Franchising

Cilantro Taco Grill opening 110 units in 4 states

Photo: Cilantro

March 25, 2025

Cilantro Taco Grill is set to open outside Chicagoland for the first time in April 2025, following its first franchise opening in November.

The Mexican fast-casual franchise secured six franchise agreements in 2024, bringing 110 units into development in its first full year of franchising. With the industry projected to grow by 5.4%, reaching $321.8 billion in 2025, Cilantro Taco Grill is well-positioned for continued expansion this year, said Temoc Morfin, founder and CEO of Cilantro Taco Grill.

"As we continue to 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 the recipes from our home country of Mexico," Morfin said in a company press release. "What started as a small taqueria with my family is now a thriving franchise further fueling the American Dream. Cilantro Taco Grill will always stay true to our mission — serving the food I grew up eating in Mexico and uplifting immigrant families like my own."

Creating a commissary

The chain partnered with U.S. Foods to establish a commissary in Houston, ensuring consistent quality and supply of meats across all locations.

"Cilantro Taco Grill is redefining the Mexican fast-casual space with its authentic flavors from south of the border," Dan Rowe, CEO of Fransmart, Cilantro Taco Grill's exclusive franchise development partner, said in the release. "While others try to replicate 'authentic' Mexican cuisine, Cilantro Taco Grill and the Morfins' recipes are as real as it gets. After a phenomenal year of growth in 2024, we're incredibly optimistic about 2025 and beyond."

Looking ahead to 2025, Cilantro Taco Grill is planning to open seven locations, including three out-of-state expansions in Texas and Florida, along with four locations in Illinois. These openings come less than two years after Cilantro Taco Grill launched its franchise opportunity with the support of Fransmart. Together, they aim to grow the next generation of Mexican fast casual concepts to over 1,000 units worldwide over the next 10 years.

Cilantro Taco Grill was founded in 2013, Temoc Morfin, who was inspired to bring the family's treasured flavors and recipes to the masses by his father. It has 18 open locations and over 100 locations signed in Illinois, Texas, Florida and California.