Franchising

Cafe Rio increases store count by 50%

Provided by Cafe Rio

June 29, 2023

Cafe Rio Mexican Grill is continuing to expand its footprint in the U.S., reporting five-year growth of over 50%. The fast casual chain specializing in Mexican cuisine first opened in Utah in 1997 and has continued to grow its portfolio across 11 states, including Arizona, California, Colorado, Idaho, Maryland, Montana, Nevada, Utah, Virginia, Washington and Wyoming. By the end of 2023, it will add six additional locations, bringing the restaurant chain's total to 163 locations, according to a press release.

One reason for the growth rate has been Cafe Rio's investment in technology, according to CEO Steve Vaughan. During the past two years, the brand has introduced Digital Cafés, which put technology at the center of the consumer experience, while reducing construction costs. Featuring a traditional drive-thru, digital kiosk ordering in-store, and mobile app ordering available for pick-up in-store or curbside, the Digital Café concept allows consumers to select their preferred ordering channel and gives them an opportunity to bypass the line.

"We're proud of our continued growth and excited to be adding new technology and more locations in communities throughout the U.S.," Vaughan said in the release. "The newer digital format restaurants are seeing average unit volumes exceed traditional format volumes by almost 20%. By the end of 2023, Cafe Rio will have a total of thirteen locations that feature digital ordering kiosks. Our goal is to offer consumers more flexibility and opportunities to enjoy our fresh, award-winning, and flavor-packed recipes, which in turn, creates opportunities for our team members to advance their careers with Café Rio."