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California Tortilla Group, Inc.
California Tortilla
Company typePrivate
IndustryRestaurant
GenreFast casual
FoundedAugust 4, 1995; 29 years ago (1995-08-04)
Bethesda, Maryland, U.S.
FoundersPam Felix
Alan Cohen
Headquarters
Potomac, Maryland
,
U.S.
Number of locations
39 in U.S. as of Jan 2020; franchised since 2003
Area served
Key people
Jennifer Rorie (CEO)
Aaron Goldberg (Director)
Sara Mahaffey (Director of marketing)
ProductsMexican-style food such as Burritos, salads, etc.
ServicesCatering
RevenueUS$99.627 million (2021)
Number of employees
654 (2021)
Websitecaliforniatortilla.com

California Tortilla, also known as Cal Tort, is an American chain of franchised fast casual Mexican-style restaurants, the first of which was opened in August 1995 in Bethesda, Maryland by business partners Pam Felix and Alan Cohen.[1] The chain's menu 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] and "best Mexican" in 2014[5] and 2015.[6] In 2019, it was awarded Best Fast Casual by Washington City Paper readers.

Locations

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California Tortilla has 38 restaurant locations in 8 states (Maryland, Virginia, West Virginia, New Jersey, Pennsylvania, Connecticut, Kansas, South Carolina), and the District of Columbia. Some airport locations are branded as Burrito Elito.[7] The chain is headquartered in Potomac, Maryland.[8]

Atmosphere

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The interior of a California Tortilla restaurant

California Tortilla's staff members are encouraged to be "unique" and "fun", which can vary by location. A monthly Taco Talk newsletter was published online and in print for 20 years by co-founder Pam Felix, whose picture appeared for years (along with partner Alan Cohen's) on some of the restaurant's paper goods. With Issue 245, dated December 1, 2015, Felix retired from writing Taco Talk.[9]

Promotions

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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.[10] 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 75 points resulting in a $5 discount.

Year-round promotions include the "Monday Night Mystery Prize Burrito Wheel", where any customer who purchases an entree every Monday night after 5:00 p.m. can spin the wheel and win a prize. The prizes range from a free cookie or brownie to $1 off their next purchase or a free signature salad.

Grand openings

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Grand Opening Day in Wichita, KS

To celebrate the opening of a new location, California Tortilla opens with a $5 burrito or bowl day with proceeds from the burrito/bowl donated to a local charity.

References

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  1. ^ a b Kretikos, Eleni (May 14, 2004). "California Tortilla franchises into N. Va. and beyond". Washington Business Journal. Retrieved February 7, 2009.
  2. ^ Heath, Thomas (October 22, 2007). "Tortilla Franchise Growing Up". The Washington Post. Retrieved February 7, 2009.
  3. ^ "Best of Washington: Readers Pick Their Favorites". washingtonian.com. Washingtonian Magazine. July 2009. Retrieved July 31, 2009.
  4. ^ "Taco Talk July 2010 Issue 180". californiatortilla.com. California Tortilla. July 2010. Retrieved July 2, 2010.
  5. ^ Spiegel, Anna (August 11, 2014). "Free food alert". Washingtonian Magazine. Retrieved February 18, 2015. Washingtonian readers voted California Tortilla 'best Mexican' in our 2014 Best Of Washington survey
  6. ^ "We asked readers what their favorite spots in the District were. Here are the winners". Washingtonian Magazine. July 2, 2015. Retrieved December 3, 2015. Best Mexican: California Tortilla This fast-casual chain offers burritos both traditional (mesquite-grilled chicken) and trendy (Korean barbecue).
  7. ^ "Locations". California Tortilla. Retrieved December 31, 2021.
  8. ^ "Contact California Tortilla". California Tortilla. Retrieved April 29, 2018.
  9. ^ Felix, Pam (December 1, 2015). "Taco Talk Issue 245". California Tortilla. Retrieved December 1, 2015. This is my last Taco Talk.
  10. ^ Monroe, Ashlee (July 18, 2008). "Steve Miller Band fans rock Guinness record". wtop.com. WTOP. Archived from the original on January 12, 2013. Retrieved February 15, 2015.
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