Established
1995
Franchise Units
90
Minimum Investment
$700,000
Franchise Fee
$35,000
Total Investment Range
$1,200,000
Home Based
No
Description
In a crowded fast-casual restaurant landscape, standing out requires more than just great food. It demands personality, consistency, and a loyal fan base. Tijuana Flats has built its reputation around bold Tex-Mex flavors, vibrant restaurant environments, and an unapologetically fun brand identity. Known for its colorful murals, legendary hot sauce bar, and made-to-order menu, the brand delivers an experience that feels both energetic and approachable.
Positioned within the fast-casual Mexican restaurant segment, Tijuana Flats blends fresh ingredients with operational simplicity. Guests are drawn to customizable tacos, burritos, quesadillas, and bowls prepared with quality proteins and signature sauces. The concept appeals to families, college students, office professionals, and anyone seeking quick service without compromising taste.
The brand’s positioning sits comfortably between traditional quick-service chains and higher-priced casual dining. This sweet spot allows franchisees to capture consistent traffic throughout the week, including lunch rushes, dinner occasions, catering orders, and digital takeout demand. With the growing appetite for Tex-Mex cuisine across the United States, Tijuana Flats continues to benefit from a category that remains culturally relevant and widely popular.
Why Invest in this Franchise?
1. Proven Tex-Mex Demand
Mexican and Tex-Mex cuisine remain among the most consumed food categories in the U.S., providing long-term category stability.
2. Strong Brand Identity
From bold interiors to its signature hot sauce bar, Tijuana Flats creates a memorable guest experience that encourages repeat visits.
3. Streamlined Operations
The fast-casual model reduces labor complexity compared to full-service restaurants while maintaining strong average ticket potential.
4. Multiple Revenue Channels
Dine-in, takeout, catering, online ordering, and third-party delivery platforms expand revenue opportunities.
5. Community-Centric Marketing
The brand emphasizes local store marketing, allowing franchisees to build strong neighborhood presence and loyalty.
6. Scalable Growth Model
Single-unit and multi-unit opportunities provide flexibility for both emerging entrepreneurs and experienced restaurant operators.
Background
Established: 1995
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Founder: Brian Wheeler
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Industry Category: Fast-Casual Tex-Mex Restaurant
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Headquarters: Florida, USA
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Franchise Active Units: Approximately 90+ locations across the United States
Tijuana Flats was founded in 1995 in Winter Park, Florida, with a simple goal: serve bold Tex-Mex food in an environment that didn’t take itself too seriously. What started as a single neighborhood taco shop quickly evolved into a regional favorite.
Over the years, the company expanded throughout the Southeast and into additional U.S. markets, developing a recognizable identity centered on fresh preparation, creative menu offerings, and an extensive hot sauce selection that became a defining brand feature. The company has undergone strategic ownership transitions aimed at refining operations and supporting franchise growth.
Support Training
Franchise success in the restaurant industry requires more than recipes. Tijuana Flats provides structured systems designed to guide owners from site selection to grand opening and beyond.
Pre-Launch Support
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Site selection assistance and demographic analysis
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Lease negotiation guidance
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Restaurant design and layout planning
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Construction and equipment specifications
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Vendor and supply chain coordination
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Initial business planning support
Initial Training
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Comprehensive classroom and in-store operational training
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Food preparation standards and quality control
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POS system training
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Labor scheduling and cost management
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Health and safety compliance training
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Customer service excellence programs
Marketing Support
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Grand opening marketing strategy
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Brand-level advertising campaigns
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Social media assets and guidance
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Digital ordering integration support
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Local store marketing playbooks
Ongoing Operational Support
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Field operations guidance
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Performance benchmarking tools
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Menu innovation updates
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Supply chain management assistance
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Ongoing training resources for staff development
This layered support model ensures franchisees are not operating independently but as part of a larger, structured system.
Ideal Candidate
Tijuana Flats is well suited for individuals who combine operational discipline with a passion for hospitality.
Preferred Background:
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Restaurant or multi-unit management experience
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Franchise operations knowledge
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Strong leadership and team-building skills
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Financial management capability
Investment Capability:
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Access to required liquid capital
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Ability to secure financing if needed
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Prepared for full build-out and working capital reserves
Personal Traits:
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Community-oriented mindset
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Energetic and customer-focused
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Process-driven yet adaptable
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Willingness to follow brand standards
The concept is particularly attractive for entrepreneurs looking to develop multiple territories within growing suburban markets, college towns, and high-traffic retail corridors.
Financial Detail
| Investment Category | Estimated Amount (USD) |
|---|---|
| Franchise Fee (Per Unit) | $35,000 |
| Total Estimated Investment | $700,000 – $1,200,000 |
| Minimum Liquid Capital Required | $250,000+ |
| Leasehold Improvements & Build-Out | $300,000 – $500,000 |
| Furniture, Fixtures & Equipment (FF&E) | $150,000 – $250,000 |
| Kitchen Equipment & Smallwares | $100,000 – $180,000 |
| Technology & POS Systems | $25,000 – $50,000 |
| Initial Inventory | $15,000 – $25,000 |
| Grand Opening Marketing | $15,000 – $30,000 |
| Working Capital (3–6 Months) | $75,000 – $150,000 |
| Royalty Fee | ~6% of Gross Sales |
| Marketing/Advertising Fee | ~2–3% of Gross Sales |
