Mexican food has been gaining popularity in the UK, with authentic cuisine being identified as a top food trend to watch in 2024 by Speciality Food magazine. The adaptability of food choices and the appeal to various tastes and diets, as well as the demand for healthy and inexpensive recipes, have contributed to its rising popularity among consumers. As a result, UK-based fast-casual dining brand Tortilla Mexican Grill has announced plans to focus on franchising to fuel growth both in the UK and internationally. Chief Executive Andy Naylor unveiled the company’s strategic vision named ‘Tortilla’s Vital Five’, which includes improving UK profitability, investing in brand growth, team and tech, franchising, and international expansion.
Founded by Californians Brandon and Jen Stephens in the early 2000s, Tortilla was established in London to satisfy their love for burritos and tacos from their home state. Since then, Tortilla has expanded to over 80 locations in the UK, with additional sites in Dubai and Saudi Arabia through a franchise partnership. The brand’s growth strategy in the UK includes a partnership with SSP, a global operator of food and beverage outlets in travel and transport hubs. Currently, there are five Tortilla locations in UK transport sites, with plans to open four more in 2024.
Despite challenges in the restaurant industry, such as increased supply costs, labor shortages, and rising property and energy expenses, Tortilla has adopted a multi-channel growth approach. In addition to expanding traditional restaurants and franchise locations in transport hubs and universities, the brand is focusing on developing cloud kitchens and strategic partnerships with amusement parks, supermarkets, and hotels. The cloud kitchen model allows for delivery or pick-up orders through online platforms, providing customers with restaurant-quality food at home. This approach allows for quick and cost-effective expansion with relatively low risk.
CEO Naylor emphasizes the company’s commitment to franchising as a key strategy for growth, with plans to focus more on franchised locations while strategically opening new own stores in high-awareness areas. Although Tortilla faced challenges in late 2023 with a slowdown in sales attributed to weak consumer demand, particularly in less-built-up areas, the brand is optimistic that its franchise-focused growth strategy will lead to success. By doubling down on franchising and expanding into new markets, Tortilla Mexican Grill aims to continue its growth in the competitive food industry and meet the increasing demand for authentic Mexican cuisine in the UK and beyond.
