News

California Tortilla pushes 1st expansion outside core market

October 4, 2017

California Tortilla is expanding the brand outside its core market of the mid-Atlantic region, according to a company press release.

Operating 50 locations across D.C., Maryland, Virginia, West Virginia, New Jersey and Pennsylvania, the chain is now offering franchise opportunities for multi-unit expansion nationwide. Looking to grow from the mid-Atlantic region outwards, the brand's top markets for growth include North Carolina, New York, New Jersey, Florida and Ohio. Additionally, California Tortilla is set to debut in Connecticut, while adding to the brand's established presence in Maryland and Virginia.

"Other Mexican restaurants in the fast casual space offer limited menu options. Consumers want more; they want fresh, they want quality and they want imagination and flavor," COO Keith Goldman, said in the release. "So we created an expansive menu that takes the basics of Mexican cuisine and blend(s) them with bold flavors to create unique crave-inducing menu options."

With consumers currently spending more than $8.9 billion in Mexican fast casual restaurants each year, the release said, California Tortilla is targeting growth in large metropolitan areas and suburban locations in strip malls. The brand also has several locations in non-traditional venues such as airports, college campuses and mall food courts and is looking for these development opportunities as well. California Tortilla expects to open 10 new units over the next year, said Jim Tisack, VP of franchise sales.

"Changes in consumer demand have encouraged the recent dynamic growth of the fast-casual industry. Fast-casual restaurants deliver on all the things customers want: fresh, delicious food, chef-created menus and farm-fresh ingredients," he said.  "California Tortilla delivers on all these elements and more, making this an extremely exciting time for us to introduce the brand to new markets. We are confident our fun brand and unique menu will be receptive to guests across the country."

The total initial investment to open a California Tortilla ranges from $412,700-$708,800, according to the release.