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| Type | Private |
|---|---|
| Industry | Restaurant |
| Genre | Fast casual Mexican food |
| Founded | 1995 in Bethesda, Maryland |
| Founder(s) | Pam Felix and Alan Cohen |
| Headquarters | Rockville, Maryland, U.S. |
| Number of locations | 36 as of October 2012; franchised since 2003 |
| Area served | Washington Metropolitan Area |
| Products | Burritos, salads, etc. |
| Services | Catering |
| Website | californiatortilla.com |
California Tortilla is a chain of franchised fast casual Mexican restaurants, the first of which was opened in 1995 in Bethesda, Maryland by business partners Pam Felix and Alan Cohen.[1] The chain's menu, which features Mission burritos, is comparable to that of its competitors, such as Baja Fresh and Chipotle Mexican Grill.[2] A typical restaurant has 2,500 square feet (230 m2) with seating for 75 people.[1] California Tortilla was voted by readers of Washingtonian magazine as having the best burritos in both 2009[3] and 2010.[4] The chain sold its 5 millionth burrito on August 22, 2007.[5]
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Locations [edit]
California Tortilla has 37 restaurant locations in five states (Delaware, Maryland, Virginia, Pennsylvania, and Massachusetts) and the District of Columbia. The chain is headquartered in Rockville, Maryland.[6]
Atmosphere [edit]
California Tortilla restaurants have a "spunky" atmosphere, according to the company itself, and are decorated in bright, bold colors and patterns. Simple things such as pens to sign credit card slips are held to the counter by a large heavy chain. Signs are also worded with humor in mind. The staff members are encouraged to be "unique" and "fun", which can vary by location. A monthly Taco Talk newsletter is published online and in print by co-founder Pam Felix, whose picture appears (along with partner Alan Cohen's) on some of the restaurant's paper goods.
Promotions [edit]
Patrons of California Tortilla experience a variety of promotions that offer free food or discount coupons. Some of the promotions are typical of restaurants, such as a free taco to those who join the email list. Other promotions are somewhat unusual, such as Free Pop-Tart Day. In 2008, California Tortilla attempted to break the record for the world's largest rock, paper, scissors game.[7] Subscribers of the email newsletter receive occasional "secret" promotions, and a "Burrito Elito" loyalty program allows registered customers to receive points, based on pre-tax totals, with each 50 points resulting in a $5 discount.
Year-round promotions include the "Monday Night Mystery Prize Burrito Wheel," where anyone who purchases a regular-sized burrito every Monday night after 5 pm can spin the wheel and win a prize. The prizes range from a free cookie or brownie to $1 off your next purchase or a free signature salad.
Grand openings [edit]
At most California Tortilla restaurant grand openings, patrons who stop by between 11 am – 2 pm and 5 pm – 8 pm receive a free burrito of their choice and a soft drink. The first ten people in line at 11 am receive one free burrito every week for a year at that location, while the next 20 in line receive one free burrito every week for a month.[8]
References [edit]
- ^ a b Kretikos, Eleni (May 14, 2004). "California Tortilla franchises into N. Va. and beyond". Washington Business Journal. Retrieved 2009-02-07.
- ^ Heath, Thomas (October 22, 2007). "Tortilla Franchise Growing Up". The Washington Post. Retrieved 2009-02-07.
- ^ "Best of Washington: Readers Pick Their Favorites". washingtonian.com. The Washingtonian. July 2009. Retrieved 2009-07-31.
- ^ "Taco Talk July 2010 Issue 180". californiatortilla.com. California Tortilla. July 2010. Retrieved 2010-07-02.
- ^ Eckert, Barton (August 27, 2007). "That's a wrap: 5 million burritos sold, California Tortilla says" (PDF). Baltimore Business Journal. Retrieved November 26, 2009.
- ^ "California Tortilla Locations". California Tortilla. Retrieved 2009-02-07.
- ^ Monroe, Ashlee (July 18, 2008). "Steve Miller Band fans rock Guinness record". wtop.com. WTOP. Retrieved September 27, 2009.
- ^ "Grand Openings". California Tortilla. Retrieved 2009-02-07.
External links [edit]
- California Tortilla official website
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