Tijuana Flats is reintroducing its Cheeseburger Tacos, a fan-favorite item that has been the most requested return product for nearly a decade. The decision comes after persistent appeals from customers, franchisees, and loyal patrons known as Flatheads, signaling a strategic move to strengthen brand loyalty and drive sales. The return is part of the company's Bigger.Better.Bolder brand journey under Latitude Food Group, the parent company formed to guide the fast-casual chain into its next phase of growth.
According to James O'Reilly, CEO of Latitude Food Group, the demand for the Cheeseburger Tacos was impossible to ignore. "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," O'Reilly said. He added that the high demand revealed a special opportunity, leading the company to not only return the original item but also create two new ways to enjoy the cheeseburger flavor without a bun.
The expanded lineup, which launches Sept. 28 at all Tijuana Flats locations across Florida, Alabama, North Carolina, and Kentucky, includes three items. The Cheeseburger Tacos, priced at $10.99, feature two grilled flour tortillas served with fries. The Cheeseburger Burrito, at $11.99, wraps seasoned ground beef, queso, lettuce, tomatoes, onions, pickles, ketchup, and mustard in a warm flour tortilla with seasoned fries inside, toasted until golden and served with fries on the side. The Cheeseburger Loaded Fries, priced at $9.99, top crispy fries with all the cheeseburger ingredients. Each item stacks seasoned ground beef, queso, lettuce, tomatoes, onions, pickles, ketchup, and mustard, offering a bun-free twist on a classic cheeseburger.
For franchisees, the return of the Cheeseburger Tacos represents a direct response to market demand, which could boost foot traffic and average ticket sizes. The addition of two new items also provides more variety for customers and potential for increased frequency. The launch is supported by Tijuana Flats' loyalty program, Flathead Rewards, which rewards members with one point per dollar spent, redeemable for exclusive rewards and deals. New members can download the Flatheads Rewards app at https://qrco.de/bbUMoR to start stacking points and access bonus opportunities.
The move underscores Tijuana Flats' commitment to listening to its customer base and adapting its menu to meet evolving tastes. As part of Latitude Food Group, the chain is positioning itself for growth in a competitive fast-casual market. With nearly 100 company-owned and franchised restaurants, Tijuana Flats continues to expand its footprint while staying true to its roots in bold flavors and over-the-top service. The Cheeseburger Tacos' return is not just a menu update; it is a signal that the brand is willing to evolve based on direct feedback, which could strengthen its relationship with customers and franchisees alike.
Guests can order the new cheeseburger items for dine-in, carryout, or online at Tijuana Flats. The launch is expected to drive excitement among existing fans and attract new customers seeking creative, indulgent options. By bringing back a highly requested item and expanding it into a full lineup, Tijuana Flats is betting on nostalgia and innovation to fuel its next chapter.
