Dive Brief:
- Tijuana Flats has relaunched franchising over a year after it emerged from bankruptcy and about six months after &pizza acquired the chain and formed Latitude Food Group, according to an emailed press release.
- The fast casual chain, which has roughly 100 company-owned and franchised stores, will work with partners to open new units nationwide while also refranchising select corporate stores, according to the press release.
- With support, resources and financial backing from Latitude Food Group, Tijuana Flats has introduced limited-time offers and refreshed its menu, which has helped it recover somewhat from its pre-bankruptcy troubles.
Dive Insight:
Tijuana Flats has seen a significant turnaround with its sales trajectory. The brand had one of its most successful Cinco de Mayo promotions in its history. Compared to Cinco de Mayo 2025, Tijuana Flats posted a 54% increase in sales and had its highest single day of catering and loyalty sales in its history.
Latitude Food Group has updated the chain’s franchise disclosure document and is seeing strong interest from prospective franchisees, Chief Development Officer Brett Willis said in a statement.
“We’re having conversations with experienced operators who see the power of the Tijuana Flats brand and the significant runway ahead,” Willis said. “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.”
Latitude Food Group’s ownership of &pizza offers franchisees multi-brand ownership opportunities, the press release said. This can provide operators an ability to “broaden their portfolios, streamline operations, and grow their businesses efficiently within a single, integrated platform,” the company said.
Sister company &pizza also started franchising in 2025, with a goal to reach 300 units by 2030.
