Rapper Pitbull had been searching for a Latin-owned restaurant chain to support, and he found one he says exemplifies the American Dream.
Pitbull, whose given name is Armando Christian Pérez, and Fransmart, a franchise-development firm, are described as the new investment partners of Cilantro Taco Grill.
A media contact for Fransmart and Cilantro said Pitbull hasn't invested financially but is a creative and marketing partner.
Cilantro is a fast-casual, Mexican-restaurant concept with about 15 locations in the Chicago area that seeks to have more than 1,000 locations worldwide in the next 10 years.
Pérez's parents left communist Cuba for the United States, and he has said they instilled in him the need to take advantage of America's many opportunities. He grew up in the Little Havana neighborhood of Miami, where he's been active in the community. Pérez, and Fransmart had sought a Hispanic business with a successful model they could help expand, according to a statement from Cilantro Taco Grill.
The chain was founded in 2013 by Temoc Morfin, who was inspired to bring authentic Mexican fare to the masses by his father, 'Don Javi' Morfin.' The patriarch, his wife, and 11 children immigrated to the United States and since its first location opened in the Chicago suburb of Stone Park, Illinois, Cilantro has expanded, with the eateries averaging sales of $1.4 million and $1,180 per square foot.
Pérez, a Grammy-Award winner, said he partnered with Cilantro because he was inspired by the stories of struggle from Temoc Morfin and his brother, Gerardo Morfin, the chain's chief operating officer: "I relate to those with an underdog mentality because I am also a person who fights and works hard for the American Dream."