The Next Big Thing In Mexican QSR? Real Mexican Food.
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The Authenticity of a Taqueria. The Scalability of a Chipotle. Backed by 100+ Signed Units.
Why settle for anything less than the real thing? Cilantro Taco Grill is flipping the script on fast-casual by bringing authentic, taqueria-style Mexican food to the masses. Our easy-to-scale model, proven by 17 corporate locations in Chicago and 100+ signed units across the U.S., is proof that the future of Mexican food is real Mexican food. Founded by a Mexican-immigrant family and partnered with Pitbull, we’re not just serving food—we’re transforming the industry. Now, we’re looking for visionary partners to join us in shaping the future of fast-casual.
Celebrity-Backed with Armando ‘Pitbull’ Perez
“Why Are No Mexicans Making Money from Mexican Food?”
That was the question that Armando ‘Pitbull’ Perez had for Dan Rowe, CEO of Fransmart. This question sparked the journey that would lead to their Discovery of Cilantro Taco Grill, Chicago’s go-to Mexican chain that was exploding across the city with a model that was never seen before.
The Secret Ingredient?
The American Dream
Cilantro Taco Grill’s story depicts a vivid reality of the American Dream that resounds to the majority of immigrants in the USA. In the early 1980’s, Don Javier Morfin, a father of 11 children, and his wife immigrated to the USA despite all the dangers of travel, weather elements, and language barriers. While they were getting by, the patriarch of what would become one of Chicago’s restaurant industry’s greatest success stories believe “getting by” wasn’t good enough.
Temoc Morfin, one of 11 children, has always been passionate about celebrating his culture and uplifting his community. That’s what led ho to pursue a career in politics. But as he grew older, he 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 high traffic, high profit fast-casual concept has proven its business model with more than 15 corporate-owned locations throughout Chicago. The family-owned franchise has created a new category in Mexican food: The authentic flavors of a Jaliscan taqueria and the scalability of Chipotle, all under the same roof.
The Cilantro Advantage
A Family Recipe for Success
Celebrity-Backed Marketing
Pitbull is a megastar and a successful entrepreneur. Cilantro will continue to generate headlines, which means free marketing for you.
Franchisees Are Like Family
Cilantro Taco Grill have ensured that your recipes will be authentic, unique, and most importantly, delicious. Authentic always stands out.
Multiple Revenue Streams
The Chicago market has made them a catering favorite over the last decade, and bottles of their house salsa are always flying off the shelves.
Incredible Unit Economics
With an astounding $1,083.58* average sales per square foot, Cilantro is showing the country that consumers are craving authentic food and experiences.
Next Generation Technology
Franchisees will have several next-generation tools. Digital menu boards, online training systems, and a customer rewards program.
Low Labor, Refined Systems
Cilantro’s well-organized kitchen flow requires only a few staff members to operate even during the busiest times of day, meaning bigger profits and a quicker path to ROI for franchisees.
Conversion Friendly
Cilantro has already made a habit of taking over restaurant spaces from other brands, meaning their model is especially friendly to conversions. Conversions mean cheaper, quicker builds for franchisees, which means a quicker path to big ROI.
Real Estate Options
Not sure whether you’d want to operate your Cilantro in a strip mall location? Or maybe a free-standing spot? No problem! Cilantro has flexible models for both options, giving you freedom.
Prime Territories Available
Cilantro has become a household name in the ultra-crowded market of Chicago. The brand is powerful. Franchising your own Cilantro Taco Grill means you have the tools to take over your hometown.
Cilantro Taco Grill Average Sales for 2023
| 2023 Gross Sales | $1,441,657.51 |
| Square Feet | 1330.46 |
| Sales/Sq. Ft. | $1,083.58 |
* These figures can be found in the current version of the Cilantro Taco Grill FDD
Cilantro Taco Grill brings something unique- authentic Mexican food that’s true to its roots, combined with a scalable model and exceptional franchisee support.
Modern Mexican with Deep Roots
A Tribute to Tradition
Each location honors the family’s roots with a mural of the patriarch, Don Javi.
Retail Corner
Cilantro Taco Grill’s signature salsas are proudly showcased and available for purchase.
Family-Centered Legacy
Franchisees are encouraged to share their own family stories, adding personal touches to every store.
We’re constantly making headlines, check out our latest news.
Operational experience in business is a plus, but not required assuming a professional Director of Operations will be part of your team. Prospective franchisees must meet the minimum requirements below to be considered for a Cilantro Taco Grill franchise.
- $1M net worth*
- $500k liquid capital available for investment*
- Ready to begin development within the next 3-6 months
- Ready to develop a minimum five unit territory in a major U.S. area
The big players in Mexican food can’t offer the authenticity, the history, or the heart of Cilantro Taco Grill. You know what else they can’t offer you? The opportunity to invest in an emerging brand with proven success in a competitive market and a business plan built for scalability.
- Proven scalability with 15 successful corporate locations in one of the most competitive food markets in the world—Chicago.
- Numbers any franchisee dreams of, with locations pulling an average of $1180.27* per square foot in yearly sales.
- Next-generation technology features like a customer mobile app, digital menu screens, a robust digital training system, and an integrated loyalty program.
- Multiple revenue streams are included with a robust catering program, and access to their extensive retail offerings sold in every store.
Investment Costs
| Start-up Costs (Multi-unit) | $381,000 – $884,000 |
| Royalties | 6% Gross Revenue |
| Franchise Fee | $35,000 |
| World-wide Creative Fund | Up to 2% Gross Revenue |
| Local Marketing | 1% Gross Revenue |
| Multi-Unit Development Fee | Minimum of 5 units; if developing 5-9 units, $105,000 for the first 3 units + $17,500 for each additional unit; if developing 10 or more units, $175,000 for the first 5 units + $17,500 for each additional unit. |
Your Cilantro Taco Grill Franchising Journey Starts Here
Whether you are ready to invest or just getting started, take the next step with us. We will guide you along your franchising journey.