Established
1995
Franchise Units
39
Minimum Investment
$378,400
Franchise Fee
$40,000
Total Investment Range
$697,000
Home Based
No
Description
California Tortilla, affectionately known as "Cal Tort," is a vibrant and innovative fast-casual Mexican restaurant franchise that reimagines traditional Mexican cuisine with a California twist. Founded in 1995 in Bethesda, Maryland, by Pam Felix and Alan Cohen, the brand has grown to 39 locations across the United States, offering a diverse menu of burritos, tacos, quesadillas, and more, all made with fresh, high-quality ingredients sourced from local farm-to-table suppliers.
With a commitment to exceptional customer service and a fun, engaging dining experience, California Tortilla has cultivated a loyal customer base and a strong brand presence. The franchise opportunity provides investors with a proven business model, comprehensive support, and the potential for significant returns in the thriving fast-casual dining sector.
Why Invest in This Franchise?
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Proven Business Model: Established in 1995, California Tortilla has decades of operational experience, refining its processes and offerings to meet market demands.
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High-Quality Offerings: The brand emphasizes fresh, made-from-scratch ingredients, appealing to health-conscious consumers seeking flavorful, nutritious meals.
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Strong Brand Identity: With a vibrant atmosphere and a focus on customer engagement, California Tortilla stands out in the competitive fast-casual dining landscape.
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Comprehensive Support: Franchisees receive extensive training and ongoing assistance, ensuring operational success and brand consistency.
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Growth Potential: With 39 locations and a presence in multiple states, there is significant opportunity for expansion in untapped markets.
Background
Established: August 4, 1995, in Bethesda, Maryland
Founders: Pam Felix and Alan Cohen
Franchising Since: 2003
Franchise Units: 39 locations across the United States as of 2020
Headquarters: Potomac, Maryland
Industry Category: Fast-Casual Mexican Restaurant Franchising
Ownership: Privately held by California Tortilla Group, Inc.
Market Presence: Strong presence in the Washington metropolitan area, Delaware Valley (NJ & PA), North Jersey, South Carolina, and South Hampton Roads (VA)
Annual Revenue: Approximately $99.6 million (2021)
Support Training
California Tortilla prides itself on offering comprehensive support to ensure every franchisee has the tools and knowledge needed to run a successful restaurant. This support spans pre-launch, operational, marketing, academic, and ongoing assistance:
1. Pre-Launch Support
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Site Selection Assistance: The franchisor helps identify prime locations with high traffic and target demographics to maximize business potential.
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Lease Negotiation Guidance: Expert advice on negotiating favorable lease terms.
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Restaurant Design & Build-Out: Guidance on layout, kitchen design, branding, and décor to maintain consistent brand identity.
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Permits & Licensing Support: Help navigating local regulations, health department requirements, and food safety certifications.
2. Initial Training Program
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Headquarters Training: A 4-week intensive program at California Tortilla headquarters covering:
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Menu preparation and recipes
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Food safety and sanitation
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Customer service excellence
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Inventory management and ordering
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Point-of-sale system usage
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Financial management, reporting, and budgeting
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Hands-On Experience: Practical, real-world training in a working California Tortilla restaurant to reinforce operational procedures.
3. Operational Support
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Ongoing Guidance: Franchisees receive continuous operational support via phone, email, and in-person visits.
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Operations Manual: Detailed manuals outlining daily procedures, standards, and best practices.
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Supply Chain Support: Assistance with sourcing quality ingredients, equipment, and branded merchandise.
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Technology Systems: Access to proprietary POS systems, inventory management tools, and financial tracking software.
4. Marketing Support
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National Marketing: Campaigns run by the corporate team to increase brand visibility.
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Local Marketing Guidance: Tips for social media, promotions, events, and community engagement tailored to the franchise location.
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Advertising Materials: Templates, graphics, and digital content to maintain brand consistency across locations.
5. Ongoing & Academic Support
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Refresher Training: Periodic updates on new menu items, seasonal promotions, and operational improvements.
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Business Analysis: Assistance analyzing financial performance and identifying areas for improvement.
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Franchisee Community: Networking with other franchisees to share best practices and strategies.
Ideal Candidate
California Tortilla is looking for entrepreneurs and investors who align with the brand’s values and are capable of running a successful fast-casual restaurant. The ideal franchisee profile includes the following characteristics:
1. Business Background & Experience
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Management or Leadership Experience: Franchisees should have experience managing people, budgets, or operations. This could be from the restaurant, retail, or service industries.
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Entrepreneurial Spirit: Self-starters who are motivated to build and grow a business, taking initiative to drive results.
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Customer Service Orientation: Individuals who value providing excellent customer experiences and maintaining high service standards.
2. Passion & Commitment
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Love for Food & Community: A genuine interest in food, hospitality, and engaging with the local community.
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Hands-On Involvement: Willingness to be actively involved in daily operations, especially during the critical first year.
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Brand Alignment: Appreciation of California Tortilla’s culture, fun atmosphere, and emphasis on fresh, high-quality ingredients.
3. Financial Capability
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Liquid Capital: Minimum of $250,000 in readily available funds to cover start-up costs, initial operations, and working capital.
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Net Worth: At least $1,000,000 to ensure long-term financial stability and investment security.
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Ability to Manage Investment: Comfortable handling expenses such as franchise fees, equipment, leasehold improvements, marketing, and staffing.
4. Location & Market Focus
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Community-Oriented Mindset: Interested in serving local communities and building a loyal customer base.
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Strategic Market Understanding: Ability to identify and evaluate locations with growth potential and strong foot traffic.
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Growth Potential: Open to operating multiple units in a region for expansion opportunities.
5. Personality Traits & Skills
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Strong Leadership: Capable of hiring, training, and motivating a team.
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Operational Excellence: Attention to detail in day-to-day operations, inventory management, and financial oversight.
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Adaptability: Flexible and resilient, able to respond to challenges and changing market conditions.
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Collaborative Spirit: Willing to work closely with the franchisor, follow brand standards, and participate in ongoing training.
Financial Detail
| Category | Details / Range |
|---|---|
| Initial Franchise Fee | $40,000 |
| Total Investment Required | $378,400 – $697,000 |
| Net Worth Requirement | $1,000,000 |
| Liquid Capital Requirement | $250,000 |
| Royalty Fee | 5% of gross sales |
| Marketing Fee | 2% of gross sales |
| Leasehold Improvements / Build-Out Cost | $250,000 – $450,000 (varies by location) |
| Equipment & Furnishings | $80,000 – $120,000 |
| Initial Inventory | $10,000 – $20,000 |
| Working Capital | $30,000 – $50,000 |
| Break-Even Time | 18 – 24 months |
| Revenue Streams | Dine-in, takeout, delivery, catering, merchandise |
| Expected ROI | Varies by location; mature units typically profitable within 2 years |
| Additional Notes | Costs may vary based on location, market size, and construction requirements. Marketing and operational support are included in ongoing fees. |