Cilantro Taco Grill Franchise

Témoc Morfin founded the first Cilantro Taco Grill in Stone Park, Illinois, in 2013. The restaurant honored his father, Javier “Don Javi” Morfin, and the family’s roots in Guadalajara, Jalisco. The official brand history describes the family’s move to Chicago and the work ethic that informed the restaurant’s development.

The Morfin family grew the concept through restaurants and a tortilla factory, with family members participating in the business. Mexican recipes, house salsa and the restaurant’s welcoming style became central to the Cilantro identity. Don Javi is the inspiration behind the story; the company identifies his son Témoc as the founder.

Cilantro subsequently expanded through franchising with development partner Fransmart. A 2025 company announcement described franchise growth beyond its original Chicago-area base. Those announced development agreements represented expansion plans, while the operating concept continued to center on Mexican fast-casual dining, catering and digital ordering.

Cilantro Taco Grill describes owner education through its Cilantro Academy, together with guidance from the restaurant team. In a published interview with franchise development partner Fransmart, Chief Marketing Officer Aaron Morfin explains that franchisees receive initial training, continued operational assistance and marketing resources.

Launch marketing follows a grand-opening playbook. The CMO gives examples including live mariachi music, promotional offers and geographically targeted social campaigns. These are examples of the brand’s approach, rather than a promise that every opening uses the same activities.

Ongoing support includes training sessions, franchisee meetings and collaborative events for sharing operating experience. The corporate team develops brand-wide campaigns and trains franchisees to implement them locally. Digital menu boards, online ordering and the rewards program form part of the customer-facing tools described in the brand’s expansion materials.

Cilantro Taco Grill combines a family-rooted Mexican menu with the convenience customers expect from fast-casual dining. Its salsa, tortillas and Jalisco story give an owner concrete details to build local awareness around, while catering and digital ordering create additional customer occasions.

The franchise may fit a hands-on restaurant operator who enjoys leading a team and representing a family brand in the community. Its conversion-friendly approach also makes existing restaurant spaces relevant to a location search. Contact FranchiseTop40 to explore the opportunity and your market.

Read more in Cilantro Taco Grill Franchise: Family History and Mexican Food Concept.