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In 2013, Temoc Morfin opened the doors to the first Cilantro Taco Grill in the Chicago west suburb of Stone Park. His goal was to share the authentic flavors of Jalisco, Mexico, and create a place where the community could come together.
He was deeply inspired by his father’s work ethic and drive to create something meaningful for the community. After starting his career in Chicago’s municipal government, Morfin realized his true calling was to share his family’s culinary heritage.
But opening the Stone Park location was no small feat, he says. Funding was tight, there was a daunting maze of regulations and health standards to navigate, and, most importantly, they needed to get people through the door.
“We knew our food was great, but we had to convince others,” the CEO says. “It took a lot of hard work, community engagement, and some sleepless nights. But seeing people fall in love with our food made it all worthwhile.”
Today, there are 15 Cilantro Taco Grill locations across the Chicagoland area, with 110 in development through franchising.
“Our mission goes beyond tacos,” Morfin says. “We’re helping other families achieve their own American Dream, just like we have.”
Morfin spoke with Hispanic Executive to talk about the franchise expansion, the Mexican quick-service restaurant (QSR) industry, and how Cilantro Taco Grill is staying ahead in a market saturated with American Mexican cuisine.
What’s been the most rewarding aspect of your journey with Cilantro Taco Grill?
There are three things that truly warm my heart.
First, seeing my family involved in the business—my siblings, nieces, nephews, even my children—it’s a dream come true. We’re building something together, just like my father always wanted.
Second, the relationships we’ve built with our employees. Many have been with us for over a decade, and visiting our older locations feels like a family reunion. These connections are the heart and soul of Cilantro Taco Grill.
Lastly, our franchise journey has been incredibly fulfilling. When we opened our first small location in 2013, I never imagined we’d come this far. Now, we’re not just growing a business; we’re creating opportunities for others to achieve their dreams. That’s what it’s all about for me.
How has your partnership with Fransmart impacted your expansion plans?
Fransmart has been a game-changer for us. When Dan Rowe and Armando Pérez (Pitbull) approached us in 2022, recognizing our potential for franchising, it opened a whole new world of possibilities. Their expertise has been invaluable in scaling our operations and accelerating our growth. We are grateful for the opportunity Fransmart and Pitbull offered us to work with them in efforts to promote our family business and continue my dad’s legacy.
But it’s more than just business expansion. Together, we’re on a mission to uplift Latino and immigrant communities through localized ownership. We’re creating pathways for our employees to become owners, partnering with organizations to provide education and certifications, and connecting with other family businesses in the industry. It’s about creating opportunities and breaking barriers, not just selling tacos.
How have you seen the Mexican QSR industry evolve since you started Cilantro Taco Grill in 2013?
The landscape has changed dramatically. When we started, there was a clear divide between mom-and-pop taquerias and big chain restaurants offering Americanized Mexican food. We saw an opportunity to bridge that gap, bringing the authenticity of a Jaliscan taqueria to a modern, scalable fast-casual concept.
Now, we’re seeing a real hunger for authentic Mexican flavors. Even the big players like Chipotle and Taco Bell are starting to incorporate more genuine menu items. But for us, authenticity isn’t a trend—it’s our foundation. We’ve never compromised on the genuine flavors and recipes that define our cuisine.
“Our mission goes beyond tacos. We’re helping other families achieve their own American Dream, just like we have.”
Temoc Morfin
How do you stay ahead in a market saturated with Americanized versions of Mexican cuisine?
We don’t just focus on staying ahead; we focus on staying true to who we are. While others might be adding trendy items to their menus, we’re doubling down on authenticity. We’re not afraid to offer dishes that you might not find in other fast-casual chains—items that showcase our ancestral recipes and real flavors of Mexico.
Our strategy is to “up the ante” with our flavors. We’re constantly innovating, but always within the framework of authentic Mexican cuisine. This dedication to quality and genuineness is what keeps our customers coming back.
We’ve also built flexibility into our concept. This allows us to adapt to changing consumer preferences without compromising our core values. In a sea of Americanized Mexican food, we stand out by offering a true taste of Jalisco, Mexico.
What trends do you see shaping the future of Mexican cuisine in the fast-casual sector?
I see two major trends emerging. First, there’s a growing demand for authentic, diverse experiences. Customers want to explore regional specialties and unique flavors. This is pushing restaurants to innovate and showcase the rich diversity of Mexican cuisine.
Second, and this excites me the most, we’re seeing more Latino and immigrant-owned businesses breaking into the mainstream. We’re not just cooking the food—we’re telling our stories, sharing our culture, and shaping the industry. This isn’t just about Mexican food; it’s opening doors for diverse voices across the culinary world.
How do you see technology shaping the Mexican QSR industry?
Technology is revolutionizing how we connect with our customers. At Cilantro Taco Grill, we’re in the final stages of launching our app. This isn’t just about online ordering—it’s a tool for deeper engagement, offering personalized promotions, loyalty perks, and creating a more interactive experience with our brand.
Done correctly, technology can also help both employees and operators have a more efficient and stress-free work experience. Offloading the mundane, data-entry-type tasks allows teams to focus on each other and the guest experience.
I believe we’ll see more restaurants developing their tech solutions, bringing services like delivery in-house. This isn’t just about convenience; it’s about maintaining that direct relationship with our customers in an increasingly digital world while maintaining our consistency in our original recipes.
What are your long-term goals for Cilantro Taco Grill?
We dream big at Cilantro Taco Grill. We’re on track to have a thousand locations in development within the next decade. It’s ambitious, but we’re well on our way with 110 units in development just a year after announcing franchising.
But it’s not just about the numbers. We want to make a real impact. Through our not-for-profit
Don Javi Foundation, our goal is to invest in our employees and communities. We’re creating opportunities for passionate individuals to build their own legacies, regardless of their background.
In ten years, we’ll be the largest authentic fast-casual franchise globally, known not just for our food but for our commitment to uplifting communities and preserving our cultural heritage.
