Cilantro Taco Grill: Bringing Authentic Jalisco Flavors to the U.S.

Founded in 2013 by Temoc Morfin in Chicago's Stone Park neighborhood, Cilantro Taco Grill began as a family-owned taqueria inspired by his father, 'Don Javi' Morfin, who immigrated from Guadalajara, Jalisco. The brand quickly gained popularity for its authentic Mexican cuisine, leading to the opening of 15 locations across the Chicagoland area.

In 2023, Cilantro Taco Grill launched its franchising program, partnering with key industry experts to expand nationwide. By 2024, the brand secured six franchise agreements, adding 110 units across Illinois, Texas, Florida, and California. The first franchise location opened in Wheeling, Illinois, marking a significant milestone in the brand's growth.

The franchise offers a menu featuring traditional Jalisco recipes, including tacos, burritos, and salsas, crafted from family recipes.

Cilantro Taco Grill differentiates itself by staying true to its roots, offering genuine Mexican flavors in a fast-casual setting. The brand’s commitment to quality, community empowerment, and technological innovation positions it as a standout in the competitive Mexican fast-casual dining sector.

Training

Cilantro Taco Grill provides a multi-tiered training program to ensure that franchisees and their teams are equipped to successfully operate their locations. The franchisor outlines several distinct training components as part of the franchise agreement:

1. HQ Initial Training Program
   Prior to opening, the franchisee, along with key personnel (General Manager and two Managers), must attend and satisfactorily complete the HQ Initial Training. This program, conducted in Chicago or another designated location, covers essential operations and is included in the initial franchise fee for the first three attendees. Additional trainees must pay a separate training fee and bear all related travel, lodging, and meal expenses.
2. Pre-Opening On-Site Training
   Around the opening of the restaurant, a trained representative from Cilantro Taco Grill provides up to 10 days of on-site supervision and assistance. This support helps the franchisee transition from training to live operations effectively, ensuring all systems are correctly implemented.
3. Ongoing and Mandatory Annual Training
   Franchisees are required to participate in up to five days of additional training annually, which may include attendance at national business meetings or conventions. These sessions, held at locations chosen by the franchisor, are mandatory and come with a fee, as well as the franchisee’s responsibility for travel and related costs.

Territory Protection

Cilantro Taco Grill grants franchisees a designated Territory for operating a single location, and during the agreement term, no other Cilantro Taco Grill outlet will be allowed within that Territory if the franchisee remains in good standing.

However, this does not include exclusive rights, and franchisees may still face competition from other franchisees or company-owned locations nearby. Territory rights exclude “Non-Traditional Sites” like airports, stadiums, and schools, even if these fall within the assigned area.

Additionally, the franchisor may distribute products through retail, ghost kitchens, or other channels within or near the Territory without breaching the agreement.