John Pelletier began Margaritas Mexican Restaurant in Concord, New Hampshire, in 1985. By 1988, John’s brother Dave had joined the venture with the addition of two more locations. Seeking to procure a more authentic Mexican experience, the two brothers took their first trip to Mexico and began to hone the concept into what it is today, a full-service, casual-dining concept that specializes in freshly prepared Mexican fare served up in a family-friendly environment. With a vibrant atmosphere, the concept strives to educate patrons on the wealth of Mexican culture. Units vary significantly in décor, but
all feature a collection of art created by Mexican artists showcased in the main dining room. Each year the chain also hosts a selection of visiting Mexican artists who explain their works to restaurant patrons and provide lectures at local schools.

LocationPortsmouth, N.H.
2009 Systemwide Sales$43,900,000
% Change in Sales46.5%
2009 U.S. Units19
% Change in Units18.8%
2009 Average Unit Volume$2,300,000
% Change in AUV0.6%
Future 50 Year2010