John Pelletier opened his first 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 create a more unique and authentic Mexican experience, the two brothers took their first trip to Mexico in 1989 to study the food and culture, honing the concept into what it is today; a full-service, casual-dining restaurant specializing in freshly prepared Mexican-inspired fare served up in a lively, family-friendly environment. With a vibrant atmosphere, the concept immerses guests in the colorful culture of Mexico through photos, artwork and interior design. Units vary significantly in layout and décor, but all feature substantial collections of Mexican furniture and décor throughout the dining room and lounge. Every month, all Margaritas restaurants hold Full Moon Madness events, with a portion of the proceeds going to local charities; to date, the company has donated over a half a million dollars. Each year the company also hosts visiting Mexican artists, taking them on tour to present their craftwork for restaurant guests and to provide interactive lectures at elementary schools.  

LocationPortsmouth, N.H.
2010 Systemwide Sales ($000)$47,750,000*
YOY Sales Change8.7%
2010 U.S. Units22
YOY Unit Change15.8%
2010 Average Unit Volume ($000)$2,330,000*
Future 50 Year2011

*Technomic estimate

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