After simplifying its model with a focus on late-night activities and improving the economy, Margaritas Mexican Restaurants, a popular 35-year-old full-service brand in the Northeast known for its party atmosphere, its scratch kitchen and the best margaritas outside of Mexico, is now targeting markets in the Midwest and Southeast region of the United States for franchise growth, while remaining focused on continued growth in the Northeast and Mid-Atlantic.
With a mix of 25 franchises and company-owned locations in Massachusetts, Maine, New Hampshire, Connecticut, New Jersey and Pennsylvania, the established restaurant brand has succeeded in building customer loyalty by encouraging customers to having fun, drinking good margaritas and discovering the gastronomy, culture and hospitality of Mexico – without flying. The brand’s “leave your bag at the door” mentality aims to deliver a vacation vibe to its guests, ranging from families to late-night crowds, through decor, upbeat music and cast members. friendly and energetic team.
Margaritas’ renewed franchising efforts follow years of internal reflection and investment in a foundation for future growth. As part of the process, in the spring of 2020, Bob Ray, who has worked at Margaritas since 1992 in a wide variety of roles, became the owner and a member of the board of directors assuming the role of chief operating officer. The brand has also expanded its management team to include a star-studded mix of owners and board members with decades of experience running and growing successful restaurants.
Along with founding brothers John and Dave Pelletier, the Margaritas leadership team includes Larry Cates, who served as president of Applebee’s International; Anthony Ackill, the founder of B.GOOD, a healthy and forward-thinking fast-casual restaurant chain; Hexagon Hospitality LLC founder Mitch Kahn; and Paul Twohig, former president of Dunkin Donuts and former president of MOD Super-Fast Pizza Holdings LLC.
During the pandemic, Margaritas redesigned its business model, focusing more on high-yield times of the day like dinner and late night, reducing labor and food costs, and simplifying operations. without sacrificing fun or quality.
“By eliminating lunch and opening later in the day for dinner and the evening bar, we’ve dramatically increased efficiency and improved restaurant economy,” said Margaritas COO Bob Ray. “It made team members happier, which together contributes to a better customer experience. We’ve done all of this without compromising our kitchen cooking or our artisan margaritas. We have the successful formula down to a science.
Renewed franchising efforts, led by Vice President of Franchise Development Tom Radomski, will focus on expanding Margaritas beyond the Northeast. “Ideal candidates would be highly experienced multi-unit operators who have the infrastructure to support high-volume full-service restaurants in the markets of Ohio, Kentucky, Indiana, Georgia and Florida,” Radomski said, noting the total investment for a full-service Mexican Margaritas restaurant ranges from $1.5 million to $2.5 million, depending on the square-foot location.
Margaritas Mexican Restaurants have been delighting guests since 1986 with a colorful and authentic decor and atmosphere, delicious Mexican recipes, over 20 hand-crafted margaritas, and a fun, inviting experience for all occasions. In order to keep the mark special, founder John Pelletier made countless adventures in Mexico to seek out and purchase carved chairs, furniture, artwork and colorful tiles from local artisans, ultimately using this decor to showcase Mexican culture in restaurants. Today, that spirit lives on with managers and staff taking organized trips to central Mexico to visit artist communities and manufacturing towns to immerse themselves in food and culture.