Temoc Morfin
Haz clic aquí para leer esto en español
In 2013, Temoc Morfin opened the first Cilantro Taco Grill in suburban Chicago. Today, there are 15 locations with franchised concepts starting to open nationwide. Here, Morfin — the company’s founder and CEO — shares the story behind his success with el Restaurante.
#1 You launched your brand in 2013 in one of the most competitive restaurant markets in the country. Where was your first location in the Chicago area?
Everybody asks me that! It is a challenging ground for Mexican restaurants — but I have lived in Chicago all my life and had always dreamt of opening a taqueria that served authentic tacos from Jalisco.
Stone Park was our first location — the opportunity to open there knocked on my door. It is a predominantly Mexican community, but we wanted to target everybody. We came up with a catchy name and a nice logo with nice colors…but it was challenging at first. Mexican people didn’t want it — they were skeptical and wondered, ‘Is this really authentic?’ But once they tried it they knew it was. For example, we have a very traditional taco made with just steak, onions and cilantro; others are more Americanized with cheese, lettuce, tomato and avocado.
#2 So, what happened once you realized the concept was working in Stone Park?
Thankfully, things took off running and we opened our second location in Rosemont less than 6 months later. I was trying to get a deal there. I had an appointment with the mayor and asked him to give me a chance to go into a major new outlet mall that was about to open. He said, ‘Kid, I’m not gonna put you in a mall – that will just hurt you.’ I waited for another village-owned spot, and it has been the best spot for us. It is near O’Hare and Rosemont Horizon, a sports and concert venue — and to this day, it is my top-seller. I have to thank him for that because in a mall, only people in the mall would have been our customer base. I’m very appreciative!
Our third location was in Addison, and we just kept going from there. When I started, I had one goal: I have 10 siblings and I wanted everyone to open a location. We now have 15 locations and all of my siblings except for two own at least one location — some own two.
#3 Restaurants are facing many challenges today, many related to labor issues. How have you managed to continue to grow?
We’re a family-owned business and we treat our staff like family. That helps with retention — for example, we have several employees who have been with us since we opened our first location in 2013. It also helps build passion for our brand.
There are three things overall that we focus on — things that I think are important for any restaurant owner:
First, you have to connect with your staff. It doesn’t matter what your position is, you should know your employees. Taking time to speak and get to know each person working for the company goes a long way in bringing the whole team together.
Second, you should make sure you know all elements of your business — and that means getting behind the counter. During COVID, I and many members of our corporate team came into the stores to help. It is important for your employees to know you are all in this together, especially when there are challenges.
And third, it is important to have tracks in your company for your employees of all levels to be promoted. We joined the National Restaurant Association’s Restaurant & Hospitality Leadership Center (RHLC) program that provides certifications to line cooks, kitchen managers and restaurant managers.
#4 In late 2023, you took steps to franchise. What led to that decision and how it is going so far?
My first goal was to have all of my family members have a Cilantro Taco Grill; my second goal was to become a franchise. I knew I would have to be financially stable … and about a year and a half ago, I said to my brothers, my nephew and my son, ‘I’m ready — let’s launch!’
We’re currently working really hard on that with the franchise development company Fransmart, and we’re getting good traction. We have our first franchisee in Sugar Grove, recently signed someone from California, and have interest throughout the country.
Franchising also is part of treating employees like family by providing them a way to become owners. One of the reasons I partnered with Fransmart is to give employees the opportunity to have the same success as members of my family have.
Everything I’ve done has been tied in with family. My dad, Don Javi, did an excellent job with us and all of this is in his honor. During his last days, he said, ‘Thank you for taking care of the family. I go in peace. Stay together. That is the greatest satisfaction of all — that completes me.’
#5 What advice would you like to share with restaurant owners who have one location and are thinking of adding more?
Don’t take any shortcuts! That is what I would tell anyone thinking of growing or franchising their concept. We all have a dream, and you have to set goals. But be careful! For example, you might think ‘I don’t have to hire an attorney.’ But cutting corners is a no-no! Anything is possible…but take your time. You don’t want to jump the gun because if you do, it can break you.
Click here to go to the next article, The Craft of the Cocktail