Cilantro Taco Grill is expanding with new locations set to open across the country through multiple franchise agreements. The brand, which signed its first franchise agreement in January 2024has 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 Quick Service Brands in 2024 by QSR, as well as ranked No. 32 on Fast Casual’s Top 100 Movers & Shakers.
Six different franchise groups have signed franchise agreements and a regional representation agreement with Cilantro Taco Grill, totaling 110 units under development in Illinois, Texas, CaliforniaAnd Florida. Each group has been aligned with the brand’s mission of helping Latino and immigrant communities through franchising, with all groups having immigrant backgrounds themselves. The new deals underscore the brand’s rapid growth and the universal appeal of its mission.
Témoc MorfinFounder of Cilantro Taco Grill, expressed his pride in the brand’s rapid expansion, saying, “We are incredibly proud of the 100+ unit growth that Cilantro Taco Grill has achieved in just six months since signing our first contract. What started as a small taqueria in 2013 has now grown into a thriving brand that spans across the United States. This growth is not only 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 opportunity and sharing the flavors of our heritage with communities across the country.”
Behind these signed franchise agreements:
- Hemant Patel – Sugar Grove, Illinois
- Patel is the first franchisee of Cilantro Taco Grill, who also franchises Subway, Checkers and is a real estate developer.
- He waited more than seven years for Cilantro Taco Grill to begin franchising and jumped at the chance when it launched.
- Mr. Patel – Mt. Prospect, Illinois
- Patel is a longtime fan of Cilantro Taco Grill and 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 a regional representative for Jersey’s Mikes.
- His multi-state franchise agreement was motivated by the inclusion of 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 franchises.
- Alex and Dreevs are deeply committed to Cilantro Taco Grill’s mission of sharing the American Dream with their employees and will work closely with the brand to integrate their employee-to-owner program into Florida operations.
- Eduardo Bravo – Chicago, Illinois
- Bravo is a highly successful professional who has worked with companies such as Pepsi, Harley Davidsonand GE.
- He was drawn to Cilantro Taco Grill’s authentic Mexican flavors, philanthropic business model and rapid national growth.
- Roberto Sanchez – Wheeling, Illinois
- Sanchez is a ChicagoNew York-based serial entrepreneur whose latest tech company is valued at more than 3.5 million.
- He is a long-time Cilantro Taco Grill customer who began franchising because of his love for the brand.
“The next big thing in Mexican fast food is real Mexican food. Chipotle and Taco Bell are now trying to offer what they call “authentic Mexican” dishes, but they’re not true Mexican concepts, so they’ll be superficial examples at best,” he says. Dan RoweCEO of Fransmart, exclusive franchise development partner of Cilantro Taco Grill. “Anyone who has been to Mexico and those who love food will know the difference when they try Cilantro Taco Grill.
Cilantro Taco Grill was founded in 2013 by Témoc Morfinwho 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 rapidly expanding nationally, with over 100 locations signed Illinois, Texas, FloridaAnd CaliforniaThey have maintained impressive unit economics throughout their growth, with average sales per square foot reaching $1083.58 in 2023.
Cilantro Taco Grill’s mission extends beyond sharing authentic, high-quality Mexican food; they are breaking barriers by empowering immigrant and Latino communities through franchising. In 2023, Cilantro Taco Grill launched its franchise opportunity with the support of global franchise development leader Fransmart and Grammy Award-winning artist, Armando Perez (Pitbull). Together, they want to develop the next generation of Mexican fast food concepts to more than 1,000 units worldwide in the next 10 years.
Ideal franchisees have prior franchise experience and share Cilantro Taco Grill’s vision to improve local communities. Franchisees receive expert training and guidance from the Cilantro Taco Grill team through their Cilantro Academy, in addition to a premium technology stack including a consumer app launching in summer 2024, digital menu boards, and a popular rewards program. Cilantro Taco Grill also offers multiple revenue streams for franchisees with a popular catering program and bottles of their wildly popular house salsa that regularly fly off the shelves.
