Marketing
California Tortilla celebrating 'Shark Week' with fin hats, freebies
July 16, 2025
California Tortilla is bringing back its popular "Shark Week" promotion, offering customers a complimentary shark fin hat with the purchase of a fish taco. The promotion begins Wednesday, and hats are available in-store while supplies last.
The fun continues beyond the initial giveaway. Guests who wear the shark fin hat back to any California Tortilla location by the end of July will receive a free fish taco with any additional purchase. To further engage customers, the brand is encouraging social media interaction: those who post a photo modeling the hat and tag @caltort will have a free taco added to their Burrito Elito loyalty account.
" 'Shark Week' has always brought out the fun in our guests and in us," Keith Goldman, president and CEO of California Tortilla, said in a company press release. "This promotion is the perfect mix of flavor, nostalgia, and just plain fun. We're all about delivering bold food and experiences, and nothing says that quite like free tacos and a fin on your head."
The return of the "Shark Week" promotion aligns with California Tortilla's 30th anniversary, a milestone that sees the brand revisiting playful, familiar initiatives. These events highlight California Tortilla's commitment to offering unique experiences beyond its menu, from Pop-Tart giveaways and the "Wall of Flame" hot sauce bar to its Burrito Elito loyalty program. The company states that "Shark Week" is another example of how it keeps the fast-casual experience fresh, both in taste and engagement.
California Tortilla encourages guests to join its Burrito Elito loyalty program by downloading the California Tortilla app or signing up in-store. Members earn points on every dollar spent, receive exclusive freebies and stay updated on company news and offers.
California Tortilla has 25 locations.
