Present paper concentrates on viscous heating effects in fluid flow along a stretchable rotating surface in a Reiner-Rivlin fluid. Heating process of the disk is based on a quadratic surface temperature distribution. After invoking boundary layer assumptions, a self-similarity solution is assumed resulting in a coupled non-linear system. This system is evaluated numerically by a collocation method based MATLAB package bvp4c. Computational results reveal a marked formation of boundary layer provided that cross-viscosity coefficient is sufficiently large. Asymptotic solutions (for large axial distance) are derived by computing eigenvalues of the system at an equilibrium point. Some associated concepts such as moment coefficient (measuring the resisting torque), radial wall shear, disk pumping efficiency and heat transfer rate are critically scrutinized in the light of new physical attributes namely cross-viscosity coefficient and radial stretching in this research. Furthermore, second law of thermodynamics is utilized to investigate entropy production rate in the boundary layer. A noteworthy finding is that moment coefficient in von Kármán flow is substantially lowered when fluid exhibits non-Newtonian effects. Entrained flow is predicted to accelerate whenever radial stretching is considered.