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Cilantro Taco Grill Signs 100 Unit Deal for Florida

May 21, 2024

Graphic with Fransmart News in left top corner, Background is Cilantro Taco Gril restaurant. Text that says 'Cilantro Taco Grill Signs Massive 100-unit Deal for Florida'

Multi-Unit Operators Propel Nation’s Fastest-Growing Authentic Mexican Franchise Across Florida

ORLANDO, FL (May 21, 2024) – Cilantro Taco Grill, the nation’s fastest-growing Mexican fast casual franchise, has secured a 100-unit franchise deal with Alex and Max Dreev for Florida. Alex and Dreev are seasoned restaurant operators and serial entrepreneurs who resonated with Cilantro Taco Grill’s mission to uplift immigrants and the Latino community with franchising. The massive 100-unit deal marks a significant stride in Cilantro’s worldwide expansion.

“As an immigrant myself, I deeply resonate with Cilantro Taco Grill’s mission to uplift immigrants and Latinos through franchising. Just as Temoc came from Mexico and built a life in America, and Armando [Pitbull] came from Cuba, I came from Russia and created my own success in this country” said Alex, Cilantro Taco Grill Central Florida Franchisee. “Now, we’ll help others do the same.”

Alex went on to add, “Cilantro Taco Grill is like nothing I have seen before. I have been looking for a fresh, proven concept for a while; we’re going to change the game in Florida.”

Alex is a massive multi-unit operator with over 2 dozen retail and food franchises, as well as multiple Haagen Daaz that are the highest-volume locations in the chain.  His specialty is revitalizing franchises to reach higher levels of profitability, with over 15 years of experience doing so. He has significant influence throughout Central Florida, with this latest Area Rep agreement expanding his foothold in the state.

Temoc Morfin, Founder and CEO of Cilantro Taco Grill, commented on the recent 100-unit deal, saying, “The addition of Alex to the Cilantro Taco Grill family is a testament to our unstoppable momentum. With our brand experiencing unprecedented growth nationwide, Alex’s partnership further solidifies our position as a leader in the industry. Together, we’re not just expanding a business; we’re revolutionizing the franchise industry.”

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.

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 partnered with the global leader in franchise development, Fransmart, and grammy-award winning artist, Armando Perez (Pitbull), to bring their franchise offering to the masses.

“The food is amazing, but with that said, it has the TLC,” Armando “Pitbull” Perez said in an interview with Franchise Times. “That’s immigrant drive. Them coming over from Mexico and saying, one way or another, we’re going to make this happen, with all odds against them. I understand that, I relate to that. I root for and will forever be an underdog.”

As a crucial component of Cilantro Taco Grill’s and Fransmart’s overarching mission to empower Latino communities through franchising, they are collaborating with Alex to strategically pair his team with Latino operators and Directors of Operations. This initiative aims to provide dedicated support to their franchise locations, fostering growth and success within the Latino entrepreneurial network.

“Alex joining Cilantro Taco Grill is a power move. Cilantro Taco Grill is the only franchise ran by Mexicans, actually serving authentic Mexican food, and Alex’s track record in Central Florida will take them to the next level.” Dan Rowe, CEO of Fransmart commented. “We’re going to make Latinos and immigrants get rich through franchising. Whenever a new Cilantro is built in a city, we’re gonna grab all the best employees because we offer real paths to generational wealth.”

Cilantro Taco Grill currently has over 110 franchise units in development, and are coming to California, Texas, Florida, and expanding further throughout Illinois.

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, in addition to a high-end tech stack that features 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.

To join Cilantro’s mission to break barriers in the industry and create wealth in marginalized communities, visit fransmart.com/cilantro-taco-grill.

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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