California Tortilla is a chain of franchised

Franchising

Franchising is the practice of using another firm's successful business model. The word 'franchise' is of anglo-French derivation - from franc- meaning free, and is used both as a noun and as a verb....

 fast casual Mexican

Mexican cuisine

Mexican cuisine, a style of food that originates in Mexico, is known for its varied flavors, colourful decoration and variety of spices and ingredients, most of which are native to the country. The cuisine of Mexico has evolved through thousands of years of blending indigenous cultures, with later...

 restaurants, the first of which was opened in 1995 in Bethesda, Maryland

Bethesda, Maryland

Bethesda is a census designated place in southern Montgomery County, Maryland, United States, just northwest of Washington, D.C. It takes its name from a local church, the Bethesda Meeting House , which in turn took its name from Jerusalem's Pool of Bethesda...

 by business partners Pam Felix and Alan Cohen. The chain's menu, which features burritos

San Francisco burrito

San Francisco burrito is a type of burrito, originally a Mexican-American food, that originated in San Francisco, California. The San Francisco burrito is distinguished from a regular burrito partly by the amount of rice and other side dishes included in the package, and partly by its sheer size...

, is comparable to that of its competitors, such as Baja Fresh

Baja Fresh

Baja Fresh is a chain of fast-casual Tex Mex restaurants founded in Newbury Park, California in 1990 and headquartered in Cypress, California. The chain emphasizes fresh ingredients, and each restaurant features a self-serve salsa bar....

 and Chipotle Mexican Grill

Chipotle Mexican Grill

Chipotle Mexican Grill, Inc. is a chain of restaurants in the United States, United Kingdom, and Canada specializing in burritos and tacos, founded by Steve Ells in 1993 and based in Denver, Colorado...

. A typical restaurant has 2500 square feet (232.3 m²) with seating for 75 people. California Tortilla was voted by readers of Washingtonian

Washingtonian (magazine)

Washingtonian is a monthly magazine distributed in the Washington, DC area since 1965. The magazine describes itself as "the magazine Washington lives by." The magazine's core focuses are local feature journalism, guide book-style articles, and real estate advice.-Editorial Content:Washingtonian...

magazine as having the best burritos in both 2009 and 2010 . The chain sold its 5 millionth burrito on August 22, 2007.

Locations

California Tortilla has 36 restaurant locations in four states (Delaware

Delaware

Delaware is a U.S. state located on the Atlantic Coast in the Mid-Atlantic region of the United States. It is bordered to the south and west by Maryland, and to the north by Pennsylvania...

, Maryland

Maryland

Maryland is a U.S. state located in the Mid Atlantic region of the United States, bordering Virginia, West Virginia, and the District of Columbia to its south and west; Pennsylvania to its north; and Delaware to its east...

, Virginia

Virginia

The Commonwealth of Virginia , is a U.S. state on the Atlantic Coast of the Southern United States. Virginia is nicknamed the "Old Dominion" and sometimes the "Mother of Presidents" after the eight U.S. presidents born there...

, and Pennsylvania

Pennsylvania

The Commonwealth of Pennsylvania is a U.S. state that is located in the Northeastern and Mid-Atlantic regions of the United States. The state borders Delaware and Maryland to the south, West Virginia to the southwest, Ohio to the west, New York and Ontario, Canada, to the north, and New Jersey to...

) and the District of Columbia. The chain's headquarters are located in Rockville, Maryland

Rockville, Maryland

Rockville is the county seat of Montgomery County, Maryland, United States. It is a major incorporated city in the central part of Montgomery County and forms part of the Baltimore-Washington Metropolitan Area. The 2010 U.S...

.

Atmosphere

California Tortilla restaurants have a "spunky" atmosphere, according to the company itself, and are decorated in bright, bold colors and patterns. Simple things such as pens to sign credit card slips are held to the counter by a large heavy chain. Signs are also worded with humor in mind. The staff members are encouraged to be "unique" and "fun", which can vary by location. A monthly Taco Talk newsletter is published online and in print by co-founder Pam Felix, whose picture appears (along with partner Alan Cohen's) on some of the restaurant's paper goods.

Promotions

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

Rock-paper-scissors

Rock-paper-scissors is a hand game played by two people. The game is also known as roshambo, or another ordering of the three items ....

 game. Subscribers of the email newsletter receive occasional "secret" promotions, and a "Burrito

Burrito

A burrito , or taco de harina, is a type of Mexican food. It consists of a wheat flour tortilla wrapped or folded around a filling. The flour tortilla is usually lightly grilled or steamed, to soften it and make it more pliable. In Mexico, refried beans or meat are sometimes the only fillings...

 Elito

Elite

Elite refers to an exceptional or privileged group that wields considerable power within its sphere of influence...

" loyalty program

Loyalty program

Loyalty programs are structured marketing efforts that reward, and therefore encourage, loyal buying behavior — behavior which is potentially beneficial to the firm....

allows registered customers to receive points, based on pre-tax totals, with each 50 points resulting in a $5 discount.

Year-round promotions include the "Monday Night Mystery Prize Burrito Wheel," where anyone who purchases a regular-sized burrito every Monday night after 5 pm can spin the wheel and win a prize. The prizes range from a free cookie or brownie to $1 off your next purchase or a free signature salad.

Grand openings

At most California Tortilla restaurant grand openings, patrons who stop by between 11 am – 2 pm and 5 pm – 8 pm receive a free burrito of their choice and a soft drink. The first ten people in line at 11 am receive one free burrito every week for a year at that location, while the next 20 in line receive one free burrito every week for a month.

External links

• California Tortilla official website