Cilantro Taco Grill: A Family Legacy and Franchise Success
In the latest episode of the Emerging Franchise Brands podcast, host Frank Fiume sits down with Temoc Morfin, the visionary founder and CEO of Cilantro Taco Grill. Temoc’s story is a testament to the power of family, tradition, and entrepreneurial spirit.
From Political Science to Tacos
Temoc Morfin’s journey began far from the culinary world. He was the first in his family to attend college, pursuing a degree in political science despite his father’s reservations. After seven years in the political arena, Temoc realized his true passion lay elsewhere. Inspired by his roots in Guadalajara, Jalisco, and a love for authentic Mexican cuisine, he decided to open a fast-casual taqueria in Chicago.
The Birth of Cilantro Taco Grill
In 2013, Cilantro Taco Grill was born, bringing the flavors of Jalisco to Chicago. The concept was inspired by the simplicity and quality of Chipotle but with a focus on authenticity. Temoc’s family recipes, particularly the famed al pastor, became the cornerstone of the menu. With the support of his family, Temoc’s venture quickly took off, leading to the opening of a second location within six months.
A Family Affair
Cilantro Taco Grill is truly a family business. Temoc’s siblings each run their own locations, creating a network of 15 company-owned stores across Illinois. The family’s commitment to quality is evident in their homemade tortillas and chips, produced by Temoc’s brother’s tortilla factory.
Franchising and Expansion
Temoc’s vision for Cilantro Taco Grill always included franchising. Despite the challenges and expenses associated with this move, Temoc pursued it with determination. Partnering with FranSmart and engaging top franchise attorneys, Cilantro Taco Grill is now an official franchise with five franchisees on board and ambitious plans for expansion.
One of the most exciting developments is a recent 100-unit franchise deal in Florida. This significant milestone underscores the brand’s growth potential and the appeal of its authentic Mexican cuisine.
The Role of Pitbull
Adding star power to the franchise is none other than Pitbull. The music icon, whose real name is Armando, connected with Cilantro Taco Grill through FranSmart. Sharing a similar immigrant background and passion for the American dream, Pitbull was moved by Temoc’s story and decided to come on board as a partner and the face of the brand.
Looking Ahead
As Cilantro Taco Grill continues to expand, Temoc remains committed to maintaining the quality and authenticity that define the brand. The introduction of commissary kitchens will ensure consistency across all locations, a crucial factor for franchise success.
Temoc’s journey from a political science student to a successful restaurateur and franchisor is inspiring. His story is a reminder that with passion, dedication, and family support, dreams can become reality. For those interested in joining the Cilantro Taco Grill family, the future looks bright, with opportunities to bring this beloved brand to new markets.
October 22, 2024
