Cilantro Taco Grill, the fastest-growing authentic Mexican fast-casual franchise in the country, is expanding with numerous new locations planned nationwide through various franchise agreements — including North Texas.
After signing its first franchise agreement in January 2024, the brand secured over 100 units in development within just six months in Texas, Illinois, California and Florida.
Hector Haget, a seasoned multi-brand franchisee with Mountain Mikes and an Area Representative for Jersey Mike's, is set to open six units in Dallas, Texas, and Orange County, California.
"We are incredibly proud of the over 100-unit growth Cilantro Taco Grill has achieved just six months after signing our first deal,” Temoc Morfin, founder of Cilantro Taco Grill said. “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."
Cilantro Taco Grill, founded in 2013 by Morfin, was inspired by his father, 'Don Javi' Morfin, to share the family's cherished flavors and recipes with a wider audience. The brand, born in the Chicagoland market, boasts 15 open locations and three more set to launch in 2024.
"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's mission goes beyond providing high-quality, authentic Mexican cuisine; it also aims to empower immigrant and Latino communities through franchising. In 2023, the brand launched its franchise opportunity with support from Fransmart, a global leader in franchise development, and Grammy-award-winning artist Armando Perez (Pitbull). Together, they plan to expand the Mexican fast-casual concepts to more than 1,000 units worldwide over the next decade.
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