In the competitive restaurant industry, Latino-owned brands seek to stand out and expand, but they often face barriers such as lack of financing, lack of knowledge of the market or difficulty scaling their operations. However, some initiatives are changing this landscape, providing strategic support for these brands to reach their full potential. An inspiring example is Cilantro Taco Grill, a Mexican fast-casual restaurant chain founded by Mexican immigrants in Chicago.
With an authentic culinary proposal and a clear vision of growth, the brand has caught the attention of two key players in the industry: Armando Christian Pérez, known worldwide as Pitbull, and Fransmart, a leading franchise development firm. This alliance promises to take Cilantro Taco Grill to unprecedented levels of expansion, while propelling the Latino community into new opportunities for business success.
The strategic alliance: Pitbull and Fransmart
What is Fransmart
Fransmart is a company specialized in the expansion of franchises with high growth potential. Founded by Dan Rowe, it has been responsible for the global success of iconic brands such as QDOBA Mexican Grill, Five Guys Burgers & Fries , and The Halal Guys. Its business model is based on identifying emerging gastronomic concepts, refining its franchise processes and guiding them towards sustained expansion in strategic markets.
This experience makes Fransmart an invaluable partner for entrepreneurs looking to take their brands to the next level. By collaborating with Fransmart, franchisees not only receive branding advice, but also gain access to a network of contacts and key resources to scale quickly.
Pitbull’s investment
Armando Christian Perez, better known as Pitbull, is not only a world-renowned artist, but also a shrewd businessman with a deep commitment to the Latino community. Throughout his career, Pitbull has used his influence to promote social, educational, and business causes that benefit Latinos in the United States.
In 2024, Pitbull decided to join Fransmart to drive the growth of Cilantro Taco Grill. The decision to invest in this brand arose after learning about the story of its founders, Temoc and Gerardo Morfin, who emigrated from Mexico to the United States in search of better opportunities and managed to build a successful chain from scratch. Pitbull saw in them a reflection of the fighting spirit and perseverance that characterizes the Latino community and decided to support them with his platform and resources to accelerate the expansion of the brand.
The expansion plan calls for bringing Cilantro Taco Grill to more than 1,000 locations over the next 10 years, with an initial focus on the 100 largest markets in the United States. This ambitious strategy could position the brand as a national benchmark for Mexican gastronomy, while inspiring other Latino entrepreneurs to follow their dreams.
Cilantro Taco Grill Franchise: Authenticity and Scalability
Cilantro Taco Grill was born in 2013 in Chicago, by Temoc Morfin, with the vision of replicating the experience of an authentic Jalisco taqueria. Through family recipes passed down from generation to generation, the brand managed to capture the essence of Mexican cuisine and adapt it to a casual fast food format that fits the demands of the U.S. market.
In just a decade, Cilantro Taco Grill grew from a small local business to having 17 corporate locations in Chicago and more than 100 units signed up to expand nationally. This rapid scalability proves that the brand not only has an attractive product, but also a solid and replicable business model.
What sets Cilantro Taco Grill apart is its ability to combine authenticity with operational efficiency. Like successful chains like Chipotle, the brand has simplified its preparation processes without compromising product quality. This allows it to offer fresh, delicious and affordable food in short times, which is essential to capture the public looking for convenience without sacrificing flavor.
In addition, Cilantro Taco Grill has taken an omnichannel approach, facilitating online ordering, home delivery options, and loyalty systems to attract and retain customers. This flexibility, coupled with the growing interest in Latin cuisine in the United States, puts the brand in an ideal position to grow exponentially in the coming years.
How Cilantro Taco Grill Impacts the Latino Community
Business empowerment
The case of Cilantro Taco Grill is a clear example of the transformative power of investing in Latino-owned franchises. Beyond the economic benefits for the founders, this expansion creates jobs, energizes local economies, and demonstrates that Latino brands can compete and succeed at scale.
In addition, the visibility that Pitbull brings to the brand can open doors for other Latino entrepreneurs, attracting the attention of investors and accelerators interested in replicating this success in other emerging brands.
Inspiration for future investors
The success of this partnership sends a clear message: with effort, resilience and the right partners, it is possible to turn a dream into a thriving company. This inspires future Latino investors to consider the franchise model as an accessible and structured way to expand their businesses, reducing risks and taking advantage of the know-how of companies with experience in the sector.
Find out if Cilantro Taco Grill is a viable option for you
The collaboration between Pitbull, Fransmart, and Cilantro Taco Grill is much more than a strategic move; It is a sample of what can be achieved when passion, culture and business come together with a common purpose. This initiative will not only position Cilantro Taco Grill as a gastronomic powerhouse, but will also pave the way for other Latino franchises to achieve global success.
Would you like to explore investment opportunities in franchises with high growth potential? At Interlink FBC we help you find the perfect franchise for your investor profile and guide you through every step of the process. Schedule a free consultation and find out how to turn your next move into a lasting business success.
