Established
2013
Franchise Units
18
Minimum Investment
$273,000
Franchise Fee
$35,000
Total Investment Range
$731,000
Home Based
No
Description
In a market saturated with "Mexican-inspired" fast food, Cilantro Taco Grill stands out as a beacon of genuine heritage and modern efficiency. Born from the kitchen of a Mexican immigrant and scaled for the global stage, this franchise offers more than just food—it offers an experience rooted in the "Cilantro Dream."
Cilantro Taco Grill has successfully bridged the gap between a traditional, family-owned taqueria and a high-tech, scalable fast-casual powerhouse. The brand’s reputation is built on Jalisco-style recipes, fresh ingredients, and a "digital-first" operational model that prioritizes speed without sacrificing soul. With the backing of industry giant Fransmart and global icon Armando Christian Pérez (Pitbull), the brand is positioned to disrupt the Mexican dining sector, aiming for a footprint of 1,000 units worldwide. This is a rare opportunity for investors to get in on the ground floor of a brand that has already proven its profitability in the ultra-competitive Chicago market.
Why Invest in this Franchise?
Investing in Cilantro Taco Grill is a move toward a brand with high-unit economics and massive cultural momentum.
Celebrity & Industry Backing: Partnered with Pitbull and Fransmart (the team that grew Five Guys and QDOBA), providing unparalleled marketing power and development expertise.
High Revenue Efficiency: In recent performance cycles, the brand achieved an impressive average of $1,083.58 per square foot, significantly outperforming many established competitors.
Scalable Tech Stack: Franchisees benefit from a proprietary mobile app, loyalty programs, and digital menu boards that drive repeat business and higher ticket sizes.
Authenticity as a Moat: While competitors use "superficial" Mexican flavors, Cilantro uses family recipes passed down from Guadalajara, Jalisco.
Social Impact: The brand is dedicated to empowering immigrant and Latino communities, providing a mission-driven business model that resonates with modern consumers.
Background
Established Year: 2013
Founders: Temoc Morfin (inspired by his father, "Don Javi" Morfin)
Franchise Active Units: Approximately 18 open locations (with over 110 units currently in development across Illinois, Texas, Florida, and California).
Brand Journey: Started as a single taqueria in Stone Park, IL. After a decade of refining operations and proving the model in Chicago, the brand launched its national franchise program in late 2023.
Ownership: Morfin Family, in partnership with Fransmart and Armando Christian Pérez.
Industry Category: Food & Beverage / Mexican Fast Casual.
Support Training
Cilantro Taco Grill provides a comprehensive ecosystem to ensure every franchisee can replicate the "Don Javi" magic:
Cilantro Academy: A rigorous training program including 110 hours of on-the-job training and 16 hours of classroom instruction, covering everything from food prep to back-office management.
Pre-Launch Support: Expert assistance with site selection, lease negotiation, and a conversion-friendly real estate model to minimize build-out costs.
Operational Excellence: Full access to the "Cilantro Tech Stack," including integrated POS systems, the digital loyalty app, and streamlined inventory management.
Marketing & Brand Power: National brand-building efforts led by Pitbull, plus local store marketing templates, social media support, and SEO-optimized strategies.
Ongoing Guidance: Regular meetings, annual conventions, and on-site field support to optimize ROI and maintain consistency across all units.
Ideal Candidate
Cilantro Taco Grill is looking for partners who want to build an empire, not just a single store.
Multi-Unit Visionaries: The brand prioritizes operators ready to commit to at least 5 units and who are prepared to begin development within 3 to 6 months.
Experience: Previous experience in the franchise or restaurant industry is highly preferred, specifically in high-volume environments.
Community Focused: Entrepreneurs who share the brand’s mission of uplifting local communities and celebrating heritage.
Financial Capability: Investors must meet a minimum net worth of $1,000,000 and have at least $500,000 in liquid capital.
Location Preference: Currently expanding in the top 100 U.S. markets, with heavy focus on Florida, Texas, California, and Illinois.
Financial Detail
| Financial Category | Estimated Cost / Requirement |
| Total Initial Investment | $273,000 – $731,000 |
| Minimum Liquid Capital | $500,000 |
| Franchise Fee | $35,000 |
| Royalty Fee | 6% of gross sales |
| Marketing/Brand Fund | 2% to 3.5% |
| Working Capital | $25,000 – $100,000 |
| Expected ROI Period | Typically 4.0 to 6.0 years |
