New App Enhances Customer Engagement, Strengthens Franchise Operations, and Drives Growth Across 100+ Signed Units
CHICAGO, IL (December 17, 2024) – Cilantro Taco Grill, the nation’s fastest-growing authentic Mexican fast-casual franchise, has announced their new online ordering app, designed to elevate customer convenience and streamline franchisee operations while enhancing the brand’s loyalty program.
“The app is a game-changer for franchisees, offering tools to track customer behavior, drive repeat visits, and foster long-term loyalty. It’s about giving franchise owners the technology to thrive as more and more customers embrace digital solutions for dining,” said Aaron Morfin, CMO of Cilantro Taco Grill. “As we expand into new markets across the country, this app is essential for establishing brand loyalty early on.”
Key Features of the Cilantro Taco Grill App:
- Available at all Corporate and Franchise Cilantro Taco Grill Locations
- Integrated Loyalty Rewards Program: Customers earn points with every purchase, redeemable for free menu items and exclusive offers, incentivizing repeat visits and fostering long-term loyalty.
- More Tailored Customer Experience: Personalized promotions and app-exclusive offers are tailored based on customer preferences, improving engagement and satisfaction.
- Streamlining Operations for Franchisees: A seamless system for order management reduces wait times, simplifies processes, and integrates with existing franchisee operations to boost efficiency and profitability.
- Available on Apple Store and Play Store
According to Deloitte, customer spending increases 20 percent when ordering via technology. Their research also found that online ordering grew check averages for quick-service restaurants by 26 percent and fast casuals by 13 percent (Source). By launching the Cilantro Taco Grill app, the brand is positioning its franchisees to capitalize on these trends, driving higher ticket sizes and greater customer satisfaction while staying ahead in the competitive fast-casual market.
“Our mission has always been to change the way people experience Mexican food and culture, and this app is a key step in bringing authentic, high-quality Mexican food to even more customers,” said Temoc, CEO of Cilantro Taco Grill. “With over 100 units signed nationwide, we’re the only franchise in this space leading with a digital-first approach. This app not only empowers our franchisees to thrive in a competitive market but also ensures we stay true to our vision of delivering real Mexican flavors and traditions to every community we serve.”
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. The brand is also expanding rapidly nationwide, with over 100 locations signed in Illinois, Texas, Florida, and California. They have maintained impressive unit economics during their growth, with Average Sales/Sq. Ft. reaching $1083.58 in 2023. The brand was also named one of America’s Hottest Startup Fast Casual Brands in 2024 by QSR, as well as ranked #32 on Fast Casual’s Top 100 Movers & Shakers.
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 launched its franchise opportunity with the support of the global leader in franchise development, Fransmart, and grammy-award winning artist, Armando Perez (Pitbull). Together, they aim to grow the next generation of Mexican fast casual concepts to more than 1,000 units worldwide over the next 10 years.
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 through their Cilantro Academy, in addition to a high-end tech stack that features a consumer app launching in summer 2024, 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.
Franchisees who are interested in joining Cilantro’s mission to create wealth in marginalized communities can visit fransmart.com/cilantro-taco-grill to get started.
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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