Tijuana Flats Relaunches Franchise Program

Latitude Food Group (LFG), franchisor and operator of Tijuana Flats, today announced the relaunch of franchising for the iconic fast-casual Mexican brand. Signaling a new era of strategic growth and expansion, Tijuana Flats is backed by more than 30 years of brand equity and a loyal following across the Southeast. Well-positioned to capitalize on continued demand within the more than $100 billion Mexican restaurant category, Tijuana Flats is known for its bold flavors, high-energy atmosphere and great hospitality, and represents a compelling opportunity for experienced operators looking to grow and diversify their portfolios.

With renewed support, resources and financial backing from Latitude Food Group, Tijuana Flats is experiencing a strong resurgence. Since then, the company has reembraced its edgy personality, introduced new limited-time offers and refreshed its menu, efforts that helped drive one of the most successful Cinco de Mayo promotions in the brand’s history. Compared with Cinco de Mayo 2025, Tijuana Flats saw a 54% increase in sales and achieved the highest single day of catering and loyalty sales in company history.

“Following the acquisition last November, one of our first priorities was updating and filing Tijuana Flats’ FDD to quickly begin building for the brand’s next chapter,” said Brett Willis, Chief Development Officer of Latitude Food Group. “The level of interest from prospective franchisees has been energizing. We’re having conversations with experienced operators who see the power of the Tijuana Flats brand and the significant runway ahead.

They’re not only interested in acquiring existing corporate-owned locations but also want to help fuel expansion and introduce Tijuana Flats to new markets beyond the Southeast. With strong investment backing, a beloved brand and real momentum behind us, we see tremendous opportunity ahead, and we’re moving forward aggressively.”

Tijuana Flats is pursuing a dual growth strategy that includes working with partners to open new locations nationwide while shifting select corporate restaurants to franchise ownership. With its integration into Latitude Food Group, the brand now offers franchisees a unique pathway to multi-brand ownership, allowing operators to broaden their portfolios, streamline operations, and grow their businesses more efficiently within a single, integrated platform.

Latitude Food Group will unite fast casual and quick-service concepts that share a bold, unconventional spirit. With a focus on vibrant brand identities, daring marketing and a guest-first approach rooted in community engagement, Latitude Food Group aims to drive growth through multi-unit franchising, partnering with entrepreneurs ready to scale dynamic, multi-brand portfolios.