Franchising

Pitbull-backed fast casual striving for 1K units in 10 years

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

August 17, 2023

Cilantro Taco Grill, a Mexican immigrant-founded fast casual restaurant with over 15 locations throughout Chicago, has partnered with singer Armando Christian Perez (Pitbull) and Fransmart, to help expand to 1,000 units worldwide over the next 10 years.

"I invested in Cilantro because I was inspired by Temoc (Morfin) and Gerardo Morfin's stories of struggle and stride for a slice of the American pie," Pitbull said in a company press release. "I relate to those with an underdog mentality because I am also a person who fights and works hard for the American Dream."

Cilantro Taco Grill was founded in 2013 by Temoc Morfin, who was inspired to bring the family's treasured flavors and recipes to the masses by his father, Don Javi Morfin. The family's patriarch, his wife and 11 children immigrated to the USA despite all the dangers of travel, weather elements and language barriers. The brand has been thriving since the first location opened in 2013, expanding to 15 total locations in the competitive Chicagoland market, said Temoc Morfin.

"We started the restaurant as a tribute to the dedication and love my father had for us and for food," he said in the release. "We started with recipes and flavors we've loved since we were kids and have built a brand that our customers trust as a source of authentic Mexican flavors. We know franchisees will love being a part of the family too, as we've worked tirelessly to build a business model that's replicable and scalable in any major market."

Cilantro Taco Grill is vetting qualified multi-unit owners, who have prior franchise experience and a passion for serving the classic flavors of Jalisco. Franchisees receive training and guidance from the Cilantro Taco Grill team in addition to a high-end tech stack featuring digital menu boards and a popular rewards program. It also features multiple revenue streams for franchisees with a popular catering program and bottles of their salsa, according to Fransmart CEO Dan Rowe.

"Armando and I had been searching to find a Latin-owned restaurant with an incredible business model that we could help grow when we were introduced to Cilantro Taco Grill," he said in the release. "What Temoc and his family have built is not only the American dream, it's a franchisee's dream — just look at their FDD. Their stores averaged $1.4 million and $1,180 per square foot. Those numbers are huge. This is the next generation of Mexican food franchises."