News

Top 100: No. 28 California Tortilla

September 7, 2012

California Tortilla

Rockville, Md./ No. of units: 35

After 17 years, this fresh-Mex concept has embarked on a branding and positioning overhaul that will highlight the fact that its guacamole, dressings, salsa and queso are made fresh and frequently throughout the day. Future locations will feature exhibition kitchens, and in existing units glass partitions will replace metal in burrito assembly areas. As part of the repositioning, the chain also will rebrand its five airport locations as Burrito Elito, the name of the concept's loyalty program. The change results from operational differences and the inability of airport locations to participate in many of the chain's marketing promotions.

Download the complete 2012 FastCasual Top 100.