People
Mexican Grill Franchise Chronic Tacos Has “Nothing To Hide”
· All natural proteins with no artificial ingredients, hormones.
· Non-GMO tortilla options
· Eco-friendly paper products that are compostable and biodegradable
· Full traceability in the supply chain for all produce
Speaking to Michael Mohammed, we were able to get an in-depth look into their “Taco Life” including company culture and The Annual Taco Eating Contest.
What is your favorite thing to order at Chronic Tacos?
I almost always order a Carne Asada Bowl-rito with added shrimp: half cabbage, half lettuce, Spanish rice, Pinto beans, with guac and Roja hot sauce on the side.
What differentiates Chronic Tacos from competitors?
What makes Chronic Tacos unique is how we’re celebrating the individuality of our guests through our completely customizable menu. All of our ingredients are laid out in front of the guests, allowing them freedom and creativity with their meals.
While we grow as a brand, we continue to remain true to our roots and our third-generation recipes. Our celebration of authenticity is seen through our high-quality ingredients. Our Pico de Gallo, guacamole, and hot sauces are made from scratch, and you can really taste the difference. Our dedication to the quality of our food separates us from other Fast Casual chains.
We remain unparalleled in that we’re not just a Fast Casual chain, we’re a lifestyle brand. From the custom artwork on our walls, the music playing in our restaurants, and our involvement with action sports– the Taco Life embodies authenticity, activity, and individuality.
Describe the company culture.
Our culture encompasses open mindedness without the fear of change. Our everyday environment tends to be pretty easy going; we believe in working hard and having fun. Humor is a big part of who we are, as we try not to take ourselves too seriously, but despite our laid-back environment, we are very results driven.
What are your backgrounds?
I come from a very entrepreneurial family, and I have a background in finance and sales. I was a financial analyst at Boeing, then worked for the family business in sales. After working for the family business, my brothers and I partnered in some real estate developments and private investing, which eventually lead us to Chronic Tacos.
What inspires you to continue to grow the Chronic Tacos franchise?
We love what we do. I love working with my family to build something that we believe in, it’s very fulfilling. We’re driven by what we believe Chronic Tacos can be, we believe in this brand’s potential. Seeing people embrace the uniqueness and individuality of what we call the “Taco Life” inspires us.
What are some of your favorite events that you’ve held?
The Annual Taco Eating contests are always a lot of fun. We partner with Gringo Bandito Hot Sauce and bring in professional eaters, like the eating champion Takeru Kobayashi. It’s a great opportunity to have fun and interact with our customers and fans.
We also have a good time with our Grand Opening parties, there’s live music, prize giveaways, and amateur taco eating contests. We cater Angels Baseball events and Live Nation– those are great, too.
How did you decide on your branding?
When we bought the company, we loved the uniqueness of the brand, but it seemed disjointed. We decided to focus on what we found important: the authenticity of our food and culture. Our branding and art needed to reflect that. We use Day of the Dead artwork to tie into our authentic recipes, and our music shows our Southern California roots.
Who are some high profile people you’ve worked with?
Every year, we work with Ryan Sheckler and the Sheckler Foundation for the Skate For A Cause event. This event keeps us involved with action sports and is a great opportunity for us to give back to the community. Jason ‘Wee Man’ Acuña is a long-time business partner of ours who we have a great relationship with. He owns a Chronic Tacos in Long Beach. We also partner with Dexter Holland of The Offspring. He owns Gringo Bandito Hot Sauce and we partner with them for our Annual Taco Eating contest.
Why did you go into the restaurant industry?
My brothers and I saw an opportunity with this brand, we saw potential in it. We were confident that we could utilize our skill sets in a way that would enhance the brand.
Where do you see the company in the near future?
We will continue to grow nationally and open new stores. As we continue to expand, we won’t lose sight of where we started. We want to be one of the most respected brands in the industry, with a customer base who appreciates the experience we provide. It’s important to us to be a franchise that franchisees want to partner with.