Seasoned operators flocking to fastest-growing
authentic Mexican franchise
CHICAGO, July 16,
2024 /PRNewswire/ -- Cilantro Taco Grill, the
nation's fastest-growing authentic Mexican fast-casual franchise,
is exploding 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 6 months. The news comes just as the brand was named one
of America's Hottest Startup Fast Casual Brands in 2024 by QSR, as
well as ranked #32 on Fast Casual's Top 100 Movers &
Shakers.
The brand signed its first franchise
agreement in January and has secured 100+ units nationwide in less
than 6 months.
Six different franchise groups have signed franchise agreements
and an area rep agreement with Cilantro Taco Grill, totaling 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 their mission.
Temoc Morfin, Founder of Cilantro
Taco Grill, expressed his pride in the brand's rapid expansion,
stating, "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 flavors of
our heritage with communities nationwide."
Behind these Signed Franchise Agreements:
- Hemant Patel – Sugar Grove, IL
- Patel is Cilantro Taco Grill's first franchisee, who also
franchises with Subway, Checkers, and is a real estate
developer.
- He waited more than seven years for Cilantro Taco Grill to
begin franchising and jumped at his chance when they launched.
- Mr. Patel –Mt. Prospect, IL
- Patel is a long-time fan of Cilantro Taco Grill who is also a
multi-unit franchisee with Dunkin' Donuts and Baskin' Robbins.
- Hector Haget – 6-units
Dallas, Texas & Orange County, California
- Haget is a seasoned multi-brand franchisee with Mountain Mikes
and as an Area Rep for Jersey's Mikes.
- His multi-state franchise agreement was motivated by including
his family in his business efforts to continue their legacy
together.
- Alex and Max Dreevs – 100-units in Florida
- Alex is a seasoned multi-brand franchisee and owns over two
dozen retail and food franchise locations.
- Alex and Dreevs have resonated deeply with Cilantro Taco
Grill's mission to share the American Dream with their employees
and will work closely with the brand to incorporate their
employee-to-owner program in Florida's operations.
- Eduardo Bravo – Chicago, IL
- Bravo is a highly successful business professional who has
worked with companies such as Pepsi, Harley
Davidson, and GE.
- He was enticed by Cilantro Taco Grill's authentic Mexican
flavors, philanthropic business model, and rapid nationwide
growth.
- Roberto Sanchez – Wheeling, IL
- Sanchez is a Chicago-based
serial entrepreneur whose latest business in the tech space is
valued at more than 3.5M.
- He is a long-time customer of Cilantro Taco Grill who began
franchising because of his love of the brand.
"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" says Dan Rowe,
CEO of Fransmart, Cilantro Taco Grill's exclusive franchise
development partner. "Anyone who has been to Mexico and loves the food will know the
difference when they try Cilantro Taco Grill."
Cilantro Taco Grill was founded in 2013 by Temoc Morfin, who was inspired to bring the
family's treasured flavors 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
3 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 $1083.58 in 2023.
Cilantro Taco Grill's mission extends beyond sharing
high-quality, authentic Mexican food; they are shattering 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, they 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
Cilantro Taco Grill'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.
Franchisees who are interested in joining Cilantro's mission to
create wealth in marginalized communities can visit
fransmart.com/cilantro-taco-grill to get started.
About Cilantro Taco Grill
Cilantro Taco Grill's story
begins with 'Don Javi' Morfin, who immigrated from Guadalajara, Jalisco to Chicago with his wife, Alicia, and 11
children. His son, Temoc Morfin,
Cilantro Taco Grill's founder, realized that sharing his ancestors'
recipes, flavors, and spices through culinary arts was his true
passion and this way, he would be able to contribute to creating
jobs and help others to be successful. Thanks to the collaborative
effort of Temoc's family, Cilantro Taco Grill was born as a
fast-casual restaurant fueled by the authentic flavors of
Mexico, the heart of Don Javi, and
the vision of Temoc.
The first Cilantro Taco Grill opened in 2013 in the Stone Park neighborhood of Chicago. Since then, the Morfin family has
opened 15 total locations across the greater Chicagoland area. The
brand focuses on authentic Mexican recipes that showcase the
flavors they brought with them from the heart of Jalisco. The brand's exceptional unit
economics and advanced tech-stack attracted the attention of Grammy
Award winner Armando Christian Perez
(Pitbull), who's partnered with Fransmart's CEO Dan Rowe to launch the nationwide franchising
efforts for the brand. For more information, visit
www.cilantrotacogrill.com.
About Fransmart
As the leading franchise development
firm in the country, Fransmart turns emerging restaurant concepts
into successful national and global brands. Founded by Dan Rowe, the man who identified and grew brands
such as Five Guys Burgers & Fries and QDOBA Mexican Grill from
single unit businesses to the powerhouse chains they are today.
Fransmart's current and past franchise development portfolio brands
have opened more than 5,000 restaurants worldwide and facilitated
franchise investments that have cumulatively generated 1 billion dollars in revenue to date. For
more information, visit www.fransmart.com.
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SOURCE Fransmart