Own the Next Generation of Mexican Food

Featured Video: Franchising with Cilantro Taco Grill

There’s No Substitute for Authenticity

The market for Mexican food is massive. In fact, there are more than 7,000 Taco Bell locations and 3,000+ Chipotles in the world. But the world is changing – customers are looking for real, authentic flavors. For years, if you’ve wanted REAL Mexican flavors, you’d have to cross the Southern border. Until now…

Cilantro Taco Grill is the first and only authentic Mexican quick-serve restaurant franchise in the country featuring real Mexican food from a real Mexican family, whose roots run deep in the heart of Jalisco, Mexico. Cilantro Taco Grill is a fast casual Mexican concept that features everything you’d want from an authentic concept – rich history, an unparalleled restaurant experience, quality ingredients and deep flavors.

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 him 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.

Temoc Morfin, from Cilantro, and Pitbull

Celebrity-Backed & Taking Cilantro Worldwide

Armando Christian Perez, aka Pitbull, has partnered with Fransmart to bring Cilantro Taco Grill to the masses. Perez’s partnership with Fransmart is part of his larger mission to help Latino hourly employees become operators and owners for Latin-owned businesses.  As part of his investment, Perez will lend marketing support as the brand sets its sights on growing its national footprint to the top 100 media markets.

With prime territories available, Cilantro is on track to become the nation’s largest and most in-demand authentic Mexican fast casual franchise. The team is seeking passionate owner-operators to bring Cilantro and all its star power to the country’s 100 biggest media markets. Franchisees will benefit from the support of Armando, Fransmart, a proven business model, and a list of franchise advantages that no other fast casual concept can boast.

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 $1,180.27 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. 

Flexible Real Estate Options

Not sure whether you’d want to operate your Cilantro in a strip mall location? Or maybe a free-standing spot with a drive thru? 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.

Get the guacamole. Trust me. Get it. Get it now. You will not regret it! Actually, you won’t regret the tacos either. Or the beans. Or the salsa. It was all soooo delicious.

Terrieh, TripAdvisor

Join The Cilantro Familia

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. With Cilantro Taco Grill, you’re not betting on success – you’re banking on it.

  • Cilantro’s model has proven scalability
  • New stores average between $1,200-$1,400 per square foot
  • Cilantro offers next-generation technology features
  • Backed by the global leaders in franchise development, Fransmart
    has a proven track record of growing franchises quickly
Media Library
Authentic Ingredients From the Heart of Jalisco
The CIlantro Familia
Modern Locations

The Cilantro Taco Grill Investor Guide

We’re looking for multi-unit franchisees who want to bring the authentic flavors of Jalisco, Mexico to your hometown.

Cilantro Taco Grill Founder, Temoc Morfin

Cilantro Taco Grill Average Sales for 2022

2022 Gross Sales


Square Feet


Sales/Sq. Ft.


* These figures can be found in the current version of the Cilantro Taco Grill FDD

Investment Costs

Start-up Costs (Multi-unit)

$378,000 – $831,000


6% Gross Revenue

Franchise Fee


World-wide Creative Fund

Up to 2% Gross Revenue

Local Marketing

1% Gross Revenue

Multi-Unit Devlopment Fee

Minimum of 5 units; if developing 6-9 units, the development fee is $140,000 for the first 5 units + a 50% deposit of $17,500 on the remaining units.

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.

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