Aaron Morfin, Chief Marketing Officer at Cilantro Taco Grill, the nation’s fastest growing authentic Mexican fast-casual franchise. Morfin is the brand’s 1st Gen Z CMO and has carved a unique space for himself as an executive leader who have a pulse on the younger generation.
- Why do you think Cilantro Taco Grill stands out as a franchise opportunity?
With so many franchise opportunities out there, Cilantro Taco Grill stands out because we have the capability to bring the authenticity of a taqueria everywhere with a scalable system that is streamlined like Chipotle. Franchisees are joining the team because of our unique blend of authentic Mexican flavors and our proven, scalable business model. Our franchisees benefit from strong operational support, effective marketing strategies, and a growing demand for fast-casual dining. With a focus on serving up real Mexican food and creating a personal experience for customers, we position our franchisees for long-term success in this competitive QSR space. Our brand has grown to 19 locations across the Greater Chicago area, residents in this competitive market flocked to our doors in numbers that even Armando Perez, aka “Pitbull”, was the opportunity to partner with us.
- How does Cilantro Taco Grill leverage its brand identity to attract both students and franchisees?
At Cilantro Taco Grill, we have been able to leverage our brand’s identity by celebrating our rich Mexican culture and prioritizing our authenticity, which resonates with both our customers and franchisees. For our customers, we offer up fresh, affordable meals that fit their lifestyle while giving them delicious flavors they crave. For franchisees, we provide a brand with strong community ties and the potential for scalability while also offering a unique opportunity to be part of a growing, family-focused brand that has a real impact on communities.
- In what ways does Cilantro Taco Grill utilize digital marketing channels to engage with its audience?
Through targeted ads and dynamic social media campaigns, we engage with our customers in a way that feels authentic and personal. We have been able to create a personalized experience on our app while also giving franchisees exclusive insights into what our customers love. Our app has played a huge role in promoting our menu items, while our loyalty program offers personalized rewards that keep our customers coming back for more. It’s essential to leverage these digital tools to elevate the customer experience and build long-term loyalty to our brand. My generation would rather have an elevated digital ordering experience than walking into a restaurant without a clue what they want to eat, so growing out our app was essential to grow our younger audience.
- What role does social media play for Cilantro Taco Grill, and what platforms have been most successful?
Social media is key for us in showcasing our delicious food and the vibrant culture rooted in my family’s heritage. It’s become a way for us to connect to our potential customers on the same level. Videos and shareable content is something we continue to invest in heavily to reach both young and old audiences. It’s a big part of how we work to build our brand awareness and strengthen community engagement.
Platforms like Instagram and TikTok have been incredibly effective for reaching all audiences, allowing us to share content that resonates with them. These social media apps also help drive foot traffic by showing our menu items, sharing educational videos, and offering behind-the-scenes glimpses of our operations. This ultimately helps us boost engagement and establish trust with our customers. The use of social media around our grand openings has become essential to drive up buzz and get the entire community talking about our delicious food.
- How does Cilantro Taco Grill handle local marketing initiatives to drive awareness at the grassroots level?
Our local store marketing (LSM) playbook gives franchisees the tools they need to connect with their communities effectively. This includes hosting fundraisers, partnering with schools, and running geo-targeted ads to reach existing and potential customers in specific areas.
These grassroots initiatives have been successful at our corporate locations, and we are seeing great results when franchisees implement them locally. By creating these strong community connections, we’re able to build meaningful relationships and raise awareness for the Cilantro Taco Grill brand.
- How does Cilantro Taco Grill support franchisees with marketing resources to ensure consistency and effectiveness across locations?
We provide our franchisees with a comprehensive marketing toolkit that includes easy-to-follow guides, recommended partners, branded kits, and other resources to help keep messaging consistent. Our corporate team manages large-scale campaigns and promotions, ensuring that all marketing efforts are aligned with our brand standards. This support helps maintain consistency across locations while allowing franchisees to effectively connect with their local communities. I love being able to assist franchisees to learn about the power of marketing, sometimes for the first time.
- Are there any emerging trends in marketing that Cilantro Taco Grill is exploring?
We’re focused on exploring data-driven personalization to offer a more tailored experience for our customers, catering to their unique food and menu preferences. We’re also enhancing our loyalty program to provide more meaningful rewards that keep our customers coming back.
We’re leveraging TikTok content to connect with a younger audience, many of whom prioritize authentic food and are eager to learn more about Mexican culture. Whether it’s teaching them the differences between pico de gallo and salsa or showing them how to roll a burrito correctly, we’re engaging with our audience by educating them about our culture while driving brand awareness.
- What are some of the biggest challenges unique to Cilantro Taco Grill franchise?
Some of our biggest challenges are maintaining consistency across all locations and differentiating ourselves in a highly competitive market. Ensuring consistency and establishing localized supply chains, starting with our first in Texas, has been crucial as we prepare for franchise openings in 2025. We have had to work hard to ensure we have partnerships across the country that prioritize fresh ingredients, quality food, low cost and maintains our consistent brand experience.
Brand differentiation has also been a challenge as we continue to expand across the U.S. Customers in Chicago have known our brand and my family’s story for over a decade, and that has been essential for our growth, but as we enter into other states it is essential we utilize our marketing efforts to grow the awareness of who is behind our brand.
We tackle these obstacles head-on with our strong brand identity and our unique menu offerings.
- How does Cilantro Taco Grill foster community among franchisees?
We foster a strong sense of community among our franchisees by hosting regular training sessions, franchisee meetings, and collaborative events. These opportunities allow us to share best practices, encourage open communication, and create a network of franchisees who support each other. By focusing on collaboration and unity, we ensure that every franchisee feels connected to the Cilantro Taco Grill family. Many of our franchisees have worked with other franchises such as Subway, Dunkin, and Jersey Mike’s, so we honor their feedback and work together to create an even stronger community.
We believe in treating everyone as part of the Morfin family, a core value that truly sets our brand apart. This means that each franchisee is not simply an independent operator, but a valued member of a larger team that thrives on mutual respect, shared goals, and collective success. When every franchisee feels connected, supported, and empowered, the entire brand grows stronger together.
- What are you most proud of in your work with Cilantro Taco Grill franchise?
I’m most proud of empowering our franchisees, especially immigrant families, to achieve generational wealth and build a better future for themselves. It’s incredibly rewarding to know that we are not just creating business opportunities, but making a real difference in people’s lives. I’m also proud of how we’ve built a brand that celebrates Mexican heritage and creates a sense of community for everyone that walks through our doors. On a personal note, getting to witness my father work tirelessly as an immigrant himself on Cilantro Taco Grill has instilled a deep passion for our brand. I work hard daily to show appreciation to everything my father has done, and continue to take our brand to the next level.
- What is an example of a marketing effort you have applied to your brand that has helped existing franchise owners?
One of the most effective marketing tools we’ve implemented is our grand opening playbook. It’s been instrumental in driving traffic to new locations, using strategies like live mariachi bands, free item promotions, and geo-targeted social media campaigns. These initiatives create a buzz in the community, generate excitement, and help establish a strong local presence right from the start. It’s proven to be a very effective tool for our franchisees, setting them up for success as they launch their franchise.
- How does Cilantro Taco Grill support franchise owners, especially franchisees with no prior experience in the industry?
We make sure every franchisee, regardless of their prior experience in the industry, has the tools they need to succeed. This includes extensive training, continuous operational support, and a variety of marketing resources. Our goal is to set up each franchisee for success from day one, providing them with the knowledge and assistance they need to run a smooth operation and maintain the brand’s reputation. The whole team at Cilantro Taco Grill is all-in on our franchisee’s success.
- How does Cilantro Taco Grill keep up-to-date with industry trends and innovations?
We stay ahead of the curve by closely monitoring industry reports, attending trade shows, and actively gathering feedback from both our customers and franchisees. This helps us keep up-to-date with emerging trends in menu innovation, technology, and marketing strategies. By continuously learning and adapting, we ensure that Cilantro Taco Grill remains not only competitive but also is well-positioned to deliver the best possible experience to our customers in the evolving fast-casual dining space.
- How does Cilantro Taco Grill support franchisees with marketing resources to ensure consistency and effectiveness across locations?
Our corporate team takes the lead in developing and executing brand-wide campaigns, ensuring that each location benefits from a comprehensive marketing strategy. We then provide training and equip franchisees with the tools they need to implement these campaigns locally. This combination of centralized support and localized execution leads to consistency across restaurants while maximizing effectiveness, helping our franchisees drive business growth and preserve the integrity of the Cilantro Taco Grill brand.
- What are your plans for growth?
Our growth strategy is focused on expanding strategically across the Midwest and into new market hubs like Texas, California, and Florida. We’re leveraging digital marketing, our partnership with Fransmart, and our strong community ties to fuel this growth and introduce the Cilantro Taco Grill brand to new parts of the country. By focusing on these key areas as hubs to expand from, we’re positioning every new location to replicate the success of our established markets while continuing to build a loyal customer base.