 marker next to the monument.

Brian Gentry was a ‘man of many passions’

Beyond his professional achievements, Brian was a devoted family man with many passions. He loved off-roading, working on cars, and enjoying a cold beer, his loved ones said.

Brian cherished the time he spent hanging out with his kids, sharing adventures and creating memories. He also had a keen interest in drones and RC cars, hobbies that showcased his love for technology and his playful spirit.

Brian’s legacy will live on through the countless lives he touched with his generosity, kindness, and the delicious meals he served with a smile. His spirit will forever be a part of Emma Jean’s Holland Burger, and his memory will be cherished by all who knew him, his family said.

A celebration of Brian’s life will be held from 2 to 4 p.m. on Aug. 3, followed by a reception from 4 to 7 p.m. at Sunset Hills Mortuary in Apple Valley.

Daily Press reporter Rene Ray De La Cruz may be reached at RDeLaCruz@VVDailyPress.com. Follow him on X @DP_ReneDeLaCruz

This article originally appeared on Victorville Daily Press: Brian Gentry, owner of Emma Jean’s Holland Burger Cafe in Victorville, remembered