Franchising

Cilantro Taco lands 100-unit deal

Armando Christian Perez (Pitbull), left, poses with Cilantro Taco founder Temoc Morfin. Photo provided by Cilantro Taco

May 28, 2024

Cilantro Taco Grill, supported by Grammy-award-winning artist, Armando Perez (Pitbull), has secured a 100-unit franchise deal for Florida with Alex Nikitin, who owns over two dozen retail and food chains.

"As an immigrant myself, I deeply resonate with Cilantro Taco Grill's mission to uplift immigrants and Latinos through franchising," Nikitin said in a company press release. "Just as (founder) Temoc (Morfin) came from Mexico and built a life in America, and Armando [Pitbull] came from Cuba, I came from Russia and created my own success in this country. Now, we'll help others do the same."

Morfin said the addition of Nikitin was a testament to the brand's unstoppable momentum.

"With our brand experiencing unprecedented growth nationwide, Alex's partnership further solidifies our position as a leader in the industry. Together, we're not just expanding a business; we're revolutionizing the franchise industry," he said in the release.

Cilantro Taco Grill's mission extends beyond sharing Mexican food. It hopes to shatter barriers by empowering immigrant and Latino communities through franchising. In 2023, it partnered with the franchise development firm, Fransmart, and Pitbull to bring the franchise to the masses.

"The food is amazing, but with that said, it has the TLC," Pitbull said in a recent interview. "That's immigrant drive. Them coming over from Mexico and saying, one way or another, we're going to make this happen, with all odds against them. I understand that I relate to that. I root for and will forever be an underdog."

Cilantro Taco Grill has over 110 franchise units in development.