Tijuana Flats is accelerating its franchising ambitions once again as the Florida-born Tex-Mex chain looks to rebuild momentum following a turbulent period that included bankruptcy restructuring, ownership changes and a broader brand refresh.
Founded in 1995 in Winter Park, Florida by entrepreneur Brian Wheeler, Tijuana Flats has grown into one of the Southeast’s best-known fast-casual Tex-Mex brands, recognised for its bold menu offerings, quirky restaurant interiors and extensive hot sauce bar. The chain currently operates nearly 100 locations across the southeastern US, with a mix of company-owned and franchised restaurants.
The company’s renewed franchising strategy comes as parent company Latitude Food Group, formed after &pizza acquired Tijuana Flats in 2025, seeks to transition the business toward a more franchise-heavy operating model.
According to industry reports, Latitude Food Group plans to sell a majority of Tijuana Flats’ company-owned Florida stores to qualified franchise operators while retaining approximately 20% of locations under corporate ownership. The strategy is designed to accelerate expansion while bringing in experienced multi-unit operators capable of growing the brand regionally.
The franchising relaunch builds on initiatives first introduced in 2023, when Tijuana Flats restarted aggressive franchise development after a 13-year pause. At the time, the company unveiled incentives including a 50% reduction in franchise fees and lower royalty structures during the early years of operation to attract franchise partners.
Through its dedicated franchise platform, ‘Own A Flats’, the company says it is targeting experienced multi-unit restaurant operators capable of developing at least three locations. Franchise fees are listed at approximately $40,000 per unit under multi-unit development agreements.
The brand has also outlined ambitions to expand deeper across the Southeast, including Florida, Georgia, Alabama, Tennessee and the Carolinas. Previous announcements highlighted goals to open 50 additional locations as part of its longer-term growth roadmap.
Tijuana Flats’ expansion drive follows a challenging chapter for the company. In April 2024, the chain filed for Chapter 11 bankruptcy protection and shuttered several underperforming stores before emerging from restructuring in early 2025 with plans to refresh menus, modernise operations and reignite development.
Tijuana Flats is positioning itself as a differentiated player in the crowded Tex-Mex category by emphasising made-to-order food, scratch-made dips and sauces, vibrant restaurant environments and custom local murals that have become synonymous with the brand over the years.
Mike Burns, CEO of Latitude Food Group and former CEO of &pizza, previously noted that the company sees strong untapped potential in the Tijuana Flats brand, particularly in its home market of Florida and across emerging southeastern territories.
