California Tortilla has positioned healthy, freshly made specialty burritos as the signature of its Cal-Mex fast-casual lunch and dinner concept. Also notable, 75 different hot sauces comprise the self-service Wall of Flame and complement burrito bowls, fajitas, tacos, quesadillas and vegetarian options. Stores, all located in high-traffic, retail-driven areas, have a vibrant décor and redesigned logo launched last year that features an avocado. Newer units sport fresh green interiors and open kitchens. The first California Tortilla opened in 1995 in Bethesda, Maryland. Franchising began in 2002, and the following year Bob Phillips and Keith Goldman purchased the company, looking to grow it. They have expanded into six states on the East Coast and recently launched their first international store in Qatar.

LocationRockville, Md.
2012 Systemwide Sales ($000)$37,600,000
YOY Sales Change9.2%
2012 U.S. Units38
2012 Average Unit Volume ($000)$1,000,000
Future 50 Year2013
*Technomic estimate

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