The brand is ready to open more than 100 franchise locations.
By Andrew Carlo
In the Chicagoland market, Cilantro Taco Grill has lined up inaugural franchise expansion plans.
With a focus on authentic Mexican recipes, the brand announced that it set up shop in the greater Chicago market for the first time with an opening set for April. The move follows a big year in 2024 for Cilantro Taco Grill.
Last November, Cilantro Taco Grill opened its first franchise in Wheeling, Illinois. The brand also secured six franchise agreements that are expected to result in 110 locations across four states in its first full year of franchising. Altogether, about 1,000 locations over the next 10 years are in the works.
The bulk of recent franchise agreements is a deal with seasoned restaurant operators Alex and Max Dreevs who are looking to develop locations in Florida. Cilantro Taco Grill said it currently operates 17 corporate-owned locations around the Chicago market in addition to the franchise location. The eatery first opened in 2013 in the Stone Park neighborhood of Chicago.
“As we continue to expand into new communities, it’s fulfilling to know more guests will taste the authentic flavors of Jalisco and the love my family has put into the recipes from our home country of Mexico,” said Temoc Morfin, founder and CEO of Cilantro Taco Grill. “What started as a small taqueria with my family is now a thriving franchise further fueling the American Dream. Cilantro Taco Grill will always stay true to our mission – serving the food I grew up eating in Mexico and uplifting immigrant families like my own.”
Last year, Cilantro Taco Grill also partnered with U.S. Foods to establish a commissary in Houston, Texas. The company said that the move ensures consistent quality and supply of meats across all locations.“Cilantro Taco Grill is redefining the Mexican fast-casual space with its authentic flavors from south of the border,” said Dan Rowe, CEO of Fransmart, Cilantro Taco Grill’s exclusive franchise development partner. “While others try to replicate ‘authentic’ Mexican cuisine, Cilantro Taco Grill and the Morfins’ recipes are as real as it gets. After a phenomenal year of growth in 2024, we’re incredibly optimistic about 2025 and beyond.”
Expansion plans on the front burner call for seven new locations, including three out-of-state expansions in Texas and Florida, along with four new locations in Illinois. Other updates from Cilantro Taco Grill include a new app launched last summer, digital menu boards, and a rewards program.
Cilantro Taco Grill was founded in 2013 by Temoc Morfin. For more information, visit cilantrotacogrill.com.
