USA | Cilantro Taco Grill is set to open more than 100 new units across the US over the next six months following its latest deal.
Cilantro Taco Grill has exploded onto the QSR market with locations set to open across the country through multiple franchise agreements. The brand, which signed its first franchise agreement in January 2024, has already secured over 100 units in development nationwide in less than six months.
Six different franchise groups have signed franchise agreements and an area rep agreement with Cilantro Taco Grill, totalling 110 units in development in Illinois, Texas, California, and Florida. Each group has resonated with the brand's mission to uplift Latinos and immigrant communities through franchising, with all groups having immigrant backgrounds themselves. The new agreements highlight the brand's rapid growth and the universal appeal of its mission.
"We are incredibly proud of the over 100-unit growth Cilantro Taco Grill has achieved just six months after signing our first deal. What started as a small taqueria in 2013 has now scaled into a thriving brand spreading across the US. This growth is not just a testament to our passion and dedication but also a beacon of hope for other families striving to achieve the American dream. Together, we are creating opportunities and sharing the flavours of our heritage with communities nationwide," said Temoc Morfin, Founder of Cilantro Taco Grill.
The brand was founded in 2013 by Temoc Morfin, who was inspired to bring the family's treasured flavours and recipes to the masses by his father, 'Don Javi' Morfin. Cilantro Taco Grill has since thrived in the competitive Chicagoland market, expanding to 15 open locations with three more in development opening in 2024. The brand is also expanding rapidly nationwide, with over 100 locations signed in Illinois, Texas, Florida, and California. They have maintained impressive unit economics during their growth, with Average Sales/Sq. Ft. reaching USD 1083.58 in 2023.
"The next big thing in the Mexican fast-casual space is real Mexican food. Chipotle and Taco Bell are now trying to come up with what they call 'authentic Mexican' menu items, but they are not actual Mexican concepts, so at best they will be superficial examples," said Dan Rowe, CEO of Fransmart, the exclusive franchise development partner.
"Anyone who has been to Mexico and loves the food will know the difference when they try the tacos."
Cilantro Taco Grill's mission extends beyond sharing high-quality, authentic Mexican food; it has shattered barriers by empowering immigrant and Latino communities through franchising. In 2023, Cilantro Taco Grill launched its franchise opportunity with the support of the global leader in franchise development, Fransmart, and grammy-award winning artist, Armando Perez (Pitbull). Together, it has the aim to grow the next generation of Mexican fast casual concepts to more than 1,000 units worldwide over the next 10 years.
Ideal franchisees have prior franchise experience and share the brand's vision to uplift local communities. Franchisees receive expert training and guidance from the Cilantro Taco Grill team through their Cilantro Academy, in addition to a high-end tech stack that features a consumer app launching in summer 2024, digital menu boards, and a highly popular rewards program. Cilantro Taco Grill also features multiple revenue streams for franchisees with a popular catering program and bottles of their ultra-popular house salsa consistently flying off shelves.
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