Mexican immigrant-founded fast-casual restaurant Cilantro Taco Grill brought on new investment partners to fuel the brand’s franchise growth. Armando Christian Perez (better known as pop star Pitbull) and Fransmart, the global leaders in franchise development, have partnered with Cilantro Taco Grill and plan to open more than 1,000 units worldwide over the next 10 years.

Temoc Morfin founded the fast-casual restaurant in 2013 and has since expanded to 15 locations in the Chicagoland area.

“I invested in Cilantro because I was inspired by Temoc and Gerardo Morfin’s stories of struggle and stride for a slice of the American pie,” says Perez. “I relate to those with an underdog mentality because I am also a person who fights and works hard for the American Dream.”

“What Temoc and his family have built is not only the American dream, it’s a franchisee’s dream — just look at their FDD [franchise disclosure document],” says Fransmart CEO Dan Rowe. “Their stores averaged $1.4 million and $1,180 per square foot. Those numbers are huge. This is the next generation of Mexican food franchises.”