Global Franchise 9.3

I was 10 years old when I immigrated to the United States of America. My father Don ‘Javi’ Morfin told me this will give our family more opportunities for our future, and he wanted the very best for our family. I will never forget my parents making sacrifices for the family and working tirelessly to make sure we had everything we needed. For this very reason I’ve strived to help move my own family into an even more successful future. Now the majority of my family works for Cilantro Taco Grill. Some have their own locations and others work for our corporate team. My family has shared the same dedication and love for the brand, and it has made us the powerhouse we are today. Empowering model As a first-generation immigrant I understand the challenges that come with building a new life in a foreign country. It was hard at first not speaking English and having to assimilate. My father pushed me to learn and grow into the entrepreneur I am today. He always shared that food is not just to fill our bellies, but can be an avenue for learning, spending time together and understanding each other more. This experience has inspired my strategy behind Cilantro Taco Grill – to not only provide authentic and delicious food, but to create a business model that empowers individuals, immigrants, and communities. The importance of offering a “leg up” to first- generation immigrants stems from the belief that everyone deserves the chance to thrive, regardless of their background. For many immigrants, entrepreneurship represents an opportunity for economic independence and a way to preserve and share their cultural heritage. It has been such a gift that through our franchise model, we are able to make this path more accessible by offering resources, support, and mentorship to those who might not have these opportunities.We have welcomed many franchisees who share these values. Enabling communities This strategy is dear to us because it’s not just about business, it’s about creating a ripple effect of success. When one family thrives, they lift their community up. This philosophy drives the decisions we make, from the way we train and support our franchisees, to the strong cultural values in our brand. It’s why Cilantro has its mission of uplifting Latinos and immigrant communities through franchising. We have found that employees and franchisees who are immigrants have the same drive and determination that my father instilled in me. They want to succeed and grow and take this step in their career seriously. In order to best assist immigrants, I recommend making sure you take time to understand their culture and what is important to them, find ways to break language barriers, and make sure you have a clear franchisee playbook to help them enter into your franchise. WHY IMMIGRANT FRANCHISEES ARE SO DRIVEN TO SUCCEED E M P O W E R I N G C O MM U N I T I E S Boutique brands are investing in the future with tech that delivers game- changing results, says the master franchisor U.K. for Bodystreet, Mark Holland Electro Muscle Stimulation (EMS) is making waves in the fitness world, not as a passing trend but as a game- changer in how we think about exercise.With sessions that take just 20 minutes and deliver results comparable to traditional gym workouts, EMS offers a compelling solution for busy lives. But beyond its obvious appeal to consumers, there’s a deeper story here for business leaders: how technological innovation and changing consumer priorities are creating a fertile ground for niche fitness concepts to thrive. EMS doesn’t just cut down on workout time; it removes traditional barriers to fitness. By integrating low-impact technology that works for all ages and fitness levels, it appeals to individuals often excluded from the gym – whether due to time constraints, physical limitations, or intimidation of the gym environment. For franchisors, this presents an important lesson: inclusivity can be a competitive edge. The more accessible your offering, the wider your customer base becomes. EMS exemplifies how leveraging science-backed Niching down Immigrant franchisees are driven to build a brighter future with a strong work ethic and passion to better their situation, says Temoc Morfin , founder and CEO of Cilantro Taco Grill, and champion of the American Dream. 54 GLOBAL FRANCHISE Issue 9.3