The fast-casual Mexican food scene is heating up, and Cilantro Taco Grill is leading the charge! After a record-breaking year in 2024, the beloved Chicagoland-based brand is taking its authentic Jalisco flavors beyond Illinois, with a massive nationwide expansion set for 2025.
Cilantro Taco Grill has experienced explosive growth since launching its franchise program in late 2023. Here’s a look at what they accomplished in 2024:
- Franchise Growth: Awarded six franchise deals spanning four states—California, Florida, Illinois, and Texas—bringing 110 new units into development.
- First Franchise Location: Opened its first-ever franchise in Wheeling, IL, marking a major milestone in its expansion journey.
- Mega Florida Deal: Secured a landmark 100-unit agreement with experienced restaurant operators Alex and Max Dreevs to bring Cilantro Taco Grill’s authentic flavors to the Sunshine State.
- Industry Recognition: Named one of America’s Hottest Startup Fast Casual Brands by QSR and ranked #32 on Fast Casual’s Top 100 Movers & Shakers list.
- Strengthened Leadership: Expanded the corporate team with top-tier talent to support rapid growth and maintain brand quality.
- Commissary Expansion: Partnered with U.S. Foods to establish a commissary in Houston, TX, ensuring consistent, high-quality ingredients across all locations.
The Dream Behind the Brand
For founder and CEO Temoc Morfin, Cilantro Taco Grill is more than just a restaurant—it’s a passion project rooted in family heritage.
“As we expand into new communities, it’s fulfilling to know more guests will taste the authentic flavors of Jalisco and the love my family has put into these recipes,” said Morfin. “Cilantro Taco Grill started as a small taqueria, and now it’s helping other families achieve their dreams through franchising.”
What’s Next for 2025?
With momentum on their side, Cilantro Taco Grill has ambitious plans for the year ahead:
- Seven New Locations Opening this Spring: Three out-of-state locations in Texas and Florida, plus four new spots in Illinois.
- Tech-Forward Customer Experience: A new consumer app ‘complete with digital menu boards and an upgraded loyalty program.
- Multiple Revenue Streams: Beyond traditional restaurant sales, franchisees benefit from a booming catering business and retail sales of Cilantro Taco Grill’s wildly popular house salsa.
More than just a fast-casual brand, Cilantro Taco Grill is on a mission to empower Latino and immigrant entrepreneurs. With a commitment to high-quality training through Cilantro Academy and strong operational support, franchisees are set up for success from day one.
Interested in joining one of the fastest-growing Mexican fast-casual brands in the country? Visit fransmart.com/cilantro-taco-grill to learn more about franchise opportunities.
With a strong foundation, an authentic menu, and a vision for nationwide expansion, Cilantro Taco Grill is ready to take the U.S. by storm in 2025. Stay tuned for more updates as they bring the bold flavors of Mexico to a city near you.