Tijuana Flats is bringing back its Cheeseburger Tacos after nearly a decade of customer and franchisee requests. The fast-casual Mexican chain, part of the newly formed Latitude Food Group, announced the return on Sept. 28, along with two new menu items that offer the same cheeseburger flavors without a bun. The move underscores the company's commitment to listening to its loyal fan base, known as Flatheads, and its franchisees as it pursues a "Bigger.Better.Bolder" brand strategy.
"Our flatheads and our franchisees never stopped asking for Cheeseburger Tacos and as we move forward on our Bigger.Better.Bolder brand journey, we knew we had to listen to them and bring it back," said James O'Reilly, CEO of Latitude Food Group, parent company of Tijuana Flats. "When we heard how high the demand was, we realized we had something special. So now we have brought the Cheeseburger Tacos back, and we created two new ways to experience that cheeseburger flavor."
The returning Cheeseburger Tacos ($10.99) feature two grilled flour tortillas filled with seasoned ground beef, queso, lettuce, tomatoes, onions, pickles, ketchup and mustard, served with fries. Joining the lineup is the Cheeseburger Burrito ($11.99), wrapped in a warm flour tortilla with seasoned fries inside, toasted until golden and served with fries on the side. The Cheeseburger Loaded Fries ($9.99) top crispy fries with all the cheeseburger ingredients. All three items are available at all Tijuana Flats locations across Florida, Alabama, North Carolina and Kentucky, and can be ordered dine-in, carryout, or online at Tijuana Flats.
The reintroduction is significant for several reasons. It directly addresses the most requested return product by customers, franchisees, and Flatheads, demonstrating that the brand values feedback and is willing to adapt its menu to meet consumer preferences. By expanding the cheeseburger offerings beyond tacos, Tijuana Flats is also tapping into the enduring popularity of cheeseburger flavors while staying true to its Mexican-inspired identity. This innovation could attract new customers and reinvigorate existing fans, potentially boosting sales and franchisee satisfaction.
Moreover, the launch aligns with the company's broader growth strategy under Latitude Food Group, which was recently formed to steward the Tijuana Flats brand. By responding to demand and introducing new items, Tijuana Flats aims to strengthen its position in the competitive fast-casual segment. The emphasis on loyalty is also notable: Flatheads earn one point for every dollar spent through the Flatheads Rewards program, redeemable for exclusive rewards and deals. Guests can download the app at https://qrco.de/bbUMoR to start stacking points, with bonus opportunities and instant rewards for signing up.
For franchisees, the return of a highly demanded product could drive foot traffic and sales, making the brand more attractive to potential investors. As Tijuana Flats continues its "Bigger.Better.Bolder" journey, listening to its community and innovating its menu will be crucial for long-term success. The cheeseburger lineup is available now, offering a fresh take on a classic favorite.
