RISE - Menu Monitor

El Torito
Headquarters
5660 Katella Avenue, Cypress, California 90630 USA
Tel: (562)346-1200 Fax: (562)346-1463
www.eltorito.com
Ownership: Private
Segment: Full Service Mexican
System Characteristics 2006 2005 2004
U.S. Systemwide Sales ($000) 210,000 198,905 183,750
Company-owned ($000) 210,000 198,905 183,750
Franchised ($000) - - -
U.S. Number of Units 79 76 74
Company-owned 79 76 74
Franchised - - -
International Sales ($000) - 25,000 20,000
International Units - 10 9
Average Sales/Unit ($000) 2,900 2,925 2,460
Concept Positioning |
El Torito is a chain of full-service restaurants specializing in providing an authentic Mexican dining experience—from baskets
of colorful, warm tortilla chips, to made-from-scratch sizzling fajitas, to their frosty house Margaritas. The chain is owned by
Real Mex Restaurants and operates 79 company-owned locations in Arizona, California and Oregon.
Units are generally freestanding located in high-traffic areas and average 7,500–11,000 sq. ft. They feature hacienda-style
architecture with stucco walls, fountains, arches, tropical plants, murals, pottery and sculptures.
El Torito first opened in Encino, CA, in 1954 by Larry J. Cano. Through the years, the chain has had several ownerships with
the latest dating back to the mid-1990’s and the formation of the Family Restaurants, Inc. which merged in late 1998 with Koo
Koo Roo to form Prandium, Inc. In 2000, Prandium announced its intent to sell all but six of its El Torito operations to Acapulco
Acquisition Corp., an investment arm of Bruckmann, Fosser, Sherill & Co. for some $130 million. The deal closed mid-2000.
The chain operates under the name El Torito Restaurants Inc. Currently, there are no major expansion plans for the chain.
Menu Positioning |
El Torito is open for lunch, dinner and Sunday brunch and offers a broad selection of Mexican specialties and traditional
dishes such as fajitas, tacos, enchiladas, tamales, nachos, guacamole, soups, salads, side dishes and desserts. Its "Fresh
Sheet" section lists seasonal specials that change monthly. The chain also is developing a growing selection of low-fat or
lower-fat entrées such as Grilled Chicken Quesadillas with reduced-fat Monterey Jack cheese. Other health-conscious choices
are Halibut Tacos and Linguine with Fire-Roasted Tomato Sauce. Popular menu items include Carnitas Yucatan—roasted
marinated pork topped with red onions marinated in habañero chilies and lime juice, served with red and black beans, rice,
avocado relish and corn cakes; Black Pepper Tamarind Barbeque Shrimp—sautéed shrimp, red and black beans, rice and
crispy plantains; Fire-Roasted Vegetables—fresh fire-roasted vegetables seasoned and drizzled with raspberry tamarind
vinaigrette and goat cheese; and the Mesquite-Grilled Chicken Breast Fajitas—grilled chicken breast marinated with citruschipotle
sauce and served with onions, pasilla, red bell peppers, red and black beans, avocado relish, pico de gallo and
tortillas. Guacamole, Lobster Quesadillas, Fire-Roasted Tomato Soup and the Fajita Salad are among the restaurant’s favorite
appetizers, soups and salads. Restaurants also offer party platters that serve groups of five or more. Kids’ and takeout menus
are available. Menu prices range from $8.99–$16.99. Checks average $11.
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